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:

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...

​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.

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.

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.

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.

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.

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.

​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…

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:

​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.

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.

​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...

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.

​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.
​
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!

​I had a lovely trusts and foundations blog planned for this week. I really did. But it’s going on hold for a few weeks, because I’ve been bitten by the World Cup bug.
 
I’ve been a football fan since around 1994 (more on that later). However, for perhaps the first time, I didn’t feel too excited during the build-up to this World Cup. A combination of England’s seemingly bleak prospects and the questionable ethics of hosting the tournament in Russia left me feeling a bit underwhelmed.
 
Then the first ball was kicked and I've been captivated again - from the novelty of catching a few minutes of Portugal v Morocco at lunchtime to the joys of watching flamboyant surprise packages like Mexico and Senegal, and of course the typical emotional rollercoaster of an England game.
 
Amid the drama and entertainment, there are also a few handy lessons to be learned by fundraisers and charities:
 
Pride and motivation go a long way
 
Hands up if you predicted that Russia would be the top goalscorers and best entertainers so far?
 
Going into the tournament, there was a general sense that Russia had picked an incredibly bad time to assemble a weak squad. Nobody – including many Russian pundits – was talking about how far they could progress, only hoping that they wouldn’t embarrass the host nation.
 
In their first game, Russia put five past Saudi Arabia, before a stylish 3-1 win over Egypt on Tuesday. A seemingly ordinary team have thrived in the spotlight and been transformed in front of thousands of partisan home fans.
 
You probably can't find thousands of Russians to cheer on your fundraising team (and it might be a bit distracting anyway). But creating the right circumstances for people to thrive, and feel confident and comfortable in their work, is just as important as having skilled staff. If you can do more to make your team feel proud of their work, motivated to do a great job and clear about the end goal, they might be able to achieve more than you expect.

You can also punch above your weight if you play to your strengths and develop a clear plan
 
Russia aren’t the only team to raise eyebrows so far. Mexico secured a famous 1-0 victory over Germany, while Iceland claimed their latest scalp with a gutsy 1-1 draw with Argentina.
 
These two performances had something in common – both teams worked incredibly hard as a unit and had a clear gameplan, focused on playing to their own strengths and exploiting the weaknesses of their opponent.
 
This is also the key principle of a good fundraising strategy. You don’t need to be brilliant at everything to raise the money you need – just identify a few things that you do well, create a clear plan for maximising your return in those areas, and explain to everyone how they can play a part in getting it done.
 
Appropriately enough, this week is Small Charity Week – so an ideal time to celebrate the power of punching above your weight.
 
The power of a shared cause and dream
 
Even in the modern day of mega-rich football club owners and eye-wateringly big TV deals, it's still the fans that really light up any World Cup. I love the atmosphere and the colour, and seeing the passion of people who travel thousands of miles to watch their team. How many other events inspire people to give up their jobs and sell their possessions so they can be there?

Football fans are united by a sense of shared identity and a collective dream - and charities can tap into a similar feeling. People don’t support your cause because of who you are, or what you’re doing, but why you’re doing it. If you can articulate a clear vision, people will remember you and feel inspired to support your work – whether you’re trying to cure cancer, end child cruelty or make your local area a safer and better place.

Be willing to embrace change
 
A big talking point at this World Cup has been the introduction of VAR (Video Assistant Referees). In an attempt to reduce refereeing mistakes, certain key decisions are now referred to professional referees in a TV studio, who can review the incident from multiple angles and recommend that a referee overturns their decision.
 
VAR was first trialled in the UK during cup competitions last season, and was widely ridiculed. It caused long delays in play, confusion for fans in the stadium and on TV, and still got many decisions wrong. However, the system has quickly improved – while still not perfect, it’s already resulted in many correct decisions about penalties and goals at the World Cup, and is gradually being accepted as a positive development in the game.
 
The lesson is clear – when you try to make changes, particularly involving new technology, you’ll often face teething problems and encounter resistance. For charities, this often comes from donors, staff and trustees.
 
Trying to introduce a new CRM, run your first crowdfunding campaign or dabble in virtual reality technology is unlikely to be a pain-free experience. But people may change their views quicker than you expect, and you'll benefit from taking the time to iron out problems. In 6-12 months, you'll probably be glad you pushed through the change.
 
