Feasibility Study 2016 Report - shamrockappeal.org€¦ · Piloting businesses: Bean n’ Berry Coffee Shop, Ferrycarrig Hotel, Greenacres Restaurant and Art Gallery, Hotel Rosslare,

Working for A world free from violence

Feasibility Study 2016

Report

Bobby Lambert

[email protected] +353 53 119 6698

www.shamrockfoundation.ie

This document is confidential to the Shamrock Foundation

Contents

Acknowledgments ............................................................................................................. 1 1 Introduction ................................................................................................................... 1 2 Ten things we learned from the study ........................................................................ 2 3 Fundraising landscape in Ireland ............................................................................... 3 3.1 Introduction and overview .................................................................................................................................. 3 3.2 Techniques and cost of fundraising ................................................................................................................. 4 3.3 Shamrock Appeal in relation to other events ................................................................................................ 5 4 Survey on potential for a Shamrock Appeal .............................................................. 6 5 Wexford Pilot ................................................................................................................ 7 5.1 Overview .................................................................................................................................................................. 7 5.2 Schools .................................................................................................................................................................... 7 5.3 Businesses ............................................................................................................................................................... 7 5.4 Media ....................................................................................................................................................................... 7 6 Annexes ......................................................................................................................... 8 6.1 Images from pilot .................................................................................................................................................. 8 6.2 Organisational status .......................................................................................................................................... 10

The Shamrock Appeal Working for a world free from violence

Feasibility Study June 2016

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Acknowledgments

We would like to gratefully acknowledge the following for their role in the pilot and feasibility study:

Piloting schools: Castlebridge, Crossabeg, Kilrane, Murrintown, Rosslare Strand, Tagoat and Wexford Educate Together Schools

Piloting businesses: Bean n’ Berry Coffee Shop, Ferrycarrig Hotel, Greenacres Restaurant and Art Gallery, Hotel Rosslare, Spiritual Earth Wexford, the Talbot Hotel and Whitford House Hotel

Feasibility Study and Pilot Support Crew (Gemma Ferris, Alice Garrad, Maurice Grehan, Leonard Kelly, Tony O’Brien, Margaret Sutton, Calodagh McCumiskey)

Members of the Shamrock Appeal Steering Group: John Atkinson, Mark Cumming, Will Devas, Richard Dixon, Avila Kilmurray, Catrina Sheridan, Marie-Louise McClarey and James O’Connor

Donors: Eugene Lambert and Gregory Maguire

Mentor: Terry Veitch

And all who have given their support (see list in Annex).

1 Introduction The initiative to develop a Shamrock Appeal was started on St Patrick’s Day, 17 March 20151. A Steering Group was formed and held its first meeting in June 2015.

In November 2015 it was decided to conduct a feasibility study, whose overall purpose was to assess the fundraising potential for a Shamrock Appeal, with the following objectives:

• Assessment of the overall fundraising landscape in Ireland

• Assessment of the opportunity within this landscape for a Shamrock Appeal

• Generation of practical lessons to help in the operational development of the appeal

The study included the running of pilot events in Wexford around St Patrick’s Day, a survey of some 100 respondents (online and through interviews) and a short literature review of the fundraising market in Ireland. It also includes some reflections based on the experience of the first year of developing the initiative.

The study was conducted in early 2016, the period leading up to and around St Patrick’s Day. At that time, some other significant events were taking place in Ireland, notably:

• The 1916 centenary commemorations

• The General Election in the Republic

This report presents the key results for comment and discussion.

1 Further information in Annex: Organisational Status



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2 Ten things we learned from the study

1. Support for the concept and a willingness to donate The survey and the pilot indicated strong support for the concept of linking St Patrick’s Day with peace and the vision of “a world free form violence’, with over 70% saying they approve of the idea and would be willing to donate. Many comments were received about the desirability of linking St Patrick’s Day more strongly with a positive cause, with less linkage to a heavy drinking image.

2. Space for this in the Irish fundraising landscape There is space in the Irish fundraising landscape for a Shamrock Appeal. There are significant events around St Patrick’s Day (Daffodil Day, Trócaire’s Lenten Appeal and Comic/Sport Relief) and there is one appeal linked to the Shamrock (GOAL and Aidlink). Nevertheless, given the profile of St Patrick’s Day itself, there is space for a larger fundraising event, in the order of €1 million to €10 million annually, with the potential to develop as an international fundraiser. Whilst Ireland ranks highly in charity giving, when compared to our neighbours in the UK, there is scope for the level of financial giving to increase.

