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  • 12 Jul 2019
    It is a known fact that the UK has seen a spike in youth violence, particularly knife crime, over the last couple of years. Sadly, the news has become all too familiar: another grinning picture of a lost kid, another grieving parent’s pleas for the violence to end, another youth worker discussing the impact of local government cuts, another politician with a soundbite playing to his or her agenda. Most of us, read these ‘by-numbers’ articles, feel a pang of sadness, anger or guilt – and then move on with our lives, much as we do when we hear about a famine or war in the global south. Sometimes however the reality of the situation is driven home a little harder. Last year a 16 year old was shot-dead one road from my house in Tulse Hill in South London. On this occasion it was impossible to ignore the deafening-silence of the neighbours and friends stood behind the police tape. Then, just a matter of days ago, my friend’s son, who is 15, was threatened at knife-point and interrogated about whether he had any gang affiliation. This happened just yards from his house - in broad day-light. My friend’s voice trembled as she told me that, what made this so hard was that this had happened in the very place that both she and her son had been brought up – the place they call home. Nowhere felt safe anymore. Like thousands of young people in London and across the UK, my friend’s son is now approaching adulthood in a state of fear and faces stark questions around how to remain safe in this environment. Of course, there is not single cause or single solution. The government, police and schools undoubtedly have huge roles to play, particularly when it comes to addressing the underling socio-economic issues at play. However, in many cases it is the people living and working in the affected communities who have the best understanding of the dynamics on the ground and therefore the best solutions for tackling these issues at the local level. At Localgiving we work with grassroots organisations across the UK who work tirelessly, to tackle youth and gang violence and its multiple causes. Many of these groups have been set up by people who have first-hand experience of these issues, some by parents of victims and some by former gang members themselves. These groups are embedded in their communities and are therefore, not only acutely aware of the specific dynamics of the situation in their area, but also find it far easier to gain access to, and the trust of those they aim to help. This is a particularly important factor, given that many of the communities most adversely affected by the uptick in youth violence have also experienced a break-down in trust with police and local authorities. The type and level of support offered by these grassroots groups varies considerably. Many services are tailored to the specific needs of the young people they work with and communities they work in. Some groups provide peer-to-peer support, some provide safe spaces for healing, some help secure safe, stable housing and provide their young people with training and education opportunities. One thing they all offer however is hope. Hope that there is a way out of the current cycle of violence and evidence of the tangible difference that people can make in their own communities – even when faced with the most painful and seemingly intractable social problems. Below are some of the amazing groups on Localgiving who work to tackle youth violence and its causes.  Jags Foundation (Croyden, London) Real Action (Kensington, London) St. Matthews Project (Lambeth, London) Aik Saath - Together As One (Slough) The New Cross Gate Trust – “carrying knives costs lives” campaign (London) Safe (Oxford) Newark Youth London (Newark London) Prospex (Islington, London) Copenhagen Youth Project (Islington, London) Lambeth Action for Youth (Lambeth, London) C2C Social Action (Northampton) Fitzrovia Youth In Action (Camden, London) Fast Project (Battersea, London) Sports4Health CIC (London) The Reasons Why Foundation (London) The Jan Trust (Haringay, London)
    15039 Posted by Lewis Garland
  • 16 Oct 2019
    Most people who work in the charity sector do so because, in some way or another, they want to make the world a little better. For those of us involved in marketing, our role is to engage people with our cause and persuade them to take action (donating, volunteering, building barricades etc). So far,  so simple. The problem is that the actions we take in achieving our goals are not neutral – no action ever is. Indeed, in some cases our actions have negative repercussions that can outweigh the good they are intended to achieve. To state ‘actions have consequences’ is not exactly ground breaking.  However, in recent years numerous charity scandals have come about specifically because charity marketers and fundraisers have become so blindly goal-orientated that they have entirely neglected to take into account the consequences of their actions. While very few charities are involved in actively (or knowingly) unethical behaviours, all of us must think more carefully about the potential wider impact of our marketing strategy and output.   If we are serious when we use the phrase “what I love about what I do is the knowledge that I am making a positive difference”, then we need to be consistently weighing up whether our intended ends justify our means. Of course, this is not a simple question and will rarely have simple answers. For example, if a charity successfully persuades donors to give £2 per month by using imagery that perpetuates “white saviour” myths, is this justified? My immediate response would be that the wider negative impact of this type of campaign does not justify the use of this imagery.  However, the uncomfortable truth is that these images are emotionally potent and therefore highly effective when it comes to persuading people to donate.   Sadly, this means that marketers who choose not to use such imagery are often playing catch-up.  As are those who take the time to ensure their images have alt-text so they are accessible to visually impaired people. As are those who opt against using aggressive sales techniques. Striking a balance between hitting targets and maintaining an ethical marketing strategy comes with serious challenges.  The reality is that, taking a more ethical route will often be more time-consuming, more resource sapping and will require far more creativity. Given these challenges, it would be significantly easier for marketing professionals to take these risks if they have the support and understanding of their senior management and board. Indeed, in an ideal world, this approach should be adopted into the wider culture and values of the organisation as a whole. In some cases  achieving this support will be easier than others.  However, given the arguments, I believe that the majority of board members and senior managers will be receptive because ultimately they are (one hopes) in involved in the voluntary sector for exactly the same reason as you and I. For more on ethical marketing strategy: People Before Stories: Working With Beneficiaries' Narratives 3 tips for building an ethical fundraising strategy
