Statistically, events fundraising has never been one of the more profitable forms of fundraising. While both special events (e.g. a gala dinner or concert) and challenge events (e.g. a marathon or sporting challenge) can sometimes raise a lot, promotion costs are often high and a lot of staff time is required. For example, while you might expect a return on investment of 10:1 (£10 raised for every £1 spent) from trusts fundraising, or 5:1 from corporate fundraising, events are often closer to 2:1 or 3:1.

Even this figure is decreasing as fundraising events are hit by the current financial climate, market saturation and supporter fatigue (the challenge of keeping on going back to the same limited pool of supporters). If you have a small fundraising team, you’d be forgiven for wondering whether it’s worth your time committing to new fundraising events at all.

So in what circumstances are events still worth your time, and how do you decide whether they’re right for you?

Despite the challenges, events provide plenty of advantages, not all of them related to short-term income:

Special events are excellent for engaging corporate and major donor prospects, encouraging existing supporters to introduce people from their own network, and recognising the contributions of key supporters. Particularly when your event features stories and speeches from the people you support, or creates an inspiring and celebratory atmosphere, or when senior staff and trustees are on hand to mingle with people.

When planning an event, liaise with people across your organisation to map out who should be invited. Then invite them well in advance, warmly, and with a personal message. Depending on how much you want them to be there, you can consider offering discounted or free tickets where appropriate, particularly if the long-term benefits outweigh the short-term cost.

On the night, make sure key prospects get plenty of time and attention, and take every opportunity to educate and inspire them about your organisation’s work. If you have a long-term plan about how you ideally want them to support your cause, you might be able to cunningly sow some seeds on the night.

Carry on the personal touch after the event, by thanking people and sending any follow-up material promptly, personally and creatively (for example with a handwritten card or colourful social media image). This often requires some advance planning, particularly if staff plan to take some much-needed time off after your event.

Bear in mind that high-value prospects expect ‘senior’ attention, so you need to enlist support from management and trustees at every stage - before, during and after your event. Particularly for corporate and major donor fundraising, it's rare to be successful without senior level buy-in.

Building long-term relationships with challenge event participants is typically much harder, but not impossible.

Firstly, you need to consider whether this is a realistic goal at all. This will depend on the nature of your event. If it's a big brand in its own right, or if it has no natural link to your cause, people are more likely to be participating in the event on its own merits, and have less natural interest in supporting you further. If your event has a high fundraising target - or, perhaps more importantly, involves a bigger fundraising effort - this provides greater scope to engage people further.

If you're trying to keep people engaged for the long term, a few things can really help:

• Make sure their event experience is brilliant - including registration, build-up, on the day and after.
• ‘Drip-feed’ relevant information about your organisation’s work throughout their fundraising effort – for example include a case study in their registration pack, or explain what your organisation can achieve with £500 when they reach this sponsorship landmark.
• Go the extra mile with your thank yous and follow-ups (as above for special events)

If 'converting' participants into long-term supporters feels unlikely, it could be better to focus on maximising short-term profit instead. This can be achieved through:

It's often said that good fundraising and dating etiquette have a lot in common. We're frequently using dating analogies during our fundraising training and work with charities, so we've taken the plunge (prompted by a chat with our consultant Gemma Pettman) and included all our favourite lessons in one place...

We've all had one of those terrible experiences with someone who can’t stop talking about themselves. You keep asking them questions but they never ask you anything in return, and you can’t get a word in.
 
Doesn’t feel great, does it?
 
Charities can be guilty of the same thing. Of course it’s important to tell your supporters and donors what you’ve been up to, but also take the time to find out about their interests and reasons for supporting you. It’ll make them feel valued and will help you to improve and personalise your content in future. Like with dating, finding common ground helps to create chemistry.
 
I remember hearing someone once say that it’s a common mistake to “we all over your supporters” (I’d love to give credit for this delightful phrase, but I can’t remember where I heard it). When you’re next writing a newsletter or annual review, instead of just talking about what “we” have achieved, try engaging your supporters better by talking about what “you” have helped to accomplish.

One for the major donor fundraisers out there. You probably know it takes time to get to know a donor prospect and cultivate a relationship with them, but fundraisers often feel under pressure to make the ask and secure that donation immediately.

If you’re not sure why this is a bad idea, try going on a first date with someone and asking them to marry you or hop into bed with you after one hour.

When you have a first meeting with a prospective donor, you’re probably both expecting it to lead somewhere eventually. But while you might both have done your research, you need time to explore their interest in supporting your charity, understand which of your projects or activities most appeal to them, and build a picture of how much they might be willing to give.

This may take several meetings, and cultivating a major donor to the point of making that first donation can easily take 12-18 months. The long-term payback will be worth it, but rush things and you’ll get nowhere.

​Trusts and foundations often say that they won’t fund work which they consider to be a statutory responsibility, even at a time when statutory funding is being withdrawn for critical services. This is understandably very frustrating for charities, and it can be hard to work out what a funder means by this.

Often, funders simply don’t want to feel that they’re just picking up the slack for government spending cuts, or that you’re only interested in them because another source of income has disappeared. Telling a funder that you need their support because statutory funding has been cut is a bit like going on a date and talking about your ex the whole time – hardly a good way of making the new person in your life feel special.

Instead of just re-hashing a previous statutory-funded service, show that you’re over the past by talking about your work as an exciting and valuable project in its own right, clearly explaining why it's a response to your beneficiaries' real needs and how you'll deliver social impact.

Accidentally calling someone by your ex’s or another person’s name is just about the worst thing you can do. In both dating and fundraising, it can easily happen if you’re not careful.

We all use previous funding application content as a shortcut for writing new bids. But please, check it VERY carefully to make sure that it doesn’t contain the name of a previous funder or contact, or your application could be destined for the bin.

While we’re on the subject of names, always personalise your letters. That funding appeal or thank you letter which begins with ‘Dear Supporter’? If you’re wondering what impression that makes, try going on a first date and calling them ‘Date’ for the whole night…

​Most relationships begin with a honeymoon period where everything is new and exciting, and you can do no wrong. Sooner or later, you start noticing the little things about the other person that annoy you, you forget your manners, and you have to find new ways to keep things interesting or it might all fizzle out.

