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A strategy for joint working
- 1. 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
- 2. Fundraising and communications Finding the right blend
- 3. There are some problems “We just don’t talk to each other”
- 4. 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
- 5. Competing for attention and resources
- 6. “Two countries separated by the same language” George Bernard Shaw
- 7. We are more similar than we think
- 8. We need each other
- 9. 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?
- 10. Getting onto the same path Focus on a unifying platform – all internal and involved stakeholders pulling in the same direction 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 Do less but better
- 11. Make every piece of communication count
- 12. One big idea/theme supporting all your work A skewer for all communications
- 13. Do the planning….. ….Together
- 14. Be Ruthless Ability to act High potential High and willing Willing to act Low Low potential and unwilling Low
- 15. Those you own, those you don’t
- 16. Expect change
- 17. 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?
- 18. Enjoy each other
- 19. Thank you Peter Gilheany Director, Forster peter@forster.co.uk 020 7403 2230 www.forster.co.uk
- 20. 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