This month we're taking a breather from writing punchy opinion pieces or gazing into our crystal ball and focusing on something more straightforward but still vital - everything you need to know about the humble case for support.
What do we mean by a case for support?
A case for support is an internal document that you create to outline the problem your organisation exists to solve, what you do about that problem, and what you're going to achieve as a result. Quite literally, it's your case for why donors or funders should support your work.
A good case for support effectively acts as a comprehensive, well-organised filing cabinet of convincing content that you can pull out whenever you need it - for a funding proposal, a meeting with a donor, to create copy for a webpage.
It’s very unlikely that anyone outside your organisation will see - or would ever want to see - this full document in all its glory. But it should be the starting point for your external, donor-facing documents. It's never a case of just copy/pasting large chunks of content from your case for support into an external document and just adding images and a catchy title - the text will always need tailoring for the audience and context - but it’s still a brilliant shortcut.
(Just to confuse things, often organisations create a shorter, branded external document to 'sell' their work to donors and also call this a ‘case for support’, but that’s not what we’re talking about in this blog.)
Working with organisations to create their case for support is one of my favourite jobs. As well as it being a privilege to learn all about fascinating and important new causes, I love the process of asking a few targeted questions, rapidly building up an array of content on colourful post-its, then shaping it into a structured document.
And organisations always seem to really value having that outsider’s perspective - while they can supply all the passion, lived experience and raw content, a few ‘devil’s advocate’ questions from us can help to clarify details, tease out vital extra information and explain things clearly and convincingly for an external audience.
What are the benefits of developing a case for support?
Many organisations shy away from creating a case for support, because they don't feel they have time. I’m not going to lie, it does take time to create. But it will certainly save you time in the long run, and also increase your return on investment from fundraising.
A good case for support will equip you with:
What should you cover in your case for support?
There are many ways to structure a case for support, and they can get pretty long and complicated, but fundamentally you need to cover four key areas:
The need for your work:
Your expertise and credibility:
Where can you go for the information needed to create a strong case for support?
There are loads of potential information sources to draw on, but here are a few:
This can feel like a daunting process if you’ve never done it before, but it's important to stress that you don’t need everything to get started. As it's an internal document, developing a case for support can be an ongoing, iterative process - start ASAP, but make a note of what else you'll need to research, gather and add over time.
The best cases for support are never finished, they evolve over time. For example if new research is published that reinforces the need for your work, or if you've just written a brilliant answer (even if you say so yourself) to a specific funder question that you want to re-use in future, find a place for it in your case for support.
If you're now convinced that you need a case for support, what should you do next?
We’ve tried to write this blog as a stand-alone free resource for anyone wanting to get started on their case for support. Remember that you're the expert on your work and the reasons why you do it, and your case for support is just a way of laying all that out in a logical, structure way.
If you feel you do need some extra support, we’ve got a couple of options:
There’s rarely a convenient time to be able to take a step back and commit to working on a new strategy, but recently it's felt harder than ever.
We’re nearly two years into a pandemic that has kept everyone guessing and in firefighting mode - and with a new variant raising the stakes again, sadly there’s no let-up in sight. But with so many things having changed since the start of 2020, if you haven’t done a strategic refresh yet, now might be the time to take the plunge.
Creating a new strategy is a unique process for every organisation - you’ll be facing your own cocktail of opportunities, barriers, community needs and tricky decisions. However inconvenient, there’s no definitive list of topics and issues that everyone should work through.
That said, we're seeing a number of themes that keep coming up in our conversations with charities and social enterprises. So here are some key topics to have on your radar - you'll be able to decide how much each one applies to you…
1. Staff burnout
Your team may now have spent nearly two years battling through rising community need, pressure to stay financially afloat, and uncertainty around where and how they do their jobs, combined with personal concerns about health, job security and the impact of multiple lockdowns on mental health. Few people are feeling energetic or clear-headed, and the festive break (if we get a proper one) won’t be a complete reset.
