a strategy for joint working
TRANSCRIPT
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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
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Fundraising and
communications
Finding the right
blend
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There are some problems
“We just don’t talk
to each other”
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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
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Competing for attention and resources
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“Two countries separated by the same language”
George Bernard Shaw
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We are more similar than we think
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We need each other
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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?
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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
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Make every piece of communication count
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One big idea/theme supporting
all your work
A skewer for all communications
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Do the planning…..
….Together
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Be Ruthless
Ability to actHigh
High potential
and willing
Low potential and
unwilling
Willing to actLow
Low
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Those you own, those you don’t
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Expect change
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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?
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Enjoy each other
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Thank you
Peter Gilheany
Director, Forster
020 7403 2230
www.forster.co.uk
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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