3. Need for clarity on how funds are to be used and engagement by beneficiaries There needs to be clear messaging on how funds raised are to be used and how this will contribute in practical terms to a world free from violence, including education on the importance of violence and peace both globally and nationally. The concept of ‘here, there and the future’ was well received: using the funds locally in Ireland, internationally and retaining some for the future development of the organisation. This could be strengthened by greater engagement with and by those organisations that will benefit from Shamrock funding.

4. Governance and transparency are vital Linked to the above, it is vital to have a registered charity in place before fundraising. This charity should adhere to the highest standards of governance, including transparency in its financial affairs. In addition to good practice, this is especially important given the recent scandals relating to some charities in Ireland.

5. Importance of engagement, participation and fundraising An emerging message is that the Appeal has to be about more than fundraising; it should be about engaging people in working for peace (thinking globally, acting locally). However, people are comfortable with the idea of fundraising for the appeal and see this as a practical way of helping.

6. Importance of credibility and support from well-known people and organisations It was clear from a wide range of informal discussions that people valued the support and engagement in the Shamrock Appeal of well-known figures and organisations. As a new organisation this gave it credibility.

7. There was a demonstrable enthusiasm in piloting organisations The schools that engaged in the pilot found great enthusiasm amongst their pupils for the concept. Similarly within businesses, once people grasped the idea, there was great enthusiasm. A light touch was also appreciated, with ideas such as ‘a Paddy’s Peace-Up’ or ‘Paddies Partying for Peace’ being welcomed.

8. Fun, simple and varied techniques for fundraising The sticky badges and balloons were highly appreciated, especially in schools. The Twibbon allowed people on Facebook to wear an online badge. The survey indicated that a variety of techniques should be deployed, tailored to the groups targeted.

9. Online presence and engagement is crucial A good website and an active Facebook presence are crucial. This requires sustained time and effort, with regular and relevant updates crucial.

10. It takes money to raise money, plan for it Raising funds takes time, effort and money, and this has to be factored into the planning. Well established charities spend some €0.23 to raise each €1.00, newer charities may have to spend considerably more until they become well established.



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3 Fundraising landscape in Ireland

3.1 Introduction and overview The section gives a brief description of the fundraising landscape in Ireland, focusing on the Republic.

A key reference is a report on the Irish Not-for-Profit Sector by the consultancy 2into 32. The report makes some important caveats, notably that although the sector is economically important (with an income of €12.4 billion and contributing 9% to GDP), it is poorly researched and there is a dearth of quality information and data. The main focus of the report is on the Republic of Ireland with some comparisons drawn with the UK and the US.

The data presented may not reflect the impact of the Rehab and CRC affairs in 2013, which have had a significant impact on public perceptions of charities in Ireland. Whilst these affairs undoubtedly had a short-term effect on charitable giving, it remains to be seen what the long-term effect on giving will be.

Internationally, Ireland is viewed as a generous nation, consistently scoring highly in international rankings and currently ranked no 3 in the 5-year World Giving Index 20153 (behind Myanmar at number 1 and the US at 2 and ahead of the UK at 7).

The summary table gives some key data on the Irish not-for-profit sector, with overall data for Ireland, the UK and the US presented for comparison.

Fundraised income is estimated at some €740 million and grew by 0.8% in 2012-13, with charitable giving having grown for four years in succession, in a period of major financial crisis.

The rate of giving per person is €161 per annum, significantly lower than in the UK where the amount is €3214.

There is a high dependence on state support, amounting to 63% of income, with considerable variation in the sector. Social Services organisations receive 35% of their income from the state, with those involved in international work receiving 70%, rising to 83% for those in law, advocacy and politics.

For the Shamrock Appeal, there are some important implications:

• There may be significant potential for further growth in the amount of charitable giving in Ireland, a growth that the Shamrock Appeal can help foster, adding to the size of the available funds, rather than taking from a pot of fixed size

• As a source of non-state funding, the Shamrock Appeal could be of great interest, particularly for Irish not-for-profits that are highly dependent on state funding.

• There is a need for good governance and transparency in financial affairs.

2 The Irish Not-for-Profit Sector: Fundraising Performance Report 2015, www.2into3.com 3 These rankings are based on three parameters: helping a stranger, donating money and volunteering time. 4 These figures includes giving by individuals, foundations and companies

Summary Fundraising Data, Not-for-Profit Sector Ireland

*Estimates based on a non-random sample, to be used with caution



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3.2 Techniques and cost of fundraising Irish organisations use a wide variety of fundraising techniques. The chart below indicates the sources of fundraised income for 27 large organisations with relevant data.

