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Good PR means good fundraising First Friday, The Hub King's Cross

Good PR means good fundraising First Friday, The Hub King's Cross. IFC Italy , based in Milan, is the Italian branch of International Fundraising Consultancy a network of long experienced consultants for non profit organisations (practise in the field + academic training) ‏

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Good PR means good fundraising First Friday, The Hub King's Cross

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  1. Good PR means good fundraising First Friday, The Hub King's Cross

  2. IFC Italy, based in Milan,is • the Italian branch of International Fundraising Consultancy • a network of long experienced consultants for non profit organisations (practise in the field + academic training)‏ IFC Italy is not: • a communication or fundraising agency • IFC Italy provides: • a broad set of consultancy options from FR&Communications, Public Relations and publications to legal advice, HR, web design, social innovation • every “First Friday” @theHUBMilan and twice a year @ Hub Rovereto 2 www.ifcitaly.it London, 4th Feb 2011

  3. My experience (1/2) • My background is in journalism: everything could be a piece of news • ‏Communication = relations: (potentially) everybody could be interested in what I'm doing/what my organisation is doing! • Communication: 1st quality of a fundraiser: written&verbal communication in many different contexts (case of support, corporate FR, use of language, etc)‏ London, 4th Feb 2011 www.ifcitaly.it 3

  4. My experience (1/2)‏ • I live in Italy, I work for Italian Third Sector which is: • fragmented: from micro to medium charities, few big charities (mainly Bank Trusts or Italian branches of international organisations)‏ • not professionally oriented (mainly)‏ • affected by Vatican/Catholic influence or by left wing 70’s movements • very individual, self referenced, not networking • supported by few tax benefits for donors and companies

  5. The Italian Third Sector • Our Charity Commission is not a regulatory body for registered charities but a 'light' watch-dog body • The charities could be: associations not for profit, trusts, organisations • Small or micro-charities: nation-wide, no/few employees, low revenues, self-financed, low culture in management, few FR activities (budget max 250/300.000 Euros/year); • Medium charities: numerous, active in social/health service assistance, good FR activities but low innovation (from 1 to 5 million euro/year); • Big charities: few organisation with staff and volunteers, lot of FR activities Italy: a generous country About 235,000 organisations (not including all catholic onps from parish churches or Christian missions)‏ 630,000 employees, 3millions of volunteers London, 4th Feb 2011 www.ifcitaly.it 5

  6. Communication&fundraising‏ • Every day we face to a wide variety of target audiences and each segment of potential donors have different motivations • The case for support has to be applied to each audience • npo's stakeholders • Staff&volunteers • Board • donors (private, major donors, companies, etc)‏ • media • general public, etc London, 4th Feb 2011 www.ifcitaly.it 6

  7. Communication4fundraising‏! • Ingredients for a gig • 1 ngo: CIAI – Italian centre in help for children - www.ciai.it • 1 popular musical: “Aggiungi un posto a tavola” • 1 long gig all over Italy • a popular actor become a friend: Gianluca Guidi • (a lot of) volunteers going to theatre • a scented candle (gift for a donation, min 5 euros)‏ (from “After me the deluge” by David Forrest)‏ London, 4th Feb 2011 www.ifcitaly.it 7

  8. Communication4fundraising‏: it works! • Partnership CIAI+Musical production • CIAI: people raising in all Italian regions • Continuous relation with Gianluca Guidi – his speech at the end of the show, inviting people to give. An effective fundraising activity!‏ • Fundraising every night: 'indoor' fundraising, free donations, new volunteers, potential donors etc • Daily press relations in different Italian regions (lot of press clips)‏ London, 4th Feb 2011 www.ifcitaly.it 8

  9. Results • In about 15 minutes after the show, 600 to 1200 Euros raised • Volunteers satisfaction • Theatre, musical production, actors are part of the project • Gigging with actors! London, 4th Feb 2011 www.ifcitaly.it 9

  10. Patrons • Christmas events • Videos, radio commercials • Campaigns London, 4th Feb 2011 www.ifcitaly.it 10

  11. A trip around the world 1/2 • Once a year about 20 CIAI donors/sponsors/companies visit 'their' project • Holiday + donors commitment • Donors meet beneficiaries • PR&press releases • Storytelling (online/offline)‏ London, 4th Feb 2011 www.ifcitaly.it 11

  12. A trip around the world 1/2 • No costs for CIAI: travel costs include donation + ngo's guide • Donors more and more involved • New donations&people raising • local partners&staff satisfaction • a transparency standard for companies London, 4th Feb 2011 www.ifcitaly.it 12

  13. Make your communication a success 4 your FR Have a clear, articulated core message(s)‏ Ensure it is relevant to your target fundraising and supporter audiences Build internal awareness Carrot and stick for ALL teams to be delivering the core messages consistently Regularly review success from the audience’s perspective London, 4th Feb 2011 www.ifcitaly.it 13

  14. Let's summarise PR&communication are not fundraising but they guarantee: a constant support to all FR strategies a chance to improve relations with all stakeholders an opportunity to meet new potential donors an opportunity to give in unusual context Charity’s reliability/reputation: a trustworthy charity Without communication you cannot fundraise! London, 4th Feb 2011 www.ifcitaly.it 14

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