Session1 principles and strategy tees nhs
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Transcript of Session1 principles and strategy tees nhs
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Good morning!
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Fundraising and Marketing Workshop
2013
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Getting started
• Housekeeping• Introductions• Aims and structure• Key Principles (The 3 Cs)• The Fourth C
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Housekeeping
• Loos• Fire bell• Workbook• Phones
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Your learning goals?
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Evaluation
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“Look, someone
has to raise the money!!”
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THE 3C’s OF SUCCESSFUL FUNDRAISNG
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Fundraising is
about
Commitment …
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3 components of success
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Key Funding Markets
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The Funding Relationship Continuum
Formal Informal
Contract Service Level
Grant Gift
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The Corporate Funding Continuum
Formal Informal
CRM Sponsorship Grant Gift
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Rank Them
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Fundraising
is about
‘Contacts…’
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“the proposal does not stand alone. It must be part of a process
of planning and of research, of outreach to, and cultivation of
potential foundation and corporate donors.”
“The Foundation Center’s Guide to Proposal Writing, 3rd ed. (New York: The Foundation Center, 2001), by Jane C.Geever.
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Maximum Effectiveness
Person to person by committed peers
Committed peer to group with follow up by staff
Peer to peer, specifically targeted letter
Personalised mailing
Targeted event or function
General mailing
Leaflet drop
Minimum Effectiveness
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How many rich people
do you know?
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How many people can you influence?
1 Person
6 People
31 People
156 People
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300
X 300
90,000
X 300
27,000,000
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How trusts in the North East are linked by shared trustees
Tyneside Trust
Joicey Trust
Carr-Ellison
Tyne and Wear Foundation
Hadrian Trust
Millfield House
Brough Charitable Trust
Willan Trust
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How trusts in the North East are linked by shared trustees (2)
ManningTrust
St. Hilda’s Trust
William Leech Charity
RothleyTrust
John Bell’s Trust
ContinuationTrust
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Appeal anatomy 1: Highland Hospice• Target: £600,000 PA Revenue plus £1,000,000 capital appeal
• Staff : One appeal fundraiser and one revenue fundraiser. Acted as secretariat/administration.
• Strategy: Chair- Chartered Accountant with links to high net worth individuals. Supported by committee to bring in contacts, organise events and ask for money. Each committee member had a ‘sphere of influence’. Research showed 300 trusts- lists were circulated to committee members.
• Outcomes: Raised £243,000 from trusts and £46,000 from companies in 21 months. 52 personal introductions/letters of support from committee members produced 65% of positive responses and raised £157,450.
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Champions
• Church
• Celebrity
• Local Politics
• Statutory authorities
• Customers/users
• Academe
• Business
• Media
• Expert NGO’s
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• Prince Charles• Reception 80
guests• £75,000 to restore
Cotswold canals
Waterways Trust
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The Glasgow Cup
•Amnesty
•Paul McStay (Celtic)
•Ally McCoist (Rangers)
•5-a-side
• £6,000
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Money
Influence
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CommunicationFundraising is about …
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Communication
Getting the balance right – Take 1
“The situation at this football club remains the situation at this football club and that will continue to be the case until such time as the situation changes” –
English Football Boss Peter Kenyon commenting on a possible change of manager.
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Communication
Getting the balance right – Take 2
“We are a cherry tree in a garden filled with hungry finches. Our heavily laden boughs offer rich pickings for the siskin and the linnet, though thankfully the rosy hued crossbill is more interested in the pine nut”-
Yugoslav Football Boss Haka Flugg commenting on a possible change of manager.
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“Read over your compositions, and where ever you meet with a passage which you think is particularly fine, strike it out!”
Samuel Johnson
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What goes wrong with language?
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Jargon
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“The resources allow a fluid response to mobilise our assets based on analysis that is inputted to HQ.”
A Northumbria Police spokesman commenting on the new motorbikes
bought by the force
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Cambridgeshire police produced a leaflet with ‘the most pointless
headline in history’ according to Campaign for Plain English –
“police continue to target offenders”
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“a multi-agency project catering for holistic diversionary provision to young people for positive action linked to the community safety
strategy and the pupil referral unit”?
A Go Kart Track
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Birmingham professor David BoothHe applied for a £170,000 grant to unlock the mysteries of ‘the cognitive measurement of consumer criteria for manufacturer parameter values in biscuit texture’. In other words, the link between a biscuit’s texture and the pleasure from eating it.
Safeway advert for new store in Chapel-en-le-Frith‘Ambient replenishment controller’
‘to install a component into the structural fabric’.From an NVQ (National Vocational Qualification) document describing the laying of a brick.
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Message from Planet ZogRe: Annual Report text
Dear Mark
I’m not entirely sure that the text for the annual report Section ‘New Directions’tells the whole story. Could you therefore replace the text:
‘We work together in partnership with other organisations to create and delivereducational and learning opportunities for local people.’
With:
‘The shift in strategic direction is encapsulated in the conceptualisation of theAction Zone, which is an holistic, integrated action research response to tacklingproblems of social disadvantage inner cities through learning.’
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Phrases that came out of a workshop at Shotton Hall in 2006 help G.P.s understand their patients
‘shizcourtlopzagayn’‘thebairnsfullacahd’
‘Avebeenabitootakilter’‘Thelasssezshizfhallinwrang’‘Avebrowtmeganniescakky’
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Complex
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Orwell’s Golden Rules of Writing
“Ask ‘what am I trying to say? … Ask ‘could Ihave put it more shortly? … Never use afigure of speech that you are used to seeingin print … Never use a long word when a short onewill do … If it is possible to cut out a word, alwayscut out a word … Never use jargon if you can thinkof an everyday equivalent”
George Orwell
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Acronyms
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Youth Opportunities Building Scheme
Supporting Hartlepool In The Environment
Stabling and Habitation Implementation Team
Urban Partnerships. Stanley Hall InitiativeTeam.Community Resource Education andEmployment Centre.
www.UPSHITCREEC
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Good Language
Simple
Direct
Natural
Visual
Focused
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Core Costs
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Just Giving
8,000,000 people
7,500 charities have raised
£485,000,000
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Christmas is coming!
The Coco Ball:
•200 people x £60 = £12,000
•Auction = £10,000
•Raffles and games = £3,000
Total: £25,000
Profit: £20,000
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Payroll Giving and Tax Effective Giving
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Blackbaud: eTapestry
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Lottery in a Box
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Adventure Challenge
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Net outlay of £10,000
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Outlay of £22,000