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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 Inspiration7504 Posted by Lewis Garland
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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.7106 Posted by Lewis Garland
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The nights are drawing in, the leaves are colouring, the air is beginning to cool, children are yelling on their way to school, advisers are skulking in Westminster Hall, and it turns out your team’s big summer signing isn’t the new Messi after all. Autumn is officially here! Each season comes with its own set of fundraising opportunities. In this blog we highlight a few events for you to hang your fundraising hat on this Autumn. 22nd September (week of) - Harvest Festival This ancient festival (coinciding with the Harvest moon, the full moon closest to the autumn equinox) celebrates the end of the harvest season. Traditionally linked with charity, particularly sharing food, this is a great opportunity for poverty focussed charities and community groups to highlight their vital work. 27th October - Diwali Diwali, the 5 day Hindu festival of lights celebrates both Lakshmi, the goddess of wealth and the triumph of good over evil (I’m sure we can find a fundraising angle there). This festival, celebrated by 1 billion people worldwide including Jains, Sikhs and Newar Buddhists as well as Hindus, gives ample opportunity for some South Asian themed fundraising fun – from food and fireworks nights to lantern making workshop. 31st October - Halloween When the spirits rise with ghastly cries, and the maggots crawl from hollow eyes, and the hairy-legged spiders creep and the reaper comes to help you sleep… Halloween provides an excellent opportunity to hit those fundraising ghouls! This year the 31st is also (the latest) Brexit day - draw connections as you wish. Read our Halloween blog for some ideas to help you make a little money from the night of the macabre 2nd November - Day of the Dead Día de Muertos, a Mexican tradition celebrating departed ancestors, gets bigger and bigger each year here in the UK. Why not throw a Day of the Dead fundraising party – complete with face-paints, sugar-skulls, decoration, libations, salsa rhythms and tasty tostadas? 5th November – Bonfire Night Remember, remember the 5th of November ... Who doesn’t love wrapping up warm, writing your name (as if you write anything else) in the cool air with a sparkler, and watching the night sky come alive with colour? A stall selling hot food and drinks and marshmallow sticks would go down a treat! I hope these ideas give you some food for thought. Let us know about your group's autumn fundraising plans and, as ever, we’ll be happy to share your fundraising events and feats in our blog, newsletter and across our social media channels.7017 Posted by Lewis Garland
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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)5971 Posted by Lewis Garland
Wise Words from Alistair Sill: Local Hero Champion 2016
Every year our Local Hero campaign shines a spotlight on the incredible work of individual fundraisers. This campaign sees fundraisers competing over a month to top our Local Hero leader board.
2016 saw a nail-biting race to the finish line, with fundraisers changing positions right until the last minute. Our eventual champion, Alastair Sill, secured an incredible 317 unique funders, raising over £4000 for Taking Flight Theatre Company - plus a further £1000 in prize money.
We recently had a chat with Alistair to discuss what inspired him to take part in Local Hero, to find out what his greatest challenges were during the month and to gather some tips for those interested in participating in this year’s campaign.
How did you hear about the Local Hero campaign and why did you choose to support Taking Flight Theatre Company?
“The theatre company had heard about the Local Hero campaign and told me about it as it coincided with plans I had already been making to fundraise for them”
“I have worked with them for 6 years now as an audio describer. I recognise how hard they are trying to make their work accessible to a wide audience and the difficulties they face”
How did you decide upon your challenge?
“I enjoy cycling and wanted to do a cycling challenge anyway. My decision to ride from the East to the west of Wales matched the tour route the theatre company were taking.”
“Throughout the ride I stopped off in places they were performing to explain what the company was doing. The theatre company sent out actors to the schools before I arrived and delivered iambic pentameter workshops. I did some games involving audio description and talked about my role and explained what audio description is"
What training did you do for your challenge?
“I followed a hilly route quite near my house when cycling. There is also a lake quite near where I live that I cycled around. I built up to the challenge, got my stamina up and made sure I had enough supplements.”
What did you enjoy most about participating in, and winning, Local Hero 2016?