In the same way, most donors won’t just keeping giving to you unless you keep paying them attention, educating them about your work and giving them new ways and reasons to support you.

A good donor relationship is built on engaging newsletters, memorable thank yous, invitations to events and maybe even the occasional call to say “I love you”. This takes time but it’s well worth the effort, as well as being the right thing to do. It’s easy to just focus on acquiring new donors, but it can be far more valuable to keep the spark alive with current ones.

​Sometimes a donor or funder simply isn’t the right match for your organisation – and, just like in a relationship, it can be nobody’s fault.

A trust may have financial restrictions (e.g. on the percentage of overheads you can claim) that could put your organisation at risk if you accept a grant. A major donor may want a level of recognition or control in return for their donation that you’re not able to provide. Accepting a corporate donation may compromise your charity for ethical reasons, even if it wouldn’t be a problem for another organisation.

Successful fundraising involves being confident enough to sometimes say no for your own good, without pointing any fingers. After all, there’s plenty more fish in the sea.

We often get asked by charities and social enterprises for advice on how they can raise more unrestricted funding from trusts and foundations.

Many organisations are very successful at securing grant income, yet still find themselves in a tight financial position because the majority of funding tends to be restricted to a specific purpose. While project funding is vital, it rarely gives you the flexibility you need to thrive as a resilient and innovative organisation.

We've compiled some of our best tips on how to achieve the holy grail of unrestricted grant income - from some obvious funders to approach, to how to think outside the box when it comes to improving your financial position through trusts and foundations fundraising.

While it’s understandably tempting for funders to want to fund tangible and exciting projects, this doesn’t give organisations the freedom to pay key staff or cover central costs. Not unlike yoga, strengthening your core is vital and will make you much better at everything else you’re trying to achieve too. 

​There’s a growing recognition in the sector that smaller organisations in particular need access to more flexible funding if they are to survive and thrive, particularly at a time when so much local authority funding has dried up. Lloyds Bank Foundation CEO Paul Streets has been particularly vocal about the damage caused by 'projectitis'.  

Here are a few funders that give core funding to a broad range of charitable causes:

• Lloyds Bank Foundation (no surprise given the above)
• Tudor Trust
• Esmée Fairbairn Foundation 
• Masonic Charitable Foundation
• Paul Hamlyn Foundation

If you’re looking for core funding, here are a few tips:

• Check out the above funders and see if your organisation is eligible to apply.
• Use a funding directory like Funds Online or Funding Central to search for other core funders. We suspect that other funders will pop up over the coming months. These directories have a subscription fee for most organisations but it’s often a worthwhile investment, as they have an option to search specifically for core funding.
• Develop a strong case for support for why you really need core funding. For example: why don’t you have much unrestricted funding already? Why would it be so valuable to you – would it enable you to recruit a key member of staff, respond to a new opportunity or restructure in an important way? What makes your organisation such an expert at what it does, therefore such a strong candidate for core funding?

It's easy to focus on core funding, but what are your specific development needs which mean that project funding isn't suitable? For example, you might be looking to scope out an innovative new idea, invest in a building or specific piece of equipment, or improve your digital capabilities.

For each of these areas, there are specialist funders who can help. For example:

• National Lottery’s Digital Fund and Social Tech Trust provide digital funding
• The Fidelity UK Foundation fund "organisational development and planning initiatives"​
• Garfield Weston Foundation and Clothworkers Foundation provide capital funding

Clearly these types of funding will be a little more restrictive than no-strings core funding. However, being specific about your needs will enable you to make a more convincing case for support and open up a broader range of potential funders, thereby increasing your chances of securing that much-needed investment.

Many funders don’t explicitly provide core funding, but will consider providing unrestricted grants to organisations they know, value and trust. But getting in position to access these opportunities takes time, effort and patience.

You’ll probably need to secure at least one, possibly several project-specific grants from a funder first, then focus on building a relationship with them. It helps to go above and beyond expectations by thanking funders quickly and in a memorable way, then reporting well on the grant you received – either by demonstrating that the project went well, or by reflecting honestly on any challenges or complications experienced.

We recently blogged about the importance of building relationships with individual donors and how many organisations get this wrong. The same principles apply to trusts fundraising. A funder that’s engaged in your work is worth 10-20 funders on a cold prospects list, yet so many organisations prioritise the wrong thing.

Once a funder knows you well, they could support you by inviting you to apply for an invitation-only funding round, proactively supporting you with an urgent fundraising campaign, recommending you to other funders, or even just sending you an unsolicited extra cheque. This happens surprisingly frequently but almost never by accident - you need a strategic focus on building great relationships.

This tip isn’t so much about securing unrestricted funding, but reducing how much you need in the first place. Trusts and foundations fundraising isn’t just about writing applications – with a better approach to project planning and budgeting, you can ensure you have a smaller funding gap to fill.

Create a budget calculator for staff, with fixed rows for venue hire, volunteer expenses, travel etc. This helps people to cost up projects accurately in the first place and avoid budget overspends which then need to be covered by unrestricted funds.

Calculate staffing costs for projects carefully, checking with every funder what you’re allowed to include. Don’t just include the main project staff – if other staff (e.g. your Director) are committing time for line management or evaluation, include a percentage of their time if possible. This ensures your project funding fully covers the true cost of your projects, meaning your unrestricted funds can go on something else.

Include a contribution towards overhead costs in each project budget – this could be a blanket 10% or a more specific calculation, depending on the funder's requirements. Collecting lots of small core contributions in this way is often easier than leaving yourself with a big funding gap to cover with core funding requests.

Trusts and foundations fundraising is not a numbers game, and we don’t recommend the ‘spray and pray’ approach of sending generic funding applications quickly to lots of funders.

That said, if you’ve conducted prospect research to develop a funding pipeline, you might find you build up a collection of potential funders who have very broad funding interests and no specific application form or guidelines, making it difficult to identify a specific project to approach them about.

