From new fundraising regulation to Brexit, delegates can look forward to some hot topics at this year's IoF Convention. We take an advance look at what the regulatory changes mean for the sector, and why we should keep a positive outlook.
The 2016 Institute of Fundraising Convention is just around the corner (4-6 July). Naturally, there will be a significant focus at this year’s event on the scrutiny fundraising has received over the last year, and the subsequent swathe of regulatory implications (and, as I write this, the IoF is putting the finishing touches to a panel session on Brexit and its potential impact on charities).
In the last year we have, unfortunately, seen a complex web of issues divide the sector and strike fear into the hearts of fundraising organisations, large and small, across the UK. But as the convention approaches, it’s time we pull ourselves together and look forward – and what better place to unite, share our concerns, experiences and learnings, and discuss our plans for the future than at the biggest fundraising get-together of the year?
Facing an uncertain future
When it comes to charities’ income levels, we don’t yet know what the full impact of the Olive Cooke scandal and the ensuing media onslaught will be. Paul Courtney, chair of the IoF South West and development director at Exeter Cathedral, said: “While the cathedral hasn’t seen a downturn in donations or people questioning how we fundraise, some of the smaller charities that I support have been very worried about what the future looks like.
“In fact, one trustee phoned me recently to ask if we should stop fundraising altogether – they were that concerned that they may do it wrong somehow!”
Gill Jolly, fundraising coach and director of Achieve Consultants Ltd, says that the widespread fear “has led to inactivity within some fundraisers, or has affected practice so much that we are risking our reputations for not being donor-focused and failing to thank, update and generally show our supporters how much they are valued”.
Redressing the balance
Indeed some organisations have been all but paralysed by fear, choosing to keep their heads well under the parapet throughout all this. However, other more proactive sections of the fundraising community have sought to address the issues head on, highlighting three main areas of renewed focus: better transparency, better demonstration of the impact charities have on the lives of beneficiaries, and maximising the donor experience. It is time this started to sink in across the rest of the sector.
“It's essential that all fundraisers, managers and directors are clear on what we can and can't do, stop procrastinating and get on with what the majority of us have been doing – giving people the opportunity to make a difference and to feel valued and appreciated by the organisations they support,” says Gill.
The recent negative media attention fundraising has received has distracted the public from this, says Paul. “It has moved people’s thoughts and attentions away from the transformational work that charities deliver, and encouraged people to focus instead on how they raise money. As fundraisers, I think it’s our job to redress that balance, and place the work back in front.
“Of course as a sector, and hopefully with the support of a new, strong regulator, the practice of high-quality, well-delivered and appropriate fundraising, coupled with robust transparency, will mean fewer distractions going forward.”
An ongoing journey
The fact remains that a great deal has changed over the last 12 months, at every level, and the journey with regulation is far from over. There is a lot for charities to get their heads around: changes to the Code, new laws, a new regulator, new statutory guidance, masses of changes from individual charities and agencies... and of course the debate about a fundraising preference service rumbles on.
Mike Smith, head of media and public affairs at the IoF, says this year’s convention will aim to address as much of this as possible, offering practical guidance on new regulatory and best practice issues “so we can look at what it all means for where the sector is now moving, how we can best support and represent our members, and look ahead to doing even more to promote excellent fundraising”.
He adds: “We will also be asking members to let us know how they expect Brexit to impact on their work so that we can build up a picture of issues, and any opportunities, for the charity fundraising community.”
Awake and aware
Veteran fundraising consultant Stephen Pidgeon will be heading up two sessions at this year’s convention, and he is keeping a positive outlook: “I welcome the awakened awareness that we need to treat our donors with kindness, thinking long-term not short. And we now have an opportunity to get our trustees and even our executive boards to understand what we are trying to achieve.”
“I also welcome the renewed interest in old-fashioned concepts like having to understand what interests and doesn't interest our donors through analysis. Why? Because they are precious, and you'll no longer be able to replace them easily.”
Upholding standards
No one is in any doubt that going forward, good practice needs to be at the heart of everything we do. But fundamentally, says Paul, “good fundraising has always been, and always will be, telling our compelling stories to those who have the highest propensity to listen and respond with support.
“If we do that within the confines of the Code and uphold those standards for which our sector has, for many years, been respected, then we can all set a good example”.
The recent EU referendum result will no doubt also have far reaching ramifications for our sector, Paul adds. "And in the midst of a further big dose of uncertainty and doubt, how much more important can strong stories of hope be in the eyes and ears of our donors and supporters?”
Stephen admits that fundraising in the future will be more challenging. “But it always was. It's a modern idea that a particular medium or technique will solve our fundraising problem. It won't, but understanding and renewed affection will.”
Some IoF Convention sessions you shouldn’t miss:
Meet the Fundraising Regulator
12:00 - 13:00, Monday 4 July
A chance to hear from Stephen Dunmore, chief executive of the new independent regulator of charitable fundraising. Find out about the regulator’s plans for restoring public trust and get answers to the questions you’ve been wanting to ask about how fundraising is regulated in the future.
Facing the challenges of the sector together
16:30 - 17:30, Monday 4 July
A facilitated session where all attendees will be invited to suggest challenges that the sector is facing, then use different discussions and problem solving techniques to come up with some potential solutions.
What Brexit means for fundraising and the charity sector
12:00 - 13:00, Tuesday 5 July
This session will give delegates an opportunity to reflect on the impact of the vote for Brexit and what it is likely to mean for fundraising and the charity sector.
Fundraising is dead. Long live fundraising.
14:15 - 15:55, Tuesday 5 July
Directors who have weathered the media storm share the impact of media scrutiny and regulation, and what they did, internally and externally, to bounce back.
Fundraising ethics - who are we responsible to?
16:30 - 17:30, Tuesday 5 July
How can we work together to maximise returns for social good? This session brings academic and practitioners together to address questions around the rights of donors and our obligations to beneficiaries.
Commission on Donor Experience
10:30 - 11:30, and 16:30 - 17:30, Wednesday 6 July
An interactive session to find out more about the Commission’s work, and the emerging insights in areas such as language choice, communicating impact, and supporter journeys that will help us craft supporter experiences that build loyal and satisfying relationships.
Jenny Ramage is editor of The Fundraiser