Tastes change over time
 
While I’ve been rapidly sucked into this World Cup, I haven’t always been a football fan. My first distant World Cup memories are from USA 1994, but they're not good memories. Apparently I came home from school, turned on the TV to watch my usual cartoon, found it'd been cancelled for the football, and threw a tantrum.
 
My parents like to remind me that I spent the next few hours sulking and cursing “stupid football”. I’m not sure what happened next, but by Euro 1996 I was a total convert, screaming the house down as we thrashed the Netherlands 4-1 at Wembley – one of my favourite football memories.
 
People’s tastes and circumstances change over time, and fundraisers need to stay on top of that. A student volunteer might not be in a position to donate to your work now, but may feel totally differently after five years in their graduate job. Your major donor might gradually lose interest in Project A, but start to really value the impact of Project B over time. Event trends come and go out of fashion, often leaving you scratching your head.
 
That’s why it’s so important to keep building genuine relationships with your supporters, recording what you learn from conversations about their interests, and developing personalised asks to match. This will help you develop a more engaged supporter base, and ultimately raise more money for your work.

But that's a job for tomorrow. Tonight you need to get home in time for Argentina v Croatia at 7pm - it's going to be a cracking game.

In the world of fundraising, I can't think of a more anticipated and talked-about date than 25 May 2018. It feels like the countdown to the General Data Protection Regulation (GDPR) coming into place has been going on forever, but now we're barely two weeks away from the big day.
 
Don't worry - this isn't another blog telling you how to get ready for GDPR. There are plenty of them already. I'm interested in the longer-term view - how could public fundraising fundamentally change as a result of the introduction of GDPR, and what should charities be doing now to stay ahead of the curve?

A friend of mine, who works in fundraising compliance at one of the big charities, set me the challenge of writing a blog about 'Public Fundraising 2.0' in the brave new world after GDPR. So I've dusted off my crystal ball and shared a few ideas...

Successful charities will focus on better relationships with fewer donors
 
There's no getting away from it - opt-in consent will make it harder to capture usable donor data and mean fewer contacts on your database. Gone are the days of adding big batches of contacts to your newsletter list gathered through business card drops, event contact lists and via your supporters' own fundraising efforts (arguably many of these methods weren't compliant pre-GDPR anyway, but many charities are only now clarifying their obligations in relation to existing Privacy and Electronic Communications Regulations (PECR)).
 
It's easy to see reduced data capture and fewer contacts as 'A Bad Thing'. After all, the traditional donor pyramid approach is very clear - capture enough new contacts at the bottom end and do a few clever things to nurture them, and you'll eventually have more high-value donors and legacy givers at the other end:

Although this approach is often accused of being outdated and fundamentally flawed, I think it has its merits (but that's a topic for another day). However, there's no doubt it's been working pretty badly for most charities. There's too much focus on quantity over quality - why keep building a database of passive contacts who rarely or never engage with your charity, when you're not investing in the capacity to communicate with people on a personal level or the analytics to evaluate what approaches are actually working?
 
Soon you'll find it much harder to build up your mailing list - or maybe you won't even have much of a mailing list at all, if you've been seeking fresh consent for GDPR - so you may as well start focusing on quality instead.

This means taking the time to use the data you have to personalise your communications as much as possible and segment your contact list more intelligently, making your mailings more relevant and targeted. You're only allowed to store personal data that you use anyway - so if you're collecting it, you ought to be acting on it.

Smaller charities may finally unlock the potential of major donors and legacy fundraising

A smaller contact list means two things - more time to focus on the supporters you do have, and fewer opportunities to get things wrong.

Retaining donors will become even more important, so charities have to be able to delight and inspire their donors. This should mean better thank you letters, more personalised follow-ups after events, and CEOs and trustees dedicating more time to meeting and cultivating high-value prospects.

Major donor fundraising and legacy fundraising have long been undervalued by smaller charities, who are often put off by the lead time and initial legwork involved. Now this might start to seem like a more obvious route, as high-volume individual giving starts to feel like a more difficult and less profitable pipe dream. If smaller charities start to realise the benefits of investing more time (and senior management time) in cultivating donors, I suspect we'll start to see an increased focus on major donor and legacy fundraising.

The value and popularity of communication channels will gradually change
 
If you do still want to focus on mass marketing, you may need to reconsider which channels work best. The high bar set for the level of consent you need means that email marketing could become a fading force - mailing lists are shrinking, people unsubscribe at the touch of a button, and emails are increasingly being caught in intelligent spam filters.
 