You could therefore consider putting together a core funding template, broadly explaining your work and impact in 2-4 pages and giving a couple of examples of how a small grant would benefit you. You could then send this to batches of say 10-20 funders at a time. Expect a low success rate (even 5% might be optimistic) but treat this as a shot to nothing with funders whom you wouldn’t otherwise approach.

This is likely to work best for smaller, community-rooted organisations whose work is easy to explain and has emotional impact, and who don’t have high reserves. It’s only worth trying in some circumstances, and the usual recommendations for trusts fundraising still apply – you should try to contact the funder first to check if they can give you any advice on applying, and you should tailor each application to their funding interests and average support level as much as you can.

Buzzwords come and go in fundraising. They get picked up as flavour of the month by fundraisers, charities and funders alike, and fade away just as quickly. Although the words frequently change, the concepts behind them are often more fundamental and enduring.
 
For me, one of the most important buzzwords in trusts fundraising at the moment is co-production. This is also commonly referred to as co-creation or co-design, and linked to ‘ABCD’ (or asset-based community development). Isn’t jargon exciting?

What is co-production and why is it so important?

Co-production has a broader definition in project management circles, however in a charity context it usually refers to the practice of involving your service users, clients or beneficiaries (more fun lingo to choose from) in the development of your services.

Funders value knowing that your projects aren’t planned in a top-down fashion based on what you think people want or need, but are genuinely based on their ideas, aspirations and unmet needs. This isn’t about token consultation exercises, but actively involving the people you support in your project design. For example here’s a guide to co-production in social care, along with some key principles.

This isn’t a new idea, and it’s not really a fundraising concept at all – it’s fundamental to service delivery.

However I’m seeing increasing examples of funders specifically talking about or asking for evidence of co-production. I review draft funding applications on a daily basis, and it's one of the most common areas where I feel that organisations can make improvements. In a competitive funding climate, failing to show evidence of this can give funders an easy excuse to discard your application.

So how can you build co-production into your project planning and tweak your funding applications to better emphasise what you’re doing?

​Don’t underestimate what you do naturally
​
For many organisations that we work with, co-production can feel like a strange thing to focus on. It’s not something they consciously try to do, because it’s second nature already.

If you run a local community centre, for example, your frontline staff will be interacting with your service users on a daily basis, and constantly evolving activities to reflect their ideas and unmet needs.

And this is fine – in fact, it’s often ideal. Co-production doesn’t always mean contrived exercises. But don’t expect a funder to assume you’re doing it, or give you credit for it, unless you tell them.

Spend some time reflecting on how this happens organically in your organisation, then include at least a paragraph about this in your funding applications. For example you could explain how staff and service users typically interact, the questions that your frontline staff like to ask, and your internal processes for factoring people's feedback and ideas into service design.

Demonstrate how you gather structured feedback

Depending on the nature of your work, co-production may not happen quite as organically. And even if it does, it can be useful to gather more structured, formal feedback periodically.

Surveys are excellent for quickly gathering broad feedback. Online surveys usually enable you to reach more people more quickly and analyse data automatically, but only if your service users have online access. You can use focus groups to test specific ideas or explore topics in more detail and gather more in-depth feedback.

Demonstrate your approach to gathering feedback in your funding applications. Cite both your quantitative results (e.g. survey data) and qualitative results (e.g. individual quotes). If a funder asks a specific question about co-production, use the space to explain your approach and rationale in more detail.

If you have the budget, appointing an independent consultant or agency to design the feedback process and/or analyse the results can bring added credibility. We recently designed an independent consultation process for a charity and later helped them to write funding applications, and the independent feedback data has been invaluable in demonstrating the need for their work and the extent to which service users are involved.

Explain how you use feedback and work with people to improve your services

Of course, listening is only one part of the process. And it counts for little if you don’t act on what you’re being told.

Successful projects often have steering groups or committees who meet regularly to review impact data and service user feedback, then take action where needed. Steering groups should include (ideally multiple) representatives who have lived experience of the issue you’re tackling. Organisations that really succeed in embedding co-production in their work - and maximising their impact - often have representatives with lived experience on their Board of Trustees.

Providing evidence of all this should impress funders, however it can still sound a bit theoretical. So go one step further and include some concrete examples of how you’ve co-created services. For example, were your service users instrumental in designing any of your current services, or have you improved or evolved a project in specific response to feedback?

This is especially important if you’re trying to do something unusual or surprising that a funder may not naturally value. Funders often have specific ideas about how work should be delivered, yet also say that co-production is important to them, which can feel contradictory!

And what about if you’re writing a final report for a project which needs further support, where you already know that the funder won't provide simple continuation funding? Would they be more receptive if you demonstrated your learning and proposed a slightly different, co-created project as a follow-up?

Finally, not everything that you tell a funder needs to come from the horse’s mouth. Testimonials and endorsements – from either service users involved in your work, or delivery partners who are impressed with your approach – are great for increasing your credibility in a funder’s eyes.

​The charity sector isn’t short of excellent blogs about the importance of thanking your donors – including this guest blog from our associate Gemma and this article about SUPER thank yous.

Most fundraisers are well aware that thank yous are key to building a relationship with donors, and that increasing support from existing donors tends to be easier and more cost-effective than recruiting new ones. But how many charities are actually putting this into practice, particularly when faced with the realities of lack of time and competing priorities?

I’ve been doing a little experiment to find out, making 10 modest donations to different charities over 10 weeks.

Professional curiosity wasn’t my only motivation – we work with so many fantastic charities, and since moving to Bristol I’ve found out about many worthy local causes. Every year I have to calculate my charitable donations for my tax return – and although I support a few charities regularly, this always reminds me that I could do more.

10 donations later, here’s how I got on and what I think you need to know – about thank yous, conversation-starters and payment platforms...

The methodology

Each donation was a one-off online gift of £20 – this felt significant enough to have a genuine impact, but small enough to perhaps fly under the radar for charities who don’t routinely thank their donors. I suspect many £20 donors could be persuaded to give again – maybe regularly – if treated well enough.

