Transcript
Bridging the Gap: Integrating Communications and Fundraising Workshop
25 May,2011
CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world.
W: www.charitycomms.org.uk T: 0207 426 8877
Fundraising and
communications
Finding the right
blend
There are some problems
“We just don’t talk
to each other”
Key survey findings:
• 14% of respondents felt that fundraising and communications departments
always worked towards shared goals
• 22% felt that fundraising is always involved in brand decisions, with 60%
feeling it was sometimes involved
• 25% of respondents felt their brand was always flexible enough to meet
fundraising needs
• 8% of charity respondents stated that communications campaigns were always
used to generate fundraising leads, with just under two in ten charities never
using communications in this way
Competing for attention and resources
“Two countries separated by the same language”
George Bernard Shaw
We are more similar than we think
We need each other
Go back to the beginning
• What are our corporate objectives – formal and informal?
• Who do we need to reach to help deliver against those objectives?
• What are the best routes for reaching them?
• Are we set up to deliver against those objectives?
• Is our brand fit for this purpose?
Getting onto the same path
Put the audience first
Apply the 80 / 20 principle
Go from the inside out
Put yourself in the driving seat, not the brand
Create cross-discipline campaign team
Focus on a unifying platform – all internal and involved
stakeholders pulling in the same direction
Do less but better
Put the audience first
Apply the 80 / 20 principle
Go from the inside out
Put yourself in the driving seat, not the brand
Create cross-discipline campaign team
Focus on a unifying platform – all internal and involved
stakeholders pulling in the same direction
Do less but better
Make every piece of communication count
One big idea/theme supporting
all your work
A skewer for all communications
Do the planning…..
….Together
Be Ruthless
Ability to actHigh
High potential
and willing
Low potential and
unwilling
Willing to actLow
Low
Those you own, those you don’t
Expect change
Evaluate what matters
• What have we achieved?
• What about our informal objectives?
• What’s changed?
• Are we still capable / do we have the right resource?
Enjoy each other
Thank you
Peter Gilheany
Director, Forster
peter@forster.co.uk
020 7403 2230
www.forster.co.uk
Bridging the Gap: Integrating Communications and Fundraising Workshop
25 May,2011
CharityComms is the professional membership body for charity communicators. We believe charity communications are integral to each charity’s work for a better world.
W: www.charitycomms.org.uk T: 0207 426 8877
top related