Hutt & Co Newsletter June 2023
Huge Success for RGS!
Key Ingredients to Successful Fundraising in 2022: A Consultant’s View
Setting the Scene
The pandemic has put the world and all our lives into a tailspin. We have been shaken and, for many, our very foundations have been put to the test. Companies have furloughed and made redundancies - everyone in our company was furloughed from April 2020 until we saw a tentative return to work in May of this year. However, with the Delta variant now rampant I believe Covid will remain with us well into the foreseeable future and certainly into some of 2022, impacting all areas of life including our industry, fundraising.
Certainly, as a capital fundraising consultant dealing mainly with schools, I see an excited and yet nervous return to face-to-face fundraising. Clients were increasingly getting in touch early this year when it became apparent that the Government were unlikely to inject major capital into their organisations’ development plans. However, campaigns are, I believe, going to look different to how they did pre Covid, at least for the next year or so.
Advent of Hybrid events
Perhaps one of the most important changes in the advent of virtual meetings and hybrid events. We have become experts in this after often shaky starts! Even someone like me who is not particularly ‘tech savvy’, is now very familiar with meeting for business using Zoom, Teams etc. It has provided a healthy and safe forum to communicate and saved endless hours travelling to meetings and to events. It has become a cost-effective way to communicate too with less of our budget spent on travel. As a consultant who charges by the day, I felt compelled, pre-Covid, to be ever present in person and spent endless hours driving on clogged motorways. Nowadays, everyone is fully accepting that an hour on Zoom is a far more efficient use of my time and their money, and we are used to communicating well and effectively using these platforms.
I understand from peers, that some fundraisers have been highly successful over the past year or so organising high-end virtual events. If these are to continue into 2022, it may be more common to see hybrid events used to fundraise. We, as fundraisers will need to be creative by instilling a real sense of engagement, excitement and ownership that was so much easier when our audiences were all gathered in person in one location.
These events must offer more to the online audience than merely sitting in front of a computer screen. We must find ways to really engage with our supporters and potential supporters so that the experience is inclusive with everyone doing the same thing at the same time regardless of location.
Some of the obvious benefits of these virtual/in person events are:
Overcoming geographical limitations
Increased reach through ease of access
Limiting cost on travel and other expenditure
The downside is that these events lessen the ability for organisations to build lasting relationships with its potential support base, there may be less emotive response to the cause, (essential to fundraising) and a lack of commitment from participants. Indeed, one of our pre-Covid clients, where we had advised that they suspend their engagement events in March 2020, decided to hold online receptions, nonetheless. The feedback was that whilst their audiences were larger, the money raised was only 15-20% of what was normally raised from in-person events. This is only anecdotal and fortunately for that particular client they had already reached their target just as Covid hit.
Personally, I think that there will be an excitement that accompanies the return of in person events, but we need to give people the opportunity to enjoy them from home if they are nervous of interaction and give opportunities for engagement. We are currently working on this with our clients right now.
Social media
During the lockdown, social media was even more key to increasing reach – LinkedIn, YouTube, Snapchat, TikTok, Instagram, Twitter, Pinterest and Facebook.
We are now having conversations with our clients where we speak to the need to improve and think about social media etiquette, and we are now advising them on the need to develop appropriate social media strategies. It is important for us to identify the best platforms that suit their needs and reach out to the demographics most likely to find their organisation appealing.
We are realising the Importance of keeping up with trends and that platforms are quickly changing. We are urging our clients to take advantage of the new functionalities such as learning how to livestream on Insta, fundraise with Stories on Facebook and make the most of Twitter’s Spaces. We found it important that we recommend platform/s that match our clients’ vision, needs and mission and reach audiences. I do suggest that you research emerging platforms such as MeWe, Houseparty, Discord, Yubo and Honk.
I am finding myself advising my Headteachers on using live blogs instead of weekly newsletters to their communities and I have to say that I have been met with some blank stares!! Nevertheless, we persist!
Increasing our efficiency
Covid had a huge impact on workforces around the world, including our own and we must learn lessons from the pandemic and carry them into the future. I believe that 2022 will be the year charities come up with even more innovative and creative ideas, using the latest tech, giving potential donors the best chance and time-saving ways to give. As consultants, we need to keep a step ahead of the game!
Data indicates that there has been a significant increase in cashless giving since March 2020 and we are working with our clients to find new payment solutions that are both reliable but still embrace digital ways of giving through mobiles, websites and social media in an increasingly cashless and contactless world.
Changing communities
I would now like to spend a little time on my thoughts and experiences of our changing communities in a fundraising context. However, I would like to start by saying that no matter what happens in the economy or world, including pandemics, it is apparent that people who can help do help! Indeed, this was borne out by the fact that charitable giving was up in 2020. And just look at the efforts of one man in the UK, Captain Tom, who raised millions for the NHS by walking up and down his garden at the grand old age of 99/100. I am sure there are other shining examples in the world where the public got behind some fundraising endeavour and were moved to support it.