“I didn’t expect as many people to get behind it as they did. I wanted to do something to help Taking Flight Theatre Company. I was quite baffled by how many people got into the idea.”
“I got into the friendly competitive edge. You respected everyone who was participating, all of the charities and causes they were raising money for were equally important so you wanted them to do well.”
“The competition got lots of people involved who I hadn’t been in touch with a while. It was a nice surprise when people you hadn’t seen in a while donated. The amount people donated was also a surprise – we had somebody donate £500!”
“It got really close at the end. Beth House, one of the directors of the company got really involved. I could see emails coming through saying “we need 7 more sponsors and then we’ve done it, we’ve only got 10 minute left”. I tweeted a lot about what I was doing and put updates on Facebook too."
“The fact it was so tight created a great atmosphere and built up publicity for the company. It also engendered excitement for the tour before it had even begun.”
Do you know how the money raised during Local Hero was spent ?
“Taking Flight are about putting on accessible performances with artistic and creative integrity. The signers for example are characters in the play. There was a deaf actor playing the role of Juliet and the audio description was integrated into the performance. All of these things push the boundaries.”
“These things take time to work in during rehearsals. The money raised from Localhero was spent on creating even more accessible performance so that people can go to watch the shows who wouldn’t ordinarily think about going to watch a live performance - to ensure nobody is isolated or segregated in any.”
What advice would you give to people interested in participating in Local Hero 2017?
- Pick something you are going to enjoy doing that can engender an appetite among the public. The more you enjoy the prospect of doing the challenge yourself the more you will be able to sell that idea to other people. Make sure you do something you can really throw yourself into and have a good time while you’re doing it – you may not do something like it again
- Ensure you have people around you who are supportive and as into the idea as you are. You’ve got to think about the challenge you are doing and so you’ve got to get other people to help with getting the message out. It’s very difficult to do the campaigning and do the challenge yourself – although its important to play a part in that.
- Don’t be afraid of getting in touch with as many people you can. You’ll be surprised how many people will support you.
- Enjoy the competition - the Localgiving website is really easy to use and you can view your growing sponsors . And the fact that the winners get an extra £1000 on top of what they raise is a really great incentive.
Found this blog post useful? You may also like:
Local Charity and Community Group Sustainability Report 2016
Big Strong Heart: Tips for your Charity Challenge
What Makes Local Charities Unique?
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By Suzanna Maas The Friends of Tower Hamlets Cemetery Park are doing an appeal with a target of £5000 to get the Burdick family monument repaired. The FoTHCP is the charity looking after the beautiful, atmospheric cemetery park, which opened in 1841 and closed for burials in 1966. It has been a public park ever since, a quiet escape for humans and nature, conservation volunteering, dog walking, and a children's nature club. In February 2019 a storm blew over one of the first trees planted about 175 years ago, the only silver lime we had.. It hit the Burdick family monument, an Egyptian-style obelisk. The monument broke into seven big, heavy pieces, and it’s going to cost £5,000 to put it together again permanently and safely. Our biggest challenge is to repair the monument as soon as possible, because if it gets below freezing this winter, frost can break cracks in the stone and make the repair even more expensive. The monument is the family vault of James & Amy Burdick. They aren't buried here, but two of their sons are. James and Amy had 6 children. James Henry, William, Charles all died before their parents, but Alfred, Lydie and Ethel survived. The Burdicks were part of the Burdick & Cook merchant shipping company in Poplar. Sadly the company was as lucky with their ships as James and Amy were with their sons. There was a ship with Lydie's name, but it was torpedoed in 1918 by a German submarine. The SS Buresk and SS Burbridge were also sank during WWI. James Henry drowned aged 21 and was buried in Sebastopol in the Crimean peninsula on the Black Sea, likely on company business. William died when he was 20 years old, and Charles was only 7. We're not sure yet what happened to Alfred and Ethel, but Lydie married a baronet and became Lady Greenaway. If you'd like to see the Burdick monument for yourself, the cemetery park is open every day.Sep 24, 2019 0 -
