be careful what you wish for, lucy caldicott and rachel williams, clic sargent

Charity Finance Directors’ Group

Be careful what you wish for: CLIC Sargent as Tesco Charity of the Year 2010

Lucy Caldicott, Director of FundraisingRachel Williams, Corporate Account

ManagerCLIC Sargent

Contents

Winning the partnershipDelivering the partnershipWas it worth it?

Applying

Shortlisted 4 times before selected Other times only proposal stagePitch =

Opportunity cost - new business (6 weeks), creative teamsActual cost – mock-ups, print, DVD

Partnership objectives

£5m to fund local care for children with cancer

Raise awareness of CLIC SargentEstablish ongoing mutual benefits

during and beyond the partnership

Winning – why we won

Clear proposal – Tesco want to make a difference

Geographical delivery - staff engagement

Inspiring cause

Winning the partnershipDelivering the partnershipWas it worth it?

Marketing

Knew we’d won on Jun 30, to launch Mar 1

Logo iterations x 4DVD iterations x 2Key message iterations x lots!

The final partnership logo

Resourcing the partnership (1)

Took previous charities and Tesco themselves as guide

Structure iterations x 3capacity issues

Used existing staff in key roles

Resourcing the partnership (2)

Tesco Campaign Manager

Tesco Stores Manager

Tesco Non-Stores

Manager

Tesco Hotline Executive

Tesco Campaign Manager

Tesco Stores Manager

Tesco Executive

Tesco Executive

Tesco Non-Stores

Manager

Tesco Hotline Executive

Tesco Executive

Tesco Manager

Trends in enquiries to the hotline

Day to day (1)

Fundraising team – led by Tesco Campaign Manager

Tesco project team – reps from every team

Had to be clear re. roles and responsibilities

Project Manager – from outside fundraising to co-ordinate meetings and updates

Day to day (2)

Main point of contact with Tesco staff (face to face meetings, hotline)

Engaged Tesco staffMonthly reports and meetings with

Tesco CSR team

Partnership oversight

Project boardFrequencyAll SMT, chaired by Fundraising

DirectorEscalation point – could act quickly

Project structure

Tesco Project Board

SMT (Lucy Caldicott is the

chair)

Tesco Project Sponsor

Head of Corporate Fundraising

Tesco Project Manager

Campaign Manager

Fundraising LeadHead of Corporate

Fundraising

Regional Fundraising Lead

Head of Fundraising UK

Services LeadSenior Project

Manager

Team to deliver implementation within

Services

Communications and PR Lead

Head of Creative Services

HR LeadHR Manager

Finance LeadHead of Finance

PR LeadHead of Media &

PR

High level project plan

Managing the restrictions (1)

Money raised locally, spent locallyMoney raised centrally, partnership

delivery and “top up”Mapped stores to Principal Treatment

CentresEach Tesco store separate code on

dbaseModelled Key Worker post costs

Managing the restrictions (2)

Plan to have at least one key worker per PTC area

Any surplus on central income used to plug gaps between income and expected expenditure

Financial model

Winning the partnershipDelivering the partnershipWas it worth it?

Was it worth it?

£7.2m raisedKey workers appointed in 4 trusts,

with negotiations progressing in the remaining 11 trusts

Brand exposure

Evan Rees with his mum, Sarah

When Evan was diagnosed his treatment started immediately and there was so much to digest. He goes to two hospitals for treatment, for tests and check ups. The appointments are really close together and it can be a logistical nightmare. Jodi knows exactly where we should be and what treatments we should be having.

No matter how small my query is she treats it with the utmost importance, it is very reassuring.

Questions?