BUILDING RELATIONSHIPS WITH SUPPORTERS. Laura Watts, Senior Community Manager Jayne Cromwell, Head of Community

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1 BUILDING RELATIONSHIPS WITH SUPPORTERS Laura Watts, Senior Community Jayne Cromwell, Head of Community

2 AIMS OF THE SESSION How Community supporters can be some of the most valuable donors for your organisation over their lifetime To show the value of building relationships and empowering supporters to fundraise through their networks To share our learnings of moving from a product led model to building long term relationships with Community supporters

3 A TRADITIONAL MODEL OF COMMUNITY FUNDRAISING a lot of st Marketing product / campaign / a big staff team on the ground to deliver It is the Cinderella of Fundraising It is just unsolicited income Receive - we Send thank you local event Supporter enquires to the charity We send good luck message We send fundraising pack

4 WHY ARE COMMUNITY SUPPORTERS DIFFERENT? Community supporters at Anthony Nolan are individuals, families, friends and groups mostly raising funds in celebration or in memory of a loved one.

5 OUR RESPONSE We changed our way of working and moved away from marketing fundraising activities/ products and campaigns Re-focused our time on building relationships with Community supporters Started using Major donor techniques

6 MOTIVATION ENGAGEMENT INSPIRING OTHERS What do we know about Mrs Cook: Son-in-law - teaches Hockey at local club Contacts with local businesses after organising a ball Lived in the same villages for 20 years Mrs Cook Granddaughter had transplant from Anthony Nolan Retired lots of ex-work colleagues Grandmother grandchildren at local schools Daughter and son in law teachers Uses social media Facebook

7 ITS ALL ABOUT BUILDING RELATIONSHIPS Build rapport from the start Understand your donor s motivation for supporting you Find out their long term goals and how they like to fundraise Match communication style with the fundraiser Offer the supporters different ways to help your charity based on their interests Always ask what else they might like to do to help

8 YOUR SUPPORTERS Turn to the person next to you and take it in turns to discuss one supporter you are currently working with. Write down all the key things you know about them For example: Their motivation for supporting your charity Where they work Are they part of any local community groups

9 ABERDEEN THE SHETLANDS AND BEYOND Craig, his family and friends raised 50k and recruited 700 people to the stem cell register in 3 months

10 SHEFFIELD FREEMASONS Chose us as charity of the year in 2014 normally raise 3K Through building relationships we have been chosen for a second year

11 LUCAS STORY The power of supporter stories and videos

12 OUR TOP TIPS Build relationships with supporters and find out their motivation and what they want to achieve Pick up the phone lots and talk to people Find out about your supporters their relationships / personal networks Invest in relationship building skills as a fundraising team Capturing and recording information about your supporters is vital to building relationships Always ask yourself what the next step in the relationship is for the supporter (this may not be fundraising related - offer them other ways to help like sharing a social media post)

13 THE RESULTS 189k to 1 million net in 4 years and projected to be at 1.5 million by the end of next year

14 DEVELOPING YOUR RELATIONSHIP FUNDRAISING SKILLS Approach fundraisers you admire for a coffee to chat about their experiences and learnings Further reading on building relationships with supporters: storify.com/frtweets_/fr-tweets-30-january People to follow

15 QUESTIONS Laura Jayne 189k Cromwell to 1 million net in 4 years Fancy a coffee to chat all things Community? We would love to hear what you do, your learnings and experiences please get in touch We ll be tweeting links and top tips after this session facebook.com/anthonynolan Join the stem cell register:

16 Community and Volunteer Fundraising Conference Video partner Excellent fundraising for a better world #IoFCommunity

17 Growing Challenges - How CLIC Sargent has grown its income to over 2.5M from running and challenge events

18 Who are we? CLIC Sargent is the UK s leading cancer charity for children and young people, and their families. We provide emotional, practical, financial and clinical support to help them cope with cancer and get the most out of life.

19 Where we ve come from

20 milestones

21 2010- Show me the money! Virgin London Marathon Charity of the Year Over 2million (most amount raised) 475k from Team JD Wetherspoon 70k from 1 major donor 100k raised by British Drivers Racing Team 678 runners, 12 celebrities Over 200 volunteers 6 cheer points Most supported charity wide event ever Other stuff! Alistair Boyde Kilimanjaro Climb raised 200k Won 3 more COY event partnerships at 100k Tesco Charity of the Year partner

22 2011 & 2012

23 Growing UK portfolio Growing our Triathlons, Cycling and MOB events Approaching new events and partners to increase reach Focus on online reg & social media Event attendance to enhance relationships Focus on donor care & centralisation Increased staffing and structure

24 Runs & Challenges Running & Challenges Event Manager UK Running Events Manager Challenge Events Manager Database Administrator Running Events Administrator Challenge Events Fundraising Manager Running Events Fundraising Manager Team Leader Running Events Fundraising Manager Team Leader Challenge Events Fundraising Manager Running Events Fundraising Manager Running Events Fundraising Manager Challenge Events Fundraising Manager Running Events Fundraising Manager Running Events Fundraising Manager Running Events Fundraising Manager Challenge Events Administrator Challenge Events Fundraising Manager

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26 What next? Corporate Fundraising Campaigns Audience profiling New partners and events Digital Donor care

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28 Any questions?