Presented at the Annual Conference 2015

By Richard Radcliffe FInstF Cert

What is the future of Giving?

This is a

Combined with a

The Charity Sector163,000 charities

Total income £61 billion

•Corporate giving £1.6 billion

•Trusts and Foundations £1.9 billion

•Individual giving £10 billion

•Legacy giving £2 billion •Remainder from investments, assets and shops (turnover £964 million)•There were 20 billion asks for money last year – up 7 billion

Research into trust and confidence

• Trust in the sector has shrunk from 73% to 51% in the last year due to bad PR of BIG charities

• 66% of public are uncomfortable with fundraising methods

• Trust and confidence: 49% say “proportion of donation goes to the cause” and then 25% say “making a positive difference” is most important!

• Older generations have less trust than younger• Local charities trusted more than national and

much more than international.

Donors do feel like Quentin Crisp

“It is explained that all relationships require a little give and take.

This is untrue. Any partnership demands that we give and

give and give and at the last, as we flop into our graves exhausted, we are told that

we didn’t give enough”

Relationship fundraising

is an approach to the marketing of a cause that centres on the unique and special relationship between a non-profit and each supporter. Its

overriding consideration is to care for and develop that bond and to do nothing that might

damage or jeopardise it. Every activity is therefore geared toward making sure donors

know that they are important, valued and considered, which has the effect of maximising

funds per donor in the long term.

What do we mean by

• “Let donors know”?

• Important valued and considered?

• What is a relationship and who do you have one with?

• Do you want your bank, electricity supplier, home insurance company, local police, phoning you 4 times a year?

Relationships and Alpha partners

• Who do you like to “control” your relationship with your partner? You or your partner?

• Who do you like to control your relationship with your bank? You or your bank?

• Who do you like to control your relationship with your electricity supplier? You or your electricity supplier?

• Who do you like to control your relationship with the charity you support? You or your charity?

Relationship who wants one?

• With the exception of major donors I have hardly ever heard a donor saying they WANT a relationship. ONLY fundraisers want the relationship.

• Biggest joke amongst donors: have you seen the JOB TITLES they use?

For instance

• donor relations manager,

• supporter development,

• direct mail officer

• direct marketing team

• High value giving assistant

• Major donor fundraiser

• legacy and in-mem coordinator

Relationships are like sand held in your hand.

• Held loosely, with an open hand, the sand remains where it is. The minute you close your hand and squeeze tightly to hold on,

the sand trickles through your fingers. Held loosely, with respect and freedom for

the other person, it is likely to remain intact. But hold too tightly, too

possessively, and the relationship slips away and is lost. Kaleel Jamison

PLEASE CHANGE

• He who rejects change is the architect of decay. The only human institution which

rejects progress is the cemetery. Harold Wilson

18,000

• The average number of words we each speak each day.

How many are remembered by your donors?

• There are TOO many communications

FACT

• Our senses are bombarded with 11 million bits of data every SECOND

• Average person’s working memory can handle 40-50 bits.

• That means we ignore 10,999,950 bits of data every second we are awake.

• Our brain engages with only 12/5000 ads we are exposed to.

I have listened to

• Over 24,000 donors and very few are:– Happy– Well informed– Or aware of many, if any, outcomes

• A miniscule number are aware of: – Aware of income levels– Admin costs etc

• Most probably do not care NOW but…. We do not listen enough

Leaving a legacy

Is NOT a donation

It is an investment in the future.

They need, even yearn for, YOUR PERFORMANCE:

Outcomes

Finances

Governance costs

Fundraising ROI

Donors are intelligent

The future of giving is

This is the age of

The discerning, focused and thinking donor

Overcome their doubts

Invite them to be witnesses to your processes

•They won’t come but that does not always matter

•Explain how and why:– You fund raise– You use agencies– Every donor is not treated the same

There is no witness so terrible and no accuser so powerful as conscience which

dwells within us.Sophocles

•Get their feelings, their emotions and their conscience out in the open to get rid of doubts

Donors will

• Think more about their giving (they already are)

• They will be more investigative or

• They will stop giving

• They are increasingly stopping donations to BIG charities and

• Feel they can make greater impact with small or local charities

We must make them happy

And get their heads and hearts in place

Happy people have more

self esteem,

sense of control,

optimism for the future and

sense of purpose

And

Give twice as much to charity

Big 7 – factors affecting happiness

1 Family Relationships2 Financial situation

3 Work4 Community and friends

5 Health6= Personal freedom6= Personal values

Happitudes

• Women – family, mobility, social life, remembering the past

• Men – financial security for other halves and families

• Are you doing gender specific mailings?

What are sources of joy?

EatingSex

Exercise and SportAlcohol and other drugs

Success and social approvalUse of skills

MusicWeather and environment

Rest and relaxationHumour

Teamwork

Relationships here tonight

How many times

Do you want:

•Someone texting you

•Telephoning your room

•Emailing you

•Knocking on your door

•Touching you

Jean Jacques Rousseau wrote in 1762“I was led by inclination, even by passion, to

behave humanely, kindly and charitably as long as the appeal was only to my heart. A purely

voluntary good deed is certainly something I like doing. But when the recipient uses it as a claim

on further favours then charity becomes burdensome and pleasure vanishes.

I know that there is a kind of contract, indeed the most sacred of contracts, between the

benefactor and recipient; together they form a kind of society

If you need me

• Richard Radcliffe• richard@radcliffeconsulting.or

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• Mobile: 07771896680• Office 01832 710 893• www.radcliffeconsulting.org