The Beauty of Direct Giving

Danielle Franks, founder of myisrael, an 'umbrella' organisation that fundraises on behalf of up to 18 small Israeli charities, explains how direct giving offers donors more control over where their money goes.

For further information contact:
myisrael, c/o Redleaf Communications Ltd,
11-33 St Johns Street, London EC1M 4AA
Tel: 020-3004 8994    Fax: 020-7535 2727
Email:  info@myisraelcharity.org    Website: www.myisraelcharity.org
Registered charity no: 1121960

The first lesson I ever learned in fundraising was as an intern at Jewish Care. Whilst working on a mailing campaign, someone in the marketing department explained the importance of making the appeal tangible. He used the example of a mail shot from a year earlier that was half as successful as one a year later, even though it went to the same number of people. How to explain this?

The first mailing simply asked people to donate to a specific care home for the elderly.
The later campaign asked recipients to donate £70 to buy a TV set for the room of each resident.
It made perfect sense. 

People were moved to give more, because the thought of being directly responsible for improving the quality of life of a vulnerable individual was very powerful. People who were originally intending to give £50, gave £70. Someone originally intending to give £100, gave £140. 

This is one of the principles upon which myisrael was founded. myisrael launched in the UK in 2008 and is aimed at encouraging direct giving to charities in Israel that fall below the radar of most British donors.

myisrael enables donors to choose a project from up to 18 that are featured on the Website.
At www.myisraelcharity.org, we show the cost of a unit of activity at each project, so donors can choose which project to support and understand what it pays for. For example, one hot meal at the Bet Shean Foodbank costs 67p to prepare and distribute, so a £10 donation pays for 15 meals. One therapeutic horse riding lesson for a disabled child at INTRA costs £15 etc.  

Alternatively, we will set a target for each of the charities supported. It might be to raise £8,000 for the Click sports programme for the elderly or £12,500 to fund an employment centre at Crossroads centre for youth at risk in Jerusalem.

Our aim is to help donors feel connected, to feel the 'nachas' of giving - to feel inspired to give
as much as they can to a cause that has meaning for them and to understand that every penny they donate really does count.

Early indications have been really positive with myisrael raising close to half a million pounds in its first year.

Direct giving. The way forward?