Fundraisers: How to recognize true benefactors
The most important things in brief:
Whether fundraisers are on the street or at the front door, whether they are called by letter, on internet portals, or via social media channels: It is always advisable to find out more about the organization in question before making a donation to be informed in detail.
A look at the annual report helps. Serious collectors will send it to you on request.
Be careful with sponsoring memberships: the donor often commits himself for a long time. And much of the money often covers advertising and administrative expenses.
The seal awarded by the German Central Institute for Social Issues offers orientation in the donation jungle.
Contents
Billions for good causes
Germany has around 600,000 associations and around 22,000 foundations with legal personalities. They all benefit from the willingness to open their own pockets: for refugees, those in need in crisis areas, needy children, cultural causes, or for animal or environmental protection, charitable donations are collected by post, via the Internet, and with a collection box in hand. Every year, Germans donate billions to organizations that promise to do good.
If you want to help, it is advisable not to distribute your gifts gullibly. Because by no means does every organization that promises to do something good with euros and cents is as serious as it pretends to be. The German Donations Council is observing that collections on front doors, in streets, and squares are becoming less important and that personally addressed letters in favor of regular donations are also losing weight. Nevertheless, especially in the weeks leading up to Christmas, all types of fundraising continue to be practiced.
Letters to the feelings
Anyone who has made a donation often receives mail again. In addition, charitable organizations also use commercial address dealers and obtain addresses through competitions or from mail-order companies. With the help of information about age, profession, gender, and value of the ordered goods, different target groups can be filtered out and written to.
Anyone who is asked for a donation by post should take the time to take a closer look at the organization if they have doubts about its credibility. A look at the respective annual report, which reputable organizations will send on request, provides information.
On the other hand, caution is required if the advertising mail – instead of providing data and facts – is aimed solely at feelings. Emotionally charged texts and pathetic photos are signs of dubious advertising. On the other hand, clear, meaningful information and authentic photos with a recognizable reference to the respective purpose of the donation and transparent insights into the use of the donation are credible.
If you receive unsolicited sales letters, you can defend yourself against them. We describe how to do this in our article on the subject. You will also find a free sample letter there.
On the go with a can
Direct contact on the street or at the front door can tempt people to donate quickly and thoughtlessly. Especially when attempts are made to arouse sympathy and pressure is exerted with photos of alleged torture victims, starving children, or tortured animals.
But the gruesome images may be misappropriated recordings. It is therefore better to first wave your hand and find out more about the organization in question. Anyone who acts seriously reveals in their annual report what the money from donations or membership fees is spent on. It should be clear there how much goes into administration and advertising and that the largest chunk is used for a good cause. The German Central Institute for Social Issues (see also below) considers a share of 30 percent for advertising and administration from the total expenditure to be "justifiable", it shouldn't be more.
If an association or an organization is recognized as non-profit, this is an indication of credibility. Charitable donations are also tax-deductible as a special expense.
Donation advertising on internet portals and via social media
Having your own website is no guarantee that an organization will be trustworthy. Professionally designed websites can appear credible on the surface. But it is better to look behind the scenes and check whether a contact person and a proper address are named in the imprint. If you have any doubts, ask for information – articles of incorporation, annual reports, prospectuses – and see what other sources on the web say about the organization and its activities.
This also applies to the numerous appeals for donations distributed via social media, such as Facebook. There are a number of organizations, clubs, but also shops or individuals who pretend to be involved in a charitable campaign. The appeals sent out with pitiful photos touch your heart and thus your own willingness to donate. Instead of information about the fundraiser and proof of their social commitment, the respective bank details for a transfer usually immediately catch the eye. Products are often sold whose proceeds are supposed to support a good cause.
Anyone who receives unwanted advertising emails can defend themselves against it. We show your requirements under the General Data Protection Regulation and provide free sample letters - in a separate article.
Caution with sponsoring memberships
Many dubious groups immediately vie for permanent members or press for a permanent donation to be transferred. Usually, the desired contributions are high. In addition, one binds oneself usually for a longer period of time.
In the case of memberships, often only a small part of the amount goes to aid projects. Advertising and administration gobble up the far greater part of the donations.
DZI seal: a guide through the donation jungle
The German Central Institute for Social Issues (DZI) awards a donation seal to organizations worthy of support based on an annual check. Around 230 predominantly social organizations are currently allowed to adorn themselves with it. However: Only aid organizations that have been active for at least two years and have a total income of more than 25,000 euros per year and who also register with the DZI for an audit and pay the costs are audited.
Smaller organizations often cannot afford this. If a club is missing from the DZI list, this does not necessarily mean that it is dubious. If an appeal for donations bears the DZI star wreath, on the other hand, it is guaranteed that the organization advertises clearly and factually, operates thriftily, and verifiably shows how the donors' money is used.
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