At the end of August, we commissioned a joint survey with the School for Social Entrepreneurs to explore how the pandemic has impacted the training needs and preferences of fundraisers, with a particular focus on small-to-medium charities and social enterprises.
 
We received 54 responses in total - thank you so much to everybody who took the time to share their detailed experiences and feedback. While this is a small sample and not representative of the sector as a whole, I wanted to share a few thoughts on what we’ve learned and how we’re responding...

​It was striking how varied the responses were to this question, mirroring what we've heard from organisations taking part in our online training over the last 18 months. Encouragingly, 37% of organisations said their financial position had improved, particularly for those well-positioned to access emergency grant funding, albeit with some concerns for the future:

Worryingly, 31% of organisations felt financially weaker, particularly those whose work isn't directly related to the pandemic:

​It’s clear that, for many, emergency funding has done its job in shoring up the sector and ensuring organisations survive. As a result, some organisations have been able to develop promising relationships with new funders, presenting a long-term opportunity. But as always, there’s a danger that more complex and/or less popular causes are being left behind, particularly where their impact is longer-term and harder to measure - for example, infrastructure organisations that play such a vital and under-appreciated role in supporting smaller organisations in the sector.

We'll continue to offer practical tips on how organisations in this position can build a convincing case for support, through our regular blogs and fundraising training.

If you're feeling varying degrees of challenged, disillusioned and exhausted, you're not alone. 46% of people reported becoming less confident about fundraising, compared to just 24% becoming more confident. It's clear from the written responses that while fundraising itself is tough, it's the challenge of juggling the demands of running an organisation, securing vital funding and navigating current life that's really hard:

Respondents voiced a particular need to build skills and confidence in high value fundraising i.e. corporates and major donors. These areas are particularly susceptible to the combined financial damage wreaked by Covid and Brexit, and the logistical difficulties that come with limited face-to-face interaction. We'll be exploring how we can put a stronger emphasis on these areas in future courses.

In general people seemed more confident with public fundraising (events, community and individual giving) with many organisations benefitting from a groundswell of grassroots support during the pandemic.

Given the amount of firefighting done over the past 18 months, and the comments above about how people are generally feeling, we were surprised and hugely impressed to see more than half of organisations feeling clearer and more confident about their future strategy. Some organisations have benefitted from the breathing space afforded by emergency funding to be able to take a step back, while others have naturally been evaluating their place in the world - and the changing circumstances and needs of their service users - during the uncharted territory of the pandemic.

This certainly mirrors our experience. We’ve been busier than ever with our strategic consultancy, with many organisations committing time and money now to reflecting and learning from the past 18 months. This has led to organisations identifying ways to do things better and more cost-effectively, wrestling with difficult issues such as digital exclusion and financial sustainability, and emerging from a turbulent period feeling clearer and more confident as a result. There’s no doubt that this strategic clarity will be a huge confidence boost to funders, donors, trustees, volunteers and service users alike.

If you haven’t sat down and formally discussed yet what you’ve learned from the pandemic, and how you can do things differently in future, it’s certainly worth trying to do this ASAP. If your team is trying to do this while still working remotely, check out our recent blog on how to run better online strategic planning workshops.

​Online training may have been born out of necessity, but we all better believe that it's here to stay. While current circumstances have allowed us to resume some face-to-face training, close to half of respondents still prefer online sessions:

​It’s clear that online training is simply a better long-term option for many, particularly those with limited time, care responsibilities or based outside of major cities:

We've heard this message loud and clear, and will ensure that online training remains a significant part of our future offer. However, we’ve also learned over the past 18 months that online training absolutely can’t just be a face-to-face training format moved online. We’ve now had loads of time to learn on the job and listen to feedback both after courses and in the survey, and will be trying to put this into practice in the coming months:

• Online courses broken down into multiple shorter sessions, and split across multiple days where it helps to avoid school pick-up times etc.
• More ‘bitesize’ sessions on diverse and unusual topics that often aren't covered in longer courses, but are perfect to dip into online (our talks on ethical fundraising and problematic philanthropy have proved particularly popular recently).
• Where possible, passing some of the savings for online sessions (no venue hire etc.) on to participants, so that the grassroots community organisations that benefit from them most are able to access training.

Have you ever found a funder that seems like the perfect fit, only to learn they don’t accept unsolicited applications?
 
If your work is niche or you’ve approached all the ‘obvious’ trusts and foundations already, then engaging a couple of these invitation-only funders can feel key to broadening your funding base. But there's an age-old question - how can we get on their radar, especially if they don’t even welcome initial enquiries?
 
