Let’s start with the definition first: Face-to-Face (F2F) is a term originally coined in Europe. According to the UK Institute of Fundraising, “Face-to-face fundraising activity enables charities to engage with the public in an effective and compelling way to reach new supporters.”

F2F is not to be confused with major gift fundraising in the U.S. You’ll see that the key words in the F2F definition are “engaging with the public”.

You may have also heard terms like Street, Door/Residential and Retail canvassing. All are considered types of Face-to-Face Fundraising and platforms belonging to the same channel.

Based upon the results from European and later Australian and Canadian nonprofits, fundraisers have found that F2F is a great way to generate new monthly donors (sustainers) in well-trafficked areas, on street corners, in shopping malls or centers, at popular metro stations and other well-attended sites. Lately, there have also been F2F activities during or near well-attended popular events.

If the most recent DonorCentrics™ Sustainer Benchmarking statistics are any indication, F2F in the U.S. is still very much growing and more and more organizations are looking to enter the market.

In Canada, by contrast, the market is fairly well developed. The majority of leading nonprofits there are already doing face to face, from large-scale international organizations, all the way down to small- to-mid sized local charities.

F2F is not the cheapest way to generate new monthly donors, but if you’re looking for volume at a relatively strong Return on Investment, it’s a great way to scale up quickly. Not to mention, it’s one of the only viable methods for directly acquiring sustainers, as opposed to generating one-time donors and having to upgrade or convert them.

Erica Waasdorp is Sustainer Growth and Retention Consultant for A Direct Solution and

Naseem Saloojee is the CEO for Globalfaces Direct