Most income is dependent on relationships, with regular/committed giving being the largest source of income at 26%, followed by direct marketing and campaigns at 21%. There is a reported trend away from event type fundraising towards committed regular giving and online donations.

Due to poor data availability, it is not easy to estimate the full cost of generating ‘fundraised’ income. With this caveat, the report indicates that it costs some €0.28 for every €1.00 raised. For larger organisations, this drops to €0.23. This is the financial cost and does not include the cost of the volunteer time involved, which can be substantial.

There is considerable variation in cost between different techniques, with a reported cost of €0.49 for ‘selling something’ compared to €0.02 for legacies.

The report notes that fundraising costs vary with the age of the organisation. New start-up organisations may initially have low costs (due to high volunteer engagement and low operating costs); fundraising costs may then rise (as the organisation and its costs grow, there is a need to pay for fundraising) and then fall again as the organisation benefits from establishing a committed donor base and builds on its learning.

This has important operational implications for the Shamrock Appeal, suggesting that in the early years of the appeal provision should be made for a relatively high cost of raising funds, with this cost decreasing over time as the organisation gains experience and profile.

Sources of fundraised income by technique, 2013, Large organisations

Fundraising cost by technique



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3.3 Shamrock Appeal in relation to other events The Shamrock Appeal is centred on St Patrick’s Day, 17 March each year. A number of other important fundraising events take place at that time, discussed briefly below.

Appeal / Event Comment

Daffodil Day runs each year in March, generating some €4M annually, about 20% of income for the Irish Cancer Society.

A well-established event with high profile sponsorship and a network of volunteer fundraisers throughout Ireland. With its focus on cancer there is no overlap in mission with the planned work of the Shamrock Appeal.

Comic Relief / Sport Relief: These appeals run in the March period on alternate years throughout the UK, including Northern Ireland. In 2015 Comic Relief raised £99M and in 2016 Sport Relief raised £55M.

Large and well-established appeals run with the active support of the BBC. Funds are provided primarily to organisations working in international humanitarian action, with some being provided to organisations in the UK. We have been in touch with them and are keeping them informed of our plans.

The Lenten Appeal generated €8M for Trócaire in 2015, representing 35% of its fundraised income and 14% of its overall income.

This is a well-established appeal run through the Catholic Church infrastructure. The appeal peaks at Easter. Trócaire supports the aims of the Shamrock Appeal and a representative sits on its Steering Group.

St Patrick’s Festival: Established by the Irish Government in 1995. The festival is now a well-established event in the Irish national calendar. A key aim is to transform the perception of St Patrick’s Day. At present it does not engage in any fundraising.

In the past it has allowed some charity fundraising to take place; however for various reasons this has not worked out. The Shamrock Appeal would appear to be an excellent fit. Initial contacts were made in late 2015 and further discussions are planned.

St Patrick’s Foundation: This works to harness St Patrick’s Day in the service of peace, reconciliation and justice. It does not aim specifically to be a fundraising event.

The Foundation runs specific events around St Patrick’s Day, supporting dialogue and reconciliation. It also provides a number of other services. We have met and discussed how we might collaborate, with further discussions planned for 2016.

Specific shamrock related appeal: The only significant appeal using the Shamrock is run by Blackrock College and a number of related private schools. This appeal has been running for some 20 years and currently generates an estimated €200k per annum for GOAL and Aidlink.

We met with GOAL representatives in 2015 to discuss how to collaborate. At that point, GOAL felt it best to continue with their current arrangement of receiving support from this appeal. We agreed to remain in contact.

Clearly, there are a number of important events taking place at this time of the year. However there would appear to be space to develop a specific major fundraising event on St Patrick’s Day.

The well established Daffodil Day raises some €4M annually and Trócaire’s Lenten Appeal raises €8M. This indicates that if it becomes well-established, a well-supported Shamrock Appeal could generate in the region of €1 million to €10 million annually in Ireland, with potential for further fundraising internationally.

To investigate this further, as part of this feasibility study, a specific survey was commissioned, reported on below.



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4 Survey on potential for a Shamrock Appeal

The survey was conducted by Gemma Ferris, studying Contemporary Culture and Society at Dublin City University, in the 3 months leading up to St Patrick’s Day.

Overall the survey found strong support for the idea of a Shamrock Appeal linked to peace and a willingness to be involved and donate. A key point emerging from the survey was the need to have clarity on the activities, values and mission of the Shamrock Appeal and particularly on how the funds are to be used.