Any strategy that doesn’t acknowledge or address this risks falling flat, no matter how good the rest of your decisions. Talk to your team about how they're genuinely feeling, and what they need to have in place to do their jobs to the best of their ability in 2022 - which could mean more support, flexibility or encouragement than they previously needed.
That might have an unexpected budget implication, but leaving people to just muddle on through could cost you more in the long run.
2. Hybrid delivery and digital exclusion
Should we go back to running meetings and services in person, or keep them online? This was already a dilemma, even before the Omicron curveball.
During the initial lockdowns, many organisations realised they could reach new people and deliver services more cheaply online. On paper, this seemed like a surprising positive from the pandemic, but there’s been rising concern about digital exclusion - who are we inadvertently leaving behind, and does digital delivery exacerbate inequalities?
And there’s the added complication of how - and whether - to cater for everyone when some people want to be in a room with you and others want to participate remotely.
These are key strategic challenges to wrestle with. Check out our original blog on digital exclusion from early 2021, our guide to running engaging and accessible strategy workshops online, and Zoe Amar’s excellent tips on making the right decisions about hybrid working.
3. Building long-term relationships with funders
For me, one highlight of the past two years has been seeing funders engage more meaningfully and collaboratively with charities. This started with the collective commitment to flexible funding and reporting early in the pandemic, but has continued as many funders have acknowledged that grassroots community organisations are best placed to be their eyes and ears on the ground in a rapidly-changing landscape.
But too many organisations are missing opportunities to build meaningful, mutually beneficial relationships with funders. Amid the pressure to bring in new grants and submit more applications, it’s too easy to neglect the positive impact of things like a well-written and honestly reflective grant report to an existing funder.
And if we only value conversations with funders that are about immediate financial impact rather than learning and collaboration, we risk prioritising short-term target-hitting over long-term growth.
While I get that organisations living hand-to-mouth will struggle to prioritise long-term relationship-building, if you have the breathing space to build this into your strategy, you'll soon see the benefits. Our recent blog on building relationships with invitation-only funders is a starter for ten here - we’ve had feedback from several funders that these are exactly the things they’re looking for.
4. Capitalising on that surge in public fundraising, donations and volunteering
While this felt particularly pressing back in spring/summer 2020, it’s not too late to bear in mind.
The amazing community response to Covid-19 saw many people get a new taste for donating, fundraising or volunteering. Crucially, many actions were all about grassroots humanity - helping your neighbour with their shopping, or donating to the local foodbank. While big charities have household name brands, finely-tuned structures and economies of scale, grassroots organisations could promise immediate impact and a direct connection to those in need.
Some charities have done an exceptional job of nurturing this - continuing to inspire, engage and connect new donors and volunteers through stories, events and further opportunities to make a difference. Treated right, these people have the potential to be their loyal regular givers, major donors and community fundraisers of the future.
Have you benefitted from a surge of grassroots support during the pandemic? What have you done to keep that passion and humanity burning? And what can you still do to nurture and replicate it in future?
5. The way that people come together (or don't) is changing
Beyond the physical lockdowns, the pandemic is having a long-term impact on how people behave, consume, congregate and interact. Offices have remained half-empty and high streets still feel eerily quiet. I was in central Bristol last Friday to buy my daughter’s first pair of shoes and most shops were deserted, two weeks before Christmas.
This has massive implications, particularly for fundraising. ‘Old ways’ of doing things no longer feel fit for purpose, maybe permanently. What does it mean for corporate fundraising if most employees are never in an office together? How will your previous major donor tactics work if you rarely get to ‘work the room’?
When we finally catch a longer break between variants, maybe some aspects of our pre-2020 life will gradually return. In the meantime, activity plans and budgets need to look very different. If you’re still spending more time designing printed materials than landing pages, or more money on branded stationery than search engine optimisation and social media advertising, you need to have a very good reason. Few of us can afford to wait until we can get people in a room together again before resuming our public fundraising.
6. The source of your donations is more important than ever
Nearly 18 months on from the toppling of the statue of Edward Colston - just two miles from my house - philanthropy and ethical fundraising remain hot topics. In the past few weeks, we’ve received more enquiries about ethical fundraising reviews than pretty much anything else.
