What Makes a Good Face-to-Face Fundraising Location?
By Becky Lodge, Data and Logistics Administrator at Zen Fundraising
When identifying the ideal location for a face-to-face fundraising campaign, I look at much more than footfall alone. A busy location may provide more opportunities for conversations, but this doesn't necessarily translate into high-quality or long-term supporters, which is why there's quite a bit to consider before deciding where our fundraising teams should be based.
I look at the type of people within an area, including demographics, socioeconomic profile and whether these align with the charity and its typical supporter base. This helps me identify locations where there is both the opportunity and propensity to support the cause, rather than simply choosing somewhere because it attracts a large number of people.
I also use previous fundraising data wherever possible to understand how a location actually performs. Rather than focusing purely on the number of sign-ups achieved, I consider donor quality, average donation value, cancellations and retention. Looking at longer-term supporter behaviour and lifetime value allows me to identify locations that generate sustainable income for the charity, rather than areas that may initially produce high volumes but have poor retention.
Another important consideration is the quality of the footfall and the environment itself. I look at whether people are likely to have time to engage, whether a location attracts commuters, shoppers, residents or leisure visitors, and how this changes depending on the day and time. For example, somewhere that is particularly busy during the morning commute might offer a very different opportunity for fundraising compared with the same location on a Saturday afternoon.
There are also practical considerations that can make a real difference to how effectively our teams can operate. I take into account accessibility, transport links, facilities, safety, weather exposure and any council, licensing or site restrictions that might affect a particular location. It's important that the sites we choose are suitable for the fundraising activity itself, as well as the people we're hoping to engage with.
I also monitor locations over time rather than assuming that a historically successful area will always remain successful. This means considering how recently an area has been fundraised, potential saturation, other fundraising activity and any changes in performance. Having access to previous campaign results is particularly useful here, as it helps me recognise when a location is continuing to perform well and when it might be time to consider somewhere different.
By combining demographic information, historical results, donor retention, supporter behaviour, lifetime value and practical considerations, I can make evidence-led decisions about where our teams are most likely to generate high-quality, long-term supporters for the charities we work with.
For me, good location planning is about making the most of the opportunities available while keeping the charity's long-term fundraising objectives in mind. I want our teams to be in places where they can have meaningful conversations with potential supporters, knowing that the decisions behind those locations have been informed by more than simply how busy they appear.
Looking for a fundraising partner?
If you're a charity exploring face-to-face fundraising, or a fundraising business interested in partnering with Zen, we'd love to hear from you. Get in touch to find out more about our approach and how we could work together.
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