Charity Talk 17 June 2009 Sue Douthwaite

Charity Talks First – The framework Second – Organisational strategic issues Third – Operational strategy and Implementation Finally –Conclusion

Stage 1. The Need, the service, the case, the cost The case for support expresses the cause – it’s mission Internal resources for information It must be well articulated and in clear language – benefits provided, outcomes, excitement, urgency and importance It must be understood by potential donors

Stage 2. The sources……. Their Potential Their Understanding Their Predisposition Leading to RESEARCH

Individuals…. Donor Development Pyramid Legacy Regular Big Gifts Major Gifts Committed Giving Second Donation One-off Donation

Stage 3…… Management implications…. The methods - fundraising techniques Manpower and structure – organisational/departmental structure and staff Targets – income and expenditure Strategy – organisational and fundraising Investment – staff, training and innovation

Stage 4. Consolidation Records – donations, donors, activities Monitoring – include evaluation – all activities and donors Adding in – customer care – attrition rates on face to face and direct mail Consolidation – build relationships with supporters – healthy successful funding base

Organisational Strategy Second

Operational Strategy and Implementation Third

Relationship Marketing Establishing relationships (product, segmentation and targeting, people) Strengthening relationships (Market research, spotting problems and encouraging complaints, service recovery QUALITY) Customer appreciation and recognition Relationship strategies: financial, social and structural bonding (including memberships)

introductiongrowthmaturitydecline Sales and profit Product Life Cycle

a b c Product Life Cycle refreshed

The Conclusion Finally….