By Joe Burns Thanks to generous funding from the players of the People’s Postcode Lottery, Localgiving has been running a Regional Development Programme in the North West of England which has been supporting local charities who are engaged in projects which benefit the environment, or help people to engage with the natural world. Eligible charities have received a free membership to Localgiving, ongoing one-to-one support in their online fundraising activities, and up to £500 of the money they raise online is matched through funding provided by the People’s Postcode Lottery and their players. This #GivingTuesday (Tuesday 29th November) we’re highlighting some of the fantastic projects and charities who have benefited from the generosity of the players of the People’s Postcode Lottery, without whom none of the below would have been possible. Ruth Hannah, Gorgeous Gorse Hill Gorgeous Gorse Hill is a small community group in Greater Manchester. We’re made up of local residents, who got together to improve our local area through the use of art, planting and flowers. We believe that positive changes to a local area can benefit the health and wellbeing of local people, by making residents feel more connected to their area, more empowered, and that by making positive changes, we can help reduce negative behaviour. Being able to fundraise online, and the match funding that’s been available, have been very useful for our group, and has helped in a number of ways. It’s freed up time for volunteers who would usually try to raise funds through completing grant applications, which can be time consuming, and it has also freed up our use of funds, as a lot of grant applications won't allow charities to funds for core costs, which for us is vital i.e. insurance, or the cost of shed rental. Even hot drinks on a cold winter day during a full day of planting can sometimes not be covered. With our unrestricted income from Localgiving and matched funds from the players of the People’s Postcode Lottery, we no longer need to worry as much about covering these costs. This has allowed us to focus on what we really want to focus on – making Gorse Hill Gorgeous! The wider support offered from Localgiving has been great. Joe’s suggestions about ways to fundraise have opened our eyes and the amount we have raised and then had match funded has been incredible. Anita Morris, Hack Back Hack Back CIC is a small social enterprise that aims to improve the mental health and well-being of people of all ages throughout the North West. What makes us different is that we combine psychological therapies with interaction and engagement with nature, and specifically with Birds of Prey. Taking part in the programme has enabled us to raise funds by reaching a much wider audience. We have been able to use social media to inform people about our fundraising and the ease of the process has meant that we have been successful in raising funds. In addition supporters were able to set up their own fundraising page to personalise their support for Hack Back. We have learned that it is important to get your message across succinctly through social media and that it must be easy for people to donate, which was achieved through Localgiving. The funding, both from our donors and then matched by the players of the People’s Postcode Lottery, has made a massive difference to us. We have been able to deliver one to one sessions in the home of a child with autism, we have visited a terminally ill lady in her own home, we have been able to visit a young boy with a rare form of bone cancer several times and we have been able to deliver an anti-bullying project in a local school. Without this funding all of this would have been very difficult to achieve, and the real difference the funding from players of the People’s Postcode Lottery has made is that it has enabled us to deliver projects and services we may have had to decline previously, even though there is a clear need. ---------------------------------------------------------------------------------------------- These are just two examples among many of the fantastic work done by local charities which the generosity of the players of the People’s Postcode Lottery has helped. This #GivingTuesday, we thought it would be a good time to look back, and to reflect on the real difference this support has helped to make, and to also take the time to say thank you as well. So this one goes out to all the players (of the People’s Postcode Lottery) out there – THANKS! There’s still opportunities to get involved in this programme, so if you are or know of a charity who could benefit, please do look here for further information.Nov 28, 2016 0 -
