Introduction to fundraising planning (focus on recruiting individual donors)

1. Introduction to fundraising planning (focus on recruiting individual donors) Small Charities Coalition Monday 28th March 2011 – York Panikos Efthimiou Charities Training Manager - CAF

2. Potential sources of income • Trusts/Foundations – capital and revenue • Statutory – government, local authorities • Companies – cash, sponsorship, in-kind, volunteering etc • Events – cash, sponsorship • Lottery – capital and revenue (can be restricted) • Trading – shops, products, services • Contracts - service level agreements etc • Extras – matched giving • Also - social investment, loan finance, bonds • and INDIVIDUALS – a whole range of possibilities (focus for today)

3. No clear case for support – no fundraising plan! • Need – why is your charity needed? • Mission - what do you do to meet the need? • Communication - how do you say it? • Profile - how well do people know you? • Credibility - do you have a history of achievement? • Selling - how well do you sell yourselves? • Results - how do you demonstrate impact? • Unique – what would happen if you didn’t exist?

4. A fundraising planning paper should include…. • overall plan – how to fund your need • your current position – starting point, strengths and weaknesses, any past fundraising experience • future fundraising needs • proposed new sources of income – what you have relied on up until now and how you can diversify • suggested methods to meet fundraising targets • resources and actions required… and then make a decision to get on with it!

5. Some difficult but necessary questions • does your cause have a target supporter market? • do you produce outcomes (results) that donors (existing and new) can easily understand? • can you afford to spend money to attract donors? • are your trustees and other key figures committed to fundraising in all its guises – have you asked them for a donation?

6. Very small International Aid charity • …started from scratch by two passionate individuals volunteering during their Gap Year in Africa • asked family and friends to become their first donors and then spread the word • managed to secure over 65 one-off donations…and counting • now converting these into regular gifts, mainly standing orders or payroll giving • will use their payroll donors to open doors into companies

7. What is the difference you make? “Money flows to those who demonstrate impact, to those who don’t just show that a need exists, but who also highlight how they are helping to alleviate it”

8. Use the power of your service users/cause • personal stories and comments are much more effective than a corporate voice • encourage supporters to engage with others by showing what they’ve done, can do, want to do e.g. stories in fundraising literature, on websites, short presentations at events

9. Individual giving - options • one off donations – (cash, cheque, credit and debit cards, shares, legacies) • regular giving • standing orders • Direct Debit • covenants • payroll giving • credit and debit cards

10. Donor Development Pyramid Legacy Regular Big Gifts One-off Big Gift Committed Giving Second Donation One-off Donation Volunteers Contented Clients Donors Magazine Inserts Board/Committee Friends Visitors Press/Adverts

11. Methods of recruitment • direct mail (paper and electronic) • face to face – door to door, workplace, street, events • telephone • online

12. Fundraising online • have a “donate, give now, help us, how to help, get involved, take action….” button on your pages – (test effectiveness of different options) • make it easy – 2 clicks to giving page • have an up to date news page about what your organisation is doing • ensure navigation is clear and simple • encourage reader to get involved in other ways

13. http://www.refugeecouncil.org.uk/supportourwork/donate/donate.htmhttp://www.refugeecouncil.org.uk/supportourwork/donate/donate.htm

14. Make an ask that connects… • make a blind person see for just £12 • £10 will help provide a counselling session • £8 will provide textbooks for an offender undertaking life skills training • £20 can help us find a home for an unwanted animal …and yes you have asks too!

15. Donor nurturing • thank donors quickly • how you will communicate with donors? • what information would they like to receive? • how would they like to receive it? • other ways to get involved e.g.. • volunteering • events • upgrades – when & how? • why not raise awareness of leaving a legacy?

16. Looking after hard earned income Just as an organisation needs a fundraising strategy, an organisation also needs a financial strategy, to ensure that it manages its funds in the most efficient manner

17. Grant making trusts and foundations • about 9,000 in the UK • what are they interested in funding? • Areas of interest, geographical, one-offs or repeats, revenue or capital etc • how to apply – understand the process • Deadlines! Trustee meetings, application format, additional documents, be creative and DON’T use same application many times! Try and speak to them before submitting application – could save time and effort!

18. Trusts and foundations – further help • Directory of Social Change • Guide (s) to Major Trusts • Directory of Grant-Making Trusts • Specialist Grants Directories • Local Trusts Guide www.dsc.org.uk 020 7391 4800 (London) 0151 708 0117 (Liverpool) • www.grantnet.com • www.funderfinder.org.uk • www.grantfinder.co.uk

19. Company giving • Sponsorship • Advertising • Gifts in Kind • Grants from Charitable Trusts • Volunteers • Secondments • Cash • Matched giving

20. Company Giving – further help • Directory of Social Change • Major Companies Guide • Guide to Company Giving • www.dsc.org.uk 020 7391 4800 (London) 0151 708 0117 (Liverpool) Also lots of information on individual company websites – usually under CSR (corporate social responsibility) and/or CCI (corporate community investment)

21. Other useful sites • www.fundingcentral.org.uk • www.ncvo-vol.org.uk/sfp (sustainable funding project) • www.how2fundraise.org • www.do-it.org.uk • www.volunteering.org.uk • www.fit4funding.org.uk

22. Other useful contacts Institute of Fundraising www.institute-of-fundraising.org.uk 020 7840 1000 Her Majesty’s Revenue & Customs www.hmrc.gov.uk/charities 0845 302 0203 CAF Charity Services www.cafonline.org/charityadmin 01732 520 316

23. Speak to me Panikos Efthimioupefthimiou@cafonline.org 07720 405702 www.cafonline.org 03000 123 000 – head office