Introducing Let's be Heard

www.letsbeheard.org.uk [email protected]

Raising Funds ~ Raising Awareness

introducing

Let’s be Heard

An introduction to Working with Charities



Is this book right for me ?

This booklet provides an introduction into how Let’s Be Heard can work in partnership / conjunction with organisations with a view to raising funds and raising awareness for specific charities. It is intended for management purposes to give an overview on the operation of Let’s be Heard, and the involvement / commitment required from the charity in question if they are considering a project(s) in partnership with Let’s be Heard. It is not produced to provide information to consumers, clients or the general public.

Further information on any of the topics covered are available from Let’s be Heard, 31 Southerton Gardens, Kirkcaldy, Fife, KY2 5NG Tel: 01592 201431 or by email to: [email protected]


Contents …

1Introduction 2Objectives 3Management

4Show Time 5Summary 6Appendices


“My heartfelt gratitude to all involved with Let’s be Heard”

Sue Barker MBETelevision Presenter

“Raising Money for good causes can can be great fun”

Jim LeishmanDunfermline Athletic FC

“This is a great idea, music is a powerful message”

Dave PriceWave 102 FM

“We loved the opportunity to sing for a very good cause”

David SangsterForth Valley Chorus

“I like …What a great project ! ”

Gary AdamsMusic Theatre Scotland

“Great choice of venue so you’reoff to a great start ! ”

Bill MairON Fife

A few words from some of our supporters …


1Introduction

Introduction …

Let’s be Heard is a 100% volunteer led initiative to raise awareness and generate funds for charities, and charitable causes by producing and promoting shows / concerts on the amateur stage.

The Let’s be Heard concept was formed and piloted in 2012. It is now proposed to roll the brand out to a wider geographical area, and offer the concept to a wider charity base. The name “Lets be Heard” was adopted for the concept for the following reasons … • Entertainers generally want to perform (and be heard !!!) • Most Charities have an important message that they want to be

heard This document describes how Let’s be Heard can work in conjunction / partnership with, and to the benefit of a specific charity


1Introduction

How it Works …

“Let’s be Heard” co-ordinates and oversees a programme of shows / concerts, predominantly - but not exclusively, light musical entertainment, interlaced with dance and stories presented by well known celebrities. The shows are run and produced by volunteers, all of whom have an interest in either performing or producing shows, or simply wishing to help behind the scenes in a variety of manners. A number of shows were produced during 2012 and discussions are in progress re productions in Dundee & Glasgow early in 2013. Future venues will be announced shortly and it is hoped that “Lets be Heard” events will be held throughout Scotland and the wider UK, culminating with large scale grand concerts when many of the performers from individual shows will be brought together on one huge stage, in a grand fund raising extravaganza.


2Objectives

The Let’s be Heard Objectives …

The following are the basic objectives of the Let’s be Heard concept, and all procedures and operations are geared to maximise these objectives.

• To raise considerable funds for the specific charities with whom Let’s be Heard is working in partnership.

• To minimise expenditure wherever possible in order to maximise revenue generated for the charity / cause.

• To increase exposure and awareness for the specific charity.

• To create an event that is seen to be associated with the charity

• To create a scalable event that can grow and be readily replicated

• To encourage new supporters of the Charity involved


2Objectives

The Let’s be Heard Objectives in Detail …

To raise considerable funds for the specific charities with whom Let’s be Heard is working in partnership.

It is not applicable at the early stage of considerations to set a fund raising target for each of the events until location(s), support, management & volunteer structure etc. are more defined. It is however proposed that each concert attract 200 to 400 ticket purchasers, and that there will be additional fundraising activities / features associated with each event. On an on-going basis however, and once events are defined, in order to measure success / benefit, fundraising targets will be set for each event. Notwithstanding the foregoing, Appendix 1 details potential income from a venue with capacity of 300.


2Objectives

The Let’s be Heard Objectives in Detail (cont. /)

To minimise expenditure wherever possible in order to maximise revenue generated for the charity / cause.