My company came back in full work mode in May this year. Clients where we had suspended campaigns at the end of March 2020 were seen tentatively in person and we revisited fundraising narratives. We were more aware than ever that appeals that make a strong case for why support is needed and how that support will be used to make a demonstrable impact will succeed. We needed our clients to tell a compelling human story that gave confidence to its audiences.
We are also urging our clients to adopt more flexible and adaptable medium and long-term development strategies so that they can pivot with ease should there be more lockdowns in the future and that are not dependent on rigid timelines.
With potential supporters, what we are finding is that with the advent of people working more from home they are more connected with their own families and immediate communities – being more aware of the needs of the organisations at the heart of those communities (and families) which will make them become involved and strong & engaged advocates.
Therefore, organisations at the heart of the communities and serving people in those communities will get terrific support from people who would not normally have been engaged – schools, churches, local hospitals, hospices and clubs and organisations will have appeal – people will see the impact of their efforts and be inspired.
One of the benefits of the pandemic is that stewardship and kindness is at the forefront and should continue because so many people have loved hearing about not for profits making a difference – volunteers rallying to help their communities such as Captain Tom raised millions. People have been inspired!
Summing Up
2022 will be a great year to fine tune and expand fundraising strategies but it’s going to be important that clear and flexible strategies are developed. Donors are smarter than ever. They want to see how their gift impacts positively on a charity or they will stop giving and they will research. And do comparable research.
Trust is perhaps the most important ingredient that influences giving and will be even more so in the coming months. Therefore, it is important to seek honest feedback, to do what we say, communicate transparently and build confidence.
The good news is that 40% fundraising professionals reported increase in income and 66% are confident that their organisation will recover to where it was pre Covid.
To sum up from a personal perspective, 2020 was the year when the world went into shock and froze. We were fortunate that we were able to suspend all activity and go into furlough without too much of a financial hit. Of course, we spoke to our clients by Teams or Zoom (which proved much more effective than by phone or email) but they had so much to deal with running schools. Mounting major capital fundraising campaigns – even given the restrictions – would have been wrong.
Although one client was eager to get back into it but we urged him to concentrate his efforts on putting together a visionary plan for his particular school and spend his energies there getting that right.
Early in January, we started to get calls from new clients…. Just after the Easter holidays were back in business! We revisited existing clients and tentatively took on new clients. We have had calls from former clients who want to launch new campaigns, but we are being careful. We are being extra thorough in our research and going the extra 10 miles instead of the extra mile and using our time well.
We are also looking outwards and collaborating with other consultancies on projects which is very exciting.
Our industry is versatile and resilient, and the best are adaptable, flexible and imaginative. I believe that 2022 will be a fantastic year for everyone as long as we remember the lessons, we learned in 2020 when the majority froze and 2021, the year of the slow thaw. With the vaccination rollout, the horizon looks great!
Green Shoots Emerging....
What a year the entire world has faced! Words like ‘zoom’, ‘masking’, ‘social distancing’, ‘R’ rate, were all unfamiliar a year ago but are now part of our everyday language.
We have learnt a great deal about ourselves both collectively and individually and, as we emerge from the shadows of lockdown in careful stages, we can take some of those lessons with us as we face the future.
The PM’s announcement today spelt out the Government’s roadmap for emerging from lockdown, including for schools. We can now plan fundraising initiatives, aligned to the key steps of returning to normal life, with more confidence and less ambiguity and uncertainty, all key ingredients for successful fundraising. When the way ahead is clear, energy rises!
If you would like to have an informal chat about your fundraising plans and potentially undertaking a Feasibility Study with our help do call Caroline on 07736 634143
Your Fundraising Plans - The Critical First Steps
Fundraising is a risky business but it is often an essential part of a school’s life if it is to keep its facilities and infrastructure up to date. To reduce the associated risks, it is essential that schools work with people who understand them and have the experience and expertise that can propel their fundraising to success.
Hutt & Co specialises in devising fundraising strategies for capital projects in mainly state sector schools. We also have extensive experience of advising on ways schools can improve their annual fundraising programmes.
The first and most critical step is to undertake a Feasibility Study that tests your plans with your community. It is through the Study that the strategy is developed that underpins fundraising success.
On March 19th 2020, we will be hosting THE SPRING TERM ROUND TABLE LUNCH at our offices in Leamington Spa.
Caroline Hutt will lead the session and will be joined by David Wheeldon, retired Headmaster of King Edward VI Five Ways. We expect an interesting and lively debate as well as giving you an opportunity to ask any questions you have about fundraising.