Many organisations have woken up to the importance of understanding the source of their donations and grants. What created that wealth in the first place? Are people and companies using philanthropy to ‘buy a seat at the table’ and gain influence over things like equality, social mobility and climate change? If your organisation is complicit in that, is this an unfortunate necessity in a tough financial climate, or an unforgivable oversight?
These are difficult questions with no easy or short-term answers, but if you’re working on a new strategy then it might be time to put them on the table. We’ve shared a few ideas and potential solutions in various talks and blogs recently – this slightly provocative piece is probably the best starting point.
In our Fundraising During Covid-19 online briefing last week, five different fundraising specialists talked about their recent experiences and what organisations should be looking out for in the next 6-12 months. Here are six lessons from the briefing for fundraisers far and wide...
Firstly, a huge thanks to our panel of four external speakers:
1. People are still giving...
The headline news from all our speakers was that, for the most part, people are still donating and fundraising.
Research in May showed that one-third of UK donors were actually donating more than pre-Covid-19. Louisa highlighted the phenomenal success of mass participation virtual events like the 2.6 Challenge. Claire said that while many charities felt uncomfortable talking about legacies in the early months of the pandemic and stopped doing so, the Law Society actually reported a dramatic growth in will writing - potentially an opportunity missed for the sector. Some charities have been working sensitively with executors to speed up legacy payments to help with cash flow problems.
I shared this example of a small family trust that are still giving, and doing what they can to show flexibility and understanding:
They may be facing their own challenges, but funders and donors are also responding to events around them - stories in the news, or experiences of illness or tragedy closer to home - which are often prompts for wanting to support good causes.
2. …but they're also facing new pressures
While people are still giving, many are feeling the strain of the pandemic – financially, emotionally and in terms of time/capacity. With a recession around the corner and dividend income down, some philanthropists may hesitate about donating, and some companies are slashing Corporate Social Responsibility budgets. Trusts and foundations will be dealing with the same logistical challenges as you – staff furloughed, unwell or struggling with childcare, meetings postponed, and technology hiccups.
In such uncertain times, it’s easy to talk yourself out of asking for money at all. This is a mistake. If you don’t ask, you’re denying your funders and supporters an opportunity too, and somebody else will them instead. It’s fine to ask, but be conscious of the challenges people might be experiencing currently, don’t put them under pressure, and listen and respond to feedback.
Contact companies and trusts to check on their current situation before applying, to avoid wasting your time and theirs. Listen carefully to your prospective major donors - hearing ‘no’ might not be an absolute rejection, but could just mean no to that amount, no for the next six months, or no to that particular project.
3. Relationships remain crucial, but adapt your approach to building them
Building relationships is one of our seven universal fundraising rules that will never let you down. But developing relationships amid social distancing, and when your time is stretched, is difficult. While it's been a pleasant surprise just how much can be achieved online in recent months, there's no easy substitute for face-to-face interaction when it comes to getting to know supporters or getting introduced to new contacts.
Nevertheless, we mustn’t abandon our attempts to build meaningful relationships. Harpreet told attendees that now is the time to be creative, test new channels, and invest time in ideas and conversations on social media. It could also be a good time to re-examine your lawful basis for getting in touch with your supporters – Harpreet observed that many charities haven’t communicated with some supporters since 2018 because they didn’t give opt-in consent when GDPR came in, but some of these supporters may never have understood why they stopped being contacted. You could explore using ‘legitimate interests’ to get back in touch now.
If cancelled events have freed up budget and staff time, consider investing this in phoning supporters and being more active and visible on social media. Don’t hold off communicating with supporters because you don’t have a specific ask ready. Phone them anyway, even just to ask how they’re doing or to update them on your work. Investing time in relationships now will lead to stronger support and donations tomorrow.
4. Keep externalising your case for support
One speaker observed how many organisations have recently asked for money to ‘keep their doors open’ or avoid laying off staff. Sadly, while this is paramount to you, it's unlikely to be compelling to your donors, unless they’re extremely invested in your organisation.
