1. THE SECRETS TO RAISING MORE MONEY IN
TODAY’S UBER-COMPETITIVE ENVIRONMENT
Catherine Miles, Fundraising Director, Anthony Nolan
Third Sector Leaders in Fundraising Conference
14th April 2015

2. 2
Anthony Nolan Fundraising income
£0
£2,000,000
£4,000,000
£6,000,000
£8,000,000
£10,000,000
£12,000,000
Gross income
Net income

3. 3
We moved to a relationship fundraising approach
• Find out why people want to support us and how they want
to do this
• Target based on motivation/insight
• Empower supporters to make their fundraising as effective
as possible
• We ask for money less and thank and show impact more
• We offer other, non-financial ways to help: volunteering,
campaigning, awareness raising
• Evaluate based on lifetime value as well as income growth
• Aiming for long term, maximum value relationships

4. 4
Relationship fundraising in practice
• Replaced a team of 18 Regional fundraising staff with 5 Community account managers in London
• Individually account manage over 2,000 supporters across the Community and Events
programmes
• Apply major donor fundraising techniques across the Fundraising Division
• Currently have no Anthony Nolan-owned fundraising products

5. 5
Helping supporters use digital and social media to enable them raise money at a level and speed
previously impossible
• We help supporters to set up online donation pages,
social media feeds and integrate social and digital
activity with traditional fundraising like challenge
events
• Jessica Stoate is running the Marathon in memory of
her Mum. She has a Facebook page, Justgiving page,
Twitter feed and produces great video content.
Raised over £4k so far and generated great media
profile
• Jessica’s Marathon video http://t.co/bWsvnPLyf2
• Our Brand team are happy to promote supporter-
generated content

6. 6
Relationship fundraising results
Community net income grown
from £178k in 11/12 to £1m in
14/15 at 5:1 ratio
The number of Community
supporters is growing 30% year on
year with no cold marketing spend
2014 Virgin Money London
Marathon runners raised £2,817
compared to £2,400 race average

7. 7
Securing investment
• Made the business case for investment in regular giving
by building the Fundraising strategy around the needs
of the charity’s financial model
• The majority of Anthony Nolan’s income comes from
stem cell provision – which is unpredictable and outside
our direct control.
• Fundraising income needs to be as predictable,
sustainable and unrestricted as possible to diversify the
revenue base
• This meant investing in regular giving acquisition was a
strategic investment for the charity and this helped
secure buy in from the Finance Director and Trustees
• Now have 42,000 regular givers donating £4.8m pa

8. 8
Securing buy in
• Organisational concerns about making fundraising asks to the 500,000+ stem cell register
• Addressed concerns with Board/SMT individually; tested proposition through focus groups, surveys
and a test campaign
• Over 190,000 calls made; 12,000 regular givers from the stem cell register giving £500k+ pa; 7% sign
up rate amongst 21-30 year olds
• 30,000 pieces of contact data cleaned = faster turn around time in event of stem cell donor match
• 18% additional lifetime value from pledged legacies, community and events income
• Regular reporting to the Trustees

9. 9
Driving a ‘one team’ culture & investing in training and development
• We focused incessantly on what was best for the organisation; the supporter; and the overall Fundraising
net income and that message came strongly and consistently from all Fundraising senior staff
• We stopped soft crediting income
• Fundraisers have personal targets but they also have KPIs on cross selling other ways to help and working
collaboratively
• We are open at recruitment about our collaborative approach
• We’ve invested in extensive training and development via conferences, courses, qualifications, mentoring
and networking. We use team and 121 coaching based on Insights profiles to help people develop
individually. We run tailored bespoke training on all aspects of relationship fundraising.

10. 10
Could this work for other charities?
1. Opportunity to grow income by using relationship fundraising techniques with do your own
thing and challenge event supporters
2. As Fundraising leaders we can strongly influence our teams’ culture and this can help
reduce siloed thinking and behaviour
3. Having locally-based Fundraisers is not essential to having active supporters across the UK
4. Fundraising products are an effective way of engaging mass audiences. But how much more
money could we raise as a sector if we delivered more relationship fundraising as well?

11. Questions?
Catherine.miles@anthonynolan.org
@Cadders68