Adapting to a Changing Giving Landscape for Fundraisers

ADAPTING TO A CHANGING ADAPTING TO A CHANGING GIVING LANDSCAPE GIVING LANDSCAPE Charlotte Weatherley, Policy Manager

About us About us Chartered body for professional fundraisers We speak up and represent the voice of fundraising to government, to regulators, and in the press and media. Facilitate learning and promote best practice through our community of members- Individual fundraisers, organisational members and corporate members 2

The Giving landscape is changing The Giving landscape is changing Long term: CAF UK Giving 2022 : Public giving is lower than pre-pandemic, meaning there is a downward trend in donations. How people are giving is changing, fewer cash donations more contactless payments. Short term: GOOD: Cost of Giving Monitor 2: 1 in 5 respondents plan to cut back, but 1 in 10 plan to give more. More likely to cut back on energy (35%) and Christmas presents (26%) than giving (12%) CAF: Giving in a cost of living crisis: In September 2022 4.9m people chose not to make a one-off donation 3.2m people reduced or stopped a regular payment to charity 3

Where members see opportunity Where members see opportunity High value givers- Major Giving and Corporate Partnerships performed well in the pandemic and still scope to grow this Mid value givers- top-line feedback from recent appeals indicate that this audience is remaining stable Lower-level givers- value exchange products (e.g. lotteries) are remaining robust In-person activities are back- Consider how you can use this to build up networks Innovation is must, not a nice to have 4

Start with your supporters Start with your supporters Not every fundraising activity will work for the same group of people. Practical things you can do: Reviewing your database to identify audience behaviour Carrying out supporter surveys Using feedback from other activities- such as visitor feedback Bringing in external consultants with experience in supporter insight "Though sector insight is extremely helpful, remember to do what works for your charity, not what works for other charities base your strategies, your campaigns and your KPIs on your supporters and past learnings. Change your way of thinking from What do we want to do , to What do our supporters want from us? and How do we want our supporters to feel? - Saira Rahim, Individual Giving Manager, JDRF 5

Think about what works for your Think about what works for your organisation organisation Not every fundraising activity will work for every organisations Not all organisations need to be pioneers, some can be early adopters, or late adopters. How you approach this depends on Staff knowledge and capacity Current infrastructure Ways of working Budget It's unlikely all of those things will be ready at the same time and you might need to invest in those areas. 6

Invest in fundraising Invest in fundraising Innovation requires taking calculated risks Ways to minimize this include: Start small and scale up projects e.g. a test and learn approach Learn about emerging technologies and new ways of fundraising from fundraisers Make fundraising a regular agenda point at board meetings It s not just about finding new supporters, it s about finding the right supporters who will continue to support your cause over time. A low ROI initially might seem worrying, but if supporters go on to support your charity for 3 or 5 or 10+ years, then that initial investment is worth it. By focusing on acquiring the right type of supporter, supporter engagement and loyalty and lifetime value, you will be opening opportunities to build relationships with supporters and securing income into the medium and long term. - Helen Daw, Head of Data Strategy and Insights, Woods Valldata 7

Resources Resources You can find more examples of successful innovation in the heritage sector here: Culture Hive Resources A changing landscape? How the heritage sector has adapted in 2020 - Arts fundraising and philanthropy Sector Insight: Arts and Culture Benchmarking Report- Arts fundraising and philanthropy Research Roundup- Chartered Institute of Fundraising Great progress is being made in digital fundraising but more support is needed Chartered Institute of Fundraising Advice on innovation and digital: How to embed a test and learn approach in your charity CharityComms Making Innovation Happen- Nesta Now is the time for fundraisers to embrace innovation- Chris Paver, COO, Dataro Digital transformation is not really about digital - it is about people and culture - Joe Freeman, Head of Digital, Bloodwise Six tips for integrating digital into fundraising Ella Pierce, Head of Digital Fundraising, Sightsavers 8

Thank you Thank you Questions? Questions? 9