I’d never supported any of these charities before. Although I have contacts at a couple, I didn’t tell them I was going to donate.

My passion lies with smaller charities, so most donations were to small, local causes that I personally feel passionate about – including youth, homelessness, refugees, food banks and city farms. As a 'control', I also donated to two large charities who really should have the resources to thank donors properly – including one spontaneous donation for Cyclone Idai, which has been scandalously under-reported in the British media.

When given the option, I always included a message explaining my reasons for giving, and opted in to further contact by post, email or both – these are causes I’m naturally interested in after all.

I haven’t named any of the charities in this blog, unless to show examples of amazing things they did – this is about general lessons learned, not naming and shaming.
 
The headline results

I don’t know who first said ‘silence is golden’, but I doubt it was a donor
 
It was disappointing to never hear back from two charities, and wait weeks for a reply from two others.
 
I’m realistic enough to know that a £20 donation isn’t going to change the world, but making a contribution definitely feels good. There’s plenty of research to suggest this feeling can be an addictive buzz for donors, and a nice thank you – and some further information about the cause – is a great way to nurture that buzz. I know that I’ll support several of these charities again, based on my interactions so far.
 
On the other hand, doing nothing is a sure-fire buzz-kill. More than being rude, it’s a missed opportunity. There are so many worthy causes out there, and if someone has chosen yours then that’s an opportunity worth investing in – because if you don’t make them feel good about their support, another charity will.
 
Sure, thanking a donor isn’t guaranteed to lead to further support. But think of all the other fundraising activities you willingly do which don’t guarantee success – grant applications, corporate pitches, mass appeals. My gut feeling is that a memorable thank you takes much less time and has a better chance of paying off.
 
Don’t miss an easy opportunity to start a conversation
 
For most donations, I was given the opportunity to add a message, which I used to explain why I’d decided to donate, and which aspect of the charity’s work particularly interested me.
 
None of the 10 charities referenced this in their thank yous. Maybe they didn’t see the message, or just didn’t think it was important. This surprised me, as I’ve already considered this one of the simplest and most natural ways to personalise your reply and start building a relationship.
 
Phrases like ‘Since you expressed an interested in X, I thought I’d tell you…’ or ‘Is there anything else you’d like to know about Y?’ show donors that you’re listening, and encourage them to open up about their motivations and interests. It only takes 30 seconds to start a conversation – and you can potentially use this information to make future asks more personal and relevant, therefore more successful.
 
Great thank yous go the extra mile – but you need to follow through
 
So that’s the bad news – but did I receive any mind-blowing thank yous that you can learn from?
 
I received this lovely handwritten thank you card and annual report from Bristol-based Bridges For Communities, who connect people of different cultures and faiths through events and activities, in order to increase tolerance and understanding:

​The card emphasised how much they rely on and feel motivated by donations, and the report really emphasised the impact they’re having locally. Some people might query the cost of buying and posting a thank you card in exchange for a £20 donation, but it’s worth considering the bigger picture – isn’t a new donor who feels valued, welcomed and engaged likely to contribute more in future?
 
This lovely personal reply from a local food bank also made a splash:

Wow – this was a lovely idea! I replied saying I’d love to pop in – anxious about not wanting to waste their time, but sure I’d donate again once I found out more. I felt excited, both personally to understand a local organisation better, and professionally to be able to share the story of a brilliant thank you.
 
The only problem? Five weeks later, I haven’t received another reply. I'm still hoping I'll get a chance to speak to them again about their work. The lesson here is that if you’re going to thank your donors in a way which genuinely stands out, make sure you’re ready to keep up the conversation.
 
You’re only as good as your third party systems
 
Many charities use payment platforms like PayPal, Justgiving or Localgiving to handle their online donations, as the cost of building your own system can be prohibitive.
 
Most charities that I donated to had clearly invested time in placing a prominent donate button on their homepage and writing a convincing message about why you should donate. But frustratingly – and sometimes amusingly – things often went wrong when I left their site:

• When I tried to donate to my local city farm, their Localgiving page told me 'this charity is not accepting donations at the moment.' Another charity got my donation instead.
• PayPal generally felt like a clunky tool all round – prompting me to 'leave instructions for the seller' rather than a message of support. One charity hadn’t configured PayPal to ask for Gift Aid - £5 instantly lost.
• Once I was asked to “prove I wasn’t a robot” before donating, which was surprisingly difficult. When our automated cousins one day rise up to conquer the world, but decide to indulge in a little philanthropy on their way, they’ll probably wonder what harm their donation would’ve done.
• One charity hadn’t checked their donation process since re-working their website, so my reward for donating was a lovely “This page does not exist” confirmation page.
• One site recognised my email address and refused to let me donate until I’d remembered a password from years ago, even though I could’ve donated as a guest with a new email address instantly.

 
Ok, some of these are minor issues, but that’s over 50% of my donations which had something that went wrong or made donating difficult. A smooth donor experience is important – and it’s not possible if your third party platform isn’t up to the job or not configured properly. A less patient donor could well have given up a few times, particularly someone less confident with technology.
 
The moral of the story? No matter how good your own website, your third party payment platform can make or break the experience. Choose your platform carefully, and test how it works from a donor’s perspective before going live. Then keep testing it periodically, in case something breaks over time.

As an organisation, how do you manage risk in your fundraising activities? Do you focus on financial or reputational risk, or both, or other things too? Do you keep going until you’ve eliminated every possible risk from your plans? If so, are your activities still worth doing by the end?

I recently popped along to the Arnolfini for the latest Bristol Fundraising Group talk about risk management in fundraising. The speaker was the excellent Ed Wyatt, an experienced Compliance Manager for multiple big charities and long-time fundraiser and trustee. Ed has kindly given us permission to share some key learning points here…

The problem

Conversations about risk in fundraising can be frustrating and unproductive. It can feel like natural risk-takers and risk-averse people are speaking entirely alien languages, and often the loudest voice in the room wins.

