Public happy to consider affinity gifts
Howard Lake | 8 December 2008 | News
Two surveys by inkjet cartridge and mobile phones recycling company Environmental Business Products suggest that the public is keen to support charities using affinity programmes in addition to giving monetary gifts.
An online survey of 1,500 charity supporters by the company’s Each One Counts campaign found that 69% were ‘happy to consider’ all or most affinity scheme examples such as recycling, charity credit cards or search engines.
In addition, a YouGov research study of 2,491 adults in late July 2008, commissioned by Each One Counts, found that 81% of the public who do not already recycle mobiles and printer cartridges to help a charity said they would do so if a charity was to benefit. Less than 10% who donated money said that they did not want to be bothered with affinity schemes.
Each One Counts argue therefore that charities should encourage their donors to consider other ways in which to give on top of their donations, especially when these additional gifts do not cost them anything.
Amy Horn, manager of the Each One Counts recycling campaign, said: “We have firm evidence from our extensive research programme over the last few months that charities are missing out on free fundraising income. Not only have we established that about £130 million extra is just waiting to be collected by charities through improved recycling, but we seem to have blown the myth that asking supporters to recycle at the same time as asking for cash donations could cause offence. Supporters seem keen to do both.”
www.eachonecounts.co.uk
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.