This video is number ONE in a series of 16 or so on how film can support your charity fundraising. You won’t want to miss any updates, so sign up for notifications via our homepage.


Charities are struggling to recruit, en masse, the same kind of supporters that they have traditionally replied upon, which are the low-value, probably also low engagement, regular donors. So by ‘low-value’ I mean, they’re giving £3, £5 a month, long term.

And the rationale for recruiting at that level, although obviously you would recruit at a higher level if possible, is that people would essentially set up their direct debit and then leave it in place unless any compelling reason came up to cancel it. But you’d probably have to behave pretty badly to get them to cancel!

With the change in the way people are consuming media, the change in the way people are demanding more transparency from the businesses that they buy from, likewise they’re demanding more from the charities they support.

So transparency is more important than ever and people are demanding more. I think this is possibly a generational thing. There’s been a lot of talk about the demise of those recruited en masse, high volume, low value, low engagement supporters who really would give because you asked, and didn’t really demand anything more from the relationship than that.