This can have several consequences:

• In their bid to find The Next Big Thing in fundraising, some organisations instead stumble into The Next Big Headache.
• Being too risk-averse can dilute promising fundraising ideas until they’re perfectly safe but no longer appealing or profitable enough to be worth doing.
• In trying to avoid risk, it’s easy to inadvertently take the biggest risk of all – stagnating in a tough fundraising climate, then hitting financial difficulties as your safer income streams dry up.

Reviewing your current fundraising portfolio, and where you might find The Next Big Thing

In his talk, Ed demonstrated a simple way of reviewing your current fundraising portfolio and defining your activities using four categories:

Low risk, high reward activities are the obvious sweet spot to aim for. Most of your fundraising probably falls into this category already but, since everybody else is thinking the same thing, the growth potential or uniqueness of these activities may be limited.

Low risk, low reward activities might've been very easy to get approval for, but they may not be worth the effort. And in the unlikely event that you have any high risk, low reward activities, you should flag these up urgently. In both cases, terminating these activities could be a good way to free up capacity for something else.

That leaves high risk, high reward activities. Scary territory, but if you’re looking for The Next Big Thing in fundraising, you may need to creep beyond your comfort zone into this space.

To do this, first you need to define your organisation’s risk appetite (the blue line above) - the line you're willing to creep up to, but not cross. ‘High risk’ and ‘low risk’ are likely to mean very different things if you work for an international conservation charity with a history of provocative campaigning activities, compared to a local community library.

Your risk appetite should depend on the nature of your mission, your beneficiaries, your financial position and the characteristics of your existing fundraising activities. It’s crucial to avoid being guided by anybody’s personal judgement, even management and trustees – we recently explored this same topic in our blog about ethical fundraising policies.

It’s vital to remember that ‘high risk’ must never mean breaking the law, fundraising regulations, your internal guidelines, your ethical fundraising policy or your gift acceptance policy.

Identifying risks in new fundraising opportunities

Before you decide what level of risk you’re prepared to live with, you need to identify all possible risks associated with your activity or event. Ed suggested using your own ‘risk library’ of common categories that most risks fall into, for example:

This works best as an energetic debate, not a dreaded tick-box exercise for one person alone behind a desk. Try to ask a few different personality types to sit in a room together and discuss - both natural risk-takers and risk-averse people have a key role here. You need to create the right atmosphere and reassure people that there are no right or wrong answers at this stage.

This was illustrated nicely by a group exercise at the end of the talk. Ed asked us all to imagine we were the Fundraising Team at a local animal park, who had been approached by an events company with a new idea: a series of late-night parties at the animal park for 18-30 year olds. This would be a new and potentially lucrative audience for the charity, but hardly risk-free.

My group had five minutes to consider all possible risks, and came up with the following:

As you can probably guess, this was a light-hearted attempt at risk assessment. But Ed said that humour is a useful tool in real-life scenarios too. ‘Eaten by a bear’ might have been a joke, but it helps to highlight a real risk (injury inflicted by the resident animals) that the organisers of this event might otherwise have forgotten to flag up.

Discuss how to manage risks but decide what level of risk you’re ultimately comfortable with

When deciding what to do about each risk, use the Four Ts:

• Transfer – some risks can be transferred to a third party if you have the right contracts in place and pay for the privilege. For example, you can buy insurance, pay for a first aider, or work in partnership with an events company.
• Tolerate – for some risks you might decide to do nothing, out of choice rather than ignorance. For example, the risk might be low impact, integral to your idea, or too expensive to mitigate. If you tolerate a risk, you should always monitor it in case circumstances change over time.
• Treat – develop policies, processes and procedures in the event that something goes wrong, and make sure that people are trained to follow them.
• Terminate – this involves finding a way to eliminate a risky element entirely – or if you can’t, being brave enough to walk away from your idea if necessary.

It’s crucial to adopt a varied approach. Tolerating everything would be reckless, but treating everything is likely to be exhausting and impractical. Transferring everything would be prohibitively expensive, and terminating everything would leave you with a vanilla fundraising activity, or no activity at all.

By taking ownership of your risks, and making sure they’re all within an acceptable level, you can move to a more Zen-like state with your fundraising. Most lucrative fundraising activities carry some level of risk, so you need to think back to your risk appetite (the blue line below) and decide what level of risk your organisation is prepared to accept given the circumstances:

Contrary to popular belief, compliance and risk management shouldn’t be about saying ‘no’ - it's more a case of ‘not like that’. Risk-free activities are rarely financially or commercially realistic, but that’s not an excuse for failing to take responsibility of the situation or control of your risks.

In other words, don’t let your participants get eaten by a bear, but don’t let compliance bears eat up all your good fundraising ideas either.

Charities are often brilliant at holding up a mirror to society and making people notice and care about injustice. But are we always good enough at holding up a mirror to ourselves? And what holds us back?

​When you’re short of time, it can feel easier to present a simple, sanitised version of yourself and your work. Crafting messages about your struggles and weaknesses feels like it must be done carefully. After years of negative media coverage about charities, it's natural to want to present yourself positively: we know exactly what we’re doing, and every penny we spend goes to plan.

I don’t think it always has to be like this. Here are a few ways of showing your more honest side, and why it's worth the time and effort:

1. Show that your work is challenging and things don’t always go to plan

Many projects are complex to deliver. Talking about your setbacks gives people an insight into what your work is really like and makes them more emotionally invested. Think of the narrative of any good film or book - it's rarely plan sailing to the end, and the setbacks draw you into the story.

​Great fundraising is often a response to adversity. For example, in 2014, Manchester Dogs' Home raised £1.2million in 48 hours after a devastating fire. Communities rally around organisations in times of crisis, particularly with the rise of crowdfunding. Hopefully you won't experience a disaster, but being honest and open about minor setbacks – for example if you experience a delay or issue with building work after a capital campaign – can help you to raise vital extra funds if needed.

2. Trusts and foundations reward honesty too

It’s not only public fundraising – honesty with funders usually pays too. With the precise focus on outputs and outcomes, we can often feel mortified if we're unable to deliver a project exactly as planned. However most funders are too experienced to expect everything to go as planned. If there's a hitch they’re usually on your side – they want things to go well too, and are often surprisingly willing to help.

