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Purpose is hot right now. Like someone woke up one day and went ‘purpose….i’ll package that’. It’s everywhere in charity, business, marketing, branding and personal development. Rediscovered. And yet its still surprisingly hard to find and often nowhere to be seen in places that matter most.

When I was a kid there was this other kid who we used to play with at school and he had a reputation for asking why. All the time. Literally all the time. He could drill down with the word ‘why’ beyond Einstein, Newton or Hawking. When a question was answered he found another ‘why’. In charities and over 30 years experience, surprisingly I have still not seen enough of why or purpose, especially in the everyday decisions and activity. It’s a core principle of mine as I work with people, teams and organisations and I have learnt to always focus on purpose first personally, as a team and as a cause or organisation. This core mix of finding, even rediscovering purpose is a game changer if tuned into. The early half of my fundraising career was in Community Fundraising, and now looking back and working with lots of different size charities I know that there is one central truth and revelation. It is this.

Those who define, articulate and are guided by purpose raise more money

I can hear the kid again…why? Well I confess its going to take a lot to prove that statement, and I guess that’s for another day – my experience and intuition will have to be enough for now. Fundraising without clarity on your purpose is lost and at sea. But fundraising without purpose in the community, in local fundraising and in traditional raised income from volunteers is more than lost when purpose is lost. It’s a specific subset of a problem and its worth drilling down into the challenges that exist. These are the key reasons in particular why Community Fundraising loses its way on using and driving purpose.

  1. Purpose becomes implicit rather than explicit and over time simply gets forgotten
  2. People dive into how to raise money first rather than connect and explain before
  3. Marketing and branding reinvent and obscure in slogans and tag lines
  4. General statements reign supreme over specific
  5. Leaders lead the wrong things that make organisations lose their sense of purpose
  6. Community fundraising is often in its own bubble and often isn’t served as well as it could be by the rest of the organisation
  7. Products become things with their own life rather than things designed to serve purpose
  8. The intense practical nature of community fundraisers means they move onto delivery sometimes too fast
  9. Strategy in community takes purpose for granted rather than defining as core and guiding
  10. In the vacuum Community Fundraisers invent their own versions rather than find, define and use a core accepted and used purpose with discipline and …..purpose

These factors are strategic killers. They drive Community Fundraising away from the very thing that can deliver. Without purpose there is nothing of substance and direction, just froth. So how easy is it to find the glowing compass of purpose? At the NSPCC we had one overwhelming, simple, clear and clarifying strategic purpose.

To end cruelty to children

We didn’t start with what we did. We started with why we were doing it. Inspiring and engaging a community to support that goal first then translated into money second. Since then and with many organisations I have worked in and for, I have challenged people to move these strategic killers to one side and embrace clarity, passion, inspiration and determination around purpose. Purpose at strategic level and for the cause and problem being solved and purpose for the function and its role and approach. Strategy can then follow purpose. It requires these 10 things to find that purpose and drive

  1. Leadership – top down, bottom up
  2. Courage – stop doing the wrong thing and embrace the right thing
  3. An ability to decide – once explored a decision
  4. Emotional energy that turns into a cold logic – one should lead to the other
  5. Authority (from somewhere) – consensus with authority through a good process to drive through
  6. Space to explore, and define – room to engage, innovate and go the journey
  7. A small but deliberate process – steps taken to find purpose systematically and deliberately
  8. Challenge and creativity – involving others, looking for grit, engaging external guidance and challenges
  9. Honesty and clarity – solve the problem by articulating the problem, then once clarity is found, test
  10. Will power – determination to succeed

This list is about the leadership skills needed to address the purpose challenge in Community Fundraising. Being able to identify it as a problem and to then engage a wider gang to be part of the solutions builds the cultural change that can transform teams. Steps taken with help from outside and with purpose can lead to the greatest outcome and clarity available to raise more money

Purpose

If you’d like to hear more about Good Leaders or upcoming Community Fundraising events, programmes, coaching, strategic reviews, creation sessions, team days and training or want to explore a Purpose workshop, click here to receive more information

Once upon a time we called every fundraising product ‘athon’. Spellathon. Danceathon. Aerobathon. Easy world then, but now naming a product of activity can make or break its success, especially in the emerging and strong world of Community Fundraising. As you review and refresh your strategy, product development often emerges as a key theme. So here are some steps and tips to help you go through the process to name your product, and some links that might help.

