Enhancing donor loyalty is a win-win when fundraising competition is beginning to bite

Press release | April 2018

Enhancing donor loyalty is a win-win when fundraising competition is beginning to bite

Adrian Sargeant, headline speaker at the Foundation for Social Improvement’s annual fundraising conference in London shares how small charities can harness donor loyalty for their organisation at a time when research is showing for many organisations, individual donations are beginning to plateau.

Sargeant’s research has shown concrete steps can be taken to build donor loyalty and reduce donor attrition. Small charities are in a particularly strong position as they are often closer to their donors than some of their larger counterparts and donors feel they can make more of an impact with smaller organisations.

Sargeant said:

“I am delighted to be attending the FSI’s Small Charity Week fundraising conference this year. As a sector we need to move away from the relentless pursuit of fundraising ‘technique’ and think a great deal more about how we make people feel when we apply those techniques. We should be focused squarely on creating interactions that can genuinely contribute to the wellbeing of our supporters, not just the wellbeing of our organizations”.

Sargeant headlines the FSI’s heavily subsidised London fundraising conference which takes place on Fundraising Day of Small Charity Week 2018, with the aim to provide small charities with access some of the best experts in fundraising. Further speakers include:

  • Morgan Kainth, Raise your Hands – Maximising Millennials
  • Christine Harris, London School of Economics – Making Major Gifts Work
  • Rachel Earnshaw, The Big Give and Suzie Rees, East African Playgrounds – Online Fundraising
  • Brendan Hanlon, Just a Drop – Building Strategic Corporate Partnerships
  • A panel of Trust and Foundation fundraisers

Pauline Broomhead CBE, CEO of the FSI said

“Through our biennial Skills Gap Survey*, of the 6,000+ small charities we work with we know that lack of funding for training and development (61%) and lack of time available for employees to attend training (58%) are the primary causes for all skills gaps within small charities.

We are over the moon to be able to announce that Dr. Adrian Sargeant will be joining us as our plenary speaker at this year’s London conference. Adrian is a true fundraising guru and one of the UK’s most recognised thinkers in building donor loyalty. By accessing Adrian’s session and those of the other expert speakers joining us, the small charities in attendance will be able to support their fundraising and therefore their sustainability”

Conference places are open to charities and community groups with an annual turnover under £1 million. Charities must be members of the FSI to attend the conference but membership is free and provides access to a wider support programme. For more information and to book a place, please visit the FSI website.

* UK Small Charity Sector Skills Survey 2016-17



For additional information or interview requests please contact –Conchita Garcia conchita@thefsi.org  020 7324 4777 or Will Martin will@thefsi.org

The FSI, Charity Number 1123384, supports the UK’s vibrant small charity sector with training, advocacy and support programmes aimed at building sustainability and knowledge-sharing. Charities with an annual turnover under £1 million can access free capacity-building services that encompass the full range of fundraising and back-office operations