Donors care about the people you support and the positive impact of your work, not keeping you afloat. So you need to be telling inspiring stories and presenting a clear case for support that explains who you help, why they need support, what you do to meet the need, the impact of your work, and why you’re best placed to achieve change.
Virtually all our speakers highlighted the importance of a good case for support - for funding applications, individual giving campaigns, major donor asks and legacy fundraising. It’s more important than ever during a crisis, with so many organisations competing for donations and emergency funding. One possible negative impact of the recent Government bailouts for the charity sector and the arts is that the general public might mistakenly perceive that charities are now well-funded. The reality is that these bailouts are tiny in the face of rising need, but it’s up to you to make this case to your supporters.
5. Maintain quality and good practice
We asked our speakers to explain what hasn’t changed in fundraising since Covid-19, as well as what has - and it was abundantly clear that good practice doesn’t go out the window when a crisis strikes.
Time and again, our speakers emphasised the importance of doing things the right way, even when there's a sense of urgency. Louisa talked about the need to plan events well in advance and budget very carefully, especially when social distancing might mean your events have to be smaller-scale and less profitable. Claire highlighted the need to maintain common good practice in legacy fundraising: not leading with a scary focus on death, taking a ‘drip drip’ marketing approach, and always respecting donors’ wishes and wellbeing.
It’s easier to keep an emphasis on quality and good practice when you don’t overcommit. For example, you’re likely to make a better impression - and raise more money - if you take the time to write three emergency funding applications well, rather than rushing out eight poor-quality bids.
6. We’re all still figuring things out - so be curious, flexible and kind
Harpreet put it best when she said that right now, fundraisers have to be comfortable not knowing all the answers, as we’re all feeling our way in the dark. This is an unprecedented crisis – nobody really knows what is round the corner, or which fundraising tactics will yield the best response. So I believe we need to do three things:
Be curious - test out new messages and ways of communicating with supporters, before committing significant time and budget to them. Measure and reflect on the results. Monitor what other organisations are doing well, and badly. Ask other fundraisers for advice, and sign up for events where people share observations and best practice.
Be flexible - lockdown restrictions and public mood are liable to change quickly, so be ready to respond. Your Senior Management Team will need to be more agile and get used to signing off ideas more quickly, or your organisation could be left behind.
Be kind - it’s ok to not know what’s round the corner, to make mistakes, and to sometimes just feel overwhelmed and despondent. Equally, Louisa mentioned the importance of celebrating your successes when they come – this keeps you feeling positive, makes the inevitable rejections easier to deal with, and boosts colleagues’ moods too.
We published this blog in June 2020, 11 days after the statue of Edward Colston was brought down. It's now several years on, and not enough has changed...
Time will tell, but I really hope the last couple of weeks will be a landmark moment in history, with the Black Lives Matter movement gathering widespread support, and people doing some genuine, long-overdue soul-searching about racial inequality. Bristol, where I live, has felt like the epicentre of grassroots change, with the dramatic toppling of the statue of Edward Colston.
Bristol is a city haunted by the slave trade, and this statue has been a focal point of the long debate about the legacy of Edward Colston. It's important to remember that the statue is very much the tip of the iceberg – at last count, Bristol ‘boasts’ eight streets, two pubs, two schools, a fruity bun and the city’s largest music venue named after Colston.
Disentangling the messy web spun by such a prolific philanthropist has proved complicated, particularly as change has long been opposed by influential philanthropists in Bristol. People only took matters into their own hands after many tried - unsuccessfully - to find a democratic solution for years.
This is something to be celebrated - and many have been, including the CEO of the Wolfson Foundation:
I want to agree with this sentiment, but actually I think we're at the very beginning of the argument, not the end. While few people would actively argue that philanthropy excuses the unethical practices that first generated that money, this view is inadvertently endorsed every day - and fundraisers and charities are very much complicit in this. There are examples everywhere, once you start to look.
The day after the statue came down, I felt this strange need to go down to the site myself, and just...think. I started writing this blog down there.
