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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)15183 Posted by Lewis Garland
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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 strategy9538 Posted by Lewis Garland
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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 Inspiration9170 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.7806 Posted by Lewis Garland
What's the Appeal in Appeal pages?
Our Appeal pages are a proven way to raise funds and awareness for a new project or an urgent need.
Appeal pages can help you focus your supporters’ attention on a particular issue - whether it be the need for extra funding for specialist equipment to make your activities accessible, funding for unforeseen costs such as break-ins, or urgent support for individual beneficiaries.
From a pure fundraising perspective - Appeal pages are an incredibly effective way of bringing in donations quickly. On average Localgiving groups raise 70% more through appeal pages than through fundraising pages. Over the last 12 months our groups raised an average of £696 through appeals compared to £405 through fundraising pages.
Moreover, Appeals provide an excellent opportunity to build awareness of your cause and grow your supporter community. Most effective Appeals make good use of beneficiary stories - enabling you to highlight the issues you address and the difference you make in a relatable way. Furthermore, Time sensitive appeals are far more likely to be considered ‘newsworthy’ than a general call for support.
We have hosted and helped promote some truly inspirational, life-changing appeals over the years, ranging from saving community services to flood relief. Here are just a couple of our favourites!
The Dahlia Project - Leyla Hussein, a leading anti-FGM activist and psychotherapist, set up the Dahlia Project to provide a safe space and therapeutic support for victims of Female Genital Mutilation.
When the Dahlia Project came into financial difficulties in 2017, Manor Gardens Welfare Trust set up an appeal on Localgiving. Through harnessing the power of the traditional press, blogs and support from podcasts such as the Guilty Feminist, the appeal successfully raised over £100,000.
Calderdale Flood Relief Appeal - In December 2015, the Community Foundation for Calderdale launched an appeal in response to the Boxing Day flooding after the River Calder burst its banks overnight.
Their campaign raised over £2.5m in total, £250,000 of which was generated through their Localgiving appeals page. The fundraising campaign went on to win several awards.
Borderlands - Borderlands, a Bristol based refugee charity, have successfully used Localgiving appeal pages to raise funds for individual beneficiaries and their families.
Their appeals have ranged from helping beneficiaries pay for family reunion to supporting them to access legal support to help fight deportations. Through focussing on the needs and narratives of their beneficiaries, Borderlands have consistently given an emotional pull and sense of urgency to their appeals. Since joining Localgiving Borderlands have raised nearly £12,000 through their appeals.
So, have you been inspired to set up an Appeal?
As a Localgiving member, all you need to do is log in to your Localgiving charity account and go to the "My Pages" tab and click on the button that says "Create an Appeal Page".
You can download our 13 tips for running a successful Appeal here, and remember, we are always happy to help promote your fundraising activities through our social media channels or blog.
Related Blogs
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By Amy Kordiak In the beautiful Welsh coastal town of Goodwick in Pembrokeshire, porpoises have become the hot topic in the community and with Localgiving’s support; one project has been making waves with its online fundraising efforts… Sea Trust Wales which was the first organisation to join the new Crowdfund Wales Programme, has cause to celebrate this week as in the first five days since setting up their Porpoise Project Appeal with Localgiving, they have raised over £2000 and have unlocked their match funding of £250! Sea Trust Wales is a marine conservation charity based in Pembrokeshire, which focusses on redressing imbalances in ecosystems in the sea and more generally, conserving marine life. Due to the current restrictions, the Catch and Release Aquarium has been closed to the public and some of the vital work of the Trust cannot be undertaken, having a significant effect on the Trust’s fundraising. However, Holly Dunn, a Project Officer for Sea Trust, didn’t let this dampen her spirits and decided to turn to the community and online fundraising to generate some much needed funds. “As a team, we didn’t have much experience of online fundraising before, we had a donate button but didn’t realise how generous people would be and how much we could increase the profile of the work that we do…we have been overwhelmed by the support of the local community!” A group of extremely committed volunteers, led by Holly, work on the Porpoise ID Project. The project is vital for monitoring the health of the marine environment as porpoises are one of the UK’s top marine predators so studying them tells the team a lot about the state of the sea. If porpoise populations decline in UK waters, there would be a huge impact on the food chain, therefore monitoring is vital to ensure the entire marine eco system in Wales does not become imbalanced. Holly added: “It’s not just the porpoises that benefit from what we are doing; it has a huge impact on the local area offering opportunities for volunteers to help with the data gathering and to understand more about our local marine life. We could not run this project without the backing of our community and we have heard that giving back and being involved in something so rewarding is having a positive impact on people’s mental health during this difficult time”. If you know of a charity or community group in Wales that might benefit from our Crowdfund Wales Programme or who would like support with their online fundraising generally, please contact our Wales Development Manager: amy@localgiving.org For Sea Trust Wales, this is very much the start of their online fundraising journey and it is hoped that once their appeal target is reached, people will continue to make regular donations so Holly and the team can continue to protect the health of the seas. To donate to the Porpoise Project Appeal, click here and you can also follow the success of the appeal on Twitter and Facebook.Feb 16, 2021 0 -
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
