What is the likely counterfactual for the matching funds? Is this part of a wider matching campaign by Founders Pledge donors? How does it stack up against the usual concerns about matching campaigns? (See for example here.)
Our match funders for our end of year appeal also supported our end of year appeal last year with a similar match. It was likely that these Major Donors would give again, but not certain, and certainly not expected in terms of the amount they have provided for match funding this appeal. In conversations with the Major Donors, it was clear that the match element of their donation–and the extra reach and impact that match brought into THL UK–was a large part of their reason for their gift.
In assessing our current fundraising performance and developing a strategy for the next 3 years, one of our key focusses will be converting existing supporters into donors. We currently have a large supporter database, but a lower than average percentage who are donating to THL UK. As such, our focus for this campaign is really on utilising the match funding to, not only secure vital funds to close our funding gap, but to convert those who would not otherwise have given into donors.
Our match funders are also not just providing funds, they are lending their voice and backing to our campaign, sharing their motivations for giving, to help influence others to support the work of THL UK and become donors or increase their giving.
What is the likely counterfactual for the matching funds? Is this part of a wider matching campaign by Founders Pledge donors? How does it stack up against the usual concerns about matching campaigns? (See for example here.)
Thank you for your question Andrew.
Our match funders for our end of year appeal also supported our end of year appeal last year with a similar match. It was likely that these Major Donors would give again, but not certain, and certainly not expected in terms of the amount they have provided for match funding this appeal. In conversations with the Major Donors, it was clear that the match element of their donation–and the extra reach and impact that match brought into THL UK–was a large part of their reason for their gift.
In assessing our current fundraising performance and developing a strategy for the next 3 years, one of our key focusses will be converting existing supporters into donors. We currently have a large supporter database, but a lower than average percentage who are donating to THL UK. As such, our focus for this campaign is really on utilising the match funding to, not only secure vital funds to close our funding gap, but to convert those who would not otherwise have given into donors.
Our match funders are also not just providing funds, they are lending their voice and backing to our campaign, sharing their motivations for giving, to help influence others to support the work of THL UK and become donors or increase their giving.