GRAMMAR SCHOOL HEADTEACHERS' ANNUAL CONFERENCE June 2019
We are proud to announce that we are one of the sponsors at the forthcoming annual conference for the UK Grammar School Heads’ Association.
On June 10th and 11th we will be attending the conference and looking forward to meeting friends old and new!
Fundraising is a risky business but it is unavoidable in today’s world if schools want to progress. Creating stimulating learning environments fit for today’s and tomorrow’s world is essential and requires significant funds – to stay the same is no longer an option.
To reduce the inherent risks associated with fundraising, it is essential that schools work with people who understand them and have the experience and expertise that can propel their fundraising to success. Based in Leamington Spa, we have over 30 years’ experience in helping not-for-profit organisations raise money, working alongside over 100 organisations across the globe.
However, our expertise and, indeed, passion, is for state selective schools. Having worked with some 60 grammar schools, we understand more than anyone what sets them apart. Our intent is to introduce solutions for schools’ and their fundraising needs, whether they are capital projects or annual funding programmes. Our team works in close partnerships, using tried and tested methods adapted to suit the particular school, to ensure all is done to raise the required funds.
We look forward to this event!
Why The Feasibility Study?
The most important piece of work that we undertake for our clients is an in-depth Feasibility Study. In fact, we will never embark on a fundraising campaign or initiative without one as it protects us and most importantly our clients!
Why You Need a Study?
The objective of a Study is so much wider than just determining the target and the appetite for a capital campaign. A Study allows you to evaluate valuable views of your community, both internal and external, confidentially.
The Importance of an Independent Study
Your community will be much more at ease talking to independent consultants with no connection to your organisation. Interviewees will be happier to talk and will talk openly and honestly about the potential project, rather than telling you what they think you want to hear.
The Wider Benefits of a Study
An in-depth Study will not only establish the need, desire and potential for a capital campaign in your organisation but will also cement relationships within your community.
Participating interviewees will feel honoured to be invited to contribute, they willwant to know that their thoughts and opinions matter to your organisation. Indeed we often find that interviewees, after participating in the Study, go on to become your strongest advocates.
Listen to Views on your Project
A Study will drive out honest feedback about the importance of the project, a study will determine if there is capacity and the capability within the community to support the project. Does your community truly believe that your project is both compelling and urgent? Can the funds be raised within your community?
Identifying Leaders
The most important outcome of a Study is the identification of your campaign leaders who will champion your cause. They will help shape and deliver your campaign if the Study outcome is positive.
Ultimately you can use a Feasibility Study as a strategic tool to learn more about your community and potential donors; it can create excitement for the potential project.
Whatever the outcome of the Study, the outputs will offer invaluable insights into your organisation, your supporters and will offer a roadmap for future development plans.
Celebrating Achievements
We love to share in the success of our clients!
In June we attended the opening events at THREE of our recent clients! Cranbrook School, Newport Girl’s High and Dr Challoner’s High School. Congratulations to all of them!
On Tuesday, 12thJune we were at the opening of the new Sixth Form Centre at Cranbook School by the HRH Princess Royal. Most importantly, it was wonderful to see how an old gym had been transformed into a fantastic area and see how much the students are enjoying it.
At the beginning of July, we visited Newport Girls’ High School for the opening of their new Learning Centre.
Mid July saw us travelling to Dr Challoner’s High School for the opening of their much-needed new Science Laboratories and Modern Foreign Language Suite.
The Power of Personal Connection
A face to face ask is 34 times more effective than sending an email -
Harvard Business Review 2017.
If there is just one thing I have learned over the last 30 years of fundraising it is to always ask in person. Indeed, not just for fundraising purposes but for anything you truly want in life.
After many years of running and directing capital campaigns, I have always extolled the benefit of talking to people and making that crucial ask in person. It is often what someone is not saying that is as important as what they are saying and you must always take heed of the ‘in between the lines’ narrative.
Nowadays it is all too easy to hide behind technology. We endeavour to take shortcuts and simplify the process using a tool we have come to rely on too often – the dreaded email! For sure emails have their place in communication but they will never be an effective part of asking for large donations, apart from confirming the date and time of that important face to face meeting.
It is only when you are seated opposite someone that you can convey with clarity your own passion for the project in question and, hopefully, inspire your prospective giver to demonstrate the said level of commitment that you have shown. How often have all of us misread the intentions in an email or misunderstood its message?
Therefore, I was delighted to read in a Business Review that I truly respect that they also believe in the power of the face to face.
https://hbr.org/2017/04/a-face-to-face-request-is-34-times-more-successful-than-an-email
The Importance of Body Language in Making an Ask
Language is a more recent form of communication, your indirect connection with anyone is first through your eyes, mannerisms, body language, energy and enthusiasm. How well you authentically communicate via your actions vs verbal and oral speech will determine buy-in from the recipient
Only 7% of communication is verbal – a whopping 55% is your body language and eye contact!
