Why F2F Flourishes In A Recession

Recently the PFRA in the UK (the self regulatory body for face to face over there) released a report showing that in 2011/12 more people pledged to make a regular gift to charity through a face to face fundraiser than in any previous year. 800,000 donors were recruited, a growth of 18.2% in two years. This would be commendable for any industry during the sort of economic pessimism the UK saw during that period. For charity giving, which is often though of being a low priority for people in times of financial strife, a period of growth in a recession goes against all logic.

Unsinkable?

It’s not to say that F2F is recession proof. The figures here don’t give details about the amount people were giving, wether their gifts were successful or attrition rates, all of which are incredibly important in determining “success”. However, the fact that more people came on gave through F2F raises the question of why and how.

A lovely way to do it

As PFRA spokesperson Ian MacQuillin says, F2F is a brilliant way to give. People are more likely to give to another human being than they are to a Facebook advert. In the face of increased regulation by local governments and negative coverage in the media, it is important to remember that lots more people have positive experiences of F2F than negative ones.

People are nice and RG is nice

Even in a recession people are inclined to give. It’s human nature. Making a small donation each month is a great way to give effectively. Speaking to a nice person on the street is a nice, easy way to do it.

New Blood

Much like the blood sausage industry, F2F relies on new blood; not literally you understand, but in the form of new recruits to start fundraising. However It’s fair to say no child dreams of becoming a face to face fundraiser when they grow up. It’s something that people fall into. With fewer job prospects around more people fall into it. There really isn’t a maximum number of fundraisers that can be out there, the more fundraisers the more pledges. This seems to me to be the most likely reason for the increase. A hypothesis backed up by strong recruitment in the US over the last few years. But this is just an opinion, what are your thoughts?