The Guardian covers Pilotlight’s survey which shows that evidence of the difference a charity makes is one of the main things supporters consider.
Evidence of the impact donations make, along with a personal connection to a cause, are the biggest influences in giving to charity, new research has shown.
Fiona Halton, chief executive of Pilotlight, believes the research reinforces the need for charities to measure the impact of campaigns and be more business-like.
She said: "Clearly donors now want more evidence of the impact a charity is having on the communities they serve. It's also important that they are told how their donation contributes to the charity. With donations falling, charities need to be actively measuring their impact and talking about it if they want to attract donations of both time and money."
Read the full article at The Guardian.