charity fundraising

Copy of Copy of LEGACY FUNRAISING IS

Legacy Fundraising in 5 steps

March is Free Wills Month. More than half of UK adults don’t have a will and this month it’s possible to get a solicitor-written will in return for a small charity donation.

The publicity behind this campaign and Remember a Charity Week later in the year, is a great way for you to introduce/promote a legacy option in your fundraising messages. Here are the fundamentals to get you started:

  1. change the narrative because legacies are not about death – a gift to charity makes a lasting difference, not only for the next generation but for future generations https://stephenwgeorge.com/10-of-the-best-words-to-use-in-legacy-fundraising/2
  2. make it normal by including legacy fundraising in your everyday supporter conversations, emails and charity literature and on your website https://legacyvoice.co.uk/legacy-fundraising-tip-drip-your-legacy-message/
  3. tell stories to help your supporters see the difference their #legacy gift will make and include in all your charity fundraising marketing materials  https://www.goodworksco.ca/upon-time-telling-perfect-legacy-gift-story/
  4. make it easy for your supporters to find the information on your website or ask you a question https://blog.justgiving.com/5-charities-with-stand-out-online-legacy-fundraising
  5. watch the video from Directory of Social Change https://youtu.be/wmY4T57GvAM

Remember that as fundraisers you should be aware of the law – the Fundraising Regulator has the specifics regarding legacies https://www.fundraisingregulator.org.uk/code/specific-fundraising-methods/legacies

DEMENTIA

September is World Alzheimer’s Month

The number of people with dementia in the UK is estimated at 850,000.

There are around 540,000 carers of people with dementia in England. Approximately one in three of us will care for a person with dementia in our lifetime.

In our community are a number of small charities supporting people with dementia and their carers.

You can help them by becoming a volunteer or by making a donation:

Spelthorne Dementia Support

Dementia Carers Support Runnymede

Alzheimer Cafe Camberley

Action for Carers Surrey

15 sec without words

The 15 Second Bounce

Charities must diversify their fundraising strategy, raise their digital profile, increase their supporter base and generate online donations – an out of date website and ignoring social media is not an option.

Your website should be the centre of your communications. Visitors to your site are interested in the people you help, how you help them and how they can get involved.

Please remember that donors fund people not organisations.

You have 15 seconds to capture a visitor’s attention – this is called the 15 second bounce. In those 15 seconds you must stir emotion, empathy and invite engagement.

Menu Options: You should have no more than 5 menu options with short, call to action words:

About    Get Help    Get Involved   Contact Us   Donate

Mission statement: The message on your home page must be simple and immediate ‘We’re ending homelessness and rebuilding lives’

Fundraising: It must be obvious to the donor who you are fundraising for. Donors and funders will check your site to see what you do with your money. Tell beneficiary stories and have project pages with images and totals raised. Keep pages and interest fresh by updating regularly.

Donations: Your donate button should be in the top right of your website and visible on every page. The button should be a different colour from other menu options. No more than 3 clicks to donate from anywhere on your site. Where possible offer different donation values and tell the donor what their money buys.

Tell Stories and Use Images: Site visitors want to hear about real people and their lives. They want to hear stories and quotes from volunteers and beneficiaries about how your intervention improves lives and makes a difference. If you have vulnerable beneficiaries, try copying the image creativity of larger charities to get around the problem of showing faces. Don’t bury your stories deep in the website – they should be easy to find.

Calls to Action: Every web page, email, Tweet, Facebook post should have a call to action – donate, volunteer, contact, support, sign up, share.

Mobile Friendly: Google penalises websites which don’t display well on mobiles or tablets. In 2018 25% of all online donations were made on a mobile.

What are you for? Who do you benefit? Where are they? Show faces and tell stories. You have 15 seconds before I bounce.

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