Employee Fundraising and Charity of the Year: Tips and Trip-Ups from one of the Sector's

Most Noteworthy Relationships

Listen to what the community knows it needs

Empower them to make the necessary changes themselves

Ensure absolute sustainability

About

“This is sustainability, not as a buzz word, but for real”Sorious Samura, EMMY and BAFTA award winning journalist

AfriKids is a partnership between a UK Charity; AfriKids (UK) and a Ghanaian Non Governmental Organisation; AfriKids Ghana.

We have a shared goal which is to alleviate the acute child suffering which rips through the fabric of communities across rural northern Ghana and to open up genuine opportunities to the region’s next generation.

All of our projects are locally owned and delivered in a holistic, effective and sustainable manner. We operate like a business; our monitoring and evaluation, our financial diligence and our donor feedback are integral to the organisation. Economic empowerment is the cornerstone of AfriKids; at individual, family, community and regional levels everything we do must be linked to long term financial independence.

Historical Income GenerationTotal Income 2009 – £1.2Predicted Income 2010 – £1.7mIncrease of 42%

In 2010

Deutsche Bank Charity of the Year

What makes a good Corporate Partnership Through AfriKids’ eyes

• High Income generation targets that are metLives are directly changed, good feeling for all involved, sense of challenge

• Effective PR and Media during and after the partnershipRaising profile and awareness of the partnership and the two organisations

Highlight the company’s commitment to CSR

• Improve staff morale and developmentOpportunities for staff to develop new skills

Opportunities for team building and personal growth

• Credible public association to be proud ofWhere the whole is often better than the sum of the two parts

• Better understanding of the charity and what it delivers and in our case of AfricaDispelling some of the myths

• Better understanding of how employee’s actual funds have been spent• Break fundraising records

How does the DB Charity of the Year Programme Work?

• Partnership supported by Deutsche Banks Corporate Citizenship UK team (8 employees) with one person on this team having direct responsibility

• Two charities of the Year are selected• A budget allocated based on planned events (in 2010 it is £230,000)• One member of AfriKids staff dedicates 4 days a week to the partnership• Three others dedicate at least one day a week each• All staff come to as many events as possible• Funds are raised all throughout the year and payments are made to the

charities on quarterly basis• Two DB staff members become the charity champions for the year

Why did we chose Deutsche Bank?

• Incredibly prestigious Charity of the Year Scheme• Significant ‘investment’ budget given by key departments to

enable the charity to maximise every single opportunity• We knew a previous charity of the year – The ALMT• We had a contact in the Bank who could nominate us and was

very senior• We were looking for bigger partnerships to enable us to invest in

our large sustainability businesses in Ghana• For the first time we had the capacity to manage a partnership of

this scale

What would be the Challenges?

• DB had never selected a focused international charity Aside from the British Red Cross following the Tsunami

• They had never selected an African charityVery common in city firms

• Organisations should have a maximum income of £10m/year £10m was 10x our income so we were likely to be one of the smaller charities applying

• In 2008/9 three charities were selected – for 2010 only two wereDepending on how you look this could have been positive!

• Compared to some of the previous charities AfriKids was small At the time we had a staff team of six with just four fundraisers, this would require a large portion of our team and resources

• It could be a flash in the pan

What were the Opportunities?

• Raising a record amount of money with one partner in a year• Significant fundraising potential

You get out what you put in• A real challenge with huge benefits to AfriKids as an organisation and for

our staff as individuals• An opportunity to widen our donor base

AfriKids’ donor retention rate averages at 95% - this is one of our biggest strengths• An opportunity to stand ourselves apart and do things differently as a

new cause for the BankTrips to and treks within Ghana

Do not underestimate the amount of work you need to put in

You get out what you put inYou will need to work very hard

The Process

In 2010

The Process in Numbers

In 2010

Internal Nomination

• Very straight forward• One person within Deustche Bank nominates your charity and

provided you meet with that year’s selection criteria then you get an invitation to apply

In 2010

Written Application

• You are asked to write a two page application which answers about 5 questions

CredibilityClear and

concise opening

Impact and Transparency

Round 2 - Application

Something a bit different which

will grab people’s attention

Large scale high income

fundraising event

Demonstrable commitment

Round 2 - Application

Experience

In 2010

The Interview

Demonstrate:

•Creativity•Innovation•Your understanding of the industry and the types of people that work within it•Your capacity to deliver•Your personal commitment to the cause •Organisational commitment to the partnership•Well thought through event that will appeal to the DB staff