A number of initiatives and operating procedures have been put in place in order to minimise expenditure, and thus maximise the revenue generated for the charity, including …

• On-line booking / reservation system and ticketless events to avoid printing costs etc.

• Video Conferencing facilities to minimise time commitment of volunteers, meeting time, travel costs etc.

• On-line printing of programmes, poster campaigns etc. to minimise printing costs.

• Email campaigns, social media marketing, press release PR programme etc. all to minimise publicity costs.


2Objectives


To increase exposure and awareness for the specific charity.

It is a fundamental consideration that the charity’s name and cause be given maximum exposure.

It is however deemed critical that each event should be fun and enjoyable and should be promoted as such.

Some participants will become involved simply because it is fun to do so, and not because they have any allegiance to the charity in question, but their involvement will undoubtedly “spread the word”.

Pre Show and follow up PR campaigns will help increase the exposure for the charities.


2Objectives


To create an event that is seen to be associated with the charity

Ownership / Association with the event will be important as the concept grows. An ideal scenario would be when one mentions the concert name it is readily associated with the charity’s campaign.

To create a scalable event that can grow and be readily replicated

There are a number of similar concepts currently operating in the UK (ie Rock Choir) where the original idea is replicated at numerous locations. While it is not intended to create another Rock Choir, the concept should be able to be readily replicated, without the need to “re-invent the wheel” every time. A longer term objective is to bring many acts and shows together into one large venue for a major fund raising event.


2Objectives


To encourage new supporters of the Charity involved

In order that Let’s be Heard, and other initiatives adopted by the charity continue to grow, it is important that support is not always dependent on the same personnel, company’s and commercial organisations. As the concerts are introduced to new areas, towns and cities, efforts should be made to encourage and retain new support.

Our Fundraising Charter ….

The foregoing objectives, and our operating procedures are all undertaken in accordance with our “Fundraising Charter” as detailed in Appendix 2 to this document.

Separate or additional copies of our Fundraising Charter are available on request.


3Management

The Management Team

The following chart (fig 1) illustrates the time line / sequence to move from inception to live projects. In order to progress matters, a small management team is required with representation from both “Let’s be Heard” and “The Charity”. It is suggested that two members from each form the management team, and that team will drive forward all events / shows for the charity. The management team require the moral support of senior management within the charity, and the authority to work seamlessly and efficiently with various divisions / departments within the charity’s organisation. (ie PR, Social Media, Fundraising Teams etc) The management team will report on a regular basis to the Charity’s senior management.


4Show Time

Getting the “Show on the Road”

Experience from the pilot projects demonstrated that an early priority is given to ascertain suitable locations and venues, and set provisional dates for future potential shows.

A set “Venue Checklist” is utilised to ascertain the suitability of each venue considered, checking fundamental issues such as cost, disabled access, car parking, reputation / suitability for the proposed show, exposure, etc. The Marketing / PR campaign then sets out to attract the volunteers who will undertake to produce the show, and identify suitable potential acts / performers who meet the criteria which will help us satisfy the set objectives of Let’s be Heard and the Charity. Early confirmation (or intention) of Celebrity Support is beneficial at this stage and will greatly assist all future stages of the promotional programme.


Getting the “Show on the Road” (Cont. / )

Form Management Team

Let's Be HeardCharity RepresentationProduction Team (when formed)

Identify Location (s)

Venue ?Population ?Support ?Logistics / Facilities ?Set Provisional DatesSet Budget Targets

Attract Production Team

PR Campaign• Press• Radio

Social MediaVenue Contacts

Identify Performers

PR CampaignSocial MediaProduction TeamVenue ContactsCelebrity Support

Attract & Promote Sponsorship

Contact Lists• Management• Production Team• Performers

Web Sites• Let's be Heard• Charity

Fig 1 ~ Getting the Show on the road

4Show Time


The PR Campaign

In addition to general PR activity generated by Let’s be Heard, each show will have a media / PR campaign built around the key elements in the calendar from show inception through to actual performance and beyond, including reporting on the success of the event, funds raised, sponsorship acknowledgment etc. It is vitally important that the charity’s own PR team is intrinsic in such proposals and active in generating maximum exposure, while avoiding unnecessary duplication of information to media representatives. A Press Pack for each show will be prepared, highlighting the Charity’s work, previous successes, as well as the objectives of Let’s be Heard. A PR campaign template has been created as a separate document to this report.

