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Effective Marketing and Fundraising

Ian Fairhurst, Cardinal Hume Centre
Vasileios Kospanos, Access
Effective Marketing and Fundraising

So what is this all about?
Effective Marketing and Fundraising

£3.2 BILLION
Total amount spent on fundraising and
publicity in 2009/10
source: acces...
Effective Marketing and Fundraising

So aren’t they one and
the same thing?
Effective Marketing and Fundraising
Marketing is the process of communicating the value of a product
or service to custome...
Effective Marketing and Fundraising

“Economics is the study of people
in the ordinary business of life.”
Alfred Marshall,...
Effective Marketing and Fundraising
12 Month Rolling Voluntary Income
1,500,000

This year at CHC
we will spend
£250,000 a...
Effective Marketing and Fundraising
• Small/Medium charities need to break away from self-defeating
mantras:
“We don’t do ...
Effective Marketing and Fundraising

access.gp/ICAEW2
Effective Marketing and Fundraising

access.gp/ICAEW3
Effective Marketing and Fundraising

access.gp/ICAEW4
Effective Marketing and Fundraising
Charity marketers and their successful
projects are awe-inspiring!
Effective Marketing and Fundraising
From this
Effective Marketing and Fundraising
To this
Effective Marketing and Fundraising
Definitely that
Effective Marketing and Fundraising
And since it’s November
Effective Marketing and Fundraising
So being inspired by successful charity
marketing and fundraising here came:

The

#io...
Effective Marketing and Fundraising
Background:
a)
b)
c)
d)

Access thankQ sponsored the tweets
There were £250 for a char...
Effective Marketing and Fundraising
The challenge:
We needed 500 tweets from 10:00 until
15:00 containing #ioftech
That’s ...
Effective Marketing and Fundraising
Effective Marketing and Fundraising
Did we succeed?
Effective Marketing and Fundraising
More importantly
one lucky charity
won £250
access.gp/ICAEW5
Effective Marketing and Fundraising
Achievements:
a)
b)
c)

#ioftech was trending on Twitter for London
Gained more follow...
Effective Marketing and Fundraising
Effective means getting the basics right:
1.
2.
3.
4.
5.

Invest in systems and people...
Effective Marketing and Fundraising
Invest in systems and people
What if…you could see in your finance system, what
happen...
Effective Marketing and Fundraising
• Check the profitability of a fundraising event within your CRM, by
having real-time ...
Effective Marketing and Fundraising
Ensure that income is allocated to the correct code by
having fully integrated, two-wa...
Effective Marketing and Fundraising
And see in real-time within your finance software the income that
was generated in you...
Effective Marketing and Fundraising
Only through measurement we
know what works.
£30,000
£25,000
£20,000
Cost

£15,000

1 ...
Effective Marketing and Fundraising
• Only through evidence can you build the case for extra
investment in fundraising.
• ...
Effective Marketing and Fundraising
How can the finance department help fundraising? Just say “yes”
A “yes” will come, if ...
Effective Marketing and Fundraising
How can the finance
department help marketing?
Help your colleagues spread
the word ab...
Effective Marketing and Fundraising
How can the finance department help marketing?
Join relevant groups on
•

Charity UK

...
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Presentation with Ian Fairhurst at the ICAEW charity conference (21st November 2013)

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Transcript of "Effective marketing and fundraising"

