A strategy for joint working

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

[email protected]

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