Firstly, it may be worth investing in a creative agency. Getting a product named so it sits comfortably in the marketing and promotional push can save a lot of time and help get the cut through you need. The key is in the brief, so whether you have an agency or not, or you are briefing a comms team or are going to do this in-house, consider the same process that you might take in hiring an external. Get a great brief together.  Its a good discipline whatever size organisation you are in. Creating the brief sets the ground rules and criteria, captures and clarifies your thinking, articulates clearly to others and you can hold everyone to the brief. So either way, start here with this suggested content in your brief

  1. Purpose – what is the purpose, the point, the why. Define this up front and keep it simple
  2. Promise – what are you promising to deliver, the experience, the value
  3. Pain or problem – what gap, pain or problem are you planning to solve or address
  4. Concept – define your product or event.  A single sentence stating what it is. This is the key sentence.
  5. Unique – what makes this
  6. Impact – what will you do with the money? what difference or impact will you make with the money you raise? This is closely linked to purpose
  7. Goal – slightly different. A specific aim or goal you are aiming for.
  8. Target – raise x by y by z, any KPI’s – a few good ones are much better than lots of average and not helpful
  9. Audience – who is this aimed for and where are they. What do they like and what don’t they like?
  10. Market – Who is doing what in the same territory or product area?

Here are some tips for a product naming process. Firstly, the product needs to get as close as possible with naming what it is. Don’t be too clever or intellectual, with a name that you get because of the work that you do, but your audience wont have a clue. Make it easy to say and write. Keep it simple. Its ok to have a strap line to do the explaining – this will be critical in messaging anyway, so use it. Brandwatch have a very effective and to the point blog with 5 golden rules to name a product, so check this out at How to Name a Product: 5 Golden Rules we followThere are some great articles on creating brand or product names – Try Big Brand System, for a great article on the process.  Wordoid is website to generate names where you select key words and it will generate ideas.

So now the process to create:

  1. Get together a great gang….mix it up with a small session of creative types and those who aren’t as obviously creative! It’s a great way to break down silos and drive up engagement so get a room with the right mix of people first and role second. Get brand involved but its your show and product for your audience. 
  2. Brief the room with a quick overview especially purpose and concept. Write it on a flip chart and stick it on the wall
  3. Use key words and dimensions to the concept and purpose. Don’t forget imagery, video and other stimuli. Generate lots of these. Focus on these first as they are your initial ingredients. When, where, how, who, what, everything about and around
  4. Consider other creation processes6.3.5 model – this has a table of 6 people, who each write 3 ideas and then move them around the table 5 times so people can add. There is a lot of evidence now in giving people time on their own to think, so consider sending a short explainer before and asking people to think about it and bring it to the session. Maybe start with a quiet personal 10 mins, everyone writes their own ideas with no discussion first.
  5. Then cluster key words and phrases that cluster around areas or themes
  6. Use a thesaurus  to find new versions of key words, and synonyms
  7. A name creation brainstorm – follow these brainstorm rules from Forbes
  8. Don’ lose anything or close down at this stage!! Keep going!!
  9. At some point stop, and review. When you start to get some frontrunners emerge get some rational sense of certain one and check these against the criteria and the list above
  10. Then walk away and let the left brain process and then revisit and test on a few people the frontrunners. It’s wise to do this – get the initial view, check out domain names and any copyrights, any clashes, but emerging names will feel right then can be validated. Don’t seek everyone’s approval though….do enough to get a good view then decide and deliver

Follow these tips and you’ll create a great product name and deliver a great campaign. If you want to go further and review and refresh your Community Fundraising strategy, join in with my free webinar How to review and refresh you Community Fundraising strategy on August 18th at 12pm GMT. To register click here

If you’d like to hear more about Good Leaders or the upcoming Community Fundraising events, programmes, coaching, strategic reviews, creation sessions, team days and training, click here to receive more information

 

Do you remember achieving something remarkable? Something that you had built, had changed? For some, achievements are huge…for some, small and every day.

