DM Fundraising Across the Pond An American consultant goes one on one with British colleague John Watson

By Jim Hussey

JH: Wow. American fundraisers would kill for those types of rates.
JW: What we pay in terms of the cost of recruiting in the first place is very expensive, but it is worth it.

JH: What can British charities learn from American marketers?
JW: We contact our donors much less than you guys. U.K. charities must become more comfortable with upping their communication frequency a lot more. We’re still, in my view, very creaky in doing that. The average U.K. charity would find it uncomfortable to contact donors more than four times a year.