Your donations cover commissions for the first year
There was one charity for every 478 Australians in 2016. This intensifying
competition has led to the outsourcing of sales people, who sell donations as
monthly subscriptions through door knocking campaigns, telemarketing and
But it can take between eight and 17 months to cover the cost of these
commissions, the ACCC says. And cancelling between four and 12 months – which is what approximately 50% of people do – can result in the
charity losing money, between 109% and 300% of the donations made.
The money donated by long-term subscribers ends up covering the
cost of cancelled subscriptions, rather than necessarily going to the cause advocated by
What financial statements reveal
An analysis of the 2016 financial statements of charities found some spend
33–45% of the donations they receive on fundraising – most of which is
The 2016 financial statement for Mission Australia, a charity that helps
the homeless, claims it raised $19 million from fundraising, and that it cost $6m
to run fundraising appeals.
Spokespeople for the charity say they don't break out the cost of
outsourced fundraising, and that these figures include other activities,
such as donations from telemarketing and its website, as well as the cost
of recovering inheritances.
Cancer Council NSW spent more money on fundraising than anything else in
2016. The charity raised $67m from fundraising donations, and spent $22m on its fundraising activities, which is more than the $15m invested in research. The charity does not break out the cost of outsourced fundraising.
A spokesperson for the charity told CHOICE, "it is important to provide the
community with accurate and detailed information about how we raise money".
"We use a small number of fundraising agencies as we do not have the
capacity to do this in-house. This is one of our more cost-effective
Cancer Council NSW received 95% of its funding from community donations.
Starlight Children's Foundation spent $13m on fundraising to generate $35m
in donations. This is compared to the $19m it spent on "program costs",
presumably on charitable causes to help children in need.
A spokesperson from the charity could not provide a comment at the time of
A call for transparency
Chair of the ACCC, Rod Sims, says the research raises concerns on how transparent some charities are being when it comes to disclosing the size
and structure of commissions that are paid to fundraising agencies.
"We found it surprising just how many multiples of the monthly donations
some charities were paying third-party fundraisers for face-to-face or
telemarketing services," he says.
"Like all Australian businesses, charities need to ensure that consumers
are well informed, and there is transparency to consumers when third
parties or commissions are involved."
Contacting a charity directly is one way to make sure donations are being used to further its cause and not to cover the cost of third-party commissions.
Why go to the trouble?
Most charities are resigned to shouldering the cost of outsourcing because
they believe they don't "have the skills nor the capacity to undertake
these activities in-house".
They do profit from outsourcing fundraisers, some more than others.
Charities estimate they receive $3 to $4 for every dollar they spend on
agencies in the long-term.
It is a growing and competitive industry. There were 17 agencies that could be outsourced in 2009, but the number has more than
doubled to 35 in 2017.
At any one time, there are approximately 3000 individuals – typically
students, says the report – being paid commissions to fundraise for charities in Australia, by engaging in door knocking campaigns, telemarketing
or approaching people in areas of high foot traffic.
The ACCC report, compiled by Frost & Sullivan, was based on interviews with
three fundraising agencies, one industry association, 14 charities and 13
individuals who currently or have recently worked in commission-based
fundraising. Another 500 individual donors who had recently been solicited
and made a donation took part in an online survey.