Connecting with what achievement feels and looks like makes it more likely it will be recognised. More importantly its more likely it will be repeated. From small steps having been through treatment and illness and then on the road to recovery, to building something physical to something abstract, a mission delivered, a goal achieved. So, at the end of 2016 and ahead of 2017 take a look at this video. This is in the big achievement world. Really big. But look at what goes on. Look at the faces, the humanity, the sense of one, the shared goal, the part everyone plays. Look at the emotion, the tears, the screams, the physical contact, the smiles, the leadership, the team. I defy you not to be moved and inspired.

 

We aren’t all building a rocket, though Elon Musk is. But we are all achieving. Everyday, despite what seems like endless obstacles we still achieve. Every story of success, life saved, home found, life extended, breath taken, hand held, smile made, building built, phone call received, life changed.

Let’s stand with each other and cheer, and cry and clap and scream just a little bit more in 2017

After all, it’s really not rocket science.

Happy new year!

 

 

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To make a change in legacies we need the right culture and the right leadership to make it happen. It’s about us personally but also our teams and our organisations working together.

Over the next week, I will be speaking across Australia in 5 cities in 5 days about legacies and legacy leadership to charities, NGO’s, fundraising directors, fundraisers and legacy specialists. I’m really pleased to be the guest of Include a charity – the Australian campaign to promote gifts in wills. Australia, like the UK and many other countries faces a similar challenge. Many people give to charity, but fewer leave a gift in their will but say they would consider it when asked. It’s why campaigns are so important. It’s why campaigns are leadership. It’s the difference.

The UK’s Remember A Charity campaign has made huge strides and has now built up a bank of knowledge and experience over the last 14 years. I was privileged to be the campaigns chair for 4 years and looking back its clear that what we thought was the case, is now showing in evidence. Much has changed. Legacy conversations, normalising, social media, partnerships, behaviour change at the heart and real insight and evidence. But at its heart has been consistency with innovation. Legacies are an emotional decision backed by rationale action. Understanding where the donors is comes first. Partnering to lever impact drives scale. Cut through from edge and campaigns where people get to talk about it

This week, apart from spending time with Include a Charity members and helping them make more of their legacy programmes, I will get a chance to speak to those who currently aren’t members or are interested in finding out more. With them I will be sharing ways to show organisational leadership by leading legacies and legacy cultures in their own charities. I have 7 pillars from my experience that I believe show the way to become a legacy leader. Over the next 7 days I will share an explanation of each pillar in my blog.

If you’d like to become a legacy leader in your organisation or want to share your thoughts drop me an email.

So. 5 days. 5 cities – Perth, Adelaide, Melbourne, Brisbane, Sydney. You can follow on Twitter and Facebook at ….or through my blog.

Enjoy the ride.

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Middle managers. Salt of the earth. Engines for action. Guardians of delivery. Middle managers need love and attention if they are to do what needs to be done to make things happen. Coaching, nudging, counselling and direction.

The leadership deficit affects middle managers. Unsure of above they can’t shine for below. Looking sideways they find solace in colleagues so they often look like a gang, projecting a tribal confidence. Sometimes they struggle because they are over promoted. Sometimes they struggle because they are too talented but locked in. Sometimes they just long to get on with it. Deliver and excel. Glow.

