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January 29, 2008

The power of research

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Earlier last year Whitewater started working with the Multiple Sclerosis Society. In order to propel our communication messages, we needed to establish what supporters and members felt was most important to the cause of the charity.

Surveys sent in the welcome packs identified that supporters and members were most interested in;
Research into treatments to help with the day to day symptoms of MS and; Research into a cure for MS.

As a result, we put research at the forefront of our DM campaigns. For example, our September 07 warm campaign was based on purchasing a new MRI scanner, a fundamental requirement for improving research.

By adopting an important principle in direct marketing appeals, the use of a ‘highly tangible item’ (the MRI scanner), this assured donors that their funds where being allocated towards something specific and real.

The result…one of the most successful campaigns ever in the history of DM at the MSS. The campaign surpassed all expectations, with response rate, net income and ROI all smashing target.

Give the supporters what they want and you will be amazed at the results!

Andrew Sabatino

January 16, 2008

That ol' tax chestnut

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Yet another bashing for charities enters my inbox this morning courtesy of the Third Sector Daily Bulletin. 'Failure to claim Gift Aid cost sector £1bn in 2007' screams the headline - can it be true? Are we throwing away a further 11.5% of the sector's total voluntary income?

Read the story closer and all is not as it appears. The annual Take TaxAction report is based on information published by HM Revenue & Customs and the Department for Work and Pensions and then put together by Unbiased.co.uk. The website gets its figure of £1.04bn by combining £700m 'failure to use Gift Aid' and £337m payroll giving.

This is the same Unbiased.co.uk who claimed in December that the sector failed to claim £808m last year (differing from CAF's estimate of £700m) particularly because "Payroll giving is an administrative burden for companies". On the ball there then!

In truth the sector is getting better, particularly in claiming Gift Aid. I'm with the IoF's Megan Pacey on this, the HMRC figures actually show Gift Aid claims are increasing, and considering that up to a third of all donations from individuals might not be eligible for Gift Aid reclaim, charities are actually making good progress.

When was the last time you saw a piece of DM without a Gift Aid declaration, or made an online donation without a Gift Aid prompt?

There is always room for improvement in whatever we do and tax-efficient fundraising is no exception, but this type of 'analysis' that needs to produce bigger and bigger short-comings to guarantee headlines proves little and helps even less.

Kevin Kibble

January 10, 2008

New Year tales of woe

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If you took the time to read the national newspapers during your long and hard-earned seasonal break, it would surely not have escaped your attention that the UK economy (and the rest of the world for that matter) is on the brink of meltdown. The so-called credit crunch, falling house prices and stock markets all lead to predictions that large numbers of us will be on skid row in 2008. Fundraisers beware, all is doom and gloom.

And yet history shows that charities do not suffer unduly during periods of economic woe - why do we think that is? Opinions vary, but I like to think that when it comes to the crunch, one of the last things we would cancel is our direct debits to charity. The donor/charity relationship is not purely economic, and those charities who have worked hard on their donor care and communications should see less effects from 'hard times just around the corner'. I hope so for all your sakes and let's hope 2008 doesn't turn out to be as bad as some predict.

Happy New Year.

Kevin Kibble

January 07, 2008

Whitewater Announcement

As part of Whitewater’s ongoing commitment to new product development and innovation, we are very excited to announce the appointment of Kevin Kibble (formerly Managing Director of Professional Fundraising magazine and Fundraising Initiatives Limited) to the Whitewater management team.

Kevin Kibble

Kevin will take up the role – with immediate effect – of MD of Our Lasting Tribute, with special responsibilities to advise and develop other new product offerings for the charity sector.

Whitewater Chairman, Steve Andrews, said, “Whitewater is declaring 2008 as the year of innovation in individual donor fundraising. We have some very exciting ideas up our sleeves and need someone of Kevin’s calibre to help us to make them happen. We’re really thrilled that he is joining us.”

Kevin Kibble added, “This is a great time for me to be joining Whitewater. The new developments at Our Lasting Tribute take in memoriam fundraising to the next level, and the innovation team have some revolutionary ideas for individual giving that I look forward to helping bring to the sector.”

Why we do what we do...

