CLARITY
THAT LEADS
TO CASH
We have worked on capital projects raising tens of millions of pounds, multi-year campaigns raising tens of millions of pounds, to individual campaigns raising just tens of thousands. But whatever the scale and the cause, they have certain facets in common.
Foremost of these is understanding – really understanding what drives the donor, and how what you are pitching can press their buttons. If you don’t know the answer to either of those questions, you are very unlikely to be successful. One way we can get that information is through our Discovery Process. With this, we get under the skin of the donors, as well as other stakeholders, and get a refined, nuanced sense of how the charity needs to present itself.
This provides the platform for the next crucial part of the giving infrastructure: telling the story. The communications need to come from a very coherent story about what the cause is, why you should care, and how you personally can make a difference. If any one of those three facets is unclear, or unconvincing, then no sale will be made.
It is also vital that this isn’t seen as one piece of communications in a vacuum, but part of a narrative that is consistent in its central theme, but always changing in its execution. So, we home in on the heart of the appeal. We then keep refreshing that story in new and creative ways.
And it pays off, for example by raising the revenue achieved by a charity at its main fundraising event by 62% over 2 years. And with a legacy campaign that achieved a return on investment of more than 30:1. We have also worked on capital campaigns that have raised millions of pounds, including one that raised more than £50m.
