How do the different types of fundraising compare?
A. Each charity has its own criteria for judging the effectiveness of different types of fundraising. Essentially, charities judge fundraising by return on investment over time but each charity has to evaluate the audiences it wants to address and what will appeal to them. Charities look at return on investment over time. At the most basic level this is the return on the investment made over a certain period. Although some forms of attracting new supporters won’t make a positive return on investment in 12 months, the charity will have established that the returns over a longer period are such that this is justified. Every charity has to evaluate the audiences it wants to appeal to. Clearly some forms of fundraising have a better return on investment (even with varying periods to judge returns) than others. Some reasons why charities do not only invest in the fundraising activity that gives the best return are: Some methods will have the potential to raise a much higher volume of income
