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European Fundraising Association reports on fundraising trends across 17 countries

The European Fundraising Association (EFA), the network of European fundraising associations, has published a report analysing the state of fundraising across Europe, including trends from the past 10 years and predictions.

The report, Fundraising in Europe: A Decade of Change, is based on a survey of 17 national fundraising associations (of EFA's 18 members) undertaken in November and December 2012. These associations collectively represent over 1,140 fundraising organisations and 8,800 individual fundraisers.

The survey looked at:

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Fundraising in Europe now

Despite the growth of many new forms of fundraising, such as face-to-face, digital and telephone fundraising, the report confirms that the largest single source of voluntary income in Europe remains direct mail.

Most popular methods of charitable giving in Europe

The causes that are most popular with donors are poverty, healthcare/medical research and international issues.

Impact of the recession

The national associations were largely bullish given the ongoing recession in some countries and the Eurozone financial crisis: 64.7% of the associations reported that most charities had succeeded either in maintaining or increasing income levels from year to year.

Effect of Eurozone crisis on fundraising

However, "optimism has given way to a certain wariness about what the future holds", with only a quarter of the associations expecting a rise in voluntary income during 2013. The biggest barrier to more effective fundraising was a skills shortage in senior level fundraisers, according to respondents. This was more significant than the economic crisis.

On the other hand, greater professionalism in fundraising was the most positive factor, according to the associations, in influencing philanthropy and giving in recent years.

The most cited concerns for charities and nonprofits now were:

Current fundraising concerns in Europe

The future of fundraising in Europe

The national associations were asked what would be the "next big thing in fundraising": 58% of respondents indicated it would be better use of more recent fundraising tools and methods such as social media, mobile technology and crowdfunding. However, organisations were concerned to maximise social mediia and make it more than an engagement tool.

European fundraisers were also keen for governments at both a national and EU level to help support the fundraising environment by

Becky Gilbert, Vice President of the European Fundraising Association and Board Member at Deutscher Fundraising Verband, said of the survey findings: "With dissipating country borders and unified legislation across member states, charities across Europe are dealing with many of the same challenges and reaching out to many of the same donors across national boundaries. It has never been more important that charities come together to share information and learn from one another, raising the bar in fundraising practice internationally."

The survey report ‘Fundraising in Europe: A Decade of Change’ is available to download at

www.efa-net.eu

Image: map of Europe via Shutterbox.com

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