Looming above the smashed plinth and handful of people still milling about was Colston Tower - a building that can’t be torn down by people who are fed up of waiting for official action. If Bristol wants to fully rid itself of the Colston legacy, this is going to take a conscious decision from those in power whose track record - no matter they say - still suggests they believe that philanthropic good deeds outweigh harmful past actions.
Of course, this isn't just a Bristol problem. London's Tate Galleries take their name from Henry Tate, whose company Tate & Lyle was inextricably tied with the sugar industry and the slave trade.
A great many museums have received large donations from the Sackler Trust, and some bear the Sackler name. You might well know that the Sackler Trust was closely linked to Purdue Pharma, who are accused of fuelling the US opioid crisis and spent years aggressively pursuing legal action so they could continue selling their highly addictive drugs.
But we're on safer ground with most corporate foundations, right? I know countless grassroots community projects that have benefitted from grants connected to the banking sector - think Santander Foundation, the RBS Skills and Opportunities Fund, and Barclays' new 100x100 UK COVID-19 Community Relief Programme. Yet a 2018 report by Ethical Consumer magazine said this:
How many charities write ethical fundraising policies that prohibit donations from philanthropists involved in these 'problem sectors', but wouldn’t think twice about applying for a grant from a foundation connected to one of the big five banks?
The trouble is that while most people have clear views about Edward Colston, underneath this there's a huge grey area. And the more you dig, the greyer it gets.
Many social welfare charities are funded by wealthy family trusts whose trustees have, for decades, both implemented and supported policies that drive a coach and horses through social mobility. Their businesses often pay as little tax as possible and profit greatly from things like zero hours contracts - which keep vast numbers of people, including so many charity service users, locked in poverty.
2020 brought a new entrant to the UK trusts and foundations scene: the Hargreaves Foundation – founded by Peter Hargreaves, major donor to the Leave.EU Brexit campaign, friend of Jacob Rees-Mogg, and a man who outlined his employment policies and interest in charities in an interview with The Sunday Times:
And I recently discovered this remarkable exclusion from a small family trust in Oxfordshire: “We will not support charities that in our view are ambivalent about, or actively campaign for the abolition of, field sports.” Imagine being so vehemently pro-field sports that you simply wouldn’t consider funding a charity that has even mixed feelings about fox-hunting?!
Does any of this really matter? Where should we draw the line?
Should we only reject money from those who have been publicly condemned for doing Very Bad Things? Or are harmful but widespread business practices up for scrutiny too? When should we take people's publicly held opinions into account - when they actively harm our beneficiaries, when they go against our charity's message, or when we just find them personally repugnant?
I'm not saying everyone will take issue will all of the above examples - or that you should. But it's an important conversation to have. And I think that recent events in Bristol should mark the beginning of the argument about hypocritical philanthropy, not the end.
It's an inescapable fact that philanthropy is closely tied with extreme wealth, and most of that wealth is derived from activities that increase inequality. Philanthropy often buys people 'a seat at the table', and this gives a particular audience – wealthy, privileged, mostly white, usually male – disproportionate influence to implement their own vision of equality, social mobility and climate change. A vision that is, almost certainly, very different from your own.
If we want to address this, we’re going to have to start digging a lot deeper than Edward Colston.
You don’t need me to tell you that the world has turned completely upside down. In recent months, you’ve likely faced new challenges, had to come up with new ways of working, and completely reinvented services or repurposed people’s roles.
As we've been sharing fundraising advice with our clients, I've noticed that while much of this work involves interpreting and responding to new situations, it’s amazing how much hasn’t changed. So many of our top tips for good fundraising in ‘normal’ times hold true for crisis fundraising too.
Amid the current uncertainty, it's comforting to fall back on some universal fundraising rules. No matter what life throws at us next, we're pretty confident that these rules will never let you down...
1. It’s better to do a few things well than stretch yourself too thin
Whether you’re deciding which emergency funding opportunities to pursue, or making a top-level decision about to do as part of your fundraising strategy, prioritisation is vital. While it’s natural to worry leaving stones unturned, or feel under pressure not to say no, taking on too much is usually the bigger issue. When you spread yourself too thin, you don’t leave yourself enough time to do things properly, and you’ll raise less money as a result.