Meanwhile, unaddressed mail requires much less in the way of consent - so while this is a blunt instrument and the precise opposite of a personalised approach, it's likely to become more popular. It won't become an effective tool overnight, but could start to look more attractive to charities struggling with email marketing. As a result, more cost-effective and creative approaches to unaddressed mail will start to emerge over time.
 
Social media fundraising will also finally start to take off. Successful charities will focus less on trying to capture email marketing consent from followers, and more on engaging with these people meaningfully within that platform. The new Facebook fundraising tools mean that people don't need to be on your mailing list or even visit your website to spontaneously donate. So why spend time on your dwindling mailing list when you could be mastering these tools or making sure you reply to every single follower quickly and personally?
 
These changes will happen gradually, so you'll need to keep your ear to the ground and not assume that what worked best yesterday will still be the best option tomorrow. Which brings me to...
 
Charities will have to collaborate more to make sense of a tricky new world
 
With the whole sector taking a battering for its fundraising methods, charities need to work together to find the best way forward.
 
Of course there's naturally competition between charities, but we'll all raise more if we help each other to win back the trust of an increasingly sceptical public and deal with the challenges of GDPR. Large charities have access to more supporters - and therefore more meaningful test data - than smaller charities. Charity A might be more experienced with a specific audience than Charity B. One of your fundraising campaigns may have backfired spectacularly in a way that other organisations could learn from.
 
Some fundraisers are already collaborating to great effect - the immensely useful Fundraising Chat group on Facebook has topped 6,000 helpful members, but that's the tip of the iceberg for the sector as a whole.
 
Choosing the right third party platforms will be vital
 
Your Data Protection compliance and data capture methods are only as good as the third party platforms you use - whether that's Facebook, Mailchimp, Justgiving or any other system.
 
So when choosing between third party platforms, savvy managers and trustees should be asking 'What's their privacy policy like?' or 'How do they assist us to capture supporter consent?' rather than 'How much does it cost?'
 
With data security high on the news agenda, people are becoming more cautious about sharing their data online - so platforms that are trustworthy and creative in how they gather data will be worth their weight in gold. Choosing the cheapest option may be a false economy, and free platforms are often free for a reason.
 
I recently worked with a charity running their first ever crowdfunding campaign. Despite setting an achievable fundraising target, they knew a lot of work would be involved - so the true value of the campaign would come through the long-term value of the donor relationships they built, more than the short-term income.
 
They successfully hit their target, but their crowdfunding platform was tricky to use and hadn't given much thought to donor consent. As a result, the charity felt unable to add the donors to their database, or even email them again to seek consent. A different platform, even with higher fees, would've resulted in a much more valuable campaign.

More fundraising will become product-based, and maybe not really fundraising at all
 
Without a sizeable supporter database, we'll become more reliant on profitable one-off interactions than repeated asks - but maybe that's no bad thing.
 
With charities increasingly picking up the slack for spending cuts and social inequality, an increased number of appeals feels inevitable. But fundraising is arguably reaching saturation point in terms of how much it interrupts our daily lives - in the streets, at our doors, on TV and through our letterboxes.
 
One way to address this is to make fundraising a more welcome part of people's lives - through gamification, collaboration with retailers or social media stars, or events that are profitable based solely on selling people a good experience rather than capturing their data for long-term fundraising. This focuses on the product instead of the ask. It blurs the boundary between fundraising and broader income-generation, and sometimes isn't really fundraising at all.
 
We recently published this blog on the need for more non-disruptive fundraising, which is only going to become more important after the introduction of GDPR. Have a read now to get some inspiration if you haven't already.

If you were asked to create an ethical fundraising policy, what would you do and where would you start?
 
With the latest wave of bad news stories – especially the Presidents Club scandal, which saw charities scrambling to hand back donations – I’ve been contacted for advice by several organisations who, quite sensibly, want to avoid getting in a similar position themselves.
 
An ethical fundraising policy sets out what your organisation is willing to do and not do in relation to fundraising, based on some agreed ethical principles. This often includes (but shouldn't be limited to) when you may choose to reject a donation.
 
If this sounds like a straightforward exercise, it shouldn’t be. It goes without saying that ethics aren’t black and white, so putting together this policy must involve careful thought and reflection.