Over time I’ve seen various organisations succeed in building thriving relationships with private, strategic funders. It isn’t quick or easy, but there are a few steps you can take.

Rightly or wrongly, there can be many reasons:

• They may feel it’s a better use of their limited resources to focus on supporting a select few grantees, rather than assessing applications from, and corresponding with, many prospective applicants.
• They may want to avoid being inundated by applications, particularly if they previously had a more open approach and received lots of poor quality or irrelevant applications.
• If they’re operating in a niche sector, they may feel they already have all the expertise and connections they need to proactively identify organisations themselves.
• They may want to be very discreet or private about their grantgiving, for example if the funds are coming from a high-profile individual or sensitive source. 
• They may be extremely restricted in what they can actually fund, for example if they’re following a very specific set of wishes or instructions from their settlor.
• They may want to help charities avoid wasting time and money, knowing this can often happen as a result of vague or poorly-designed application processes (well, I can hope!)

​If a funder relies on their expertise or networks to identify potential grantees, then a recommendation from the right person could make all the difference. For example, your existing funders or project partners will already be engaged and invested in your work – perhaps they know someone working for an invitation-only funder and would be willing to introduce you?
 
Do your research and don’t be afraid to ask nicely for an introduction, explaining why it’s strategically important to you – you might by how willing people are to help.

We’ve run countless network mapping exercises with Boards. The conversation often starts the same way: “None of our trustees know anyone / are willing to help.” But it’s amazing how quickly things can change if you explain that (1) you’re not looking for introductions for rich and famous people, just prominent people in your sector; and (2) you don’t expect Board members to open their address books willy-nilly and start asking for money, but simply make a couple of strategic introductions.
 
Trustees will know more people than you (and they) think. I’ve seen organisations build on such tenuous links as “I worked with them 10 years ago”, “I play badminton with them on Tuesday night” and “Our kids go to the same school”.
 
Try running a network mapping exercise with your trustees, or circulating a list of staff working at a target invitation-only funder to check for connections. And if your trustees really aren’t well-connected, this doesn’t have to always be the case. Explore why – does your organisation focus on recruiting trustees with particular skills and backgrounds in a way that prevents people with better connections from applying? Could you persuade your Board to set a strategic objective to recruit new trustees with funder connections over the next 1-2 years?

Tired old introductory letters and emails are far from the only ways of making first contact. Trusts and foundations can and do interact openly on social media, attend funder fairs, speak at events or collaborate on things like research, policy or advocacy work.
 
Jumping straight into a direct approach about money often goes nowhere. Instead, do your research into where/how funders are actively engaging (e.g. social media platforms or events), find a topic that could be mutually beneficial to you both, then start a conversation accordingly.

I once met an organisation that was told by a funder that “everyone we speak to mentions you, so we thought we should find out what you’re about.” In their own words, they created so much “white noise” around a funder that they eventually couldn’t resist getting in touch.

Organisations that successfully build relationships with invitation-only funders often have one thing in common – they’re thought leaders. They might be known for their high-profile CEO, engaging blog, or policy work.

The term “thought leadership” sounds daunting, but you absolutely don’t need to be a large organisation with a big comms budget. If you work in a niche area, you’ll already be an expert in your field, with people coming to for advice. Sharpening your public expert voice takes time, but is a great way to get on a funder’s radar, and will bring many benefits beyond fundraising.

While some invitation-only funders simply continue to fund the same organisations every year, many do proactively research new grantees. So if a funder did a niche online search for your specialist area today, would they find you? And if they landed on your website right now, what would they think?

There are a few fundamental things you need to be visible and appealing to potential funders:

• A clear and accessible website that articulates what you do and why, backed up by things like testimonials and case studies
• An easy option for people to contact you and/or find out more
• Some work on search engine optimisation, to ensure that key search terms related to your cause lead potential funders to your website, not those of others doing similar work.

These final tips might seem the least relevant to trusts fundraising, but they definitely an indirect role in getting you in front of invitation-only funders over time.

The past 12 months have been quite the journey at Lime Green HQ. No surprises there.
 
Like many others, we went into Spring 2020 believing that some things shouldn't be done online unless absolutely necessary. There was simply no way that an online workshop could replicate the experience of a having a bunch of energised people in the same room, armed with a whiteboard, colourful post-its and a plate of biscuits.
 
