By Roger Bennett, Sharmila Savani
Intense competition in the UK charity fundraising market and the near continuous need for charities to acquire new supporters, reactivate lapsed donors and encourage first time donors to make further gifts has resulted in charities needing repeatedly to initiate novel fundraising campaigns. The starting point for an innovative campaign is an idea or set of ideas that will attract public attention, differentiate a charity from other fundraising organizations and distinguish the charity’s current marketing activities from those undertaken in the past. An important but neglected issue in the charity idea creation field is the question of where and how fundraising organizations source their ideas for new campaigns. This empirical study identified (i) the main sources of fresh ideas for fundraising employed by a sample of 417 British charities, and (ii) certain antecedents of a charity’s use of various categories of sources. Potential connections between particular types of idea source and managerial satisfaction with both the creative quality of the ideas obtained and the financial revenues derived from these ideas were also examined.
[Full story: Creativity and Innovation Management]