4Show Time


Sponsorship

With the show defined, and performers / celebrities in place, efforts to attract sponsorship, and thus minimise financial risk, can now take place. A substantial element of the fundraising will be generated from sponsorship income. Sponsorship will also provide benefits by increasing exposure, generating ticket sales etc.

Fig 2 ~ Sponsorship Brochure

A separate sponsorship programme has been published in respect of the shows produced to date, and this is available on the Let’s be Heard web site at www.letsbeheard.org.uk Similar publications will be produced for each show.

4Show Time

http://www.letsbeheard.org.uk/


Sponsorship (Cont. /)

Sponsorship opportunities include …

• Main Show sponsor• Programme Sponsor• Performer Sponsorship• Raffle Sponsor• Programme Advertising• Web Site Advertising• Good Luck Message• Etc. etc. etc …

As soon as events are defined, a campaign to attract sponsorship will be actioned, as defined in the promotional procedures and PR template.

4Show Time


Promotion

Promotional activity for all shows will be wide and varied, dependent on the type of show, venue, performers, etc.

Ticket sales are fundamentally important to the success / failure of each event, and considerable activity is needed by all concerned to maximise this aspect. Although one of the aforementioned principal objectives was to generate new supporters, it is expected that the charity will adopt all necessary means to attract existing supporters, (mailing lists, newsletters etc.) and thus generate maximum attendance / atmosphere at each event.

It should also be borne in mind however that aside from promoting each show and thus attracting ticket sales, such promotion will obviously increase awareness of the charity, and as such is an important element in achieving the objectives set out previously.

Cont./

4Show Time

Fig 3 ~ Let’s be Heard Song on CD


Promotion (Cont. /)

The following outlines only some of the potential promotional methodology.

• PR Campaign, Press releases etc.• Radio Interviews etc.• Social Media Campaign• Web Site activity

Let’s be Heard Web siteThe Charity’s Web SiteThe Performers Web Sites

• Venue Publicity• What’s on Guides etc.• Mailing Lists ~ Let’s be Heard & Charity’s• Promotion via artists & volunteers

Fig 4 ~ Let’s be Heard Web Site

4Show Time


Technology

Technology is adopted wherever possible to enhance the efficiency of the Let’s be Heard organisation, streamline communication, and reduce overheads in both monetary value and time / travel commitment by all the volunteers, thus providing maximum return for the Charities. Examples of technologies adopted include video conferencing for meetings and discussions, online forums for records of conversations etc, online ticketing system for shows, email distribution of press releases, mailings etc, newsletters & blogs, and the use of twitter, facebook and other social media sites for promotion and awareness building.

4Show Time


Technology (Cont./ )

Video Conferencing

Let’s be Heard subscribe to “zoom.us” as the main platform for video conferencing and communication, allowing composite meetings to be held simultaneously with 2 – 15 participants. zoom.us is a cloud-based HD video meeting service that facilitates conferences, meetings, screen sharing for presentations etc. Meetings can be scheduled, with participants invited to attend, or indeed instant meetings held with attendees invited to join / participate where appropriate.

4Show Time


Technology (Cont./ )

Ticketing

Let’s be Heard operates a comprehensive email ticketless / booking system for all concerts designed to reduce printing costs and thus maximise revenue for the charity. The online system is adopted in conjunction with “Ticket Source” which has the following benefits …

Tickets can be reserved & paid for on the Let’s be Heard web site, with links from social media sites etc. Links to the ticketing / booking system will be included on the charities own web sites and social media sites to increase exposure and ticket purchase take up. The system allows for telephone booking, cash payment, etc. for customers not wishing use the online system.

