We work with a bunch of amazing organisations and, consequently, we hear this question a lot. Because while individual results are important – and fascinating – they mean more when you put them in context.
That’s why, in partnership with Allan Freeman of Freestyle Marketing, we decided to put together a sector benchmarking project that would deliver meaningful ‘apples to apples’ comparisons across a range of quantitative and qualitative KPIs.
It sounds so simple, doesn’t it? And, of course, it really wasn’t. So, before I say anything else, I want to say a huge thank-you to everyone at the twenty participating charities who made it happen.
Many of those people were there this morning when we finally unveiled our findings – and I hope that all the effort was worthwhile. We’ve certainly analysed the flow of a great deal of money and generosity – our study documents £2bn+ of donations, £200m of fundraising spend and the activity of 20 million donors, volunteers and social followers.
We’ve cut that data up in a whole bunch of ways and, with our partners’ permission, we’re hoping to share as many of our findings as possible over the coming weeks and months. But for the moment, I’m going to share just one chart.
This shows – from left to right – the number of volunteers (98k), active donors (7.8m), campaigners (686k), social followers (11.7m) and monthly web visits (18m) on record with our participants in the past year.
Isn’t that exciting? The number people who actively ‘follow’ these twenty amazing causes in channels that barely existed ten years ago significantly exceeds the accumulated count of active supporters they’ve built up over decades. And that’s before you look at 200m+ web visits – any one of which could be the start of a new relationship.
Ironically, digital skills were the biggest area for development and the biggest recruitment challenge identified by our survey.
But now we know that, we can do something. Right? Because we know what good needs to look like.