I know one charity that's delivering a big six-figure project. They rely heavily on volunteers, but had struggled to find a good volunteer coordinator, and failed to achieve some outcomes as a result. Instead of disguising or finding excuses for this, they explained the situation honestly in their mid-project report. The funder’s response: how much would it cost to increase the hours of your volunteer coordinator post and pay a better salary to find the right person? A top-up grant of £10,000 was on its way a few weeks later.

3. Involve your supporters in decisions that affect them

I often see charities second-guessing how to communicate with their supporters. Would they prefer a monthly or quarterly newsletter? What types of story do they most want to hear about? Will they prefer Event A or Event B? Staff often have differing opinions, but rarely think about actually asking supporters.

Perhaps charities assume their supporters won’t appreciate the question – will they feel the charity should know the answer already, or simply not bother to respond? However, consulting your supporters on important decisions shows a willingness to learn and leads to better engagement and more reliable insights. The real honesty here is asking for advice, and admitting that you don't have all the answers.

4. Handling complaints well is worth its weight in gold

We all make mistakes sometimes, but it's too easy to respond with a weak excuse or with the defence that "we're just following our policy". Have you ever responded to a complaint with: “You know what, no excuses, we just got this wrong”?

Most supporters complain because they care, and want to give you a chance to get things right. They’re not trying to catch you out. They’ll usually understand if you made a mistake because, guess what, they also make mistakes sometimes. A well-written apology and honest explanation actually builds trust and appreciation for what you do - several times I've seen this not only salvage a relationship with a donor, but also lead to increased support.
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5. Show the people and personality behind your work

Finally, being honest is also about showing what your work is really like – even if you look stressed, your desk is messy and your office is cramped! Showing the real you leads to empathy and familiarity more than judgement or criticism, in my experience.

In my first job in the sector, I ran a major student fundraising event. We frequently tried to post photos on social media of us sending out welcome packs, taking deliveries of T-shirts or welcoming new staff. Our fundraisers  genuinely liked this – for some reason, most seemed to think we were running the event out of a broom cupboard, and were amazed that the charity had a ‘normal’ office! It helped people to get to know us and appreciate that we were a professional organisation doing a lot of work behind the scenes.

So thank you Andy Murray for the reminder about the power of honesty - and if you've got any other tips or stories about putting this into practice with your supporters or donors, we'd love a comment below!

For many charities and social enterprises in a tight financial position, it's the classic dilemma. You need to invest in fundraising, perhaps to replace dwindling income from other sources, but have less disposable cash than ever.
 
So building the case for investing in fundraising – whether that means a new staff member, hiring a consultant or increasing your marketing budget – isn’t easy. Particularly when it involves dealing with management or trustees who may know less about fundraising than you, and are naturally risk averse.
 
If you were asked to put together a robust and convincing case for investing in fundraising, where would you start? How would you address people’s concerns? Here are our top tips:

1. Show how fundraising success would boost your overall mission
 
When I'm working with an organisation on their fundraising strategy, I initially ask two questions: Why have you decided to focus on fundraising? What do you hope to achieve through successful fundraising?
 
Many organisations set ambitious goals for their project work, but fail to show the same fundraising ambition. But the two things are inextricably linked – if you’re trying to double the number of people you help, or move into a new region, you'll likely need a step-change in fundraising.
 
So try to make people focus on how much more the organisation could achieve if it raised more money. You’ll stand a better chance of convincing management and trustees to make the investment needed.
 
2. Educate people about your current fundraising efforts
 
I’ve worked with organisations whose CEO or trustees have been genuinely surprised by how much they’re raising in certain areas, or completely oblivious about simple blockages that are holding back fundraising. However, people will make better long-term decisions about fundraising if they understand this properly.
 
Inspire confidence in your future plans by emphasising which areas are already proving successful, and which ones have the potential for a drastic improvement with a little more investment.
 
3. Show the long-term financial return…
 
Investing in fundraising never yields an immediate return. Encourage trustees and management to consider the bigger picture by modelling your return on investment (i.e. how many pounds you raise per pound spent) over 3-5 years.
 
Fortunately, there’s a way to do this that doesn’t involve plucking figures out of thin air. Check out the excellent Gimme Gimme Gimme guide by nfpSynergy, which outlines 12 different types of fundraising and provides average return on investment figures (based on a sector-wide survey) for each. You can then adjust these benchmark figures slightly, depending on where your own fundraising is stronger or weaker. While this guide is several years old, it still provides the most up-to-date figures that we're aware of.

If you’re investing in an area of fundraising for the first time, assume a more conservative return on investment in the first year while you get things up and running, gradually increasing over several years.

4. …but don’t make promises you can’t keep
 
If you’re persuading your organisation to take the plunge and invest in fundraising, it’s tempting to promise the world. But over-ambitious projections will only cause disappointment and financial problems later.
 
If you’ve taken a methodical approach to forecasting return on investment (see above), stand firm and don’t allow other people to push you to unrealistic levels. Don't just say what is necessary to win their support.
 
In my experience, many organisations confuse fundraising targets with project budgets. Just because your projects and running expenses will cost £150,000 next financial year, you can’t necessarily expect to raise £150,000. That’s a bit like assuming you'll come home to a full fridge, just because you’re hungry.

Ultimately, to avoid going hungry, you either need to make time to cook (i.e. ringfence existing staff time for fundraising) or buy something ready to eat (i.e. pay someone else to do the work). Your fundraising projections must be based on what you put in, not what you need to get out.

5. Emphasise the risk of not investing, to balance up the risk equation
 
For risk-averse trustees, certain questions weigh heavy on the mind. What if we recruit a new fundraiser and they’re not up to the job? What if we spend more on fundraising but fail to generate more income?
 
These are legitimate questions, but only part of the picture. Over the years, I’ve seen few organisations invest in fundraising and regret it, but plenty pay the price for standing still.

Income can disappear remarkably quickly, for instance if you lose a statutory contract or a major event flops, but can take years to build up. So asking ‘what might happen if we don’t invest in fundraising?’ is equally important.

