The first is, and this also works for other countries, that people make their donations out of empathy to the project and not to the entity.
The second idea is to highlight which are the groups or areas that receive the most donations in Spain.
The data published in the study of the Spanish Fundraising Association shows that members and private donations have increased their importance in the budget of NGOs compared to public raising. Today, according to a study carried out in 16 Spanish entities from different fields, members and donations account for 49% of the income of NGOs, while those from public administrations account for 37’6%.
It should be noted that Spain is the country where the most money was raised by NGOs through recurring donations (members) in 2018. In total, 502 million euros (582 million dollars), ahead of the US (543 million dollars) and Germany (512 million dollars). On the other hand, regarding the volume of donations in general, Spain is ranked 7th in the European level, behind Great Britain, Germany, Italy, France, Holland and Switzerland. In 2018, Spain was the country that included most members in non-profits entities. Therefore, it’s important to work on the loyalty of members and also, at the same time, to search for new channels for potential donors.
As mentioned before, the main motivation for donations is affinity with the group or the problem that the project responds to. For this reason, it is important to develop and visualize projects efficiently. The marketing side of the projects is fundamental because, apart from raising funds, it is a very good opportunity to acquire partners, notoriety, reputation and loyalty as an entity.
According to the study of the Spanish Fundraising Association, the most important groups and problems in the mind of the donor are the following.
From highest to lowest importance to donors:
- Elderly people without family support
- Sick people
- Support for women
- People without resources in the country
- Disabled people
- Disaster victims / Refugees
- People discriminated because of sexual orientation
- Developing countries - Migrants
Finally, Gotongo shares the idea of promoting new channels of private donations. As the great inheritances, business alliances and many other forms of collaborations that can attract new collaborators beyond stabilizing the members in the good customs of helping NGOs.
Spanish Fundraising Association (2019): Radiography of fundraising. Trends and visions of the future. Retrieved from: https://www.aefundraising.org/documentacion/radiografia-del-fundraising-tendencias-visiones-futuro/