1. Engaging audiences, understanding motivations and winning support
IoF South West Autumn Conference
Carrie Bater – Community Fundraiser

2. Our fundraising world is changing
Decline in income from community fundraising
Fundraising Preference Service predicted to have huge impact
Low public trust and confidence
Huge number of charities competing for donors
Carrie Bater – Community Fundraiser

3. In pairs, identify a segment of supporters you are struggling to engage
Carrie Bater – Community Fundraiser

4. Setting the scene – early 2015
Students sit in a high risk group of contracting meningitis
Our service users include students and universities
Attempting to engage this audience by using existing techniques and materials
Income from universities is at less than £3,000
Bottom line – we did not understand this audience and were struggling to engage them
Carrie Bater – Community Fundraiser

5. In pairs, come up with some innovate ways to engage your identified group
Carrie Bater – Community Fundraiser

6. Understanding your audience
A need to:
Make them aware this cause matters to them
Increase brand awareness
Give them something they want
Attractive, bespoke fundraising opportunities
Carrie Bater – Community Fundraiser

7. A new, tailored strategy
Cross-department working to both raise awareness and funds
Use of existing young supporters to advise
Multi-pronged approach to reach institutions and students
Every team in the charity committed to the campaign
Carrie Bater – Community Fundraiser

8. Tailoring our materials to their needs

9. Gaining traction Our materials were used in over 70 universities
Over ½ million students saw us on social media
Won ‘highly commended’ from the BMA, and nominated for ‘best campaign’ by NaSFA

10. Case study – Durham University
Infectious Diseases policy rewritten
Symptoms cards and posters distributed
Talk from a volunteer at Student Union
Student Awareness Week led by students
Student-led fundraiser which raised over £4,000
Ongoing support from CFO for future fundraising opportunities
Carrie Bater – Community Fundraiser

11. How can you convert your ideas into income?
Carrie Bater – Community Fundraiser

12. Conversion to fundraising
Brand awareness is now high amongst students
Higher success rate with RAG applications
Number of young volunteers has increased by 25%
Offering fundraising opportunities that appeal to them
Overseas challenge
Income currently stands at £8,000 for this FY (7 months in), compared to less than £3,000 in
Carrie Bater – Community Fundraiser

13. Challenges Funding the materials and microsite initially
Cross-departmental working
Reliance on volunteers
An element of risk
Competitors in the market
Carrie Bater – Community Fundraiser

14. The future is bright
We are investing more into this campaign from the initial successes – both in awareness and fundraising
Income from universities is set to rise to £50,000 in FY
We plan to replicate this model across other groups and are currently looking into GP surgeries and pharmacies
Carrie Bater – Community Fundraiser