Starting an Individual Giving programme · Why is Individual Giving important for fundraising? ......

Starting an

Individual Giving

programme

FAUZIA MALIK 2016

Me!

Why is Individual Giving important

for fundraising?

It can help to build unrestricted income – which is

important for flexible funding of services for

beneficiaries

Small regular donations helps charities plan for the

longer term

It builds a connection with the public in a way that

can engage and build an important emotional link

with the charity

It’s a great way to spread awareness of the issues

that we are all trying to solve

We’ve had a difficult year

4

Total amount raised by the UK

public in 2015

UK Giving annual giving survey 2016 (CAF) - key

highlights: the UK is a very generous country and

supports a range of good causes through challenge

events, bake sales, donations, sponsorships, raffles,

lotteries, membership fees and legacies

In 2015 the UK population donated a staggering

£9.6 billion to charities that they support

2 in 3 (67%) have given to charity in the last year

Most popular causes: 1st Children and young

people, 2nd Medical research, 3rd Animals

Steps towards setting up your

programme

Objectives

Mission

Case for support

Case studies

Where will the money go?

Measuring the results

Impact reporting

Target audience

What do you know about your supporters?

What do they look like, demographic profiles and build pen portraits

Test and pilot messages about your cause –what resonates with your target audience? What do they care about the most?

Are you targeting a warm or a cold audience?

Consider the internal and external audience when developing key messages

How will this activity appear to internal stakeholders (include your volunteers in this group)

Send out regular surveys to your supporters to understand their motivation for supporting your cause and what they would like to hear more about

Sandra

8

Travels

69 y/o

Retired

Rents home

Friends & family

Craft

M&S shopper

No higher education

Nurse

No HNW friends

Euan

9

Getting Married

32 y/o

Football supporter

Cycling

home owner

NetflixPubs &

craft beer

Politically engaged

University educated

Friends and family

Full time work

Media

What media is right for your message – this will vary

and will depend on who you are targeting

Consider the complexity of your message

Will it come across well visually? Inserts

Would you like to covey a more in-depth message

and build a deeper case for support – direct mail

Speak to peers and benchmark your pilot activity

prior to testing out your plan

Great propositions

that resonate with

donors

Urgency!

Why are you

fundraising, and

why now?

Missing Gorilla – feared

dead…..

The best performing

proposition for the

Gorilla Organization

Raised £39,000 vs.

£25,000 target

Tangible and urgent need

Why would people

consider giving to your

cause?

What is the problem?

Shopping lists

What are we tackling?

15

POVERTY

NEGLECTLONELINESS

Loneliness and isolation

16

Engaging….

Case studies

People give to people – which helps to build

emotional engagement

Case studies dramatise the problem that we are

trying to solve

They can help raise money!

https://www.youtube.com/watch?v=OT5Q1Mk9jUc

People give to people – the

power of one

Where does the money go?

For every £1 spent

85p – Advice, befriending and

campaigning

9p – fundraising

6p – investment management and

governance

20

Using social media

Use of email

Face book

WhatsApp

Twitter

http://msf.me/1WIxxOk

Drivers of commitment and loyalty

Reference: Donor retention: What do we know and what

can we do about it? Sargeant and Hartsook 2008

Trust is directly linked to building loyalty:

It is the belief that the charity is making the most efficient use of it’s funds; and having a positive impact in the area in which it is working which builds trust

Donor journey planning

This is what your

organisation may feel like

to a new donor

Communications should be:

Timely

Relevant

Review frequency of contact

NEW F2F RECRUITS – WELCOME PHASE DIGITAL SUPPORTER

JOURNEYNew F2F supporter (Welcome pack at

point of sign-up

Email 1 - ‘Welcome to IA’ email 1 week

after sign-up & thank you email

Email 2 – Video

Email 3 - Blog

Email 4 – Survey Email 5 – Case study

Email 6 – Current campaign action

Email 7 – Impact

Feed into monthly E-newsletter cycle

Smart

objective:

• 10% of

donors give

2 online

donations in

6 months.

Timings:

2 weeks between emails

No postal contact for 6

months

Learn

Set-up the results and evaluation framework at the

start of the planning phase and evaluate the results

What was the result vs. target, what can be tested

next time and what would we do differently

Act upon the learnings and set new KPIs

Share your findings with your organisation and bring

them along on the journey

Let people know how their

donations have helped support the

charity

• Annual review

• Supporter

newsletter

• Thank you letters

• Website

• Social media

Supporter promise

Treat your donors well they are your ambassadors as well as give you donations

Honour promises to donors about how their money will be used

Communicate the values of the charity not just the content of service delivery to beneficiaries

Review your supporter charter/promise

Data compliance & data protection

If a donor has queries or questions ensure they receive quick and efficient service by well briefed staff.

All feedback is good, if there is a complaint or a mistake explain and apologise, and make it right for the donor

Crisis? What crisis?

Lots of things are changing and there is a lack of

clarity

We still need to fundraise

The need is great and the focus is on the plan and

getting it right for donors, beneficiaries and the

charity

Questions?

Good luck and keep in

touch…

Fauziamalik75@yahoo.co.uk

Linked in

Skype: fauzia.malik96