It's helpful to highlight fundraising opportunities that you’re currently not able to capitalise on, or looming threats that you need to plan ahead for. This is about human sustainability too – if staff have been working extended hours to cover gaps in capacity, it’s vital to emphasise the human cost if this were to continue.
 
6. Choose the best way to present your business case
 
Building your case can take a long time, but you might get just an hour of people’s time and attention to win them over. So finding the right format is crucial – should it be a presentation or a written report? Should you provide all the information on the spot, or ask people to read something in advance and come with questions?
 
There’s no right or wrong answer. It depends on what you’re personally most comfortable with, and how your audience typically like to receive information (your CEO or Chair could offer some insight here). Don’t offer to do a long presentation if you’re not very good at them and think you’ll struggle to get the key information across. Don’t spend ages writing a long report if you know people are unlikely to read it.
 
Some final tips for presenting things in the right way:

• Explain any fundraising-specific jargon or acronyms, to avoid confusing people.
• Check your work carefully - glaring budget mistakes or grammatical errors undermine your credibility.
• Avoid controversial or sweeping statements that may aggravate people or cause them to focus on something that isn’t important. Most organisations have their own historical ‘red flags’ which you quickly learn to avoid!

“Have you got a good template for developing our fundraising strategy?”

This is one of the most common questions we're asked, but one that we don’t have a very helpful answer for. Which is another way of saying that our stock answer is “No”.

There’s a very deliberate reason for this. A fundraising strategy template puts the emphasis on writing – it fuels the common myth that your fundraising strategy can be written by someone in isolation, with just a handy structure to help pull out and shape the information in their head. But I’ve seen plenty of beautifully written fundraising strategies that ended up in the bin or a dusty drawer within six months. 

Writing isn’t the most important part of creating a fundraising strategy – it’s talking. To create a really good strategy, first you need to assemble the key people who understand your organisation and your previous fundraising efforts. Then you need to discuss your key opportunities and challenges, and make difficult decisions about how to use your limited resources.

This is why, instead of a fundraising strategy template, we have a series of exercises and processes that we can help you work through to arrive at some key decisions and conclusions. Yes, we can ultimately help you to write up those decisions and conclusions in a structured way, but – cheesy as it sounds – our emphasis is on the journey as much as the destination.

Of course, just saying "No, you can't have a template - go away and do loads of work instead" feels a bit mean. So here are a few reasons why developing your strategy needs to be a collaborative process, and what to focus on:

No one person has all the right answers

Even in a very small organisation, it takes more than one person to create a great fundraising strategy. You’ll benefit from involving your wider fundraising team, project staff, trustees, even key volunteers, supporters or donors. Often these people won’t have the right answers either, but they can ask the right questions to help you get there. Sometimes they’ll even have the wrong answers, but a successful strategy relies on bringing them along for the journey (more on that shortly).

Of course, involving lots of people in the process can feel unnerving – what if certain voices dominate the discussion, or nobody has anything to say and there’s an awkward silence?

When we support an organisation to develop their strategy, we work through a series of processes and structured exercises to help everybody contribute objectively to piecing everything together. This includes:

• Our ‘Enhanced SWOT Analysis’ process to help identify your key strengths, weaknesses, opportunities and threats related to fundraising, then link them together to form a clear list of strategic priorities to underpin your strategy.
• An audience mapping exercise to help you map out and prioritise the different ‘audiences’ (both individuals and organisations like trusts) that you could engage with your fundraising.
• A ‘visioning’ exercise to help everybody discuss why a strategy is needed, what the organisation could achieve by growing fundraising income, and how much risk they want to take to get there.

Everybody brings different and valuable ideas to the table - so finding a way to capture and structure those ideas gives you a much stronger foundation for your strategy.

You need to debate, make and document difficult decisions

Some organisations mistakenly think that creating a fundraising strategy involves listing out all the conceivable types of fundraising you could do, with an action plan and an income target for every area.

The big issue here is assuming that you have the resources to do everything, and that all types of fundraising are equally valuable. For smaller organisations, this usually results in spreading yourself too thin, and doing many things badly rather than a few things well. Even for bigger organisations with capacity to try everything, it still ignores the reality that spending twice as long on Activity A might be better than doing equal amounts of A and B.

So Challenge #1: Making Difficult Decisions. If we focus on an individual giving programme rather than trying to do an annual event too, can we expect a better return? Do we need to prioritise some quick wins from trusts and foundations in Year 1 to safeguard our key service activities, before we try to tackle corporate fundraising?

It takes more than one person to answer these questions – you need a collaborative process, built on the processes and exercises described above.

That still leaves Challenge #2: Documenting Difficult Decisions. What if you’ve decided to discount a type of fundraising that some of your staff enjoy and have good previous experience with? What if a new trustee joins tomorrow who loves major donor fundraising, and can’t understand why you’re not doing it?

A good fundraising strategy doesn’t just explain what decisions you’ve made, but why. Crucially, this applies just as much to the things you don't do. There are plenty of legitimate reasons for deciding not to do certain types of fundraising – for example we don’t have the right expertise, the organisation isn’t ready, it’s too risky. Documenting these choices builds confidence in your strategy, and makes it less likely that people will challenge it in the near future.

Fundraising success depends on the whole organisation

Successful fundraising requires a lot more than a good fundraising team – management need to know how to support your efforts and set realistic targets, project staff need to provide the right information to help you write convincing proposals and report back on grants, and you’ll need cooperation and a joined-up message across your social media, newsletter and at events.

However, all staff are busy and they’re not going to drop everything to prioritise fundraising, particularly if they don’t understand the significance. So taking a collaborative approach to developing your fundraising strategy – and involving the wider team – helps people to appreciate any challenges that are blocking successful fundraising, and the often small things they can do to make a big difference.

Creating a fundraising strategy is a dynamic and different process for every organisation

We’ve successfully helped dozens of charities and social enterprises to create their fundraising strategy, but it’s never been exactly the same process twice.