Fast forward a year and we’ve run approaching 75 online training courses or strategic planning workshops during lockdown, totalling over 200 hours of screen time. We’ve found ways of replicating most of the best aspects of face-to-face workshops, though admittedly we’re yet to crack downloadable biscuits…
 
Some people will inevitably have issues and preconceptions about online workshops. Digital exclusion is a key issue to keep in mind, and “Zoom fatigue” is now not only a common phrase but an academically-researched, peer-reviewed phenomenon. And too many people have lost too many hours to unproductive and chaotic strategic planning sessions for there ever to be universal enthusiasm.
 
However, call us new-fashioned, but I don’t think we’ll ever go back to the previous approach of “face-to-face unless absolutely impossible”. We’ve had too much positive feedback about online workshops – for many people they’re simply more accessible, not to mention being cheaper and eliminating travel time.
 
So, as we all stand on the cusp of returning to our offices and meeting rooms, what have we learned from a year of delivering strategy workshops online? And what should you be thinking about if you want to make an online session as productive and engaging as possible?

This may sound obvious by this point, but you can’t simply move a session online and hope for the best. We often used to run full-day face-to-face workshops, particularly when people had to travel to be there, but that’s more than anyone can handle online.
 
Our online workshops almost always last no longer than three hours, with a decent break in the middle, plus shorter breaks throughout to avoid people staring at a screen for more than an hour. This still sounds like a lot of screen time, but we find that provided activities are carefully planned and varied (see below), people can and do want to engage for this long.

It’s easy for sessions to descend into drawn-out, unstructured conversations – these are hard enough to stay engaged with in a room, let alone on Zoom or Google Meet.

You can avoid this by regularly switching between activities and always focusing people on a specific task - this might be as simple as answering a focused question, filling in a table or coming up with three points on a particular topic. But always keep a good tempo, and avoid lingering for too long.
 
Mixing up the format also helps to keep people focused – for example switching between breakout room tasks, polls and feedback sessions with a bigger group. We’ve recently seen great results from ‘paired walking tasks’ – where we encourage people to step away from their screen, go for a walk and phone a colleague to discuss a particular question.

Of course, it can be hard to strike a balance between keeping people focused and avoiding cutting them off. People in our sector are passionate about the way things should be done, and often see these a strategy workshop as a rare opportunity to get their point across.
 
In our face-to-face workshops, we often set up a ‘parking bay’: a piece of flipchart paper to note down any discussions we have to cut short, or issues that haven't been resolved. We invite everyone to come up and write down anything that matters to them, at any point – and we always capture any ‘parked ideas’ in our notes after. This makes it so much easier to move on and keep to time.
 
In many ways, this is even easier online. You can ask people to use the chat box on Zoom or Google Meet to note anything they want to come back to later – which they can either do anonymously by sending a private message, or publicly for everyone’s benefit.

A workshop isn’t a workshop without a whiteboard, coloured pens and your own weight in post-its. Capturing information visually is important for keeping people engaged - but typing notes in a document on a shared screen REALLY doesn’t cut it.
 
We’re huge fans of Miro – a free virtual whiteboard tool that's the next best thing to a big wall and half a stationery shop. Miro allows you to capture the output from a session way more creatively and collaboratively - you can easily move post-its around, group ideas together, or invite everybody to add their own annotations.

One thing I've found with shorter online workshops is that you inevitably make slower progress and need more patience. An initial session with a group of passionate people will literally fly by - fine if it's the first session on a busy agenda, but it can be more unsettling if that's all you've got time for that day or week.

If you’re planning an online workshop or a series of sessions, always share a clear agenda (that you stick to) and a quick list of planned outcomes in advance. I often start a session by saying something like “This week is all about getting all your concerns and questions out in the open – then next week we’ll start working on answers”, which is a great way to build trust and understanding with people from the outset, and avoid unrealistic expectations.

When you think about it, using Zoom isn’t really like meeting people face-to-face at all. It’s unnatural and intense to have everybody staring at you the whole time, all while looking at a mirror image of your own face.
 
Fortunately, platforms like Zoom give you plenty of options to dial down the intensity, for example hiding your own video, only viewing the person who is actually speaking, or turning your camera off for a break. Resizing the screen so people's heads are closer to the size they'd appear across a table, rather than taking up most of your vision, also really helps. Simply showing people how to use these options – and encouraging them to use them if they need a break - instantly makes it easier and more comfortable to participate online.

Shameless plug here, but I love seeing how much more people get out of sessions when they don’t have to worry about taking notes themselves, keeping to time or reminding people when to shut up.

Often, before we run a workshop with an organisation, they’re concerned about how much they’ll get out of it, or whether one person will dominate. But with the right planning and a few ground rules, it's almost always much more enjoyable and productive than they expected.
 