4Show Time


Technology ( Ticketing Cont./ )

The comprehensive system caters for complimentary tickets for guests and invitees. Seat allocation can be adopted where applicable for certain venues, with dynamic seating plans and availability showing online. Email tickets can include a bar code, allowing scanning at the ticket desk for verification etc. Tickets can include advertisements from “Show Sponsors” etc. (see section on sponsorship) All ticket revenue from online sales is transferred directly from “Ticket Source” to the charity’s bank account on the Monday following the show. Let’s be Heard does not handle or receive revenue generated from online sales. Full reports on all ticket transactions, client contact information etc. is available for future marketing activities by both Let’s be Heard and the Charity’s own initiatives. (subject to client approval)

4Show Time


5Summary

Summary

The foregoing document outlines only some of the Let’s be Heard principles and operating procedures, in order to provide individual charities an initial impression regarding how Let’s be Heard can work for them, and what would be required to be provided / committed by the Charity. We are however committed to raising funds on a volunteer basis, and would welcome discussions with any charity with a view to tailoring specific requirements to suit individual needs. We look forward to talking with you. Stuart Rennie ChairmanLet’s be Heard October 2012


6Appendices

Appendix 1 - Typical Budget

The following budget is provided for illustration only, and shows a net income to the charity of £3,213.00. Actual budgets / targets are produced for each event.

The following assumptions have been made in this illustration …

Venue Capacity ~ 300 (Occupancy Rate 80%)Income Rates / prices are theoretical, and as outlined in the detailed make up

Income

Ticket Revenue £2,178.00

Programme

Sales £180.00

Adverts £450.00

Sponsorship £1,250.00

Raffle £180.00

Exit Collection £120.00

Total Income £4,358.00

Expenditure

Venue

Hire £400.00

Equip. £245.00

Stewards £50.00

Miscellaneous £450.00

Total Expenditure £1,145.00



Net Income to Charity £3,213.00


Appendix 1 - Typical Budget Build Up

Income

Assumed Venue Capacity 300Assumed Occupancy 80% 240

Ticket Sales

Suggested Ticket Prices Adult £10.00Conc. £8.00Child £5.00Family (4) £25.00

Sales 70%Adult £1,680.0015%Conc. £288.00

5%Child £60.0010%Family £150.00

Ticket Revenue £2,178.00

Programmes

Suggested Programme Price £1.00Assumed Purchase percentage 75% 180

Sales Revenue £180.00

Advertising

4 1/4 page £50.00 £200.002 1/2 page £75.00 £150.001 full page £100.00 £100.00

Advertising Revenue £450.00

Programme Revenue £630.00

Sposorship Packages

1 Main Sponsor £500.00 £500.001 Programme Sponsor £150.00 £150.004 Performer sponsor £50.00 £200.005 Message £20.00 £100.004 Web Adverts £50.00 £200.001 Raffle Sponsor £100.00 £100.00

Total Sponsorship £1,250.00

Raffle

Suggested Raffle Price £1.00Assumed Purchase percentage 75% 180

Raffle Revenue £180.00

Exit Collection

Person Ave. £0.50 £120.00

Exit Revenue £120.00


Expenditure

VenueAssumed Hire Rate £400.00

Potential Equipment HirePA £40.00Lighting £30.00OHP £15.0012ft Screen £20.00Piano £40.00Tuning £80.00Radio Mics £20.00

Equipment Hire £245.00

Stewards

4 Stewards @ £12.50 £50.00Steward Costs £50.00

Total Venue Expenditure £695.00

Miscellaneous Expenditure

Programme Printing £150.00Poster Printing £100.00Contingency £200.00

Total Miscellaneous £450.00


6Appendices


Appendix 2 - Our Fundraising Charter

Our Fundraising Charter

Let’s be Heard is keen to operate to a level of standard capable of scrutiny and audit, and will encourage all our partners, volunteers, and charitable organisations with whom we work to do likewise. Let’s be Heard have created and operate within set procedures and guidelines outlined in the following fundraising charter.

