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How to become a fundraising organisation not an organisation that fundraises


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Lucy Caldicott (Director of Fundraising) and James Spears (Head of Direct Marketing) discuss how to become a fundraising charity rather than a charity that fundraises.

This presentation was given at the NCVO 2013 Evolve event.

Find out more about NCVO Evolve:

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How to become a fundraising organisation not an organisation that fundraises

  1. 1. How to become a fundraising charity rather than a charity that fundraises Lucy Caldicott – Director of Fundraising James Spears – Head of Direct Marketing
  2. 2. NCVO Evolve 2013 This session How to make a case for long-term fundraising investment and build support throughout the organisation This session will provide real life examples of the challenges faced putting together a robust long-term donor acquisition and retention programme and how CLIC Sargent fundraisers tackled them 2
  3. 3. Intro to CLIC Sargent 2005 merger of CLIC (Cancer and Leukaemia in Childhood) & Sargent Cancer Care 4,000 children and young people diagnosed p.a. We provide clinical, practical, financial and emotional support to help them cope with cancer and get the most out of life £25m turnover 13-14 (from £18m in 09-10) NCVO Evolve 2013 3
  4. 4. Post merger All income voluntary fundraised Majority of services costs are staffing ( e.g. social workers) Range of unpredictable income sources – events Income profile seasonal (Christmas, Dec financial y/e) Reliance on non-repeatable income sources: - charity of the year partnerships - appeals surpluses NCVO Evolve 2013 4
  5. 5. Improve predictability of income Grow income Improve profitability Manage risk Services strategy to grow YP service – agreed 2011 Fundraising strategy NCVO Evolve 2013 5
  6. 6. Fundraising strategy Strengths and weaknesses of existing income streams Areas of most potential identified Cross selling Cost efficiency Diversification Regular giving, multi-year relationships with companies, individuals, charitable trusts NCVO Evolve 2013 6
  7. 7. Background to building a case for individual giving investment NCVO Evolve 2013 7 Huge potential and passion Couldn’t prove long term case and some poor results – Trustees loathe to invest Limited affordability The recession had taken hold No structured Direct Marketing Team No established contact plan Ineffective supporter database Some acquisition testing already
  8. 8. Challenges To build trust To create a Direct Marketing team To communicate effectively with supporters To implement a new database To improve supporter care NCVO Evolve 2013 8
  9. 9. Building trust NCVO Evolve 2013 9 Showed that budgets could be achieved Forecasting using industry measures, other charities’ and internal data Regular reporting June 2011, more detailed and ambitious strategy approved by trustees Significantly reduced risk
  10. 10. Creating a DM team NCVO Evolve 2013 10 Structure - long-term ambitions but realistic about short-term. Data LegacySupporter Relations Campaigns
  11. 11. DM team 2008 Head of Direct Marketing Direct Marketing Manager Marketing Assistant Donor Development Officer Legacy Admin Manager Funds Manager Database Executive NCVO Evolve 2013 11
  12. 12. DM team 2013 Head of Direct Marketing Direct Marketing Manager Senior Direct Marketing Executive Direct Marketing Co-ordinator Legacy Marketing Executive Direct Marketing Executive Direct Marketing Data Manager Senior Direct Marketing Database Executive Direct Marketing Database Executive Legacy Manager Supporter Relations Manager Supporter Relations Executive Gift Aid Executive NCVO Evolve 2013 12
  13. 13. NCVO Evolve 2013 Contact Plan and Cross-team working Introduction of more visible and shared contact plan Cross-selling - Regionalised newsletters and e-newsletters Gift Aid Activity 13
  14. 14. Implementing a new database Resources Processes and project plan Technical development Communication User testing User training Using it NCVO Evolve 2013 14
  15. 15. Supporter Relations Cover the basics Income generating Gift Aid DD income processing KPIs & reporting NCVO Evolve 2013 15
  16. 16. Results £0 £50,000 £100,000 £150,000 £200,000 £250,000 0 2 4 6 8 10 12 14 16 18 20 NumberofDirectDebits(thousands) Month Monthly Direct Debit income and number against time Number of donors Income including Gift Aid NCVO Evolve 2013 16
  17. 17. 0 20 40 60 East West North Gross Income v ExpenditureMillions Results from Fundraising as a whole NCVO Evolve 2013 17 0 5 10 15 20 25 30 2009-10 2010-11 2011-12 Gross Income Expenditure
  18. 18. Discussion