What's next? Weathering Storms
Thursday 24th September
Making the case for Legacy marketing
Ashley Rowthorn, Legacy Voice
This session will offer advice on how fundraisers can make the case for investment in legacy marketing at this crucial time, when budgets are particularly at risk. Ashley will discuss the importance of continuing to invest in legacy marketing and share evidence from Legacy Foresight and Legacy Voice’s Legacy Marketing Benchmark
programme which enables fundraising teams to demonstrate the value of their activities and to evaluate the ‘return’ on the resources they invest.
He will talk about Scottish legacy giving, assessing specific areas like performance and emerging trends, following the annual market review that Legacy Foresight is publishing in August as part of
their Legacy Monitor programme
Ashley is Director at the Legacy Group of companies, including market analysts Legacy Foresight, strategy and communications consultancy Legacy Voice and legacy administration consultancy Legacy Link. Together they are the UK’s specialist legacy consultancy helping charities right through the legacy journey and maximising their legacy income.
He has spent the last 12 years immersed in legacy giving, first managing the legacy marketing at a national health charity, before becoming a legacy consultant in 2015. Today he works with charities across the UK, in Europe and Australia, and is a member of the Remember a Charity Campaign Council.
Narrative, Emotion and Storytelling
How do we approach a copy brief? How do you craft a narrative to match an ask for money? What techniques can bring emotion into your storytelling, while never losing sight of your audience and your fundraising objective? In this session, Sian will share some of the ways she approaches a new brief, and share tips and ideas on how you can craft your perfect fundraising copy.
Sian Norris is a copywriter, journalist and writer. She's worked with a range of charities including Amnesty International, Greenpeace, Macmillan Cancer Support, Christian Aid, Dogs Trust ROI, LauraLynn Children's Hospice, Multiple Sclerosis Society, and many, many more. Sian is a regular contributor to the Guardian, the I, openDemocracy, New Statesman, politics.co.uk, and is the founder of the Bristol Women's Literature Festival.
Dealing with ambiguity
Caryn Skinner MInstF, MICPD, Sharpstone Skinner
How are you doing? Coping or thriving? There are so many ways we are responding to the ambiguity of work life in lockdown and all are very normal (whatever that is these days).This session will help you reflect on your response to the unknown and explore how to get yourself through it maintaining your performance and also being equipped for what is to come. Whether you are still working at home, about to return to the office or a combination of both this session will help you navigate your way through the cloudy water to the other side.
Previously with Help the Aged as a fundraiser, trainer and HR Director, Caryn has worked in the learning and development field for over 25 years. She is a director of the leadership and team development company Sharpstone Skinner. The company works predominantly in the voluntary sector and Caryn specialises in coaching teams and leaders to high performance. She is an experienced trainer, facilitator, and executive coach
Taking your donors on a journey
Morag Fleming, FInstF, Devlin Fleming Fundraising
Whether you have been in close contact with your donors over the past couple of months or have found it difficult to know what to say to them, you will need to work out how to communicate with them in the coming months. Your data is that starting point and by understanding it you can create simple supporter journeys that bring your donors closer to your cause and help you raise the vital funds needed to come out of this period.
Morag started her fundraising career in Help the Aged before spending 11 years as Head of Fundraising at Quarriers. She has been a consultant for 6 years now helping charities at home and abroad to develop their fundraising and culture.
Building donor loyalty in a recession
Roger Lawson, Director, About Loyalty
With COVID-19 dominating our donors’ lives, a recession heading our way and donor acquisition getting harder and more expensive all the time, it has never been so important to nurture our existing donors and create communications that grow their loyalty.
For the last six years, About Loyalty has been researching what creates donor loyalty – the things that create that unique emotional connection between each donor and cause. Donors with high levels of emotional loyalty give for longer, they give more and they are more likely to leave you a gift in their will. In this session, Roger will share the three cornerstones of donor loyalty and he’ll give practical advice and examples you can take away and implement straight away.
