Working without a PFO Ruth Freeman Director of Income Generation and Marketing The Myton Hospices...

Working without a PFORuth Freeman

Director of Income Generation and Marketing

The Myton Hospices

(Payroll Giving Anorak!)27th June 2011

Payroll Giving The background

• Effie Bentham (supporter of Barnardo’s) introduced the Farthing league in 1905

• Concept- high numbers of factory workers each giving a little to make a big difference

• By 1930 raising over £ 45,000 per annum for Barnardo’s

• By mid 80’s raising £ 4 million per annum,

• and not a PFO in sight ….

Why did it work ?• Small amounts donated

(pence rather than pounds)

• About the collective difference

• It was personal (about the cause)

• Messages were simple

• Promotions were F2F

• Promotions were fun

Payroll Giving Today• Moved away from the ‘workforce making a

collective difference’ concept

• More about the giving mechanism than the giving itself

• Focus on the benefits to the donor

• Perceived PFO ownership

• Works well for large charities with a strong brand and companies wanting to offer a choice

Making

it

work

For you!

Myton’s story • Started PG end 2007 (pre and post tax)

• Run 8 significant campaigns

• 402 Payroll Givers

• Average take up rate 51%

• £ 111,631 over 3 years +

• £ 22,622 in matched giving +

• £ 4,622 in Gift Aid +

• £4,321 Other company giving

• Total £ 143,196

What we did first • In depth profiling of corporate supporter data

base to identify companies:– with a PG contract– where employees have supported previously – with clear CSR goals– with current or past COTY partnerships

• Detailed research into identified companies– Workforce profile– Skills mix

What we did next• Contacted companies for appointment

• Asked for 10 minutes

• Talked about 20% of employees raising

£ 1,000,000

• Invited interested decision makers to hospice and showed them around

• Talked about the best scheme for them

• Talked to payroll departments

• Involved them in the promotion

Developing a campaign • Make it relevant to type of giving and

appropriate to cause– If everyone at Joe Blogg’s and Son gives Just

£ 1 per week we could ……..– If just 20% of the Coventry workforce gave just £1

per week we could run our services for…..

• Tailor product and level of ask to company needs – be flexible and creative

• Don’t call it Payroll Giving

Bespoke campaigns

Planning the promotion• Key messages

– ‘You can make a difference’ – ‘Be part of something special

– You can be a stakeholder’

• Make the materials attractive and engaging…..

• Run teaser campaigns

• Give out fun incentives

Tailoring the ask

• Lower the ask if appropriate – don’t go in too high

• Opt out schemes might be coming back so lower ‘asks’ may keep people in!

• Better to have 100 people giving 20p than 10 giving £ 1

Donor Care • Send thank you to all new donors

• Notice and acknowledge lapsed donors even if it’s just to say thank you for support

• Keep companies in the communication loop

• Send at least an annual Thank you to companies and employees

Case Study 1

• Small engineering company in Coventry – 42 employees

• Met FD and told him about the new hospice invited him + staff to come and have a look at hospice

• Put up pre- campaign posters about hospice

Results • 37 people seen

• 32 signed up (86.4%)

• Annual Value = £ 1,768

• Gift Aid = £ 442

• Other support = £ 1,365

• Total value over 3 years = £ 7995

• Promotion costs = £ 960

• R.O.I = 832 %

Case study 2 • Medium sized company in Coventry 150

employees

• Invited MD to hospice

• He was already a supporter so agreed to match fund any donations

• Invited us to do presentation at staff meeting

• MD told staff he would match what ever they gave

Results • Saw 89 people

• 58 signed up (64%)

• Annual Value £ 3016

• Gift Aid = £ 754

• Matched Funding = £ 3016

• Total Value over 2 years = £ 13,572

• Promotion costs £ 380

• ROI = £ 3571%

Lessons learned • Post tax schemes work well where the

relationship is exclusive

• Gift Aid on PG works

• Grossing up Pre- tax schemes works

• If using own mandates check design with the agency first

• Get the number of canvassers / FRs right

• Promote events at promotions

Some top tips• When targeting a particular company ask

your staff to talk to friends and relatives that work there

• Ask individual donors (especially the good ones) to introduce you / and or PG to their company

• Invite decision makers and then staff to visit your project

Payroll Giving is a great way to achieve strategic goals if you……..

• Treat it as an opportunity to talk to companies and develop corporate partnerships

• Incorporate it into all COTY partnerships • Develop good donor care programmes• Encourage supporters to feel like Stakeholders in

the future • Develop matched giving initiatives • You are looking to fund new projects

The future • Commissioned qualitative research

• Planning low value ask campaign

• Local consortium

• Target small to medium sized companies

• Target Company Directors from Major Giving list

• Marketing campaign designed by supporting company

In summary

• It really can work for you

•Don’t miss the boat