be careful what you wish for, lucy caldicott and rachel williams, clic sargent
DESCRIPTION
Managing a £5million partnership for a £20 million turnover charity challenge. How the team was set up to deal with being Tesco Charity of the YearTRANSCRIPT
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?