Roger has held senior fundraising positions at Feed the Children and WWF, been strategy director of Cascaid and GOOD Agency (two of the UK's most innovative and successful fundraising agencies) and now enjoys working directly with charities and universities.
Roger’s approach is based on his passion for understanding the personal motivations why donors give to the charities they do. He’s as happy as a pig in muck when he’s speaking to donors to understand and measure the emotional connection they have with the charities they support; building segmentation models to help charities understand their different audience needs; developing propositions that inspire giving and legacies; or designing supporter experiences that grow long-term loyalty and value.
Major gift practice in a Covid-19 world
Margaret Clift, National Museums Scotland, Ali McLeod, National Trust for Scotland and Charlotte di Corpo, Glasgow Life
This year, the Coronavirus pandemic has turned the world upside down. Major Gifts is a field which relies heavily on events, networks and face to face meetings. So, how have Major Gifts fundraisers across sectors responded to the crisis? What have we learned? And how will it shape our practice going forward. This panel session will address these issues and try to answer the questions
Margaret Clift has been Head of Development at National Museums Scotland since 2015, working with donors to bring the museums’ collections to the widest possible audiences. Prior to joining National Museums Scotland, she worked in senior fundraising roles across the higher education and voluntary sectors. She has been a speaker and trainer for the Institute of Fundraising and CASE, an Advisory Panel member of Rogare, the fundraising think tank, and is a Board Member for Classics Association Scotland.
Ali MacLeod has worked within fundraising roles at universities and international development organisations for over 15 years, joining the National Trust for Scotland 3 years ago. She has a wealth of experience generating income at home and overseas, working with donors to illuminate and create opportunities to deliver impact.
Charlotte di Corpo is Head of Development at Glasgow Life, a charity dedicated to making the city vibrant. Glasgow Life believes culture, sport and learning bring meaning to people’s lives. Their pioneering programmes, activities and events make people healthier, happier and more fulfilled. The charity runs the city’s libraries, community centres, sport facilities, major events and it’s ten museums including the Burrell Collection which is currently undergoing a £66m refurbishment. Charlotte has worked as a fundraiser in Scotland for national arts organisations such as Scottish Ballet, National Museums Scotland and other major cultural institutions such as Festivals Edinburgh as well as third sector orgs such as Save the Children.
Reaching new communities with kindness
Gillian Green and Tracey Groom
One positive to come out of the Covid-19 crisis is that people now feel much more connected to their local communities. Harnessing this community spirit can help you reach new audiences and develop strong community fundraising relationships.
This session will reflect on the success of Chest Heart & Stroke Scotland’s Kindness Volunteer campaign, which recruited over 5,700 new volunteers and delivered 6000 hours of support during lockdown.
Fundraising partnerships with corporate sponsors such as Scotmid and DM Hall were a key part of this success, allowing the charity to reach new audiences of donors, volunteers and service users.
Gillian and Tracey will show how community partnership working can present a new way to engage with charity campaigns – and a new way to fundraise.
Gillian is the Assistant Director of Fundraising at Chest Heart & Stroke Scotland, where she uses innovative ideas to maximise fundraising opportunities for the charity. With over 20 years of experience in the charity sector, Gillian began her fundraising career at Children's Hospices Across Scotland (CHAS) in 1999. During her time at CHAS, Gillian developed her strategic and leadership skills – rising to the role of Head of Fundraising Operations – before joining Chest Heart & Stroke Scotland in 2018.
With a background in charity retail, Tracey joined Chest Heart & Stroke Scotland in 2015 as a Regional Support Manager in the Retail department. As part of this role, Tracey was instrumental in developing the charity’s Community Hubs, reaching people with chest, heart and stroke conditions in some of Scotland’s most deprived communities. Now, as Community Hub Engagement Co-odinator, Tracey has helped the charity to adapt and deliver community support differently during the Covid-19 crisis.
Further sessions will be added over the coming week