working without a pfo ruth freeman director of income generation and marketing the myton hospices...
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Working without a PFORuth Freeman
Director of Income Generation and Marketing
The Myton Hospices
(Payroll Giving Anorak!)27th June 2011
Payroll Giving The background
• Effie Bentham (supporter of Barnardo’s) introduced the Farthing league in 1905
• Concept- high numbers of factory workers each giving a little to make a big difference
• By 1930 raising over £ 45,000 per annum for Barnardo’s
• By mid 80’s raising £ 4 million per annum,
• and not a PFO in sight ….
Why did it work ?• Small amounts donated
(pence rather than pounds)
• About the collective difference
• It was personal (about the cause)
• Messages were simple
• Promotions were F2F
• Promotions were fun
Payroll Giving Today• Moved away from the ‘workforce making a
collective difference’ concept
• More about the giving mechanism than the giving itself
• Focus on the benefits to the donor
• Perceived PFO ownership
• Works well for large charities with a strong brand and companies wanting to offer a choice
Making
it
work
For you!
Myton’s story • Started PG end 2007 (pre and post tax)
• Run 8 significant campaigns
• 402 Payroll Givers
• Average take up rate 51%
• £ 111,631 over 3 years +
• £ 22,622 in matched giving +
• £ 4,622 in Gift Aid +
• £4,321 Other company giving
• Total £ 143,196
What we did first • In depth profiling of corporate supporter data
base to identify companies:– with a PG contract– where employees have supported previously – with clear CSR goals– with current or past COTY partnerships
• Detailed research into identified companies– Workforce profile– Skills mix
What we did next• Contacted companies for appointment
• Asked for 10 minutes
• Talked about 20% of employees raising
£ 1,000,000
• Invited interested decision makers to hospice and showed them around
• Talked about the best scheme for them
• Talked to payroll departments
• Involved them in the promotion
Developing a campaign • Make it relevant to type of giving and
appropriate to cause– If everyone at Joe Blogg’s and Son gives Just
£ 1 per week we could ……..– If just 20% of the Coventry workforce gave just £1
per week we could run our services for…..
• Tailor product and level of ask to company needs – be flexible and creative
• Don’t call it Payroll Giving
Bespoke campaigns
Planning the promotion• Key messages
– ‘You can make a difference’ – ‘Be part of something special
– You can be a stakeholder’
• Make the materials attractive and engaging…..
• Run teaser campaigns
• Give out fun incentives
Tailoring the ask
• Lower the ask if appropriate – don’t go in too high
• Opt out schemes might be coming back so lower ‘asks’ may keep people in!
• Better to have 100 people giving 20p than 10 giving £ 1
Donor Care • Send thank you to all new donors
• Notice and acknowledge lapsed donors even if it’s just to say thank you for support
• Keep companies in the communication loop
• Send at least an annual Thank you to companies and employees
Case Study 1
• Small engineering company in Coventry – 42 employees
• Met FD and told him about the new hospice invited him + staff to come and have a look at hospice
• Put up pre- campaign posters about hospice
Results • 37 people seen
• 32 signed up (86.4%)
• Annual Value = £ 1,768
• Gift Aid = £ 442
• Other support = £ 1,365
• Total value over 3 years = £ 7995
• Promotion costs = £ 960
• R.O.I = 832 %
Case study 2 • Medium sized company in Coventry 150
employees
• Invited MD to hospice
• He was already a supporter so agreed to match fund any donations
• Invited us to do presentation at staff meeting
• MD told staff he would match what ever they gave
Results • Saw 89 people
• 58 signed up (64%)
• Annual Value £ 3016
• Gift Aid = £ 754
• Matched Funding = £ 3016
• Total Value over 2 years = £ 13,572
• Promotion costs £ 380
• ROI = £ 3571%
Lessons learned • Post tax schemes work well where the
relationship is exclusive
• Gift Aid on PG works
• Grossing up Pre- tax schemes works
• If using own mandates check design with the agency first
• Get the number of canvassers / FRs right
• Promote events at promotions
Some top tips• When targeting a particular company ask
your staff to talk to friends and relatives that work there
• Ask individual donors (especially the good ones) to introduce you / and or PG to their company
• Invite decision makers and then staff to visit your project
Payroll Giving is a great way to achieve strategic goals if you……..
• Treat it as an opportunity to talk to companies and develop corporate partnerships
• Incorporate it into all COTY partnerships • Develop good donor care programmes• Encourage supporters to feel like Stakeholders in
the future • Develop matched giving initiatives • You are looking to fund new projects
The future • Commissioned qualitative research
• Planning low value ask campaign
• Local consortium
• Target small to medium sized companies
• Target Company Directors from Major Giving list
• Marketing campaign designed by supporting company
In summary
• It really can work for you
•Don’t miss the boat
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