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This time last year, I was in Katete, Eastern Zambia. I was living in a rural guesthouse, with no shower, in an area rife with malaria, cholera, TB, HIV and a few cases of bubonic plague. I kid you not, I spoke to the Health Minister of Zambia who assured me that they’d killed all the rats and fleas so it was all fine now. Having no real way to check if I was insured against bubonic plague, I believed him.

Health risks, food shortages and hygiene deprivation aside, my month in Katete was the best thing that ever happened me.

I have worked for or with charities for a long time. Initially I was excited by the thought of working on something meaningful. That my 8 to 10 hours a day would in however small a way make the world a better place. But sometimes when we work in fundraising, we can get really caught up in the details – results, timings, meetings, approvals by committee. It’s hard work. It is also really easy to lose sight of why you work in the charity sector. When you are not caught up in work, life's about 'what’s for dinner?', paying the rent, and in my case, saving a deposit to buy a house with my husband.

Then one wine fuelled night, I thought 'there must be more than this. Where’s the excitement gone?' We decided then and there, my husband rather reluctantly, that we would take the house deposit we’d spent years saving and just take off.

After amost 12 months on the road, we made our way overland to Katete. I’d wanted to do some volunteering, to put my hard learned fundraising experience to use and found a Community Centre in Zambia called Tikondane. When we arrived, we were greeted by Elke - the director and founder of the Centre. Originally from Germany, she’s lived in Katete for 15 years. She came to help train nurses in the local hospital and stayed.

Tikondane is the most amazing place. It provides employment through a basic guesthouse and restaurant, supplied by a kitchen garden. They have income generating activiities such as soap making, knitting, sewing, tin smithing, a barbershop, candlemaking (for those frequent blackouts) and carpentry. These activities supply the community centre and guesthouse as well as generating small amounts of income. The Centre also provides a community school attended by 312 children, 228 of whom are orphans. They provide village outreach, health education, build wells, pit latrines and run health seminars. In short they do amazing work with very little.

What did I do? Well I worked on fundraising proposals, I developed presentation materials to help Elke present better when she did her fundraising trips abroad. I helped her plan for the future and work out how to divide costs in a way supporters can understand. I also helped out in the school and attended workshops – like the Living Positively group, where all 25 people have HIV.

In all, I helped raise over £20,000, but the truth is, the people at Tikondane helped me far, far more.

They made me remember why I love working with charities. That’s something I never want to lose sight of again. So if you are getting ground down with the daily stuff, remind yourself why you do what you do. Put up a picture on your computer. Go on a field trip, talk to a supporter about why they support your charity. In short do whatever it takes to get excited. I promise you’ll love working again.

Niamh Neville

January 04, 2008

Compare and contrast...

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Just before Christmas I received two follow-up mailings. Both from homelessness charities. Both mailsort light. And instructive to compare.

The one from Shelter had a handwritten message on the envelope which took my eye. ‘Important reminder – please treat as urgent.’ All appeals are urgent: but this one asked to be treated as urgent.

The short(ish) letter inside, after the obligatory prompt in the headline, for a gift of £30, spent two paragraphs reminding me of the case history in the foregoing mailing, before politely making the key point (though in bold type) ‘I hope that if you haven’t already...’.

Over the remaining four paragraphs the Chief Executive reminds me of the happy outcome of this case, and thanks me cordially for my ongoing support, with the by now traditional caveat in the PS. ‘Should my letter have crossed in the post...'

The one from Crisis had been sent by ECONOMY post. Nice touch. The one-piece letter with tear-off donation form comprises just six sentences, a headline and subhead, and three bullet points. It goes for the throat.

‘Christmas Appeal Reminder – PLEASE HELP NOW!’ screams the headline. And the first sentence puts the reader right on the back foot:

‘We sent you our Christmas appeal in November and as yet we have not had a response from you.’ And the reason for this abrupt approach? ‘We haven’t reached our targets for this appeal yet.’

Wow! If the Shelter pack is as gracious as a maiden aunt, then the Crisis pack goes in 'all guns blazing'.

I do not seek to adjudicate here. There is no right or wrong. But what would be wonderful to know – and what we shall probably never know because these charities compete for funds – is which worked best? Did polite outmanoeuvre abrupt, or did the direct assault storm the citadel? Or did both work equally well with different kinds of audience?

If somebody out there knows, and is willing to share the secret, I promise only to share it with the deserving.

Barry Evans