Every decision you make to sacrifice or postpone something less important frees up more of your time to pursue something you’re really good at, or well placed to succeed with. Fundraising is a skilled profession and requires diligence and quality. That doesn’t mean only ever concentrating on one thing - diversifying income sources over time is important - but don’t bite off more than you can chew.
2. Always play to your strengths
When deciding what to prioritise, always give yourself the best possible chance of success – which funders do we fit best with, or know our work already? What activities have historically raised us the most money? What types of donor do we have the best relationship with, or are most likely to appreciate what we do?
This sounds obvious, but I’m amazed how many organisations make their lives more difficult by attempting things they don’t have the skills to do well, moving into a completely new market, or banking on quickly building good relationships with donors or funders from scratch. By all means try new things, but don't bank on instant success, and consider whether there are easier opportunities to explore first. And don’t assume that something that worked for another organisation will automatically work for you.
Shameless plug: we help organisations to understand their strengths and weaknesses, prioritise the best fundraising opportunities and over-committing their resources to things that won't work.
3. Invest time in quality relationships
I'm reluctant to use the phrase ‘relationship fundraising’, because it's been around (and over-used) for decades. But let’s look at why relationships with funders and donors are so valuable. They give you a ‘way in’ to pick somebody’s brains about an idea or application, and get insight and advice that isn’t available to all. They create friends who naturally want your organisation to do well, and are in your corner when things go wrong. They enable you to reach many more people by leveraging your friends' networks too.
Just like in our social lives, good relationships open us up to new opportunities and help us out in moments of need. In the current crisis, so many organisations have leant on their existing funders and donors for extra financial support, more flexibility in how to use donations, and introductions and recommendations to others. Those key relationships are delivering a financial return like never before.
This rule is being disrupted by rise of online fundraising platforms like Facebook Giving Tools, which make it virtually impossible to gather donor data and consent. In rare cases, you may decide that the immediate fundraising return is worth sacrificing the potential for new donor relationships. But more often than not, building relationships is key to raising money and weathering an unexpected crisis.
4. A great thank you is one of your best fundraising tools
This rule holds true across every type of fundraising. A well-written report to your current funder is more likely to lead to a new grant than a cold application to a new funder. Thanking individual donors often leads to repeat gifts, while asking people for a donation for the first time has a low response rate. Well-timed follow-ups with events participants or crowdfunding supporters build your future regular donor base.
This blog explores the power of saying thank you, and our recent podcast episode explores the psychology behind why it makes donors feel good. Too many organisations still don’t get this right, but why? A common mistake is seeing thanking donors as a tedious admin task to tick off quickly when you have a dull moment, rather than an essential fundraising task to do promptly and do well. Re-framing your approach to thanking donors will help you to raise more - after all, it’s key to building relationships.
5. Fundraising is a whole organisation endeavour
Organisations that develop a strong fundraising culture, where everyone takes responsibility for success, raise more.
This doesn’t mean that everyone has the time or expertise to directly ask for money. But everyone can play a role by introducing their contacts, sharing content on social media, providing quality project information for fundraising updates, volunteering at events, and being a sounding board for ideas. All these things will improve your return on investment, broaden your supporter base, and make your fundraisers feel supported and happy.
No fundraiser excels with all the responsibility on their shoulders. Many organisations have achieved remarkable wins in the past two months because the crisis has focused minds and made people pull together. Now we need to make sure we keep this up in 'normal' times too.
6. All the best fundraising activities take time
Given everything we’ve said about planning activities carefully, taking the time to say thank you and building relationships, it’s not surprising that success is rarely immediate. Expecting instant results not only leads to disappointment, but can cause you to abandon promising activities because you judge them too quickly.
