Presentation with Ian Fairhurst at the ICAEW charity conference (21st November 2013)

1. Effective Marketing and Fundraising
Ian Fairhurst, Cardinal Hume Centre
Vasileios Kospanos, Access

2. Effective Marketing and Fundraising
So what is this all about?

3. Effective Marketing and Fundraising
£3.2 BILLION
Total amount spent on fundraising and
publicity in 2009/10
source: access.gp/ICAEW1

4. Effective Marketing and Fundraising
So aren’t they one and
the same thing?

5. Effective Marketing and Fundraising
Marketing is the process of communicating the value of a product
or service to customers/prospects, for the purpose of selling that
product or service.
Fundraising is the process of soliciting and gathering voluntary
contributions of money or other resources, by requesting
donations from individuals, businesses, charitable foundations, or
governmental agencies

6. Effective Marketing and Fundraising
“Economics is the study of people
in the ordinary business of life.”
Alfred Marshall, Principles of economics; an introductory volume (London: Macmillan, 1890)

7. Effective Marketing and Fundraising
12 Month Rolling Voluntary Income
1,500,000
This year at CHC
we will spend
£250,000 and raise
£1,500,000.
1,400,000
1,100,000
Overall 13/14
For every £ spent
we raise an
additional £5 or a
ROI of 5:1
1,000,000
Overall 12/13
1,300,000
1,200,000
Overall 11/12
900,000
800,000
700,000
600,000
April May June July Aug Sept Oct Nov Dec Jan Feb Mar

8. Effective Marketing and Fundraising
• Small/Medium charities need to break away from self-defeating
mantras:
“We don’t do things like that.” - “That would never work for us.”
• So many good ideas you can borrow, beg and steal online.
• Don't be afraid of trying something new.
• Important to have the basics in place first.

9. Effective Marketing and Fundraising
access.gp/ICAEW2

10. Effective Marketing and Fundraising
access.gp/ICAEW3

11. Effective Marketing and Fundraising
access.gp/ICAEW4

12. Effective Marketing and Fundraising
Charity marketers and their successful
projects are awe-inspiring!

13. Effective Marketing and Fundraising
From this

14. Effective Marketing and Fundraising
To this

15. Effective Marketing and Fundraising
Definitely that

16. Effective Marketing and Fundraising
And since it’s November

17. Effective Marketing and Fundraising
So being inspired by successful charity
marketing and fundraising here came:
The
#ioftech
campaign

18. Effective Marketing and Fundraising
Background:
a)
b)
c)
d)
Access thankQ sponsored the tweets
There were £250 for a charity
Delegates got to nominate the charity
Delegates needed to participate by tweeting using the
#ioftech hashtag

19. Effective Marketing and Fundraising
The challenge:
We needed 500 tweets from 10:00 until
15:00 containing #ioftech
That’s 1.66 tweets per minute!

20. Effective Marketing and Fundraising

21. Effective Marketing and Fundraising
Did we succeed?

22. Effective Marketing and Fundraising
More importantly
one lucky charity
won £250
access.gp/ICAEW5

23. Effective Marketing and Fundraising
Achievements:
a)
b)
c)
#ioftech was trending on Twitter for London
Gained more followers for @TheAccessGroup
Project featured in the news before and after the event

24. Effective Marketing and Fundraising
Effective means getting the basics right:
1.
2.
3.
4.
5.
Invest in systems and people.
Make donating easy.
Place donors at the heart of
what you do.
Stories.
Impact.

25. Effective Marketing and Fundraising
Invest in systems and people
What if…you could see in your finance system, what
happens in real-time within your fundraising CRM?
And vice versa?

26. Effective Marketing and Fundraising
• Check the profitability of a fundraising event within your CRM, by
having real-time views from your finance software.
• WIN-WIN.
• Work collaboratively, not in silos.

27. Effective Marketing and Fundraising
Ensure that income is allocated to the correct code by
having fully integrated, two-way “talking” systems.

28. Effective Marketing and Fundraising
And see in real-time within your finance software the income that
was generated in your fundraising CRM system. Saving you the
duplication of effort and data rekeying.

29. Effective Marketing and Fundraising
Only through measurement we
know what works.
£30,000
£25,000
£20,000
Cost
£15,000
1 year income
£10,000
2 year income
£5,000
£Adverts
Cash ask
DD ask

30. Effective Marketing and Fundraising
• Only through evidence can you build the case for extra
investment in fundraising.
• Systems allow you to do this.
• Allows you to invest in areas with the best return.
• Challenge the doom-mongerers.

31. Effective Marketing and Fundraising
How can the finance department help fundraising? Just say “yes”
A “yes” will come, if a tight business case is developed.
Could you provide the template?
Does the organisation benchmark ROI?
Could you help the organisation understand/measure ROI?
Are systems helping or hindering?
Look at your website on your phone or tablet – how easy is it to
donate?

32. Effective Marketing and Fundraising
How can the finance
department help marketing?
Help your colleagues spread
the word about your cause and
join the conversation during
sector events on Twitter.
Why not help your HR team to
advertise a new vacancy?

33. Effective Marketing and Fundraising
How can the finance department help marketing?
Join relevant groups on
•
Charity UK
•
ICAEW
•
CFG Technical Accounting Forum
•
Charity Finance & Governance UK
•
Chartered Institute of Management Accountants - CIMA
•
Charity Finance