Originally published on AFP Global
What questions does Juniper Locilento, senior director, development at the YMCA of Greater Toronto ask herself as she heads into work every day?
When Juniper Locilento appeared before the Senate Committee on the Charitable Sector in her capacity as VP of Public Affairs for the AFP Greater Toronto Chapter on March 18, 2019, her five-minute submission summarized the most foundational pillar of fundraising.
“There is a well-documented connection between asking for, and securing, charitable contributions,” she told the committee. “The power of the ask has been demonstrated in experimental studies. Asking not only increases the probability of donating but also the amount that people give.”
She quoted the AFP Foundation for Philanthropy – Canada’s own biennial study, What Canadian Donors Want, which found 75% of people specifically asked to give will do so, compared to 53% of those who are not asked. That 22% differential represents hundreds of millions of incremental revenues that could enable charities to better address urgent need.
Fundraisers play a vital link between charities and their supporters, Juniper argued, and while Canadians acknowledge fundraising is important, they also have concerns. Read more »