Eye contact. It is one of the first levels of connection with a person. Think about your reaction to someone who does not look you in the eye. It is a way of showing you are listening, demonstrates your confidence and shows how sincere you are.
Facial expressions. Too often people forget that facial expressions are critical to competent communication, are you scowling, take a moment to check yourself, practice in front of a mirror. Smile early and often, it shows positive energy and confidence
Posture. Your posture says a lot about who you are and whether you should be taken seriously. Stand tall to communicate confidence and professionalism, even while sitting posture conveys a huge amount about your mindset and commitment. Sit towards the front of your chair and lean in for the ask.
Gestures. Gestures are an extension of communication whose purpose is to enhance verbal communication, they add impact by showing confidence and demonstrate credibility.
The Tone of your voice …listen to your voice’s inflections, speed of your speech and tone. If your voice inflects to a higher pitch at the end of your sentences like you are asking a question you will not sound confident or credible.
And remember your visit should be 25% talking and 75% listening.
WORDS & TONE THAT TAP INTO GIVING
Although there may not be a formula for instant fundraising success, the psychology of giving reveals there are certain words and best practices that can induce a higher rate of giving.
THANK YOU
The way you “thank ' your donors is just as important as your “please.” Thank them in a timely manner, inform them about the progress of your campaign, and let them know how their contributions helped make a difference.
TONE
A crucial part of your ask lies in its tone. Donors are more likely to give when contributing is personally meaningful to them. Customise your language so they can link supporting your cause with their personal connection.
HELPFUL
People respond to being asked for help, an adjective that has shown to increase the size of gifts
GENEROUS
The 'generous' contributions from a closed community instil confidence in the person being asked and makes them feel part of that community
HONEST
Open, honest communication is key when making an ask. Make the person you are asking feel comfortable and be honest with them about your gift.
MATCH & MIRROR
One important way you can infuse your asks with these words is to consider how different segments of your supporters might respond to different words and build your language accordingly.
#CAPITALFUNDRAISING
#LANGUAGEOFGIVING
Making An Ask
Here are some of the things we encourage people to do when making an ask
- Be fully briefed
- Be aware of the objective
- Be confident
- Be prepared - plan and rehearse before you go
- Give yourself time
- Ask yourself ' Why am I supporting / giving to the campaign ?'
- Ask yourself ' Why am I involved '
- Ask yourself ' Will they see me as committed ?'
- Do your homework, find out about the people you are meeting with
- Listen Listen Listen to questions and concerns
- Share and show the benefits of the project
- Communication is not just talking - WATCH & LISTEN
- Be ready to say " I have given, where do you see yourself on the scale of giving?'
The Importance of Leadership to a Successful Capital Campaign
Leading by example is one of the ten principles of Capital fundraising that runs through every campaign that we at Hutt & Co manage. A successful campaign is always headed by strong leadership. The leader must be sincere and care passionately about the project and leaders of capital fundraising campaigns must give to the project.
COMMITMENT
If the leader of an organisation has not bought into the capital project and the campaign, it indicates that the project is not the correct one and risks a breakdown of relationships and commitment throughout the organisation.
BRAVE, BOLD and AUDACIOUS
Leaders of successful campaigns think audaciously, they are courageous in their thinking and bold in their actions. Doing nothing in a capital fundraising campaign has its consequences!
CLARITY OF PURPOSE AND VISION
A strong leader will have the vision to see where the project is going but will also look further ahead of the end of the campaign and into the future. They will also be empowered and confident in making a commitment to action.
Funding in Grammar Schools - Bridging the Gap
Tuesday November 7th saw the inaugural round table workshop at Hutt & Co, we invited heads of some of the UK's leading grammar schools to come along to share their experiences of fundraising and share some of the best practise in today's environment.
Financial pressures on grammar schools are at a critical point. Parents recognise and understand the financial squeeze in the sector, noting that schools are underfunded. This represents a key opportunity for fundraising. The big question is how schools respond.
Parent’s expectations of a grammar school education are high both in terms of anticipation of examination results and value added in extracurricular opportunities at schools.
The group discussed some of the fundraising options available ranging from annual funds, monthly giving to capital fundraising campaigns and the importance of the school engagement in the process. A key element of the discussion was around the role of the Headteacher vs a Development Director and how these could and should work together.
It was agreed that whatever the route taken that the key person to spearhead a campaign is the Headteacher and that their involvement is key to the success of any campaign.
In conclusion schools are under unprecedented financial pressure. This is widely recognised and creates a receptive donor base to approach for fundraising support. Schools should identify the need, communicate this to potential donors, identify the right fundraising option and through their commitment to this, achieve a successful campaign to deliver benefits to pupils.