Depending on your focus and circumstances, you’ll need to do bespoke bits of extra work. This could include anything from analysing why you keep losing out to similar organisations for key grants, segmenting your database to analyse how many people are donating at different levels, or creating an ethical fundraising policy to help you decide when to accept – or reject – donations from companies.

If you involve a broader range of people in developing your fundraising strategy, you have more chance of identifying any weak spots where you need to do extra work, then getting everyone on board to fix them.

This is another reason why a fundraising strategy template is misleading – because it implies that every organisation can just work through the same content, whereas in reality everyone’s circumstances are different.

For more info on how we help organisations to develop their fundraising strategy, click here.
Alternatively, check out our fundraising strategy training courses and free resources.

​One of the first rules of trusts fundraising is that relationships are crucial – but forming them can feel harder than ever.
 
This is the inevitable result of an ultra-competitive climate. With so many funders inundated by interest, they’re taking steps to minimise the number of applications they receive, and the time they spend communicating with applicants.
 
As a result, many fundraisers scratching their heads by the lack of feedback, the requests for no unsolicited applications, and cryptic guidance notes. Sometimes it feels like funders and fundraisers are barely speaking the same language – but with more understanding on both sides, there’d be less wasted time all round.
 
We recently launched a new one-day trusts fundraising course – and, in response to the widespread confusion and frustration out there, we included a ‘What funders say, what they mean and what to do about it’ segment.
 
Having gathered feedback from loads of charities and social enterprises, and compared it to our own experience, we’ve developed a list of five frustrating things that funders say, and what you can do about it:

1. We don’t fund core / running / salary costs
 
The funder’s point of view: personally I think that charities need to invest in being strong, well-run organisations more than ever, despite the media obsession with things like management and admin costs. Sadly, funders are often more drawn to shiny, tangible projects. There are legitimate reasons for this: funders have their own charitable objectives and wish to demonstrate impact for what they give, and projects often feel cleaner, simpler to understand and more likely to produce short-term results.

However, it’s easy to misunderstand what funders mean when they say they don’t fund core or salary costs. Often, they mean they won’t fund these costs as stand-alone items, or don’t want to pay to simply keep people in jobs. It doesn’t necessarily mean they won’t fund core or salary costs as a part of a project, if packaged well. 

How to respond:

• Develop thorough project budgets which include a proportionate contribution towards key staff costs.
• Include a contribution towards overhead costs where possible – if in doubt, check with funders what they allow.
• Identify specialist funders who do fund running and/or salary costs
• Adopt a full cost recovery model where you understand the true cost of your projects and develop funding applications to match – this will prevent you having to ‘dip in’ to core funding to sustain projects. 

2. We only fund new ideas and activities
 
The funder’s point of view: a bit like magpies, funders are often attracted to shiny things – that means new, exciting and innovative projects. This can be infuriating, particularly if you’re seeking funding for a project that you know works and is needed more than ever. It’s often driven by concerns about sustainability – funders don’t want to feel relied upon to keep supporting the same work year on year, or may feel that it’s better value for money to make a smaller contribution to test a pilot project that can then be scaled up.
 
How to respond:

• Take every opportunity to speak to funders before applying – ideally a written application shouldn’t be the first they hear about your project.
• Don’t take your projects for granted – they may not feel new to you, but can you still explain why they’re innovative in your field?
• Show the learning process – have you evolved your approach over time, based on lessons learned and feedback from beneficiaries? Does new research or the political climate make your work more necessary?
• Show how your project can be a catalyst for policy change, or broader work by bigger organisations.

3. We don’t fund work which is a statutory responsibility
 
The funder’s point of view: this is something I find very frustrating, particularly at a time when an increasing number of activities are seemingly being abandoned by statutory services. However, many funders simply don’t want to feel that they’re just picking up the slack for government spending cuts, or don’t recognise how what you’re doing is different – particularly in areas like residential care, housing and employment support.
 
Applying for direct replacement funding is a bit like going on a date and talking about your ex-partner the whole time – if you make a funder feel like you’re only interested in them to replace something you used to have, don’t expect them to feel special and excited about partnering up with you.
 
How to respond:

• Take the time to research and explain why your work is vital in relation to the social context and what your beneficiaries need, rather than just pitching it as the same project that used to be statutory-funded.
• Show how your work is different, better or more innovative than related statutory services.
• Demonstrate social return on investment – does your work actually save e.g. the NHS money?
• Know when to walk away from a funder that simply isn't the right fit – this avoids wasted time all round.

 
4. We don’t accept unsolicited applications
 
The funder’s point of view: in the current climate, many funders are inundated by applications, lots of which are poor quality or don’t meet their priorities. As a result, they choose projects based on personal recommendations or their own research. This helps them to make better use of their limited resources.
 
How to respond:

• Don’t just apply anyway – funders won’t change their mind and won't appreciate you ignoring their guidelines.
• Send a short letter introducing your work, enclosing an annual report or inviting them to visit you – make it clear that you’re starting a conversation, not asking for funding.
• Develop a relationship – do you know anyone who can introduce you? Can you subscribe to their newsletter or connect on social media?
• Ask their advice – have they funded similar projects that you can learn from, or do they know any other funders who might be able to help?

 
5. We don’t enter into discussions about funding in advance or provide feedback
 
The funder’s point of view: again, this is often driven by a lack of resources. Funders prefer to dedicate time to the organisations they’re funding. Also, feedback can be contentious – perhaps they used to provide it, but often got a negative reaction. Finally, they may simply have nothing meaningful to tell you, if they couldn't find any fault with your project but had to make a tough decision between several organisations they liked.
 
How to respond:

• Critique applications yourself in advance – read any guidelines carefully, see how you compare to other similar projects they have funded, and ask someone less familiar with your work to review your work.
• Look to build a relationship with funders in advance, so they’re more likely to help you.
• Phone rather than email – you may get ‘off the record’ feedback, rather than a generic email response.
• Meticulously record any feedback – you won’t get much, but you can gradually build a picture over time.
• Accept that competition is tough and move on – your time may be better spent on the next application.

To learn more about how to build relationships with funders, write compelling applications and develop a successful trusts fundraising programme, click here to check out our training courses.