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Charities must improve storytelling to attract more major donors

Charities need to change the way they share information to attract major donors, a charity consultant has advised. Speaking at the Institute of Fundraising's Major Donor Fundraising Conference on Monday, Caroline Underwood, chief executive of fundraising consultancy, Philanthropy Company, outlined the major trends in philanthropy and major giving and said that the information that charities share needs to be easily “digestible” if they hope to attract donors. 

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