  1. 1. Effective Marketing and Fundraising Ian Fairhurst, Cardinal Hume Centre Vasileios Kospanos, Access
  2. 2. Effective Marketing and Fundraising So what is this all about?
  3. 3. Effective Marketing and Fundraising £3.2 BILLION Total amount spent on fundraising and publicity in 2009/10 source: access.gp/ICAEW1
  4. 4. Effective Marketing and Fundraising So aren’t they one and the same thing?
  5. 5. Effective Marketing and Fundraising Marketing is the process of communicating the value of a product or service to customers/prospects, for the purpose of selling that product or service. Fundraising is the process of soliciting and gathering voluntary contributions of money or other resources, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies
  6. 6. Effective Marketing and Fundraising “Economics is the study of people in the ordinary business of life.” Alfred Marshall, Principles of economics; an introductory volume (London: Macmillan, 1890)
  7. 7. Effective Marketing and Fundraising 12 Month Rolling Voluntary Income 1,500,000 This year at CHC we will spend £250,000 and raise £1,500,000. 1,400,000 1,100,000 Overall 13/14 For every £ spent we raise an additional £5 or a ROI of 5:1 1,000,000 Overall 12/13 1,300,000 1,200,000 Overall 11/12 900,000 800,000 700,000 600,000 April May June July Aug Sept Oct Nov Dec Jan Feb Mar
  8. 8. Effective Marketing and Fundraising • Small/Medium charities need to break away from self-defeating mantras: “We don’t do things like that.” - “That would never work for us.” • So many good ideas you can borrow, beg and steal online. • Don't be afraid of trying something new. • Important to have the basics in place first.
  9. 9. Effective Marketing and Fundraising access.gp/ICAEW2
  10. 10. Effective Marketing and Fundraising access.gp/ICAEW3
  11. 11. Effective Marketing and Fundraising access.gp/ICAEW4
  12. 12. Effective Marketing and Fundraising Charity marketers and their successful projects are awe-inspiring!
  13. 13. Effective Marketing and Fundraising From this
  14. 14. Effective Marketing and Fundraising To this
  15. 15. Effective Marketing and Fundraising Definitely that
  16. 16. Effective Marketing and Fundraising And since it’s November
  17. 17. Effective Marketing and Fundraising So being inspired by successful charity marketing and fundraising here came: The #ioftech campaign
  18. 18. Effective Marketing and Fundraising Background: a) b) c) d) Access thankQ sponsored the tweets There were £250 for a charity Delegates got to nominate the charity Delegates needed to participate by tweeting using the #ioftech hashtag
  19. 19. Effective Marketing and Fundraising The challenge: We needed 500 tweets from 10:00 until 15:00 containing #ioftech That’s 1.66 tweets per minute!
  20. 20. Effective Marketing and Fundraising
  21. 21. Effective Marketing and Fundraising Did we succeed?
  22. 22. Effective Marketing and Fundraising More importantly one lucky charity won £250 access.gp/ICAEW5
  23. 23. Effective Marketing and Fundraising Achievements: a) b) c) #ioftech was trending on Twitter for London Gained more followers for @TheAccessGroup Project featured in the news before and after the event
  24. 24. Effective Marketing and Fundraising Effective means getting the basics right: 1. 2. 3. 4. 5. Invest in systems and people. Make donating easy. Place donors at the heart of what you do. Stories. Impact.
  25. 25. Effective Marketing and Fundraising Invest in systems and people What if…you could see in your finance system, what happens in real-time within your fundraising CRM? And vice versa?
  26. 26. Effective Marketing and Fundraising • Check the profitability of a fundraising event within your CRM, by having real-time views from your finance software. • WIN-WIN. • Work collaboratively, not in silos.
  27. 27. Effective Marketing and Fundraising Ensure that income is allocated to the correct code by having fully integrated, two-way “talking” systems.
  28. 28. Effective Marketing and Fundraising And see in real-time within your finance software the income that was generated in your fundraising CRM system. Saving you the duplication of effort and data rekeying.
  29. 29. Effective Marketing and Fundraising Only through measurement we know what works. £30,000 £25,000 £20,000 Cost £15,000 1 year income £10,000 2 year income £5,000 £Adverts Cash ask DD ask
  30. 30. Effective Marketing and Fundraising • Only through evidence can you build the case for extra investment in fundraising. • Systems allow you to do this. • Allows you to invest in areas with the best return. • Challenge the doom-mongerers.
  31. 31. Effective Marketing and Fundraising How can the finance department help fundraising? Just say “yes” A “yes” will come, if a tight business case is developed. Could you provide the template? Does the organisation benchmark ROI? Could you help the organisation understand/measure ROI? Are systems helping or hindering? Look at your website on your phone or tablet – how easy is it to donate?
  32. 32. Effective Marketing and Fundraising How can the finance department help marketing? Help your colleagues spread the word about your cause and join the conversation during sector events on Twitter. Why not help your HR team to advertise a new vacancy?
  33. 33. Effective Marketing and Fundraising How can the finance department help marketing? Join relevant groups on • Charity UK • ICAEW • CFG Technical Accounting Forum • Charity Finance & Governance UK • Chartered Institute of Management Accountants - CIMA • Charity Finance
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