So here’s some helpful wisdom and tips for the much-needed tribe of middle managers

1. Keep looking above you – understand your boss and their needs and challenges. If you fail they fail. Help them.

2. Keep learning. You must grow. It’s your duty to yourself, so keep learning and improving

3. Build space for yourself. Room to think and reflect. Space to resolve and perspective to get it right

4. Be self-aware and open. Ask for feedback. Every now and then only, or you will look needy rather than open. Be aware of how you behave, why and when and correct where you need to

5. Know yourself. What are your strengths? Do them every day. Don’t worry about your weaknesses except if you are doing a job that is your weakness. If so move.

6. Define success – Be clear on what success looks like. You, them, everybody.

7. Focus on next but never forget what’s gone – Have a view on whats next but also what’s past – goals and KPIs, a to do list yes but more important a rolling done list

8. Build your portfolio – Your marketing brochure for you, your personal brand and offer and evidence

9. Listen to your people – They are smart. Not always right but that’s irrelevant. Listen to facts, emotion, feelings, fears and hopes. Then act.

10. Focus everyone on the external – Heres the order to where you need to look – the world, the donor, the cause, the work, the organisation, the team. Everyone works better when they focus on what really matters

Rise up middle managers. Lead from the middle. More power than anyone – so use it wisely and for the right reasons.

 

listening

There is an essential logic in fundraising. Hearts, minds and cash. The mantra for this is no gift is made without emotion to drive it.  The moment you connect. A close spark or bond created. This remains true above all with legacy gifts. But we often focus on function first – wills, probate, tax. Maybe we are scared. Maybe we don’t  understand. Maybe we don’t know. Either way it’s not where transformational legacy gifts sit and it’s not where donors start.  Here’s 10 emotional connections for legacy fundraising to get you connecting

  1. Find your founder story and relive it though the eyes of your founders
  2. Systematically collect and share stories
  3. Recognise long-term consideration of a gift will start with an emotional connection
  4. Understand the motivation for giving is emotional and won’t always be remembered
  5. Teach your organisation to be able to have a legacy conversation as you would to a trusted friend
  6. Show the work and the inspirational transformation made by legacy gifts
  7. Join up legacy admin so its part of the gift process and joy of giving
  8. Do everything possible to make face to face happen
  9. Reassure donors about their fears and barriers – soothe them
  10. Find and use your own personal connection to legacies

So – uncover the emotion, dig deep, be brave, open your hearts – but above all, connect.

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Thank you. Simple words and simple sentiment. Trips off the tongue and the page. Yet in reality, it can be completely boring we don’t even see it. Time for an upgrade.

First thing first. Why is it boring? Because it doesn’t feel like its heartfelt. A template more likely. Where is the art? Where is the love? If you were delivering a thank you speech you would give it a lot more attention wouldn’t you? But a letter. So imagine treating it like a creative writing exercise. As if you meant o connect and meant to make them sparkle when they saw it. Wouldn’t that be magic? So to upgrade do this.

  1. Keep some structure in your head – hello, what they did, the difference, thank you, where next, more
  2. See the person in front and see how they might feel
  3. Now upgrade to making a connection as if they are your friend (because in fundraising, friend raising comes first remember)
  4. Now flow, just write with love

Here’s a letter that appeared in a local newspaper saying thank you for a collection.

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A sleep walking letter. But what if you created some art. Here’s the same thank you.

Imagine the scene last January outside Tesco’s. Streams of shoppers place gifts one by one into collecting tins held by warm-hearted but cold fingered volunteers. By a warm fire later, each volunteer was able to smile at the sum of those cold fingers – £1317 for our hospice. That’s the price for 5 nights of Hospice at Home care giving families the break they need from daily caring.

Thank you really matters, because without those volunteers and shoppers, we could not deliver the love and care we are able to daily. We wanted to share our thank you publicly.

We would love others to join us and help us do more. Its an inspiring place – everyone is welcome in our family – so if you are interested and want to explore please send me an email at XXXX or call me on XXXXXX.

Thats’s how you upgrade. Love and art. Try it.

 

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