The AfriKids Promise to Deutsche Bank

We promise to

Make the most of an incredible fundraising opportunity that will have an enormous impact on AfriKids and our 100,000 beneficiaries

Use the funds we raise through Deutsche Bank efficiently, transparently and accountably

Ensure that children’s lives are turned around - for good - thanks to Deutsche Bank employees

Transform the way your staff engage with and perceive charity, making them feel valued, appreciated and in touch

In 2010

Public Vote

• This last stage was without a doubt the most challenging• 8,000 Employees were given 3-4 sentences on each charity with a link to a

webpage.• We were not allowed in the buildings

Finalists

Missing PeopleOvarian Cancer ActionThe Royal Parks FoundationMarine ConservationAfriKidsGeorges Appeal Back Up Trust Sense International

“A first preference vote will count for 2 votes while a second preference vote will count for 1.

The 2 charities with the highest number of votes at COB September 23rd will become Charities of the Year 2010”

In 2010

Campaigning Examples

Other charities• Projection of images on the

sides of buildings• Walking Shire Horses down

London Wall• Advert in the Metro• Cheerleaders• Children and young adults

did the congo outside the bank in wheelchairs

• Fancy dress• Flyering• Use of internal supporters

What we did• Video from Gifty and Joe in Ghana• Personalised letter to every office

building in GB• Visits to all those logistically possible• Engaged interns and volunteers• Handed out Divine Fair Trade chocolate

and or leaflets 6-9am and 12-2pm• Home made T-shirts• Mobilised supporter base to contact

everyone in DB – from Hong Kong to the Cayman Islands

Contacted every office in the UK

Materials

Watch a fuller introduction to AfriKids (14mins)

Read our ideas for raising funds together n 2010

See examples of the projects the Deutsche Bank-AfriKids partnership will support

Vote for AfriKids!

This is your opportunity make a difference in Africa

We promise to...

Make the most of this incredible fundraising opportunity that will have an enormous impact on AfriKids and our 100,000 beneficiaries.

Use the funds we raise through Deutsche Bank efficiently, transparently and accountably.

Ensure that children’s lives are turned around - for good - thanks to Deutsche Bank employees. See Emman’s Story to understand the children you’ll be helping.

Transform the way you engage with and perceive charity, making you feel valued, appreciated and in touch. Read about the Poker Night and visit to Ghana we have planned for starters!

For the cost of one small programme in the UK we can reach an entire region, we can make those changes now and share them with you as they happen.

Making AfriKids one of the Deutsche Bank charities of the year would directly and immediately take kids off the streets, out of the mines and get them into school.

Please forget geography, please remember these children deserve to be safe, supported and educated; just as our own are and please vote for AfriKids.

Materials

In 2010

The Results

Marine Conservation came 1st

AfriKids came 2nd

Partnerships are announced in mid September to allow for planning before

the commencement in January

Next StepOctober 2009 – Start to Build the Partnership

In 2010

Run the Partnership and

Run it Well

In 2010

Tips – in the beginning

• Work well with the other charity – build a good strong relationship publicallyWe are lucky as MCS is an excellent charity doing great work but it could be more difficult depending on who you end up with

• Get to know the Corporate Citizenship teamThey have absolutely the same goals as you and want this to be a huge success

• Don’t re-invent the wheel, learn what worked and what didn’t in previous years• Learn to be brutal about your bottom line when planning initiatives• Go to every possible event you can• Meet with, support and encourage your champions• Think of ways that people can meet with the beneficiaries• Network your socks off

An opportunity not to be missed

In 2010

Tips – throughout

• Debrief events and activities constantly• Get feedback from employees about their perceptions of the charity, their

likes and dislikes• Ensure that staff feel valued and engaged• Just because it’s an investment bank, does not mean you can over-charge for

events• Try to really think outside the box of ways that every level of staff within DB

can be involved

Gross Income raised to date through events

Burns Night 2010

Total amount raised: £143,000

Art Auction

Total amount raised: £2,130

Take a Load off

Projected amount: £10,000

The Experience

Projected amount: £100,000

Projected gross income through events

Charity of the Year at Deutsche BankHistorical Trends in Income Generation

Projected Income

(18 months)

In 2010

Feedback

• Feedback as regularly and thoroughly as you can• Providing detailed and engaging feedback has value

way beyond thanking the individual who raised the funds

• Think of innovative ways to thank people

Q & A