Direct mail fails, but face-to-face and Internet fundraising are big in Italy and Spain.

By Daryl Upsall

Most Spaniards have never been asked to give to a charity. Fundraising has been focused in the major cities, and when people in the smaller cities are asked to give, it probably will be the first time — and the response is positive.

When people are asked in the street or by telephone, the response rates are better than they typically are in the more mature markets. Furthermore, donors expect to make relatively high monthly gifts of 15 euros to 30 euros via bank direct debit. Unlike Italy, a telephone pledge for a monthly direct debit is enough for the bank to process the regular giving pledge. As a result, there is little culture of asking for one-off gifts in Spain, except in emergencies.