#2 Stats Corner: The vagaries of Individual Giving…

//#2 Stats Corner: The vagaries of Individual Giving…

#2 Stats Corner: The vagaries of Individual Giving…

Individual Giving…

I found myself wondering this morning how exactly a ‘individual giving’ job is defined.

Anecdotally I was always under the assumption that it was broadly direct marketing with the odd charity using the term interchangeably with major donor fundraising – but I thought I’d put this to the test with a snapshot of roles advertised both by charities and agencies to see whether this stood up to any scrutiny.

So, I looked across three of the big charity job boards and made of note of exactly where each one fell.

Broadly speaking (for charities at least) the jobs can fall (or be squeezed) into the definition of getting funds from an individual (or facilitating the ability to do so), which makes sense.

Where a role is mid-level giving and falls into the grey area between direct marketing and major donor, I’ve erred on the side of direct marketing. So, the major donor roles indicated fall under IG and are exclusively those jobs where the fundraisers are required to solicit the big gifts, cultivate relationships etc…

Findings for job advertised by charities:

…and for agencies:

So, it seems that my suspicions were in the right ball park. Although charities seem to agree that it’s mainly direct marketing the odd charity defines it as pure major donor and I can see why the other jobs fall into the category of individual giving (except for maybe compliance)…

Agencies, it seems, are in agreement that direct marketing is king of the IG castle but there’s are far greater opinion in recruitment that major donor fundraising plays a bigger role in the catch all of ‘individual giving’. As for the other results, your guess is as good as mine, I would have said corporate and statutory fundraising in particular are about as far away as you can get from individual giving but who am I to judge.

Conclusions:

If I were going to advertise a pure major donor role, I’d title it as just that.

With Direct Marketing I’d say it’s a judgement call, I’ve started collating stats on the number of job titles across fundraising advertised purely by charities (including agencies just results in duplications and, as seen above, skews the numbers).

Here’s a graph showing the number of jobs advertised as either IG or DM since mid-December to today (I’ll go through my giant spreadsheet of stats to draw more conclusions when I’ve got more time on my hands!):

Assuming the majority of charity advertised roles are direct marketing (looking at each advert every day to determine exactly what the role was would be a full-time job in itself…), then you can see that there is a preference for charities calling direct marketing roles individual giving officer / manager / etc instead, with this trend increasing in the last few weeks.

I wonder whether this is a move to ‘soften’ the job title in the wake of various ‘scandals’ (as the tabloid press would call them) and GDPR making people more aware of marketing in general.

However, that’s impossible for me to say as I only started keeping track a couple of months ago. As with all my stats based bloggery I’ll revisit this at a later date to see how things have changed!

Stay tuned…

2019-04-02T15:50:11+01:00 January 30th, 2019|