Let me guess: you’ve been hearing a lot about international research and fundraising lately, right? It’s true that international development is on the rise. But is it worthy of the hype? Is it right for every organization?
On a global scale, charitable giving is increasing. According to the 2016 Global NGO Online Technology Report, the number of people donating money to non-governmental organizations (NGOs) increased from 1.2B in 2011 to 1.4B in 2014. Based on the CAF World Giving Index 2015, the top five countries ranked according to the World Giving Index are Myanmar, United States, New Zealand, Canada, and Australia.
With travel and global communication becoming ever more accessible, the world is literally at our fingertips. This is good news because according to the 2016 Capgemini World Wealth Report, the global high net worth individuals (HNWI) population is growing. It increased by 4% between 2014 and 2015 and it’s expected to continue growing. By 2015, the global HNWIs population is projected to increase by 41%.
Where we are seeing the growth in wealth might surprise you, however. In 2015, Asia-Pacific became number one, overtaking North America in both HNWI wealth and population:
We know that there is both wealth and a history of philanthropy in many nations. That still doesn’t mean that international research makes sense for your organization. There are many factors to consider prior to conducting international research. In Chapter 10 of the Prospect Research in Canada book, Allan Berezny, Assistant Dean at the University of British Colombia, breaks it down to 5 simple factors: “Who, what, when, where, and why?”
It’s important to know your mandate, mission, and vision. Based on a survey on international philanthropy, health is the most popular philanthropic cause worldwide. 65% of survey respondents pointed to health causes, followed by the environment (52%), education (44%) and social change, diversity, and inclusion (42%). Thus, if you work at an organization like Red Cross or Doctors Without Borders it probably does make sense to do international research and fundraising. Or if you work for a University with internationally-based alumni, you can probably also make a case. But if you work for a human services organization focused on improving services in your State or Province, it may be hard to justify international research.
It’s not a question of whether or not it makes sense for your organization to do international research in general, but whether or not your campaign would be appropriately supported by international research.
Ask yourself these questions. Is it the right time to approach international research based on the state of the prospect’s local and global economy? Has your organization dedicated enough time to put in place a specific plan for international research? This also includes time to get buy-in from management to pursue international prospects. Ad hoc research or fundraising could result in a waste of time and lack of success.
In the Asia-Pacific, there is proven growth in wealthy individuals with an inclination or affinity to give to your organization. Think about specific individuals, corporations, or foundations in certain regions that may have a connection to your cause. Where would prospects be who have a vested interest in the benefits of donating to your region – receiving favorable tax consideration, media profile, or community recognition?
The “why” of international research and fundraising has many interlocking factors to consider. Is there a clear and logical reason to do international research? Are you just doing it because it seems easy, so why not give it a try? Or does your organization truly possess qualities that are deserving of international attention?
As Jason Briggs outlines, “International prospect research is commonly considered high risk in the sense that it often fails to bring satisfying results and takes considerably more resources.” It’s for this reason that it is so important to consider the factors above before pursuing international research and prospects.
If you have considered the reasons above, check out Part 2 of the International Research Series here.
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About the author: Jill McCarville is iWave’s VP of Marketing. Jill joined iWave in 2015 to lead the marketing and communication efforts. Prior to joining iWave Jill worked as a Director at an Innovation and Marketing consulting firm where she led new product ideation sessions, created campaigns, completed market research, and helped clients from Fortune 500’s to small businesses accelerate new products to market.