If you’re struggling to get people to engage positively or keep to time - or even if you just want to be able to dive in fully as a participant yourself - an independent facilitator is usually well worth it, whether you’re meeting online or face-to-face.

In 2020, we witnessed digital transformation and innovation like never before. In response to Covid and social distancing, charities and social enterprises of all shapes and sizes were forced to find a way of delivering services online, or stop them altogether.

In mere weeks, organisations overcame barriers that previously seemed insurmountable - with software, skillsets and service user confidence. The results have been truly amazing. Organisations have been able to reach more people, more quickly, and potentially more cheaply than ever before. And many have found digital to be a great platform for their advocacy work - suddenly they’re able to voice their community’s needs and influence policy on a national rather than merely a local level.

Yet is everything quite as rosy as it seems? What about the people who can’t or simply aren’t accessing services online? Are you inadvertently at risk of leaving people behind and exacerbating inequalities? And if so, what does this mean for your long-term impact, strategic objectives and ability to access funding?

Covid-19 has significantly increased inequalities in many communities, with a growing digital divide. All too frequently, the people who are most in need of support are also the most digitally excluded:

• They lack essential hardware such as tablets, laptops and smartphones
• They have insufficient data (an hour on Zoom could use up a whole month’s data allowance)
• They lack digital skills and/or confidence

This is a particular issue in primary care and education settings. While local authorities are attempting to address this by providing essential equipment, distribution is far too slow - even now, we are nowhere near the point where every child has a laptop. Free on-site digital training from businesses (such as banks) is currently not available due to social distancing measures, and even after lockdown could remain inaccessible for those who are most vulnerable.

Overcoming cultural, language and confidence barriers is much more difficult online. ‘Shoulder to shoulder’ activities (such as cookery clubs and Men's Sheds) are amazingly effective at encouraging people to bond, open up and share concerns in informal settings, while doing activities. This simply can’t be replicated in a Zoom call where people are forced to maintain eye contact and feel much more self-conscious.
 
Digital delivery introduces new safeguarding and privacy concerns that disproportionately impact people on low incomes. What if you need urgent support to protect you from domestic violence or deal with a personal health issue, but live in a small flat and are always within the earshot of family members? Or how can you make the most of online exercise classes if you have no space, facilities or privacy at home?

We are all overwhelmed by more screen time than ever before - adults are working from home and young people are home schooling. This leads to significant fatigue and is another big barrier to engagement, even for services that in theory work well online.

​Some of our course participants are now exploring the idea of creating ‘digital community hubs’ for vulnerable people who lack the technology, expertise or space to access digital services at home. These hubs would be confidential and Covid-secure spaces for people who need drop-in style digital support and free WiFi connections.

Hubs could be set up in existing community facilities such as libraries, or make use of currently empty buildings such as offices or co-working spaces. To make this happen, local community organisations would need to pool their resources and collaborate on funding bids in order to secure spaces, equipment and staffing. While hubs would cost money, they might enable organisations to make savings by closing some services or facilities that they currently fund in their entirety.

To foster a collaborative approach, every community would ideally need a ‘digital coordinator’. Organisations also need to collaborate better in terms of sharing data and learning about digital exclusion, and pilot solutions.

Nobody on our course was currently aware of any significant funding to specifically tackle digital exclusion. Grant funding will be esssential to pay for tangible things like equipment, WiFi connections and data allowances, as well as the additional staff time needed to map out people's needs, adapt services and trial new solutions.

There's a real opportunity for in-kind support too - for example tech equipment and training from companies, and cooperation from mobile phone companies to provide data allowances and devices with pre-installed platforms that minimise data use. Discussing this issue with your suppliers and corporate supporters may be an important first step.

Corporate fundraisers often experience frustration that companies are more willing to give time and ‘things’ than donations. Here’s a tangible opportunity to ask for readily-available equipment that can make an immediate difference - though with many companies severely impacted by the pandemic, the timing could be tricky.

It's clear that we haven’t fully got to grips with the scale of the problem of digital exclusion - there's a lack of awareness among policymakers, a dearth of research to understand it, and a scarcity of funding to overcome it. The organisations that we're working with felt that a coordinated response from the voluntary sector, including support from infrastructure and advocacy organisations, will be needed to:

• Raise awareness and lobby for urgent funding from central government and local authorities.
• Campaign for change in primary care settings (for example, warning GPs about the limitations of taking a digital-only approach).
• Increase support and training so that grassroots organisations can digitally transform in a more accessible way.