Corporate and major donor fundraising, and particularly legacy fundraising for obvious reasons, take a long time to bear fruit. It can take well over a year to secure big donations from companies or wealthy individuals, and several years to yield a consistent return. These activities can gradually become a crucial part of a long-term profitable portfolio, but they won’t save you tomorrow. Expecting instant results will just put people under pressure, reduce the quality of your fundraising, and harm long-term success.
7. Take a step back to move forward
With money tighter than ever, fundraisers are often under pressure to move straight on to the next event, appeal or application, without considering what they learned and where improvements can be made.
As with saying thank you, this analysis is often seen as an added extra rather than essential part of the fundraising process. But gathering feedback from supporters, analysing data from your CRM and pausing to reflect are crucial to improving your approach over time. If you skip this, you’ll raise less, not more.
The current crisis is no different. Right now we're all hastily adapting approaches and raising emergency funds, but there will come a time for all-important reflection. Which of these new approaches might work in normal times too? Which emergency donors can we build a profitable long-term relationship with? What have we learned that will help us prepare better for the next crisis? The organisations that make time for this reflection will do better in the long-term too.
Tell us any universal fundraising rules that we've missed off this list in the comments below 👇👇
Like many, I’ve been watching on with despair at the impact of coronavirus on the charity sector. One of the things we’re doing to help in our own small way is to run a series of free live Q&As to give small charities advice on how to deal with the crisis.
During the first Q&A, amid the technical questions about emergency grant funding, urgent fundraising appeals and strategic planning, one question jumped out: “Are there opportunities in the general gloom?”
I really don’t want to trivialise what is an incredibly tough time for many. The current crisis is likely to have a huge long-term financial impact. Many charities are facing closure or being tested like never before. At a time when there was already nowhere near enough funding to go around, this is one more straw added to the camel’s back. And as Emily Maitlis brilliantly said, coronavirus will disproportionately impact the poorest and most vulnerable people in our society. It’s no exaggeration to say that I worry about these things every day.
But that’s not to say that there aren’t any positives in the gloom. New attitudes and ways of working are being born out of necessity, but some of them could be here to stay. At a time when we all need a boost, it’s helpful to highlight a few…
The flexible response from funders
Barring a couple of horror stories, most funders have responded overwhelmingly positively and are rallying around the sector. They’re giving grantees an unprecedented level of flexibility in terms of how, where and when they spend the money. In general, funders are giving away more money more quickly, with easier processes and fewer restrictions and reporting requirements, than ever seen.
It’s important to remember that many funders are also registered charities and have their own charitable objectives to adhere to. This often explains why they have restrictions and reporting requirements in place. However, sometimes it also comes down to control and trust. Funders are currently ceding this control to charities and trusting them to use their judgement on where money is needed most - and if charities prove that this trust is well placed, it’s possible that many funders will continue offering increased flexibility in future.
If you're unsure how best to tackle funders in these unusual times, we've tried to explain through the unlikely medium of an onion:
The groundswell of public gratitude
Public and media attention are focused on things like the NHS, food banks and grassroots community organisations like never before. The Prime Minister is praising the NHS for saving his life, and looking like he might even still remember it in six months. Conservative MPs are publicly questioning their assumptions about so-called ‘low-skilled workers’. You really do have to pinch yourself to be sure this is actually happening – although it’s a shame and disgrace that it took this level of crisis to prompt it.
Of course, the challenge will be to maintain this level of public support whenever things go back to(wards) normal. Still, maybe I’m being naïve, but it does feel like there’ll be an opportunity to change long-term perceptions for the better, and keep up public pressure on decision-makers, if we can harness the amazing stories of community solidarity, and the levels of recognition and gratitude, that currently exist.
Some people have more time and money to give than usual
Again, we mustn't trivialise things. Many people are under more financial pressure than ever, and face the thankless task of juggling work commitments and care responsibilities. But equally, plenty of others actually have more time and money to give. There are people furloughed from work, desperate to do something to help, saving on their daily commute, and not spending money in pubs and restaurants. This is an opportunity.
