Starting (again) from scratchParticipative workshop

Ruth Davison6th June 2019

INTRODUCTIONS

A bit about me…

Starting (again) from scratch

A 200 year old network

35 years of Comic Relief

Internal drivers for change

Slide header goes here

It’s not just us…

Content of workshop

Image about it never being too late

Content

We each have our own USP

Recognise your strengths and play to them

Spot the difference games re street fundraisers or

DM packs

What is special about C&RT

1)Introductions

2)Your unique assets

3)Your unique emotions

4)Your unique programme

5)Pulling it all together

6)Questions

Starting (again) from scratch

What does this mean for you?

YOUR UNIQUE ASSETS

What are your charity’s strengths?

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WHO YOU KNOW

White celebrity…

White celebrity…

Why people engage in events fundraising

Most popular reasons First Second Third

Sponsored someone

The person I sponsored

was a close friend or family

member

It was for a particular

charity I like or support

It was for a particular cause

that I support

Attended an eventMy friends, family, or

colleagues also attended

It was for a particular

charity I like or supportIt was in my local area

Participated in an eventIt was for a particular

charity I like or support

It was for a particular cause

that I support

Friends, family or

colleagues also

participated in the event

Organised an eventIt was for a particular

charity I like or support

It was for a particular cause

that I support

I enjoy organising

fundraising events

Source: Charity Awareness Monitor, Jul 10 nfpSynergy

Who do we trust?

‘Top down authority being questioned and replaced with trust in horizontal authority.’ - IPPR

‘Younger groups less trusting of media and NGOS and are looking to sources of authority within their own networks’ –Green Alliance

‘Consumers rely on ‘independent’ recommendations from friends, family and others … using the internet as the means through which they seek and share these views’ – Derek Humphreys

Traditional community fundraisers

The new breed of community fundraiser

Key Facts

WHO:

Charlie, aged 7

WHAT:

Cycled 5km around his

local park

WHY:

To raise £500 for Haiti

RESULTS:

Raised £210,000

Beat his target by 41,000%

http://www.youtube.com/watch?feature=player_popout&v=t0Yt68a47_I

How Sponsoring Charlie was a Rich Experience

Good of

societyRelevance

&

meaning

Emotional

connection

Experience

which

enriches my

life

‘It’s my duty to

help Haiti’

‘I can relate to

this little boy’

‘I feel good

supporting Charlie’

‘I have done something

meaningful and been

inspired

The ‘Web of Trust’

Betterplace.org (Germany)

- 180,000 donors using the site, supporting 2,700

projects

You and me can change the world

Pay it forward – pifworld.com (Holland)

- Launched this year, already over 100 charity members

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WHAT YOU OWN

Creating a virtuous circle

Our operations team maintain the waterways

Our fundraisers generate Our marketing income from visitors team increase

visits to the waterways

Researching the potential

Average 7.8 visitor partiesapproached

per hour

Average 2.6 visitor partiesstopped

for interview

35% Intercept rate

Winter

Average 9.6 visitor partiesapproached

per hour

Average 2.6 visitor partiesstopped

for interview

27% Intercept rate

Summer

Source: Fundraising Quantitative Research

Potential results

8

20

30

42

ANY Definitely

ANY Probably

ANY Possibly

Probably/Definitely Not

%

x 70%

x 30%

x 10%

Projected conversion success

rate15%

Projected conversion success rate calculated by applying 70/30/10 rule to top 3 box (ie. definitely, probably, possibly)

One estimate of the projected conversion success rate would be 15% by applying the 70%/30%/10% rule to the top 3 likelihood boxes (reducing the effect of over-claim). Same rate in winter and summer.

X

2.6 visitor parties/hour

1 donor recruited every2 hrs 30 mins

=

Source: Fundraising Quantitative Research

Summer

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YOUR ABILITY TO MOBILISE

2 ways to raise money from individuals

• Get more people to give

• Get people to give more

Traditional view of fundraising

Traditional supporter journeys

Integrated supporter journeys

New ways into the pyramid

Donors are not just donors

What Engages Supporters Today?

1. Relevant – connected to my world and concerns

2. Resonant – emotionally moving

3. Real – shows that I can make a real difference

4. Reassuring – I know I am doing the right thing

5. Recognition – I want to belong, be part of something

6. Rewarding – I want to get something out of this

Source: The Good Agency ‘Engagement checklist’

What are your charity’s strengths?

YOUR UNIQUE EMOTIONS

Making canals emotional

• Introduction to Canal & River Trust

• A private site face to face fundraising strategy

• Implementation

• Teething problems

• Successes

• Key insights

http://www.mydoramac.com/wordpress/wp-content/uploads/2014/01/clip-image0036.jpg

Not what but why

The RSPB maintains and creates wildlife habitats...

The RNLI repair boats and build boathouses...