    9392 Posted by Lewis Garland
  • 16 Oct 2018
    Your charity does amazing things. You know this, we know this – but do your potential donors or volunteers know this? While it is true that we live in an increasingly visual world, it is important not to underestimate the enduring power of persuasive writing. It (literally) pays to spend time on crafting your copy. Your browser does not support the video tag. In this blog I give six essential copywriting tips to help you raise awareness and bring in funding for your cause. Know your audience Before you put digit to key, the most important question should always be ‘who am I writing for and why?’ We all care about different causes. In most cases our interests are dictated by our characteristics and life experiences. Think carefully about what demographic you are writing for and how best to engage, gain the trust and motivate this audience. Harness the power of human stories Mastering the art of emotional engagement is vital for any copywriter, none more so than for those of us working with and for charities. One of the most effective ways to do this is through focussing on human stories.  Try to find a simple, memorable story that encapsulates the work that your organisation does and the impact it makes (to a charity marketer this should be the holy grail). Whenever possible, try to include direct quotes from your beneficiaries or clients. This not only makes your copy more emotionally engaging but also helps to build trust with your audience. Choose your stats wisely While an excessive use of numbers may be a turn-off, carefully chosen and positioned statistics can both hook readers in and motivate them to act. Statistics can be used both to show your charity fully understands an issue and to succinctly convey the impact of your own work.   Keep it simple When we are passionate about a cause, it is tempting to tell people everything about the need for our work and the impact we make.  Equally, for lovers of words, it may be frustrating to be told to tone down your language. However, with attention getting shorter, complex arguments and florid prose are better kept for elsewhere. Ask yourself what your reader really needs to know and be ruthless with the rest. Spend time on your subject line We’ve all done it. Worked for hours honing our perfect piece of copy and then quickly cobbled together a subject line or title. However, as the tabloids have proven year on year out, a bold, controversial or catchy headline can make a huge difference. Infact, this is why professional headline writers exist! A good starting point when writing title or headline is to follow the ‘4 R’s’: Urgent, Unique, Useful, and Ultra-specific. Time and tailor your ask Think of each paragraph you write as part of your reader’s  journey, a journey that leads to your call to action. Charities too often describe their groups’ activities and then tag on a quick, loosely related call-to-action at the end. If we want people to donate, volunteer their time, or share our message, you need to consider when the most effective time will be to ask for their support (i.e. at what point your reader will be most motivated to act). Sometimes, this may be at the start to instill a sense of urgency; other times it will come towards the end after having made a robust argument for your cause. And remember, the call-to-action itself should be as  simple, persuasive and specific as possible. -------------------------------------------------------------------------------------------------------------------------------------------------- Writing great copy will always be as much about magic as maths. However, following these six tips will go a long way to helping you attract the supporters, donors or fundraisers you need!    Was this blog helpful? Why not check out the following blogs too: 5 of the best free design tools to help your charity shine 3 Charities To Have On Your Radar For Social Media Inspiration
    8906 Posted by Lewis Garland
  • 19 Dec 2016
    On 16th December, to coincide with Local Charities Day, we released our second annual Local Charity and Community Group Sustainability Report. Using data from a survey of 598 local charity representatives carried out of the summer, this report provides a fascinating insight into the state of the local voluntary sector as we approach 2017. The last year has seen a continued escalation in demand for the services of local charities. Coupled with ongoing volatility in the funding landscape, this has left many groups fearful for their long term survival. The report finds that: Just 46% of local charities are confident they will be able to sustain themselves over the next five years. 67% of groups were still predicting stagnation or a downturn in their financial position over the coming year. 78% of groups predict an increase in demand over the coming year, of these groups just 18% feel that they are sufficiently resourced to meet this demand. Reductions in staff numbers pose a  serious problem, impacting on the continuity of services and affecting overall skill levels. 76% of respondents had seen a reduction of staff over the last year. 60% of respondents know of one or more local groups that have been forced to close in the last year. 77% of charities do not believe that they have the skills to run a successful fundraising campaign. Download the Full Report Here We conclude our report by laying out a number of recommendations for the coming year and beyond. We are particularly concerned about the urgent need to bring sustainable funding sources in the sector and to address the continued overreliance on under or unskilled staff. We hope that the results of this report will not only inform our own work over the coming year but also inspire other stakeholders in government, business and civil society to tackle the challenges facing the local voluntary sector.    
    7670 Posted by Lewis Garland
Tips & guides 5,899 views Dec 07, 2016
Local Charities Day: What Makes Local Charities Unique

