Effective marketing and fundraising
33
Effective Marketing and Fundraising Ian Fairhurst, Cardinal Hume Centre Vasileios Kospanos, Access
-
Upload
vasileios-kospanos -
Category
Social Media
-
view
362 -
download
1
description
Presentation with Ian Fairhurst at the ICAEW charity conference (21st November 2013)
Transcript of Effective marketing and fundraising
Effective Marketing and Fundraising
Ian Fairhurst, Cardinal Hume Centre
Vasileios Kospanos, Access
Effective Marketing and Fundraising
So what is this all about?
Effective Marketing and Fundraising
£3.2 BILLIONTotal amount spent on fundraising and
publicity in 2009/10
source: access.gp/ICAEW1
Effective Marketing and Fundraising
So aren’t they one and the same thing?
Effective Marketing and Fundraising
Marketing is the process of communicating the value of a product or service to customers/prospects, for the purpose of selling that
product or service.
Fundraising is the process of soliciting and gathering voluntary contributions of money or other resources, by requesting
donations from individuals, businesses, charitable foundations, or governmental agencies
Effective Marketing and Fundraising
“Economics is the study of people in the ordinary business of life.”
Alfred Marshall, Principles of economics; an introductory volume (London: Macmillan, 1890)
April May June July Aug Sept Oct Nov Dec Jan Feb Mar 600,000
700,000
800,000
900,000
1,000,000
1,100,000
1,200,000
1,300,000
1,400,000
1,500,000
12 Month Rolling Voluntary Income
Overall 13/14
Overall 12/13
Overall 11/12
Effective Marketing and Fundraising
This year at CHC we will spend £250,000 and raise £1,500,000.
For every £ spent we raise an additional £5 or a ROI of 5:1
• Small/Medium charities need to break away from self-defeating mantras:
“We don’t do things like that.” - “That would never work for us.”
• So many good ideas you can borrow, beg and steal online.
• Don't be afraid of trying something new.
• Important to have the basics in place first.
Effective Marketing and Fundraising
Effective Marketing and Fundraising
Charity marketers and their successful projects are awe-inspiring!
Effective Marketing and Fundraising
From this
Effective Marketing and Fundraising
To this
Effective Marketing and Fundraising
Definitely that
Effective Marketing and Fundraising
And since it’s November
Effective Marketing and Fundraising
So being inspired by successful charity marketing and fundraising here came:
The #ioftech campaign
Effective Marketing and Fundraising
Background:
a) Access thankQ sponsored the tweets
b) There were £250 for a charity
c) Delegates got to nominate the charity
d) Delegates needed to participate by tweeting using the #ioftech hashtag
Effective Marketing and Fundraising
The challenge:
We needed 500 tweets from 10:00 until 15:00 containing #ioftech
That’s 1.66 tweets per minute!
Effective Marketing and Fundraising
Effective Marketing and Fundraising
Did we succeed?
Effective Marketing and Fundraising
More importantly one lucky charity won £250
access.gp/ICAEW5
Effective Marketing and Fundraising
Achievements:a) #ioftech was trending on Twitter for London
b) Gained more followers for @TheAccessGroup
c) Project featured in the news before and after the event
Effective means getting the basics right:
1. Invest in systems and people.
2. Make donating easy.
3. Place donors at the heart of what you do.
4. Stories.
5. Impact.
Effective Marketing and Fundraising
Invest in systems and people
Effective Marketing and Fundraising
What if…you could see in your finance system, what happens in real-time within your fundraising CRM? And vice versa?
Effective Marketing and Fundraising• Check the profitability of a fundraising event within your CRM, by
having real-time views from your finance software.• WIN-WIN.• Work collaboratively, not in silos.
Effective Marketing and FundraisingEnsure that income is allocated to the correct code by having fully integrated, two-way “talking” systems.
Effective Marketing and FundraisingAnd see in real-time within your finance software the income that was generated in your fundraising CRM system. Saving you the duplication of effort and data rekeying.
Only through measurement we know what works.
Adverts Cash ask DD ask £-
£5,000
£10,000
£15,000
£20,000
£25,000
£30,000
Cost1 year income2 year income
Effective Marketing and Fundraising
• Only through evidence can you build the case for extra
investment in fundraising.
• Systems allow you to do this.
• Allows you to invest in areas with the best return.
• Challenge the doom-mongerers.
Effective Marketing and Fundraising
How can the finance department help fundraising? Just say “yes”
A “yes” will come, if a tight business case is developed.
Could you provide the template?
Does the organisation benchmark ROI?
Could you help the organisation understand/measure ROI?
Are systems helping or hindering?
Look at your website on your phone or tablet – how easy is it to
donate?
Effective Marketing and Fundraising
How can the finance
department help marketing?
Help your colleagues spread
the word about your cause and
join the conversation during
sector events on Twitter.
Why not help your HR team to
advertise a new vacancy?
Effective Marketing and Fundraising
How can the finance department help marketing?
Join relevant groups on
• Charity UK
• ICAEW
• CFG Technical Accounting Forum
• Charity Finance & Governance UK
• Chartered Institute of Management Accountants - CIMA
• Charity Finance
Effective Marketing and Fundraising