Save The Children provide food aid and education

...but their emotional positioning is about creating homes for nature

...but their emotional positioning is about saving lives at sea

...but their emotional positioning is about no child being born to die

Why does your charity exist?

A world without the Trust

Our emotional equation

? ?Need + Action = Reward

Canal & River Trust emotional equation

? ?Need + Action = Reward

Potential loss Wonder, joy, delight Sense of waste Pride at preserving Anger and sorrow the past

Other emotional equations

Grief

Fear Determination

Anger Action

A vision for the Trust

? ?

Living waterways transform

places and enrich lives

Changing emotions

For planet, for people

Sense of belonging

Outrage, sense of crisis

Mass rebellion

Courage Support the heroes

HTTPS://VIMEO.COM/326329119/80AAD92CDC

A new emotional equation

Pity (mediated via celebrity)

Transactional, one off donation

Solidarity

Connection

Donation and shift in perspective

What’s your emotional equation?

YOUR UNIQUE PROGRAMME

THAT´S ALL

Greenpeace Argentina

Integration Model

• A key goal of Greenpeace Argentina = stop deforestation

• Direct Action was not enough – needed a LAW.

• Draft law was stuck in the SENATE meaning that there was a threat of losing lower house approval.

• Greenpeace’s traditional message has been to STOP things

• Also very elitist – superheroes on Rainbow Warrior

• Looked for a way of engaging public on issue….

1 million votes to stop deforestation

Let´s raise 1 MILLION votes

for the FOREST LAW

and maybe then Cristina will do it as well

Campaign Concept

Our senators are not voting for this law,

so let us, Argentines, vote for it ourselves,

The entire staff focused on

collecting the 1 million votes…

Home page led

with the count…

1 million votes in 51 days!

30,10%

25,99%9,59%9,00%

0,10%

0,16%

25,06%

Mails Adwords Others PROBONO

Comunidades Fundaciones Off Line

StrategyE mails 30,10% 361.943

Adwords 25,99% 312.554

Spontaneous 9,59% 115.270

Probono Web Sites 9,00% 108.240

Communities 0,10% 1.262

Other NGOs web sites 0,16% 1.983

Off Line 25,06% 301.356

100% 1.202.607

Share

Voting Channel Breakdown

01/08/2007

Fin. Supporters 28,300+ Lapsed 36.630 28.144 77% 12.282 44%

Cyber Activists 194.511 170.981 88% 58.371 34%

Total Campaigining supporters 231.141 70.653 31%

Open Conv rate to vote

Data Bases BehaviourOpen Rate in 2.5 months

Original data base behaviour

Pushed Votes C rate

TOTAL "Vote!" e-mails 759.742 70.653 9%

TOTAL "T.A.F.!" e-mails 1.954.500 291.290 15%

TOTAL Pushed 2.714.242 361.943 13%

E mails Pushed / Amount / Behaviour

VOTES from "Vote!" e-mails 70.653 20%

VOTES from "T.A.F.!" e-mails 291.290 80%!

TYFs - E Mails behaviour

Campaign Fact: Forest Law approved

What about fundraising?

• Attracted 600,000 new, opted in, email activists in 2 months

• Response rates to email campaigns rose from 0.33% to 1.02%

• Phone conversion campaign generated 22,000 new committed givers,

• Campaign broke even in 10 months

• NO proactive fundraising during the campaign. All resources to that objective - ONE PUBLIC ASK.

• 100% votes aquisition resources came from fundraising

Some amazing facts

An overarching campaign

An overarching campaign

Ducks go viral

Earned media extends our reach

Data capture via value exchange

Results

• OTS of 22 million over 6 months • 8,000 new fundraising prospects and 430

regular givers during April/May 2015• During 2015-16 at least 70% of these new

supporters will continue their regular support of the Trust

• Awareness of the Trust is raised in the our monthly tracking survey by 3% points

• As an organisation we demonstrate our capacity to successfully deliver an integrated campaign by each team executing their agreed tactics on time and as planned.

Summer variant

https://youtu.be/wfbL92MwMFQ

What would be key elements of your unique programme?

PULLING IT ALL TOGETHER

1. Where and why might you need to start (again) from scratch?

2. Why does your charity exist

3. What is your charity’s emotional equation?

4. What could be the elements of your unique programme?

Four key areas of notes

Applying this when you get back to the office

KEY LEARNINGS

• It is never too late to start again or to do something differently – in fact it is essential

• Your greatest weakness can be the clue to your greatest strength• Assets can come in many forms – from physical items and places to

people and opportunities for engagement. Build on what you have• Emotions are everything – what do you need and what do you offer

emotionally to those who support you?• In a world where charities are indistinguishable and faith in them

and their authority is fading, be unique• None of this matters, if you don’t do something different

Things I have learnt along the way

Key learnings

1. What will you do on your next day back in the office?

2. What will you try within the next 3 months

3. What will you have changed within the next year?

Three commitments

Applying this when you get back to the office

QUESTIONS?

Thank you