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Making a difference together: Using diverse Regular Giving channels



Philanthropy thrives in Australia and Aotearoa New Zealand. Among the essential fundraising channels that sustain these organisations is Regular Giving, whereby donors commit to making monthly, 4-weekly or other regular contributions. However, to truly optimise their impact and ensure long-term sustainability, it is imperative for charities to diversify their Regular Giving channels.


The significance of embracing diverse channels for Regular Giving cannot be overstated. Firstly, it allows charities to reach a broader audience by utilising various platforms such as direct mail, digital and online, telemarketing, and face-to-face campaigns. This versatility accommodates different demographics and preferences within the community, ensuring greater engagement and support.


Moreover, diversifying giving channels offers resilience against market shifts and changes in donor behaviour. Relying solely on one channel exposes charities to significant risks, such as fluctuations in market conditions (like a pandemic) or shifts in donor preferences. By spreading their efforts across multiple channels, organisations can mitigate these risks and maintain a steady income stream even if one channel experiences a decline.


Embracing diverse giving channels enhances donor engagement and fosters stronger relationships. By offering flexibility in how donors can contribute, charities demonstrate their commitment to meeting donors' preferences and needs. This personalised approach can not only increase donor satisfaction but can also cultivate loyalty and potentially leads to higher donation rates over time.


This flexibility was questions during 2020’s Irregular Giving Project. It was argued by some that the definition of Regular Giving needed an update. The current definition in use was too strict and only use by charities and suppliers not donors. Is quarterly or three times a year, or even one time per year regular for the donor?


In addition, diversification enables charities to adapt to technological advancements effectively. With the rapid evolution of AI, digital platforms and fundraising technologies, organisations must stay ahead of the curve to remain relevant and competitive. By leveraging a variety of giving channels, charities can explore emerging trends and seize opportunities to engage donors in innovative ways.


However, while diversifying giving channels holds immense potential, it is not without its challenges. We must take precautions to ensure optimal results and maintain ethical standards throughout their fundraising efforts. This includes prioritising supplier management and due diligence, and data security and privacy compliance to safeguard donor information and build trust.


The utilisation of diverse Regular Giving channels is essential for Australian and Aotearoa New Zealand charities to maximise their impact, enhance donor relationships, and ensure long-term sustainability. By reaching a wider audience, adapting to advancements and changing market conditions, and implementing precautions for optimal outcomes, we can navigate the philanthropic landscape effectively and continue making massive positive contributions to our world.

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