Pressuring people to donate in the current climate is unconscionable. And you should consider the ethics of running an ‘emergency fundraising appeal’ now for the sake of hitting targets, if there isn’t actually an urgent need. But if you’re being hit hard, explain what problems this crisis is causing for you, and give your supporters the opportunity to help fix them. Not everybody will be able to donate, but that doesn’t mean you shouldn’t ask. If any of the charities that I regularly support went out of business now, and hadn’t asked for my help, I’d feel very frustrated.
This is an opportunity for volunteering as well as fundraising. More than ever, don't be afraid to ask people to give their time. Trust me, there are plenty of people out there – including children, teachers, graphic designers – who will jump at the opportunity to channel their creativity positively. Check out our associate consultant Gemma’s amazing blog on why micro-volunteering is more important than ever.
Necessity really is the mother of invention
How often do we hear phrases like “that’s not how we do things”, “there’s no point in trying that” or “it’ll never work because…”?
Coronavirus and social distancing are removing many of the obstacles that might traditionally block innovation. People are inventing like never before, and entire businesses and workforces are being re-purposed. Formula One teams are making ventilators. Louis Vuitton are making hand sanitiser. Virus-killing snoods...hands-free door handles...anyway, let’s get back on topic.
I’ve been blown away by the response from so many charities. Many seemingly and understandably took a week or two to quietly panic and face up to the new reality, then came roaring back with new, incredibly well thought-out ways of delivering services, interacting with supporters and engaging staff. Digital delivery and remote working have taken off like never before. New and unexpected partnerships are being forged within and across sectors.
At Lime Green HQ, we’ve provided online training for several years but there are other things we’ve always insisted on doing face-to-face – to be honest, I now realise that many of the barriers were in our heads.
For many organisations, the results of their efforts have been surprisingly positive. Not everything will work first time, or even at all – but there’s a tremendous opportunity now to test things and learn, at a time when people are being more patient and accommodating than ever.
Increased flexibility and reduced travel are also bringing unexpected benefits – for the environment, for people’s wallets and, for example, for people with a disability. That’s not to say that many people won’t be counting down to the day we can all meet, learn and do things face-to-face again. But we should examine many of the things born out of social distancing, and ask whether some of them should be here to stay.
Any big positives that we've missed? Tell us on Twitter or in the comments below...
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...
Don't talk about yourself all the time
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.
Don't expect too much on the first date
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.
Don't talk about your ex all the time
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.
Don't call them by another name by mistake!
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…
Invest time in keeping the spark alive
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.
"It's not you, it's me" – know when to walk away
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.
10 DONATIONS IN 10 WEEKS - HERE'S WHAT I LEARNED ABOUT THANK YOUS, CONVERSATION-STARTERS & PAYMENT PLATFORMS
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...
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:
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…
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:
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:
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.
Huge thanks to Ed Wyatt for giving us permission to share his learning, including his diagrams, and introduce bears into the story for no particular reason.
I’m sure you saw Andy Murray’s maybe-retirement announcement recently, and the media reaction to it. It was hard to miss.
Aside from the sporting implications, his display of human emotion felt all-too-rare. Most sportspeople give little away beyond guarded responses and cliches, seemingly ever-suspicious of media intrusion and conscious of sponsor obligations. In the often male-dominated world of sport, real emotion and honesty are frequently still associated with weakness. Yet the media response to this fateful press conference in Melbourne was overwhelmingly positive.
I’m not a huge tennis fan, but I’m fascinated by the transformation in Andy Murray's public reputation. Back in his early days, he had a reputation for being surly, bland and seemingly mistrustful of the media. In return, he was firmly portrayed as a Scottish rather than a British sportsperson, not helped when he made his infamous “anyone but England” comments ahead of the football World Cup in 2006!
While much of this transformation is down to sporting success, his personality and honesty have played a part. He’s not afraid to stand up to perceived injustices and voice his views on difficult issues such as gender equality and Scottish independence. And following his recent openness about his physical and mental struggles with injury and pain, his public stock has never been higher.
Watching Andy Murray reminded me just how refreshing, disarming and impactful authentic honesty can be. This is an under-used tool in the charity sector.
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.
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!
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