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

By Jim Hussey

JH: The majority of donors recruited through direct marketing in the U.K. are committed donors … those who pledge to give on a monthly basis … correct?
JW: Correct. They generally commit to giving 2 or 3 pounds a month through direct debit.

JH: American donors are less open to allowing a charity to have access to their bank accounts. Why do you think the English are much more open to that than Americans?
JW: I’m not sure that we’re more open to it … I think there is a reluctant acceptance of direct debit. There are a lot of subscription organizations and the utility companies — gas and water and those guys — who push direct debit quite hard since it’s much cheaper to collect payments.