# Commission on the Donor Experience reveals full findings

- Link: https://fundraising.co.uk/2017/07/05/commission-donor-experience-reveals-full-findings/
- Published: 2017-07-05T08:00:10+01:00
- Author: Melanie May

**The Commission on the Donor Experience is asking charities to consider what promise
they will make to donors as it launches the full outputs of the 18-month initiative
today. **

The Commission on the Donor Experience’s findings reveal inconsistency in the quality
of fundraising activities with people reporting varying degrees of positive and 
negative experiences. However, the research also showed that while there are many
improvements that need to be made within fundraising practice, there was also much
that was positive and much to learn from.

A survey of 1,040 people conducted in partnership with Qualtrics for example, found
that while 90% of respondents had an example of a ‘best experience’ (such as being
thanked sincerely, being respected when they say no and understanding the difference
they had made), some 87% had an example of a ‘worst experience’ (usually feelings
of harassment, being pestered, asked to give more than they can afford and/or guilt
at not being able to give more).

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In addition:

 * 63% described their experiences of giving as “good”
 * 66% agreed that, overall, supporting charities brought them joy
 * a little more than half (57%) felt sincerely thanked
 * a little more than half (56%) knew how their gift was spent
 * a little more than half (55%) enjoyed supporting that charity
 * almost a quarter (23%) felt emotionally blackmailed

The research also highlights the value of offering donors choice over how and when
charities contact them. 54% of respondents said that the charities they support 
currently allow them to choose how or when they hear from them, but indicated that
being kept informed on their own terms would positively affect their overall experience,
and could increase the likelihood of them giving again and/or giving more.

The Commission on the Donor Experience has brought together the results of all of
its research, along with the insight and experience of more than 1,000 people from
across the voluntary sector, to create a body of resources that includes 28 projects,
526 ideas for change and 250 case histories that are accessible to charities. These
have also been summarised into a blueprint called the 6Ps, which sets out the goals,
principles and tools available for charities to learn from, copy and adapt, to help
them look at fundraising from the perspective of the donor.

## Commission’s 6P’s

[The Commission’s 6Ps](http://sofii.org/article/the-6ps-a-blueprint-for-transforming-fundraising-for-good)
are as follows:

 1. **Purpose**
     Fundraising charities will only earn the public trust, confidence 
    and respect they need if they place the interests, convenience and positive experiences
    of their supporters as their top priority.
 2. **Permanent change**
     This is not about short-term cosmetic solutions. We need 
    a lasting culture change that goes deep into our people and our organisations, 
    and which challenges conventional practices and attitudes.
 3. **Principles**
     Fundraisers must be judged by longer-term, more donor-friendly 
    criteria rather than just by income raised now. New criteria should include retention,
    satisfaction, non-financial engagement, future giving intentions, loyalty, commitment
    and lifetime value.
 4. **Pillars of change**
     Our 12 pillars of change focus on integrity, skills, education
    and leadership, and are designed to ensure that values and creativity can be turned
    into achievable and practical action.
 5. **Promise to donors**
     By making a public commitment to donors, supporters will
    better understand and appreciate their role in bringing about change. So, the challenge
    to charities is _“What new Promise will you make to donors?”_
 6. **Practical actions**
     From the use of language and emotion, through to different
    tools and techniques, through to trustee boards, service culture and investment,
    this is a comprehensive resource covering many different aspects of fundraising,
    and which is available for all to use.

Sir Martyn Lewis, chair of the Commission, said:

“Our research shows that profound change is needed and that charities need to give
supporters genuine choices. It is time we stopped thinking about what not to do,
and started thinking about what to do better, ensuring that donors feel really great
about their giving. That is why the Commission is making this call to action to 
charities and asking them to think seriously about the promise they can make to 
donors.”

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