Opinion

Enthusiasm and instinct alone can't cut it in fundraising 2

Fundraising | Stephen Pidgeon | 10 Dec 2010

In days past, fundraisers could rely on their good intentions and instincts in doing a good job – no more, says Stephen Pidgeon. Fundraising is now an art that must be learned as well as experienced.


As fundraisers, we work in a sector that is fundamentally satisfying.  Frustrating of course and riddled with the challenges of our type of work – the aversion to making decisions, the requirement to take with us piles of people who, in any sensible set-up, would have no say in the matter, and an approach to risk that would have had a fleet of rescue craft sailing with the Titanic all the way across the Atlantic.  

But fundamentally, wherever you work, you know that the world is a slightly better place, because of what you are doing. And then there’s the pleasure of working with the very best folk in the UK. The ones who donate their money or time because they know both that it’s the right thing to do and that others’ lives are the better for it. Nobody in commerce has a relationship with someone paying them money, where the only thing given in return is appreciation and thanks!    

But these people are changing, very slowly, with the growing thought that their gift need no longer be a duty, but a source of real pleasure to them. And fundraisers, at least in theory, understand that the more they reward the donor with feedback on the impact of their gift of money or time, the more the supporter will continue to give.

Fundraising cannot afford amateurism

In the middle of this changing relationship, comes the realisation that fundraisers can no longer afford to be ‘amateur’. It is not enough to assume that with charm and enthusiasm anyone can be a good fundraiser. They can’t.  Not any more! They can raise money. But doing it well and on a sustained basis takes understanding of key issues:  Why is this person giving my charity money? How can I ask for a legacy? How can I get through to this company, and much more?

Being a good fundraiser is an art that now must be learned as well as experienced. The knowledge that sits behind fundraising is now so comprehensive and the techniques available to fundraisers so refined that amateurish efforts are now seen for what they are, even by those who are supporting the charity.

Learning that knowledge and those techniques in a systematic and regulated way makes fundraisers more professional. Some talk of the ‘professionalisation’ of the sector with sadness. That’s nonsense. Provided the commitment, energy and enthusiasm that characterised fundraisers in the past remain, a fundraiser who knows what they are doing and why they are doing it, will be infinitely more effective at their job.  And nowadays, we need to be effective, we owe that to both our client-group and our supporters.

Having been a fundraiser for nearly 30 years, I am immensely proud that my Institute is leading the way with a series of qualifications that will improve fundraising in this country. And be in no doubt, we’re the envy of Europe and possibly of the Americas too.

So studying and qualifying through independent exams and assignments is the way forward for fundraisers. In five years, qualifications will be the norm in fundraising. Woe betide those who don’t want to bother; the progress in their career will be slowed.

I think these are exciting times, I hope you do too.  


Stephen Pidgeon is a trustee of the Institute of Fundraising and also provides fundraising training in his consultancy, set up with Professor Adrian Sargeant.

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