Seven Practical Ideas to Optimise your Charity`s Fundraising

Report
Seven Practical Ideas to Optimise
your Charity’s Fundraising
David Hopkins
We are Charities Aid Foundation
Our mission is to create a society
motivated to give ever more effectively,
helping to transform lives and
communities around the world.
Income trends from 2006-2011
2010/11
2009/10
Total income
£38.3 billion
Voluntary income
2008/09
2007/08
2006/07
£38.3 billion £38.1 billion
£39.5 billion
£38.9 billion
£14.7 billion
£14.4 billion
£14.4 billion
£16.3 billion
£15.9 billion
Earned income
£21.4 billion
£21.5 billion
£20.5 billion
£19.6 billion
£19.9 billion
Investment income
£2.3 billion
£2.4 billion
£3.2 billion
£3.6 billion
£3.1 billion
Income from individuals
£16.5 billion
£16.3 billion
£15.5 billion
£16.1m billion £16.1 billion
Income from statutory
sources
£14.2 billion
£14.3 billion
£14 billion
£14 billion
£13.4 billion
Income from National
Lottery distributors
£0.5 billion
£0.5 billion
£0.5 billion
£0.6 billion
£0.6 billion
Income from other sources
£7.2 billion
£7.2 billion
£8.1 billion
£8.8 billion
£8.8 billion
Who gives?
Proportion of adults in UK giving to charity in a typical month
58
58
57
56
56
56
55
54
2004/05
2005/06
2006/07
2007/08
2008/09
2009/10
2010/11
2011/12
Median donation per month by age and gender
£15
£14
£11
£10
£10
£8
£4
Men
Women
16-24
25-44
45-64
65+
£15
The rise of charity as service provider or “social business”

The sector as a whole earns more income through trading – selling goods and servicesthan it raises through giving – donations, legacies and grants. In 2010/11 earned
income accounted for £21.4 billion, while voluntary income – that given freely in
donations and grants accounted for £14.7 billion. This has been the case since 2003/04,
when earned income overtook voluntary income to become the largest source of
income.

Compared to 2000/01, earned income has increased by 92% in real terms, while
voluntary income is only 3% higher, and investment income has fallen by 23%.

This is reflective of the ever-increasing tendency for statutory agencies to commission
services, rather than provide them directly – income from statutory contracts more
than doubled between 2000/1 to 2010/11 – from £4.5 billion to £11.2 billion.

Charities have also been trading more with the public – while the increase was smaller
than that seen from the state, it was still an increase of more than 40% - or £2.3 billion
in real terms
ACTIVITY
What changes have you noticed and how have you
adapted?
Groups of 2 or 3
Burning feedback
Practical
Ideas
Optimise
Online
Optimise Online
Obvious donate
button on every page
Keep the donors
inside your site
Match the colours
and fonts
Show them what their
donation ‘buys’
Offer single or
regular giving
Immediate thanks
and receipt
Mobile
Use web on
phones 44%
(up 13%)
Mobile
ownership 92%
Pay monthly
58%
Smartphone
ownership up
to 45% (up
13%)
Tablet
ownership
24% (up from
11%)
Source: OfCom 2013,
Communications Market
Report (August)
Multi-channel – Online
Help potential
donors to
touch, taste
and feel your
impact
BUMBLEBEE CONSERVATION TRUST “BEES FOR EVERYONE” PROJECT
YEAR IN NUMBERS 2013
140
The total number of people who attended our Welsh and
England Conservation workshop
900
Potential hectarage gained from giving advice by
email/phone to landowners outside of Bees for
Everyone regions
100
100% of respondees at the England conservation
workshop said that they were more motivated to help Bees
as a result of attending the conference.
7
The number of farm days delivered by conservation
Officers
3,500
The potential hectarage that could be managed for
bumblebees through the Bees for Everyone 3 year project
2784
The number of hectares of land for which we have
provided habitat management advice for bumblebees in
total since January 2011.
152
The amount of hectares on north Kent sea walls being
managed for bumblebees in conjunction with the
Environment Agency
67
The number of enquiries received from landowners
outside of our Bees for Everyone regions who wanted to
manage their land for Bumblebees.
376
The number of farmers and landowners the
conservation team have engaged with in 2013
100%
BBCT input into the National Pollinator Strategy
1
Memorandum of Understanding signed with the
Ministry of Justice
830
Hectares the Sub T reintroduction project has created,
advised and assisted in the management of within the
release area of Dungeness and Romney Marsh
6
Bombus Sub T workers recorded on Dungeness – the
first in 25 years
Key facts &
achievements
Photos
Stories
Quotes
Harness the
power of fun
and social
giving
Harnessing the power of social
Get your
ducks in a
row!
The Fundraising Process
Develop
Case for
Support
Map your
proposition




Identifying key
“products” & the
impact they make
What’s our story that
will make donors want
to engage?
What are the wider
benefits of association
to new donors?
Developing the
funding hooks, impact
messages and likely
audiences
Prospect
Research
Answers the question,
“Why should you support
our cause?”







The problem we are
solving (or opportunity)
How we tackle this
Why charity is
perfectly (uniquely)
placed to do so
The resources
required (the ask)
The difference this will
make


Identification of
prospective partners,
donors and influencers
& areas of alignment
Peer research – who is
supporting work in this
space & what is the
relationship?
Which existing contacts
and relationships can
be leveraged?
Mapping warm & cold
leads
Approach
strategy




Developing targeted
pitches
Routes to engagement
i.e. the when, how and
who in making the ask
Donor cultivation and
partnership building
Mapping of resources
needed to underpin
fundraising
Develop a
legacy
proposition
Return on Investment: Average return per £ invested
Legacies £25.50
Trusts £7.00
Corporate £4.43
Committed Giving £3.54
Major Donors £3.17
Events £1.94
Implementing a Legacy Campaign
 Phone call followed by letter
 Warmest supporters only
 8.13% pledge rate
Become an
award-winning
charity
Why Awards Matter
“Given our services are in the somewhat controversial field of working with those who
commit the most horrendous of sexual offences, to be recognized so appreciatively
for what we do through winning a Charity Award was a wonderful affirmation.
“The added ‘credibility’ and respect the award has contributed to our necessarily low
profile work has gone a long way to reassure funders and policy-makers that the
service is thoroughly worthy of their attention. Being part of the Charity Awards
marked a key milestone in our progress.”
Stephen Hanvey, chief executive officer, Circles UK
"We were thrilled to win one of the most prestigious accolades in the UK charity sector.
Since winning the award, the profile of our organisation has been heightened locally,
regionally and nationally through the subsequent press and media attention and acts
as an additional motivator to all people involved in the project, helping us to help even
more young people.”
Karen Edwards, chief executive, Bolton Lads and Girls Club
Civil
Society
Charity
Awards
GSK
Impact
Awards
Queens
Award for
Voluntary
Service
Guardian
Charity
Awards
Your
potential
hit list
Third
Sector
Business
Charity
Awards
National
Lottery
Awards
Charity
Times
Awards
Third
Sector
Excellence
Awards
Recognises groups of
individuals who are giving their
time freely for the benefit of
others.
It is the highest honour that can
be bestowed upon groups of
this kind and is equivalent in
status to the MBE.
Nominations for 2015 close on
30 September.
Your idea
here
ACTIVITY
What has been your most powerful fundraising idea
or tip?
Questions & Answers
Thank you
David Hopkins
@davidlhopkins
[email protected]
Charities Aid Foundation
@cafonline
Facebook.com/CharitiesAidFoundation

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