As Singapore’s social landscape continues to evolve, fundraising remains the lifeblood of financial sustainability for charities, ensuring that they can continue to serve their beneficiaries and impact the community effectively.
At NVPC, we recognise that enhancing the capabilities of fundraisers is pivotal to strengthening charities in the non-profit ecosystem.
This Effective Fundraising Communications Playbook is a crucial part of our collective efforts to foster a culture of giving in Singapore. By leveraging behavioural insights, charities can be empowered with the tools to engage donors more strategically, sustainably, and effectively.
Who is this playbook for?
If you are a charity or an organisation looking to improve donations through fundraising campaigns, then this is the playbook for you.
We have developed this to help fundraisers encourage more donations to their campaigns, by applying behavioural insights principles to fundraising communications.
In this playbook, you will find the following:
• Three common fundraising scenarios for fundraisers.
• 12 behavioural principles and how to use them.
• Two implementation guides on conducting and evaluating email and social media campaign trials.
How this playbook can help fundraising communications
The Behavioural Insights Team developed the EAST (Easy, Attractive, Social, Timely) framework to support organisations around the world who wanted to use behavioural insights to achieve social impact. We have adapted it into creating the 12 behavioural principles illustrated to support the Singapore charity sector in its fundraising communications.
• Make it Easy by reducing cognitive load. Some examples include reducing the number of options, reducing the effort required to make donations, or simplifying the messaging.
• Make it Attractive by drawing attention to the fundraising request. An example could be presenting something unique that captures donors’ attention.
• Make it Social by tapping on social influence. For instance, if there is a high population norm related to donating to a particular charity, make that norm explicit.
• Make it Timely by considering the timing and timeliness of our fundraising communications. For instance, consider how often donation requests are made, and also allow donors to plan ahead for their donations.
The insights in this playbook are based on a series of trials conducted by the Behavioural Insights Team (BIT) with nine charities in Singapore, in collaboration with National Volunteer and Philanthropy Centre (NVPC) and the Ministry of Culture, Community and Youth (MCCY).
We invite you to download a copy of the playbook.
If you would like to share your feedback or contact NVPC on this playbook, you may reach out to us at [email protected]
