We’re missing out on huge untapped fundraising opportunities with audiences who have been historically overlooked.
Off the back of our recent Good Futures report on ‘the future of men’, we’ve had multiple charities get in touch, keen to find out more.
Statistically, we know that women give more than men but we were surprised by the lack of data, insight and information around engaging men as a charity audience.
Historically the sector has been set up to target women. From stereotypes around women being more emotional and easier to engage, through to a fundraising sector weighted towards women, it’s no wonder the focus has been fixated on Dorothy Donor.
Charities are leaving millions of pounds on the table by not engaging the other half of the population. While some pioneering charities like Prostate Cancer UK and Movember are leading the way, the rest of us are struggling to keep up.
The next Good Conversations programme will dive deep into the world of men, building on the powerful Good Futures trends already identified. With a specific focus on ‘activating giving with men’, we’ll be exploring how charities can better understand and navigate modern day masculinities to diversify their fundraising audiences.
Why we’re excited about the programme and what we’ll be looking to uncover:
Understand the barriers to engaging men in giving. From smashing down stereotypes to better understanding the gender lens that’s typically applied to societal issues.
Explore masculinities alongside how to take an intersectional approach. Men are not a homogenous group, explore the important nuances around age, social class, race, ethnicity, sexuality and disability as you look to engage.
Uncover the best places, spaces, allies and partners to engage men in your cause. Identify how to be ‘invited in’ and have your cause play a pivotal role in men’s lives
Identify the needs and motivations of men in order to design & innovate for them. As you look to activate them as supporters and volunteers
Build a series of principles to drive communication and engagement. As you uncover the language, tone, personality and messaging that resonates.