Survey: 'Engage' to Avoid 2012 Fundraising Stall

U.S. fundraising appears headed for a stall in 2012, according to a survey by U.S. agency Fenton and research firm GlobeScan. The firms questioned U.S. and U.K. donors of at least $20 to charity in July 2011. The survey found 65% of U.S. respondents planned to hold their giving to the same level in 2012, and 17% planned to cut donations this year. How can nonprofit marketers escape 2012 doldrums? While traditional media was rated as the best way to attract new donors, social media was seen by existing donors as an important way to prime the pump, epecially if the nonprofit can engender passion for its cause and trust in its management. Rob Anderson, managing director of Fenton’s New York office, commented: "In today’s economic climate, nonprofits and charities must effectively engage people on the impact and timeliness of their work to stand out from the pack and raise the level of trust and support from existing and potential donors. These findings confirm that, if they haven’t already, nonprofits and charities must adapt to the age of engagement." For survey details, see donors.http://www.fundraising.co.uk/news/2011/12/06/us-and-uk-donors-039plan-give-same-or-less039-charities-2012