Regional Corporate Fundraising The advantages and challenges of

being local

What we will cover

• Background on myself, the Hospice and fundraising department

• Disadvantages of regional corporate fundraising

• Advantages of regional corporate fundraising using examples

• KHH future corporate plans

• Summary

• Questions

Background

• Corporate fundraiser at Katharine House Hospice – Stafford. Main point of contact for all local companies

• Approaching 7 years in the role

• Previously a Journalist but wanted to do something more rewarding and tangible in my local community

About the Hospice

• Katharine House Hospice is an adult Hospice caring for end-of-life illnesses. Not just Cancer

• The first part of the Hospice was opened in 1989 • 10-bedded inpatient unit, Day Therapies unit plus ancillary services

including Lymphoedema and Counselling • Operating costs of £2.6 million per year with 25% statutory funding • Serves the Mid-Staffordshire area, circa 150,000 households • Supported 845 local people in 2011/12 • Work in fundraising team of 8 people raising just under £1 million

per year • 87p of every £1 donated is spent on patient care

KHH corporate fundraising

• One main and first point of contact for all companies who come into contact with hospice

• Responsible for employee fundraising, direct donations and various appeals

• In 12/13 companies contributed to over £100k of fundraising income

Regional partnerships

Disadvantages

Disadvantages

• Smaller budgets and less resources • Don’t touch as many people as larger charities • Fewer employees • Less PR opportunities • Regional coverage only; no national coverage • Restricted by area and boundaries • Smaller pool of companies to work with • Can get overshadowed by national fundraising

campaigns such as Comic Relief • Less unsolicited support from companies

Regional partnerships

Advantages

Return to Local Giving

HSBC regional partnership

• 12 regional branches to vote on local charity • Manager had a connection to the charity • Manager put Hospice forward for regional COY • Successfully won presentation to support for 12 months • Meeting with regional managers and plan and target of

£6.5k to ‘Pay for a Day’ agreed • On-going nurture and bulletins with each branch to keep

momentum going • Staff will visit hospice on their chosen day to sponsor and

meet with Hospice staff over refreshments

In-built into community

Joint event with car dealership

• Unable to help financially • Partnership formed to organise Christmas fayre to

raise funds so non-financial commitment • Great joint PR event including working with local

football club who offer venue FOC • Roles split between the three organisations • Including bank matching £1.3k raised • Partnership worked well so planned for 2013

Good local PR

Ten Local Companies • Perfect for those companies who want to support

but have little time to get involved • Easy transaction: pay membership fee and get

branding shown at our key events • Exclusive for one company per sector i.e.

solicitors, builders • Only require ten – more feasible on local level • Strong local PR in community • Low expenditure and easy to maintain via bulletin

Other Advantages

• Can get them involved in volunteering

• Likely to cover smaller area so easier to focus

• Can nurture for a longer period of time

• People can see where their money is going

• Likely to have had a connection/link to the cause

• More personal relationship

• Easier for people to visit and experience the cause

In Summary

• Regional corporate fundraising has many disadvantages due to its localised approach to fundraising

• It will always struggle to compete with larger, national fundraising campaigns

• A noticeable return to local giving has made it easier to work with some larger companies i.e. banks and supermarkets

• Today, companies recognise the benefits of working with a local charity

• Easier to get companies involved in a non-financial way • Companies can see where their money is going

KHH corporate plans 13/14

• Look at corporate recruitment of new donors – via appeals and communications

• Look at reengagement programme of lapsing and lapsed donors to reduce this

• Devise an effective corporate communication programme

• Explore other non-financial ways to engage with companies

• Look at follow-up plan after first gift

Key things I remember

• Be realistic about what you can deliver

• Be honest about what you can deliver

• Make sure you deliver what you have agreed

• Keep donors up to date and in the loop

• Know when to stop or withdraw from partnership

• Remain professional even when things don’t go as planned

• Keep in contact even when not asking for anything

Any Questions?

I would also welcome your thoughts