icawc 2012 : panikos efthimiou fundrainsing in a competitive world
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Fundraising in a competitive Fundraising in a competitive worldworld
ICAWC ConferenceThursday 18th October 2011
Panikos [email protected]
Lots of charities need Lots of charities need supportsupport
Why people support charitiesWhy people support charities
• Share your valuesShare your values
• Personally affectedPersonally affected
• Connected to somebody affectedConnected to somebody affected
• Want to have fun and excitementWant to have fun and excitement
• Want to help local communityWant to help local community
• Empathy and sympathyEmpathy and sympathy
• Feel goodFeel good
.....and lots of other reasons too!.....and lots of other reasons [email protected]
Getting through to peopleGetting through to people• be distinct and appealingbe distinct and appealing• demonstrate value-for-money and impactdemonstrate value-for-money and impact• motivate and be motivatedmotivate and be motivated• offer lots of choice…and fun too!offer lots of choice…and fun too!• engage and communicate…make them engage and communicate…make them
specialspecial• ask them what they want…it may be very littleask them what they want…it may be very little• define your target audiencedefine your target audience• nurture and keep them loyalnurture and keep them loyal• treat them as individuals…treat them as individuals…
Do you have a Do you have a clearclear case for case for support?support?
• Credibility Credibility
NEEDNEED
MISSIONMISSION
COMMUNICATIONCOMMUNICATION
PROFILEPROFILE
CREDIBILITY(HISTORY)
CREDIBILITY(HISTORY)
RESULTS (IMPACT)
RESULTS (IMPACT)
UNIQUE (USP)UNIQUE (USP)
Hello Salespeople…Hello Salespeople…
• YES WE ARE ALL YES WE ARE ALL SALESPEOPLE…BUT WE NEED SALESPEOPLE…BUT WE NEED TO KNOW (WELL) WHAT WE ARE TO KNOW (WELL) WHAT WE ARE SELLING!SELLING!
What is your unique selling What is your unique selling point?point?
• ““How are you different?”How are you different?”
• ““So many charities are like you”So many charities are like you”
• ““Your services are identical”Your services are identical”
• ““If you didn’t exist what would happen?”If you didn’t exist what would happen?”
• ““Why not merge/collaborate with other charities?”Why not merge/collaborate with other charities?”
What is the difference you What is the difference you make?make?
““Money flows to those who demonstrateMoney flows to those who demonstrate
impact, to those who don’t just showimpact, to those who don’t just show
that a need exists, but who alsothat a need exists, but who also
highlight how they are helping tohighlight how they are helping to
alleviate it”alleviate it”
Use the power of your Use the power of your storiesstories
• personal stories and comments are personal stories and comments are much more effective than a corporate much more effective than a corporate voicevoice
• encourage supporters to engage with encourage supporters to engage with you by showing what you’ve done, can you by showing what you’ve done, can do, want to do e.g. stories in fundraising do, want to do e.g. stories in fundraising literature, on websites, short literature, on websites, short presentations at eventspresentations at events
Impact of your websiteImpact of your website
Your digital presence
Engagement
DonorCare
Usability
Brand
How we generate income How we generate income (UK)(UK)
• GiftsGifts – voluntary donations, philanthropy, – voluntary donations, philanthropy, individuals, companiesindividuals, companies
• Grant fundingGrant funding – funding to deliver specified – funding to deliver specified outcomes (Trusts & Foundations, Lottery, Europe)outcomes (Trusts & Foundations, Lottery, Europe)
• ContractsContracts – contractual agreements with local – contractual agreements with local authorities, central government, authorities, central government,
• TradingTrading – goods and services (selling to public, – goods and services (selling to public, companies, charities, social enterprise)companies, charities, social enterprise)
Sources of incomeSources of income
Cash and chequesTrading/shopsEvents CompaniesOnlineStreet collectionsTrusts and foundationsMajor donorsSocial investment
SharesDirect DebitsStanding OrdersPayroll GivingEuropeLotteryContracts StatutoryLegaciesDoor to door
An income mix – in theoryAn income mix – in theoryHIGH RISK LOW RISK HIGH ROI LOW ROI TIME
A key and vital question...A key and vital question...
What is the smallest number of donorsWhat is the smallest number of donors
(individuals) or funders (organisations) it would(individuals) or funders (organisations) it would
take to lose half your income?take to lose half your income?
• More than 50 = Good NewsMore than 50 = Good News
• 26 – 5026 – 50 = Good but be aware= Good but be aware
• 11 – 25 11 – 25 = Becoming vulnerable = Becoming vulnerable
• 10 or less10 or less = Diversify quickly= Diversify quickly
Social Networking = Social Networking = money?money?
Short answer…. you shouldn’t be asking thequestion!
social media is about demonstrating your impact, building relationships, and publicising your charity
do that well then you can ask for money!
Looking after hard earned Looking after hard earned incomeincome
Just as an organisation Just as an organisation needs a fundraising needs a fundraising
plan, an organisation plan, an organisation also needs a financial also needs a financial plan to ensure that it plan to ensure that it
manages its funds in the manages its funds in the most efficient mannermost efficient manner
Of course this is not us...Of course this is not us...
If you don’t know where youIf you don’t know where you
are going you are almost certainare going you are almost certain
to end up somewhere elseto end up somewhere else(Mark Twain)(Mark Twain)
Speak to me…Speak to me…☺☺
• Panikos EfthimiouPanikos Efthimiou
07950 79368707950 793687