There's arguably never been a tougher time to fundraise, so we all need all the help we can get. We've assembled this list of handy tools that weren't designed for fundraising, and aren't widely used by fundraisers (as far as we know), but will definitely enable you to save time and/or raise more money. The vast majority of these tools are either free, or have a free basic package...

Visualping is a tool that detects changes in webpages and automatically sends you an email notification. You know those times when you’re waiting for a funder to re-open applications or finally unveil their new strategy? Stop checking their website repeatedly and start using Visualping to alert you as soon as it's updated.
 
Cost? Free to monitor up to two pages simultaneously. Paid packages start from $4 per month.

Hemingway reviews your writing to make it bolder and clearer, and identify readability issues. Just copy/paste written text into the box and it flags common issues such as sentences that are hard to read, and words that have a simpler alternative.

​This isn’t a perfect tool because of course it doesn't know the context in which you’re writing or who the recipient is. However it’s still a great starting point for reviewing the first draft of a funding application, fundraising appeal or report.

Cost? Their website tool is free.

When you've spent hours labouring over your written work, spotting mistakes is harder than it sounds. Using a read aloud tool such as Natural Reader to listen to what you've written will give you a better chance of spotting errors that the eye skips over.

Cost? Natural Reader is completely free. There’s also an in-built read aloud tool in newer versions of Microsoft Word.

Yesware tracks emails that you send and notifies you when they are opened or when certain links are clicked. It’s primarily for sales professionals but can be helpful if you’re sending funding pitches or introductory emails to funders. No need to sit there wondering if your email actually made it! I haven’t used this one for a while, but they state that it’s fully GDPR compliant.
​
Cost? Prices start from $14 per month, so may only be worthwhile if you’re sending a lot of cold approaches that you need to monitor.

Crystal is easily one of the most effective and terrifying tools that I’ve come across. It analyses publicly available information about people (including their published written work) to provide insights about their personality type. Based on this, it gives you tailored recommendations about how to communicate with them, such as how to phrase things in emails.

This is helpful if you’re contacting someone that you don’t know very well and really need to catch their attention. I first used Crystal a few years ago and did the obvious thing of searching my own personality type. I thought the observations were way too harsh, but my partner thought they were bang on, so there you go!

Cost? Free package provides a limited number of recommendations each month. Pro package is $29 per month.

Many people will already know Hootsuite as a very handy social media scheduling tool, but it’s also great for “social listening”. You can set up search terms which allow you to track conversations related to your cause or a topical issue. ​You can then join in those conversations or just use them to tailor your communications to what people care about - great for digital fundraising.
​
Cost? Using Hootsuite for scheduling is free, but social listening is a paid feature.

Canva is also well-known, but it’s too useful and versatile not to include here. As a design package, it’s so easy to use that even a complete amateur (and I’m definitely one!) can create decent designs. I’ve used it to make social media graphics, website banners, presentation templates and infographics – which are amazing for visually demonstrating statistics and concepts that would take a lot of words in an appeal or funding application.
​
Cost? Their free package comes with over 8,000 design templates in 100 categories. Canva Pro starts from £8.99 per month, but their Canva for Nonprofits programme gives free access to registered charities and CICs.

Finally, a tool that might be more useful than ever as people settle into another period of home working. StayFocusd is a Chrome browser plug-in designed to boost your productivity.

​If you’re struggling to focus on that all-important report or funding application, you can block all other websites to prevent your mind wandering. StayFocusd is customisable, so you can select which websites to block and for how long. They have a ‘nuclear option’ which, once activated, can’t be reversed until the time runs out!
​
Cost? Free, which is probably for the best.

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:

• Community Fundraising & Events: Louisa McLellan (Community Fundraising Manager, British Red Cross)
• Individual Giving: Harpreet Kondel (Consultant, Fundraising Specialist Ltd with recent senior individual giving roles at Mencap, Age UK & Animals Asia)
• Corporate & Major Donors: Lottie Donovan (Freelance consultant & formerly Watershed Bristol)
• Legacy Fundraising: Claire Routley (Consultant, Legacy Fundraising Ltd.)
• ...and I also did a presentation on Trusts & Foundations​!

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.

​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.

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.

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.

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.

​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.

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...

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

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

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

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

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

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

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

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

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

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

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

Demonstrate how you gather structured feedback

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

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

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

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

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

No one person has all the right answers

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

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

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

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

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

You need to debate, make and document difficult decisions

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

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

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

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

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

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

Fundraising success depends on the whole organisation

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

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

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

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

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

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

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

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