The survey included face-to-face and phone interviews and an online survey. Those surveyed included university students, lecturers and others. The majority of those surveyed were young adults as can be seen in the attached age profile chart.

The survey investigated people’s views on:

• Linking St Patrick’s Day with the broad cause of peace

• Willingness to donate and preferences on donation method

• How funds raised are to be used.

The survey showed that people celebrated St Patrick’s Day in a variety of ways, with family, friends, going to the pub or a parade.

The survey indicated strong support for linking St Patrick’s Day with the cause of peace, with 72% in favour, 16% neutral, 11% against and 2% not commenting.

There was a similar response on the question of willingness to donate, with 73% answering Yes, 10% Maybe and 13% No, with 4% not commenting.

On the use of funds, 34% felt they should be used mainly in Ireland, 14% mainly abroad, 43% for both and 8% not commenting.

On preferences for how to donate, buying a badge and participating in fundraising activities (table-quiz, céilí, Paddy’s parties) had the highest ratings with sponsored activities (running, swimming etc) and online or text donations somewhat behind. For this question, people could choose more than one option.

In addition to the above, the survey yielded many useful comments and insights on how the appeal could be developed.

A full copy of the survey report is provided separately.

Online/Text*17%*

Badge*36%*Sponsored*

15%*

Fund<raising*32%*

Dona?on*Method*

0"

10"

20"

30"

40"

50"

60"

18*24" 25*34" 35*44" 45*54" 55+"

Age$profile$$

Family'23%'

Friends'22%'

Parade'27%'

Pub'18%'

Other'3%'

Don't'7%'

How'we'celebrate?'

0%#

20%#

40%#

60%#

80%#

Yes# Neutral# No# NA#

Link%with%Peace?%

0%#

20%#

40%#

60%#

80%#

Yes# Maybe# No# NA#

Willing%to%donate?%

0%#

10%#

20%#

30%#

40%#

50%#

Ireland# Abroad# Both# NA#

Use%of%funds?%



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5 Wexford Pilot

5.1 Overview The purpose of the pilot was to gain some insights into what practical activities would be of interest to people celebrating St Patrick’s Day.

The focus was on incorporating messages of peace into St Patrick’s Day celebrations. It was decided not to actively fundraise, mainly because the organisation was not yet a registered charity.

5.2 Schools We contacted all the primary and secondary schools in Wexford and following discussions with a number of them, following schools held pilot activities: Castlebridge, Crossabeg, Kilrane, Murrintown, Rosslare Strand, Tagoat and Wexford Educate Together.

Packs were issued to the schools containing information leaflets, sticky badges (very popular) and balloons.

The most popular activity was the construction of shamrock themed peace walls, containing messages of peace from the children (see images in the Annex).

5.3 Businesses Presentations were made to several of breakfast meetings of Wexford Chamber and Business Network International. Through the Chamber, information leaflets were circulated to all its members.

A number of hotels, restaurants and coffee shops (Bean n’ Berry Coffee Shop, Ferrycarrig Hotel, Greenacres Restaurant and Art Gallery, Hotel Rosslare, the Talbot Hotel and Whitford House Hotel) used Shamrock balloons and leaflets as part of their St Patrick Day decorations. In addition, the Talbot Hotel issued welcome packs with Shamrock cookies. Hotel Rosslare hosted a Shamrock themed story-telling event. Spiritual Earth ran a peace themed Meditation class, Jive Inferno held a St Patrick’s Day dance class and Menapia Properties (auctioneers) decorated its premises using Shamrock balloons and leaflets.

5.4 Media A small Facebook Campaign was run as part of the pilot in the 2 months prior to St Patrick’s Day. This involved directed posts, two small advertising campaigns and regular updates. A ‘Twibbon’ was used to allow people to express support for the Appeal by posting a Shamrock Appeal image on their own Facebook profile image. A total of 390 likes were generated. The top ranking posts were those with a strong local flavour.

A Twitter campaign was also run, generating just over 20k impressions and 70 followers (organic). The top tweets were those that interacted with other organisations or referenced events in the media at that point in time.

The two main Wexford papers, the People and the ECHO, carried stories about the pilot, including photos of the Talbot Hotel welcome cookies.

South East Radio conducted an interview with Bobby Lambert and Calodagh McCumiskey of Spiritual Earth.



