4 Lessons from 5 Amazing Fundraisers
There was much celebration in the P&B office last week upon raising our £1 Billionth. Last week I blogged about some of the numbers, this week it’s all about the people.
A special accolade goes out to five very special individuals who have each been fundraising with P&B for over ten years. Between them have spoken to over 300,000 donors, and raised a phenomenal £12 Million.
For those that have ever worked with or for Pell & Bales it is more than likely that you will recognise these names. Please join us in congratulating them, and every fundraiser to have worked with us in our 21 years.
So what can we learn from these amazing fundraisers? What in their view makes a great fundraising campaign and what inspires and compels them after all these years?
GOLDEN RULE #1: ENJOY WHAT YOU DO
When I caught up with our ‘super fundraisers’ I was really humbled to hear that what motivates them is “When the supporter thanks you for calling” or “when you’re congratulated for doing a great job and helping the cause.”
Darlene simply enjoys “conversations where the supporter has relaxed with me and there is laughter”
It is clear that what makes these individuals amazing telephone fundraisers is that they really do enjoy talking to donors.
GOLDEN RULE #2: ENGAGE WITH THE CAUSE
Often the easiest causes to engage with are those that as a fundraiser you can relate to directly, for many an example of this would be a cancer charity. But Tom also mentions the power of “charities that are passionate, non-apologetic and not scared to say it how it is.” Ingredients that of course go a long way towards truly engaging conversations.
It was unanimously agreed that a great briefing is key. It will lead to great conversations and great fundraising.
So what makes a good briefing? Held up were examples of visits: to science labs, heritage sites, hospices and centres. Welcome are speakers: midwives, survivors, field workers. Appreciated are personalised fundraiser newsletters, updates, thank you’s and awards.
Unfortunately we don’t do this enough. Next year I will make it my mission to do more.
GOLDEN RULE #3: COMMUNICATE SHARED VALUES BETWEEN YOUR DONOR & YOUR ORGANISATION: CREATE GENUINE ENGAGEMENT
Campaigns remembered most fondly are those with a real sense of urgency, where the supporter passionately believes in the cause: believes that they can change if not the world, then at least one person’s life.
Amongst supporter groups remembered for being really engaged are Labour Party supporters and their determination to secure a win in the ‘97 elections, those that have experienced first-hand the impact of a MacMillan Cancer Nurse, and the community of outraged people stepping up to support Save the Children UK in the 2009 Gaza crisis.
These campaigns were life changing, award winning and one of a kind. Speak to anyone at Pell & Bales who was involved in these campaigns and the pride is tangible.
These campaigns also teach us the value of finding prospects and supporters who share your beliefs: supporters who will be truly passionate about your cause. Not only will this ensure the most successful appeals, but the most engaged supporters too. And if we are to believe that ‘commitment’, ‘shared values’ and ‘engagement’ are key drivers of loyalty then donor retention will be great too.
GOLDEN RULE #4: SURROUND YOURSELF WITH, AND BE PASSIONATE, INSPIRED AND MOTIVATED PEOPLE
Tom remembers fondly the day Simon Pell hired a lecture theatre and marched the whole office across London because we simply had to watch The Orphans of Nikandla. He knew if we watched that documentary together, as the group of amazing compassionate fundraisers that we were, that we could not walk away from that room without committing to change the lives of everyone living in that village.
Simon no longer works here, but he has left with us an amazing legacy that is Pell & Bales: A unique place full of committed and passionate people, determined to change the world.
Thank you Pauline, Patricia, Tom, Ariel and Darlene for the time you have spent with our supporters. And for the life changing sums of money you have raised.