The local voluntary sector consists of thousands of groups with widely varying causes, missions and activities. Local Charities day, taking place on December 16th, will celebrate these amazing groups and draw attention to some of the challenges they are facing. 

In this blog we look at what makes the UK’s local voluntary sector so unique and valuable exploring the characteristics they share and the vital, yet too often overlooked, services that they provide to their communities.

In 2015 we produced our first Local charity and community group sustainability Report. In this report we identified a number of characteristics that make the sector so special.  

1) Knowledge of local needs

Many Local charities are formed as a direct result of a specific local need or cause; be it saving a community centre, conserving a local place of interest etc.  These causes rarely fall into the remit of larger national or international charities as therefore, without these charities such issues would often go unaddressed entirely.

A good example of this charity type is Downham Market & District Heritage Society - a group that exists to conserve and display objects, photographs and documents relating to Downham Market and the surrounding village

Other local charities address wider societal issues (homelessness, disability advice, refugee support, LGBTQ  issues). These groups have a strong crossover with the work of well know national charities and groups. However, in most cases this crossover is complementary.  While more heavily resourced national or international groups excel at wide scale campaigning, infrastructural support etc, the value of grassroots groups lies in their acute knowledge of how these wider issues play out at a local level and how they are best addressed.

HERe NI work to combat social exclusion and discrimination among the LGBT+ community in Northern Ireland.  Their acute knowledge of the specific issues facing LGBT+ women in Northern Ireland enable them to provide personalised support and bespoke awarenss raising.

2) Strong Trusting Relationships

As well as understanding the needs of their community, the fact that local groups are often deeply embeddedness in their local community enables them to foster strong trusting relationships with their beneficiaries.  The value of these relationships, though difficult to quantify, cannot be underestimated.

One clear benefit to these close relationships is that it enables these groups to access harder to reach parts of their community.

Another advantage is that people often feel a strong attachment, even sense of ownership over local groups. Many local charities are not simply service providers but a key element of the fabric and character of their communities.

These informal community bonds would be impossible to replicate.  However, the difference they make to the quality of service provided by groups and the resulting benefit to their service users can be huge.

3) Flexibility and reaction time

Local charities and small charities should not be treated as synonymous – for example many hospices have a local or regional remit but have medium to large turnover.  However, given that 95% of local charities have an annual income of under £1 Million there is a strong crossover.

One of the benefits of being small is that these groups are often far less bureaucratic and, as a consequence, more flexible and able to react  quickly.

When coupled with local charities’ acute knowledge or their local demographics and resources, this often means that local groups are able to provide support quicker, more targeted support than larger, national counterparts.

One example is the Community Foundation for Calderdale’s Boxing Day 2015 Flood appeal. On Boxing Day 2016 Storm Eva caused the River Calder to burst it's banks devastating businesses and homes across Calderdale. CFFC Immediately responded – launching a fundraising appeal that received national attention.

Of course,  there are numerous other reasons why the local voluntary  sector is so valuable. This is a sector that continues to amaze us with its resourcefulness, passion and innovation.

On Local Charities Day (16th December) make it your mission to find a charity near you and see what you can do to support their cause.   Also keep your eyes open for our 2016 Local Charity and Community Report released on the day. 

Found this blog post useful? You may also like:   

The Power of Storytelling: Six Top Tips by Mike Zywina  
Storytelling Tips for Charities by Becky Slack 
5 free tools to share your organisation's story by Nisha Kotecha