Thread by @Markyphillips

🧵 Two words sum up Bluefrog's latest findings from speaking to donors as the cost of living crisis tightens – accept and adapt.

Donors want a coherent narrative of their own to counter the chaotic world we live in – which is felt to be increasingly outside their control. 1/6

The seemingly never-ending series of crises we face has caused people to readjust their focus. They are accepting and adjusting to the big things that are beyond their control (such as the war in Ukraine and the economic crisis). But the need for control has not diminished. 2/6

It has been transferred to those areas which are closest to their own lives and is of growing importance. That means there is more desire amongst donors to see the impact of their giving and, importantly, to know that their gifts are appreciated. 3/6

As a result, it is increasingly important for fundraisers to provide more feedback and improve thanking programmes, showing victories and success on a human scale. With trust in the UK government very low, charities need to be the national voices of reason. 4/6

And offer donors the chance to do something about the issues that worry them. When donors don't see the results of their giving, the sense of chaos remains heightened, generating increasingly negative emotions. 5/6

When they see the benefits and value of giving, this is actively driving loyalty and repeat giving. At Bluefrog, we are writing up the full report for publication shortly. Follow or connect to get this as soon as it is available. #fundraising 6/6