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6 Annexes

6.1 Images from pilot This section presents a selection of images from the pilot events.

Kilrane NS Peace Wall Wexford Educate Together NS display

St Mary’s Tagoat NS Peace Wall Murrintown NS Peace Wall

Spiritual Earth Meditation for Peace Talbot Hotel Wexford Participation



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Senior Shamrock Supporter Greenacres Balloons

Shamrock Sticker / Badge Shamrock Rosette with metal badge

Twibbon, as used on Facebook Shamrock Welcome Cookies



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6.2 Organisational status The initiative was started on St Patrick’s Day 2015 and seed funding was secured in April.

A steering group was set up soon thereafter and met for the first time in June 2015.

The steering group provided importance guidance in developing the strategy and Constitution of the organisation, including Vision, Mission, Objects and Values (see below).

During this period, contacts were made with a wide range of organisations and the initiative attracted solid support. A website and facebook page were set up.

Formal registration of the organisation is in process, pending consideration of this feasibility study.

6.2.1 Vision, Mission, Objects and Values The vision of the organisation is of “a world free from violence”.

Its mission is to raise funds to support communities around the world in reducing their risk of violence

As stated in the agreed draft Constitution, the objects of the Organisation, are:

(a) To promote human security and to celebrate a world where people can live in peace, safety and with their rights and dignity respected.

(b) To raise funds in order to support communities around the world in reducing their risk of violence.

(c) To provide support, including funding, to organisations and initiatives working to reduce the risk of violence, particularly those working at local community level.

(d) To draw out and share learning from the work done and supported by the Organisation.

The organisation’s values are as follows:

• Affected communities at the centre: Communities affected by violence will be at the centre of all of our work, recognising that reducing violence requires action at all levels.

• Needs driven, evidence guided: Our approach will be driven by need and specifically the risk that violence poses to people’s lives and wellbeing. Our work will be guided by the best available evidence of what works.

• Out of sight, not out of our minds: Much violence receives little media attention: we will actively seek out ‘forgotten’ areas of violence.

• Long-term approach: The causes of violence are deep rooted and manifold and there are rarely quick and easy solutions. Therefore we will develop long-term partnerships with those working to eliminate violence.

• Neutrality and independence: In all our work we will maintain our independence from government and from parties to conflict.

• Ethical standards: In all our work, we will ensure the highest ethical standards.



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6.2.2 Who is involved? Steering Group

• John Atkinson, Managing Director, Irish Homeminders, Wexford (and Founding Trustee)

• Mark Cumming, CEO, Comhlámh, (and Founding Trustee)

• Will Devas, CEO, Glencree Centre for Peace and Reconciliation, (and Founding Trustee)

• Richard Dixon, Head of Public Affairs, Concern Worldwide

• Avila Kilmurray, Consultant, Social Change Initiative (and Founding Trustee)

• Catrina Sheridan, Director of Fundraising and Marketing, Trócaire

• Marie-Louise McClarey, Head of Fundraising, The Corrymeela Community,

• James O’Connor, Managing Director, Greenacres, Wexford.

Supporters

• Keith Best, Chair of Wyndham Place CharlemagneTrust, charity CEO and former MP

• John Browne, retired TD for Wexford

• Éamonn Buttle, MD of South East Radio

• Nóirín Clancy, Community Development Project Manager and trainer

• Marie Corcoran-Tindill, Community Development worker and trainer

• Gemma Ferris, student at DCU, member of the pilot crew

• Alice Garrad, Fundraising consultant, member of the pilot crew

• Maurice Grehan, ITC and graphic design consultant, member of the pilot crew

• Leonard Kelly, Engineer and politician, Wexford, member of the pilot crew

• Eugene Lambert, author and U.K. based founder of Aspect Capital

• Michael Londra, Emmy® nominated singer and Wexford Ambassador

• Gregory Maguire, US author of novel, Wicked, behind the blockbuster musical

• Calodagh McCumiskey, owner of Spiritual Earth Wexford, member of the pilot crew

• Paul McNulty, Engineer and author of novels including Spellbound by Sibella

• Paul McVeigh, founder of London Short Story Festival and author of novel The Good Son

• Kevin Moynihan, Chartered Accountant of KGM Financial Ltd in Kerry, providing financial advice

• Colm Tóibín, Irish based novelist

• Tony O’Brien, PR consultant, member of the pilot crew

• Bert O’Donoghue, retired manager and vice-Chair of a children’s charity in UK

• Pádraig Ó’Tuama, Poet and leader of Corrymeela community

• Terry Veitch, retired CEO, mentor

• Tony Macaulay, Northern Ireland author, management consultant and peacebuilder

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