Cleveland Pools is the only surviving Georgian Swimming Pool in the UK. Sadly the pools have been closed for swimming for over quarter of a century. However there is now an appeal being run through Localgiving to rejuvenate and reopen this forgotten landmark. This appeal, led by local resident Suzy Granger, has really caught the imagination of the local community. On the week commencing 6th February, 8 local swim schools and approximately 700 children will be participating in a swimathon to raise money for the campaign. We spoke to Suzy in advance of the big swim to find out what inspired the campaign, what makes Cleveland Pools so important and how supporters can get involved with the campaign. What makes Cleveland Pools special and how will this campaign benefit the local community? “The Cleveland Pools is the only surviving Georgian swimming pool in the UK. Closed for swimming in 1984, a trust was formed in 2005 by local campaigners to save the 200 year old site with it crescent-shaped cottage and changing cubicles. Situated on the banks of the river Avon it is a peaceful and beautiful location to enjoy an outdoor swimming experience. It will be the only public outdoor swimming pool in Bath so will be a great asset to the local community in the summer months, especially as it will be naturally heated and treated for the first time in its history. Outdoor swimming has had a revival in recent years and it will be a great opportunity for Bath to have such an offering for its local community.” Tell us about the challenge? “I thought it would be great to get the swimming community in Bath involved in raising money for Cleveland Pools. I have organised sponsored swims before at my swim school, Bath School of Swimming. However I have never organised a sponsored swim of this scale with so many swim schools involved. To my knowledge this is the first time the whole swimming community in Bath have come together to raise money collectively.” What are you enjoying and looking forward to about running this appeal? “Lots of people have heard about the Cleveland Pools but don’t know where they are in Bath and know little of their history. This is an opportunity to raise awareness of the pools with the swimming community. I am also looking forward to witnessing the swimming community coming together and collectively raising money for such a great cause.” How can people get involved with the appeal? If you would like to make a donation to support the Swimathon then please go here. If any local companies want to match fund what the swimmers raise we would be really grateful and they should get in touch with suzy@clevelandpools.org.uk. Likewise get in touch with Suzy if you would like your swim school to take part. Found this blog post useful? You may also like: Local Charity and Community Group Sustainability Report 2016 3 Top Tips On Creating Great Social Media Content For Charities Big Strong Heart: Tips for your Charity ChallengeJan 24, 2017 0
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"I want to be at the top with my sister, my brother-in- law and friends - I may not have this opportunity again" - Dawn Prior When Dawn Prior was diagnosed with a rare form of terminal cancer in December 2015, few would have blamed her for reneging on her promise to climb Mount Kilimanjaro. But Dawn is different. In May, despite still going through a course chemotherapy, Dawn will be making the 5 day, 6000m trek up Africa’s highest peak. Dawn and her fellow intrepid trekkers will be climbing Kilimanjaro in support of the Bath based charity, Sporting Family Change. Sporting Family Change use sports to empower and inspire local families. Dawn first agreed to make the climb last September. “My brother-in-law runs Sporting Family Change, he was trying to get a group of people to go up Kilimanjaro. My sister was doing it and it seemed like a great opportunity, so I thought, “Let’s give it a go”. However, just two months later Dawn received her shattering news. “Obviously I was devastated... It really didn't sink in at first - people began talking to me about critical life insurance, cutting down work etc. Then I thought, let’s get on with it! bang- wallop- let’s get it sorted and let’s get on with life!” When Dawn told the medical professionals that she had made her mind up to continue with the climb they were amazed. “They look at me as if I was mad! The Doctors say 'go for it!'; The cancer nurse looks at me as if I was crazy.” Dawn is realistic about the huge challenges ahead – both in terms of her health and her climb. “I am worried about my breathing – this is concerning me for Kilimanjaro. Whether I make 2 days or I make the full 5 days, you can be sure I’ll be giving it a go – I understand a lot of (the challenge) is mental and I am quite mentally strong.” “My life in some ways is on hold, but in some ways it is not because I am determined to go off and do Kilimanjaro. I want to be at the top with my sister, my brother-in- law and friends - I may not have this opportunity again.” Dawn hopes that her positive attitude and determination can be an inspiration to other people : “I accept the diagnosis but I don’t accept the verdict, once you accept the verdict you’re on a downhill slope. I didn't want to use the cancer card but this is going to be a huge challenge for me because I am undergoing chemo while doing it. I hope I can inspire other people". You can donate to Dawn here and to find out more about her cause, Sporting Family Change, here. Found this Blog useful? You may also like: 5 free tools to share your organisation's story by Nisha Kotecha The Refugee Crisis: make a difference on your doorstep The Sky is the limit for daring Granny WendyApr 29, 2016 0
