The future of fundraising Challenges, issues and ideas December 2015
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There s too much larking about in today s fundraising Just give me the money and no one gets hurt... Page 3
EVERYBODY STAND UP Sit down if... You reckon this is all going to blow over You ve written 3 or more papers for trustees on the crisis in fundraising Gone to 2 or more meetings about... You re forecasting individual income to be down next year Page 4
The Olive Cooke story ran and ran, not because it was true, but because people believed from their own experiences that it could be. They empathised with feeling hounded by fundraising. We need to minimise the aggravation. Joe Saxton NFP Synergy Page 5
The world has changed around us The web is the biggest evolution in communication since the invention of print. It is not merely a new communication vehicle but represents a fundamental change in the rules of engagement...in the old marketing world a business would pay money to interrupt what we were doing and shout its message at us...previously, we were prepared to put up with the shouting and unwanted messages because they often proved to be a useful source of information. Stickier Marketing, Grant Leboff 2014 Page 6
The world has changed around us However, today this has changed. We have plenty of access to information...these communications, therefore, have become a major inconvenience...because they no longer provide value, they now, for the most part, have become irritating...any form of direct communication for example email, direct mail, telephone calls that can be considered intrusive by a prospect and has not been requested, will damage your brand. Of course, there will always be exceptions to the rule. However, it is an extremely tenuous marketing strategy to spend valuable resources attempting to be one of the exceptions. Page 7
Trust with data varies Page 8
So, what we have done to respond to the crisis in fundraising... Page 9
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Actions taken include: Stopped activity - lots of it Internal Audit investigation Reviewed all telephone agency scripts, fundraiser guidance and training materials Developed a new Fundraising Policy including specific chapters on Vulnerable people Solicitation statements policy with clearer more channelspecific guidance for fundraisers Policy and process for third party agency management and supervision to including: pre-contract checks, monitoring/mystery shopping and contract review. Set new contact frequency rules by channel Refreshed sign-off procedures Reviewed data protection statements, opt outs and how to contact us in all communications. Page 12
2012 - Nov 2012- Dec 2013- Jan 2013- Feb 2013- Mar 2013- Apr 2013- May 2013- Jun 2013- Jul 2013 - Aug 2013 - Sep 2013 - Oct 2013 - Nov 2013 - Dec 2014 - Jan 2014 - Feb 2014 - Mar 2014 - Apr 2014 - May 2014 - Jun 2014 - Jul 2014 - Aug 2014 - Sep 2014 - Oct 2014 - Nov 2014 - Dec 2015- Jan 2015 - Feb 2015 - Mar 2015 - Apr 2015 - May 2015 - Jun 2015 - Jul 2015 - Aug 2015 - Sep 2015 - Oct Decline and rise and fall of Oxfam regular givers 395,000 Unrestricted GB 390,000 385,000 380,000 375,000 370,000 365,000 360,000 Page 13
Actions taken include: Stopped activity - lots of it Internal Audit investigation Reviewed all telephone agency scripts, fundraiser guidance and training materials Developed a new Fundraising Policy including specific chapters on Vulnerable people Solicitation statements policy with clearer more channelspecific guidance for fundraisers Policy and process for third party agency management and supervision to including: pre-contract checks, monitoring/mystery shopping and contract review. Set new contact frequency rules by channel Refreshed sign-off procedures Reviewed data protection statements, opt outs and how to contact us in all communications. Page 14
Actions taken include: Changed all contracts with Oxfam fundraising staff to make acting in line with the IoF code a condition of employment Set up formal quarterly reviews of performance of all large fundraising campaigns Commenced a more structured training programme for all Fundraising staff on IoF codes. Completed thorough review of all marketing consents on our database and put in place rules to ensure that we are compliant in particular with ICO clarification on TPS Reviewed complaints procedure and monitoring especially involving our external agencies. Added compliance related risks to our Fundraising Risk Register Put in place 24 hour cool off period for all 2 stage fundraising campaigns Checked all web-forms for compliance and briefed all changes. Begun re-tender of telephone fundraising agencies Page 15
What do you need to do now? 1) KEEP FUNDRAISING 2) Are you and your teams clear about how your organisation selects agencies, monitors their activity, how you construct solicitation statements, manage complaints, establishes TPS consent?. 3) What is your policy on how fundraisers are paid? 4) When did you last return a donation to a vulnerable person or identify someone who is potentially vulnerable? 5) Do you have a crisis media plan in place when was it last tested? Are you prepared to speak to the media? Page 16
What does your team need? 1) Resilience you can be a beacon of positivity but you have to choose to be so 2) Information what s happening, what s changing, what don t we know 3) Supportive organisation senior management, trustees, media and PR team 4) Honesty 5) Time to think Page 17
