Thursday, 31 March 2011

Marketing Strategy for Effective Fundraising

Well well, well, you lucky people you! DSC have finally decided to do a second edition of the definitive book on using marketing effectively to enhance your fundraising. Trouble is I put the proposal in last September and in the meantime they've sold out. Fortunately, I've a few author's copies that might last until the reprint.

Very interesting to look afresh at the copy and how in the five years since publication my prognostications about the future of fundraising to 2020 looks horrendously out of date, shape and everything else. Note to self, any predictations (save for the Cheltenham Gold Cup - Long Run was my selection) are over 50 years not ten. 'Cause, of course, in the long run we're all dead.

Enjoy the legacy development opportunities whilst ye may.

Thursday, 24 March 2011

Marketing or Fundraising? The Big Debate

A most interesting debate at LSBU today as to whether we must integrate fundraising into all our charity communications and fundraising or whether the skills needed for "the ask" are actually separate, complementary but different to those needed for marketing communications.

An initial vote showed 70% supporting the motion.

Patrick Boggon of Tarnside proposed that everything that fundraisers attempt in trying to change the world is driven by marketing principles. In fact unless Maple's five Ps (price, place promotion, product and positioning)are considered carefully and honestly the fundraising proposition is likely to fail.

Peter Maple countered that fundraising unlike marketing is really very, very simple. Taking into account Tony Elisher's fundraising cycle and the ubiquitous case for support all the fundraiser needs is to listen and ask appropriately. Marketing, on the other hand is full of concepts, theories, paradigms, matrices and gurus. He conceeded that one must have an understanding of effective marketing in a not for profit but asserted that it doesn't have to come from the fundraisers.

The audience were largely unmoved agreeing that there are two skill sets but that fundraising like sales )in commerical organisations), needs to be fully understood and integrated into the marketing function.

You had to be there.

Tuesday, 15 March 2011

Paraphrasing Lady Bracknell

To misquote Lady B, "to lose one chief executive may be seen to be unfortunate, but to lose two might be seen as careless"

In most organisations people tend to copy the behaviour of the chief executive, since that person has clearly demonstrated their ability to get to the top of that particular tree so perhaps it's not surprising that we get the banksters we deserve. However in the voluntary sector where chief executives are expected to demonstrate the passion, commitment and dedication shown by the volunteers it is sad when their tenure is, to say the least brief.

What will the staff, volunteers and members make of the early departure of Amanda McLean from the Institute of Fundraising after only six months in post. Paul Amadi, then Chair of the Institute said in September: ''We believe that Amanda is the right person to provide leadership and direction to the Institute and its membership." So what changed so quickly?

With the Institute also in the middle of trying to recruit a new chair it does seem that acting chair Alan Gosschalk and interim CEO Bruce Leeke have got their hands over full.

Meanwhile, consultations for the Giving Green Paper have only just finished and the Government has said it'll issue a white paper in weeks. The budget announcements next week may have profound implications for the future of gift aid. The central and local authority cuts are having a devestating effect on community organisations and local charities.

Forget strategy for the moment. Any suggestions for an effective tactical response and coherent campaign to keep pressure on the Government?