‘Giving Australia 2016’ Research – Top 3 Take Outs

We thank Apple Marketing Group for publishing this article.

Top 3 Take-outs

Conversion Rates/Telephone Approach 

Conversion rates for our renewal charity campaigns have sustained well compared to the overall figures quoted in the report (refer page 7 of highlights report).

On average we have seen a slight decrease over the same period of between 3% – 6% across all appeals vs. 30-40% overall decrease shown in the report.  Providing transparency, customer services and delivering receipts on time all assist with retention rates for our client campaigns.

Planned Giving

Planned giving is far more attractive to charity supporters and the report shows that ‘those who plan their giving actually give 6x more dollars than spontaneous givers’.  (Refer pages 11-13 of highlights presentation)

This is a significant finding in my mind because Regular Giving is a key component to our charity fundraising success.  Over the past few years we have been nurturing a RG telemarketing team of talented individuals, all hand-picked for specialist training based on their ability to handle a more complicated ask.  They are, in my opinion, the best in the business.  Our results across raffle, donor and door knock speak for themselves, with strong conversion trends year on year.


The demographics and capacity to donate are very interesting results.  This information will assist our recruitment for door knock volunteer collectors in 2017. (Refer to pages 16-18 of highlights presentation)


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