Be the master of your own destiny 1) Make an opportunity out of a crisis 2) What is your vision for the future of fundraising in your organisation? 3) Where can you diversify and innovate new products, new markets, new channels 4) Help your organisation understand and contribute to new ways of engaging with supporters 5) From the supporter s shoes Page 18
What is our new world? Academic research suggests that amid a complex range of internal motivations and external influences, asking is an important part of the decision to give to charity... altruism and reciprocity are motivating factors, but these nevertheless require both awareness of need or the cause, and the external trigger to give. The ask to give that is the core of fundraising practice is a necessary one... Page 19
PROUD TO BE A FUNDRAISER
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Thank you Questions? Page 22
Individual Giving Conference 2015 Headline Sponsor Sponsor Excellent fundraising for a better world #IoFIG
Improving public trust in charities Vicky Browning, director CharityComms @browning_vicky
About CharityComms Our vision Our vision is for effective and inspiring communications to be at the heart of every charity s work for a better world. Our purpose We improve the standard of communications and champion its role in the sector. We represent, support, inspire, connect and inform our members and the wider charity communications community.
The Understanding Charities Group Our goal is to secure public support for the charity sector in the long term based on increased public trust and confidence in the sector. Four strands of work Narrative Media Engagement Evidence and research
How the UK public thinks charities work
How (large) modern charities actually work
Why does this matter? There is a disconnect between public perception and reality Lack of understanding of the scale, scope and diversity of the sector Lack of understanding of how we operate Suspicions about money spent on salaries, admin and fundraising No full appreciation of the contribution charities make Polarised media stories: heroes or villains
Why does it matter? Loss of trust Loss of support Loss of income A direct impact on our ability to deliver our vital work
What can we do? Sort out the issues causing concern Improve the way we tell our stories Improve our understanding of how the public engages with and understands charities Improve our understanding of what drives trust and confidence Be more transparent and responsive Be better at influencing/balancing media coverage
What does success look like?
What is the media strand doing? Two key areas of work Rebuttal Improving generic coverage
What does the narrative need to do? We believe in order to have trust and confidence, people need to have a good knowledge and understanding of charity
Telling a better story about charities Charity is about people making a difference to the problems in the world they care about, and want to help solve. Charities can help them do that.
Narrative: key messages Why charity exists the need: We live in an imperfect world, an unfair world, a world of problems. Why charity happens beliefs and motivations: There are things we can t accept and have to act upon. People share a basic humanity, and have a charitable instinct, to care enough to want to help. With passion, drive and expertise people can change the world. They want to join in and be part of it. We have already changed the world for the better in many ways. But there is still so much to do.
Narrative: key messages What charity hopes to achieve vision and ambition: A fairer and better world, now and for future generations. What difference charity makes to individual people benefits and impact: Charity touches all of us in many ways, often unseen. It makes our society richer and warmer. We all benefit from that, though those most in need benefit more directly.
Narrative: key messages How does charity make a difference? People with passion and commitment come together to make things better for others. Charities can harness and organise the passion, skills, voluntary time and professional expertise of committed people, to make a difference.
Narrative: key messages Why us what makes charity and charities special? We understand the challenges, and we share a common humanity. Charity is of, for and by the people ; an expression of people s will to come together to make a difference, to do things that no-one else can or will do. Charities are the vehicles they choose to do that, fuelled by the same motivations, and their desire and responsibility to do the best they can makes them want to be professional and expert at what they do. Why you why should you feel good about charity and charities? Because you re part of it: we can only achieve this together.
Who is our audience? Our ultimate audience is the British public We will reach them via the sector: Trustees Chief executives Communications professionals Fundraising professionals Other charity staff
Who is our audience? Through our charity audience we will reach: Volunteers Beneficiaries Other supporters (eg donors, campaigners) Media Other key influencers (eg politicians)
When will our work be done?
What else is happening?
Thanks for having me! Any questions? vicky@charitycomms.org.uk @browning_vicky charitycomms.org.uk @CharityComms
Individual Giving Conference 2015 Headline Sponsor Sponsor Excellent fundraising for a better world #IoFIG