Do funders misunderstand your charity?
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From the 2016 NCVO Funding Conference in association with Kingston Smith
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Do funders misunderstand your charity?
- 1. DO FUNDERS MISUNDERSTAND YOUR CHARITY? NCVO AND KINGSTON SMITH FUNDING CONFERENCE
- 2. CONTEXT – CHLOE STABLES, NCVO DEVELOPING A COUNTER NARRATIVE – SUE WIXLEY, NPC PUTTING THEORY INTO PRACTICE – JUDITH DAVEY, ACTIONAID 2
- 3. A ‘WAR ON CHARITIES?’ OR LEGITIMATE QUESTIONS? 3
- 4. 68% of general public think that charities improve people’s lives & are socially useful (no change 2013-2016). BUT 62% think that the behaviour of large charities in last year have damaged reputation of sector as a whole RECENT YOUGOV POLLING
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- 14. - Fundraising - Vulnerable or elderly people - Salaries - Corporate partnerships/trading arms - Waste/administration costs - Failures of governance/oversight - Campaigning/being too political RECENT STORIES
- 15. v REFRAMING THE NARRATIVE Sue Wixley, Director of Communications NCVO and Kingston Smith Funding Conference, February 2016
- 16. NEGATIVE NARRATIVE GAINING TRACTION Public concerns about certain aspects of charities are not new: How they spend their money How they raise their money What they spend their money on Polling by NPC, Charity Commission and others has shown a perception gap Criticisms are becoming more frequent, shriller, more ubiquitous There are signs that this is starting to affect levels of trust16
- 17. BUT THERE IS NO ONE PUBLIC VIEW OF CHARITIES NPC/Ipsos MORI: Segmentation of the public 17 HOW THE POPULATION DIVIDES Base:All (1,009) 20% 15% 26% 35% 4% Uninformed detractors: Don't know much about and low opinion of charities Informed detractors: Know at least a fair amount and low opinion of charities Uninformed enthusiasts: Don't know much and medium / high opinion of charities Informed enthusiasts: Know at least a fair amount and medium / high opinion of charities No opinion about charities
- 18. AND DONOR PREFERENCES RANGE WIDELY Donor preferences are as diverse as the sector: • Volunteer run vs run by professionals • Service delivery vs awareness raising • International vs national vs local • Large vs small But there is no room for complacency 18
- 19. HOW CAN WE RESPOND? We need words and actions: Recognise/admit where things go wrong (and make sure our apologies match the level of upset caused) Challenge unfair scrutiny/attacks eg, letters to editors, media watchdogs Step up our political influencing Develop a clear narrative about improvements and standards charities are held to Strengthen understanding of charities 19 And we need to respond both collectively and as individual charities
- 20. 20 Accountability Are we demonstrating the difference we make in a clear and engaging way? Stories and numbers eg, in mpact reports, website, case studies, infographics WHAT ARE THE KEY ELEMENTS OF A NEW, POSITIVE NARRATIVE? Transparency Are we explaining how we spend our money & how these decisions are made? NCVO’s ‘2 clicks to clarity’ on salaries Integrity Are we who we say we are? Applying NPC’s Gran’s test to our fundraising Honesty about failure Closing the ‘reality gap’ in our communications and fundraising Transparency, Accountability, Integrity
- 21. HOW TO GET THE WORD OUT? Use targeting to refine your response as much as possible: For your organisation and donors: what are their questions/concerns? For the different segments: enthusiasts vs detractors, uninformed vs informed Start close to home: your staff, service users and volunteers are important audiences. Use them to: Test your narrative Get the word out Don’t wait Use every channel you have21
- 22. WE KNOW ENGAGEMENT BUILDS KNOWLEDGE NPC/Ipsos MORI: Relationship between knowledge and contact 22 X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS Y AXIS LIMIT RELATIONSHIP BETWEEN CONTACT AND KNOWLEDGE Base sizes shown in brackets Which,ifany,ofthefollowinghaveyoudonein thelastyearortwo? 70% 46% 35% 34% 33% 32% 30% 22% 30% 54% 65% 66% 67% 68% 70% 78% None of these (196) Donated money (666) Raised money (228) Visited a charities website or read other information about a charity (253) A friend or close family member has worked/volunteers for a charity (160) Used charity services (158) Volunteered for a charity (192) Managed or employed by a charity (74) Not very much / none at all / don't know A great deal / fair amount How much, if anything, do you feel you know about charities in the UK?
- 23. AND KNOWLEDGE BUILDS TRUST NPC/Ipsos MORI: Relationship between knowledge and trust 23 Error! No text of specified style in document. | Error! No text of specified style in document. X AXIS LOWER LIMIT UPPER LIMIT CHART TOP Y AXIS Y AXIS LIMIT 7% 1% 17% 31% 36% 38% 41% 30% Know not very much / nothing at all about charities / Don't know (505) Know a great deal / fair amount about charities (504) RELATIONSHIP BETWEEN KNOWLEDGE AND TRUST Base: All (1,009) Howmuch,ifanything,doyoufeel youknowaboutcharitiesintheUK? Low trust Medium trust High trust On a scale of 0-10 how much trust and confidence do you have in charities? Don’t know . Relationship between knowledge and trust
- 24. HOW TO GET INVOLVED? Support #changedbycharities Look out for these resources from NCVO and others: Early warning system Public-facing website similar to GoodCharity Sector-facing guidance on defending reputation Take forward narrative toolkit developed by Understanding Charities Group/CharityComms 24
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Notes de l'éditeur
- Today’s workshop as billed will focus on whether funders misunderstand your charity. As ever in search of good value – you get three speakers for the price of one.. I’m going to take you through some of the context, picking up on some of the narratives that funders may pick up on, Sue will discuss how you can develop a counter narrative and Judith will focus on how you can apply this to some different scenarios and how you might practically apply this to your organisation.
- You will have to have been living under a rock over the past year – to not have noticed the barrage of media criticism relating to charities. I’m going to just recap very quickly over some of the themes but wanted to just touch on the different views about how all of this is framed. Some people will see this as part natural extent ion of the scrutiny afforded to the banks or to politicians while others will see this (and I quote) as part of an ‘ideological war on charities’. Whichever camp you fall into (or somewhere in the middle) I think we can all recognise that it has been incredibly damaging for the sector as a whole.
- Recent polling has unpicked this further…. Add in you gov data
- A dent in the reputation of the whole sector is the natural impact of the recent barrage of negative stories about individual charities. It’s very hard to pin down the level of attention paid by funders to recent criticisms of the charity sector. However we know that funders are people too – they listen to the same radio programmes we do, they read the same papers and it’s not a giant leap in the dark to say they will pick up on a few key points The levels of scrutiny have shifted – charities are no longer whiter than white. They will also know and understand that a dent in the reputation of the whole sector is the natural impact of the recent barrage of negative stories about individual charities.