We Are Committed to High Standards

We believe that everyone is entitled to the highest standards of service. Let’s be Heard will do all we can to encourage the fundraisers, volunteers and the charities with whom we work to provide the highest levels of service and commitment by complying with this charter. We comply with the law including those that apply to data protection, health and safety and the environment.

We Are Honest and Open

We tell the truth and do not exaggerate. We do what we say we are going to do. We will answer all reasonable questions about our fundraising activities and costs. Please contact us at [email protected] or through our website at www.letsbeheard.org.uk if you require further details, or require further information on our fundraising activities. We undertake to respond to every question at the earliest opportunity.

We Are Clear

We are clear about who we are ….

Cont. over / ….

6Appendices

mailto:[email protected]

http://www.letsbeheard.org.uk/


Appendix 2 - Our Fundraising Charter (Cont./..)

We Are Clear

We are clear about who we are, what we do and how your donation or any funds we receive are used. All funds raised on behalf of any charity are passed to that organisation. Neither Let’s be Heard, nor any of it’s representatives, benefit financially in any respect from any of our activities.

Where we have a promotional or partnership agreement with a commercial company, we make clear how much of the purchase price we receive.

Any purchases made through our ticketing system providers are subject to an administration charge levied by the providers. Let’s be Heard does not receive any of the administration charge.

We Are Respectful

We respect the rights, dignities and privacy of our supporters and beneficiaries. We will not put undue pressure on you to make a gift or purchase and if you do not want to give or wish to cease giving, we will respect your decision. If you tell us that you don’t want us to contact you in a particular way we will not do so

We Are Fair and Reasonable

We take care not to use any images or words that cause unjustifiable distress or offence. We take care not to cause unreasonable nuisance or disruption

We Are Accountable

If you are unhappy with anything we’ve done whilst fundraising, you can contact us to make a complaint. We have a complaints procedure, a copy of which is available on request. We undertake to endeavour to resolve your complaint at the earliest opportunity.

6Appendices


Appendix 3 - Profile on Stuart Rennie

Stuart Rennie is the founder and chairman of Let’s be Heard, committed to raising funds and awareness for charities on a 100% volunteer basis, ensuring that all funds raised go to the good causes that Let’s be Heard supports.

Stuart’s background is from the Sales & Marketing profession with over 40 years experience in the New Homes and Timber Frame industries. Stuart is a prolific fundraiser for charities.

Stuart has held Sales & Marketing Directorships at Group and Company levels for major house building companies, and was Managing Director of Lomond Timber Frame, the manufacturing division of the Lomond Group in Scotland until May 2011 when he resigned in order to concentrate on a consultancy role within the new homes / housing industry, and fundraising.

Stuart holds a simple belief that customers are entitled to a level of service that he himself would expect, and while acknowledging that his industry did not have a good track record in that respect, saw no reason why an exceptional level of service should not be achieved.

Stuart has a number of achievements / awards to his name including Best Small Business of the Year, Best Small House Builder, and in 2010 was shortlisted at the Green Business Fife Awards and achieved a commendation at the Homes for Scotland Awards in the Environment and Sustainability category for his work in Low Carbon and Energy Efficient Housing. Recent awards include the Green Apple Award for his work in connection with Dynamic Breathing Wall Technology along with being shortlisted in the Environmental Excellence category of the Scottish Home Awards 2011.

Stuart was the founder member and principal organiser of The Fife Ball. Held annually at the Fairmont Hotel, St Andrews, the Fife Ball was attended by over 400 guests and personalities, and generally raised in excess of £50,000 on the night on behalf of the Muscular Dystrophy Campaign.

The Fife Ball became acknowledged as one of the premier social events on the Fife calendar.

Stuart is Chairman of the Let's be Heard initiative which raises funds and awareness for charities,

6Appendices


Notes …


Raising Funds ~ Raising Awareness

Let’s be Heard

31 Southerton GardensKirkcaldyKY2 5NG

01592 20143107596 833013

[email protected]

An introduction to Working with Charities


Documents

Introducing Let's be Heard