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Oxfam
This document outlines key principles for developing engaging fundraising propositions at Oxfam GB. It discusses developing propositions around products, initiatives and projects that align with donors' values and priorities. Case studies highlight the Projects Direct program, which unlocks funding for Oxfam's strategic priorities, and the Enterprise Development Programme, which combines commercial disciplines with Oxfam's experience to promote small businesses in marginalized areas through an engaged philanthropy model. The document stresses the importance of compelling stories, credible ambassadors, measurable impact reporting and truly engaging donors to inspire continued support.
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Oxfam
- 1. Developing fundraising propositions thattruly engage and inspire donors Kyle Johnson, Major Gifts, Oxfam GB kjohnson@oxfam.org.uk 29 January 2013
- 2. KEY PRINCIPLES ANDIDEAS
- 3. PRODUCTS, PROPOSITIONS, INITIATIVES PROJECTS DIRECT OXFAM 365 THE CIRCLE ENTERPRISE DEVELOPMENT PROGRAMME Page 3
- 4. THE NEED &THE PROPOSITION Page 4
- 5. PROPOSITION MAPPING Page 5
- 6. TRANSFORMATIONAL CHANGE Finding a “…so by cure… Restoring a supporting us monumental Enabling us to you’ll be…” building… create a game- Bringing about a changing blueprint significant change for others to in policy… follow… Saving lives… Tackling / putting an end to an Investing in the next generation… injustice… Giving someone a valuable Protecting and Successfully opportunity… conserving an challenging a endangered species… social norm or cultural attitude… Page 6
- 7. VISIONARY LANGUAGE “If you talk to a man in a language he understands, that goes to to him his head. If you talk in his language, that goes to his heart.” Nelson Mandela Page 7
- 8. COMPELLING STORIES Vinoba Bhave Founder of the Bhoodan Movement Page 8
- 9. KILLER FACTS ANDSOUNDBITES Every EU cow receives over $2 per day in support and subsidies. That’s more than the income of half the world’s people Page 9
- 10. ORGANISATIONAL CREDIBILITY Page 10
- 11. AMBASSADORS & ADVOCATES “EDP has clearly made a difference – I think my “We don't always realise investment in both ideas and we are invested with the money has played a part, power to make a difference; which is tremendously working together, we can inspire satisfying.” everyone to be part of the solution” Enterprise Development Annie Lennox Programme Board Member Oxfam Ambassador and founder of The Circle “I support Oxfam projects because I can see my money being used to achieve measurable goals assisting in the long term development of identified communities.” Projects Direct Supporter Page 11
- 12. LEAD DONORS Page 12
- 13. PEOPLE, PROCESSES &SYSTEMS Page 13
- 14. LEVERAGE & REPLICATION Page 14
- 15. PERSONAL TOUCHPOINTS Page 15
- 16. THE SUMS Page 16
- 17. PREPARE, THEN TAKEA LEAP OF FAITH Page 17
- 18. …THEN BE SURETO REPORT IMPACT Page 18
- 19. CASE STUDY #1 PROJECTSDIRECT
- 20. OXFAM’S CORE PROGRAMMATICNEEDS ….the right to…. 1. Life and security 2. Basic services 3. A sustainable livelihood 4. Be heard 5. Equity Page 20
- 21. THE PROPOSITION Underwritten By Funded Oxfam Oxfam Across Strategic Income Priority Streams Projects Periodic Unlocks Additional Institutional Comms Funding Projects Direct 6 Monthly Variety of Reports Causes Spread of Multi-year Geographical Funding Locations Page 21
- 22. CASE STUDY #2 THEENTERPRISE DEVELOPMENT PROGRAMME
- 23. AN INSPIRING, AMBITIOUSSHARED VISION “Oxfam is developing a blueprint for promoting and investing in small and medium enterprises in the most marginalised part of the world” “EDP focuses on self help, and EDP Board Member the beauty of the business model is that repayment of the loan will fund future projects. So you give one dollar or pound, but in a successful investment, it gets reutilised for the next one.” EDP Board Member Page 23
- 24. THE PROPOSITION Co-created With Private Equity Minds Oxfam Ring-fenced Strategic Funding Priority Project Periodic Portfolio Additional Approach Comms EDP 50% 6 Monthly Projected Board Success Meetings Rate Top Donors Engaged Participate in Philanthropy Strategic Model Decisions Page 24
- 25. CONNECTING WITH ANEW AUDIENCE Page 25
- 26. TRULY ENGAGED PHILANTHROPY Enterprise Ongoing Proposal Investment Development support and selection Committee Board review “EDP provides a very unusual opportunity to combine commercial disciplines with Oxfam’s unrivalled experience of the world’s most challenging locations. I was particularly excited by the opportunity to use my management experience to help shape the direction of EDP in its early years” EDP Board Member Page 26
- 27. KEY CORPORATE PARTNERSHIPS Page 27
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- 29. FINAL THOUGHT If you keep on doing what you’ve always done, you’ll keep on getting what you’ve always got Page 29
- 30. Thank you forlistening!! Developing fundraising propositions that truly engage and inspire donors Kyle Johnson, Major Gifts, Oxfam GB kjohnson@oxfam.org.uk 29 January 2013