A time for giving
Cathy Pharoah and Tom McKenzie review the impact of Christmas on giving and ask if we should season up our fundraising initiatives
It is often argued that the sector needs more detailed and frequent surveys of individual giving that can track monthly or quarterly change, to supplement its annual giving surveys. However, while month-on-month retail sales or consumption figures are tracked by industry and government to get early warnings of significant change in the economy, real underlying trends are usually established through figures comparing performance at different periods for exactly the same months, quarters or yearly cycles. It is not difficult to see why.
Author: Tom McKenzie
Tom McKenzie is a research officer specialising in economic analysis at the ESRC Centre for Charitable Giving and Philanthropy, Cass Business School.
Author: Cathy Pharoah
Cathy Pharoah is director of Third Sector Prospect, an independent research consultancy and honorary visiting professor in charity funding at the Sir John Cass Business School.
She was director of research at CAF until August 2006
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