Here are six guiding principles to keep in mind if you're creating an ethical fundraising policy:

1. Start a conversation - don’t search for a template policy
 
A common mistake is to assign this task to one member of staff, and ask them to find an example policy that can be adapted quickly for your organisation.
 
However, creating an ethical fundraising policy goes right to the heart of your appetite for risk, your charitable objects and the areas of particular sensitivity for your cause. As such, it's crucial that trustees and senior management are involved.

This process should start with a conversation. This is arguably the most important stage, since you need to debate different scenarios and views, and arrive at a position that feels right for your organisation. This is usually a thought-provoking exercise that improves everybody’s understanding and appreciation of the complexities involved. If you treat creating the policy as a box-ticking exercise, you’ll miss out on this valuable development opportunity.
 
2. Take a broad view – don’t over-react to one event
 
It's common to be prompted into action by a single event, like a high-profile bad news story. This isn’t a problem as such, but you shouldn't let it skew your whole approach.
 
In the wake of the Presidents Club scandal, many charities are focused on whether they should accept (or return) certain donations. However, this is only part of the puzzle – your policy may need to cover the ethical standards you expect your suppliers to meet, how you check those standards, and how you interact with vulnerable donors.
 
It's helpful to start by making a list of all the circumstances and ethical dilemmas your charity needs to consider. This should be informed by the types of fundraising that you do and your existing risk assessment, as well as by external events.

3. Define your attitude towards risk – avoid making decisions that you’ll reverse later
 
Keeping everyone happy is rarely possible, as recent developments show. Many people were outraged that charities like GOSH had accepted donations from the Presidents Club, but others were reportedly angry when they considered handing them back.

There are no right or wrong answers, so you need to judge what feels appropriate for your organisation, anticipate how your supporters and beneficiaries might react, and be prepared to justify your decision. It's no good having a policy in place, then caving in as soon as you put it into practice and people object.

Defining your organisation’s attitude towards risk is essential – this is why trustees and management must be involved. Accepting some donations can be risky, but being totally risk-averse is a risk in itself – it can demoralise staff, or damage your financial position. This is inevitably a sensitive balancing act. It may be helpful to consult key donors and beneficiaries when creating your policy, to anticipate objections in advance.

4. Make it relevant to your cause – don’t be over-simplistic
 
When defining whether to accept or reject donations from individuals and companies, you may be tempted to start by creating a list of 'no go' areas, like if they are linked to alcohol, drugs, gambling or pornography.
 
Unfortunately, the world isn't that simple - household name companies sell alcoholic products, and established publishing companies produce pornographic magazines. If you're not careful, you could find yourself turning away a lot of donations!
 
You need to be more specific and mindful of your cause and charitable aims. It's not about what staff or trustees personally think is ethically correct, but whether a donation might damage your mission or beneficiaries. An animal welfare charity might be reluctant to accept a donation from a cosmetics company, but happy to do so from an alcohol brand - whereas an addiction charity might take the opposite view.

 5. Include specific processes and procedures - not just general guidelines
 
Your policy should not only set out your position, but explain how to action it - for example, do you subject donations over a certain amount to more rigorous background checks? What do those checks involve? How do you go about reporting serious incidents?
 
This will help staff to put your policy into action, and also show anybody reading it that you're serious about fundraising ethically, rather than just treating it as a tickbox exercise.
 
6. Make your policy part of the bigger picture - don't see it as enough in isolation
 
It's tempting to sign off your ethical fundraising policy and assume it's 'job done' - but in reality, this is an ongoing commitment and part of a larger compliance picture.
 
Your policy shouldn't just sit in an obscure corner of your shared drive. It must be an ongoing reference point that's displayed clearly for staff to refer to when needed, and part of induction processes for staff and volunteers. Fundraisers should feel able to raise any concerns or discuss situations they feel unsure about. Management and trustees should review your policy periodically, in response to changing fundraising practices, issues affecting the sector, and changes to your own fundraising portfolio and risk assessment.
 
Aside from creating an ethical fundraising policy, you may also want to, for example, review your Data Protection compliance ahead of the arrival of GDPR, ensure your trustees are aware of their legal fundraising duties as set out in the Charity Commission's CC20 document, or produce a short supporter promise outlining your commitment to good fundraising (I've always liked this example from Mind).