Working without a PFO Ruth Freeman Director of Income Generation and Marketing The Myton Hospices (Payroll Giving Anorak!) 27th June 2011 Payroll Giving The background • Effie Bentham (supporter of Barnardo’s) introduced the Farthing league in 1905 • Concept- high numbers of factory workers each giving a little to make a big difference • By 1930 raising over £ 45,000 per annum for Barnardo’s • By mid 80’s raising £ 4 million per annum, • and not a PFO in sight …. Why did it work ? • Small amounts donated (pence rather than pounds) • About the collective difference • It was personal (about the cause) • Messages were simple • Promotions were F2F • Promotions were fun Payroll Giving Today • Moved away from the ‘workforce making a collective difference’ concept • More about the giving mechanism than the giving itself • Focus on the benefits to the donor • Perceived PFO ownership • Works well for large charities with a strong brand and companies wanting to offer a choice Making it work For you! • • • • • • • • • Myton’s story Started PG end 2007 (pre and post tax) Run 8 significant campaigns 402 Payroll Givers Average take up rate 51% £ 111,631 over 3 years + £ 22,622 in matched giving + £ 4,622 in Gift Aid + £4,321 Other company giving Total £ 143,196 What we did first • In depth profiling of corporate supporter data base to identify companies: – with a PG contract – where employees have supported previously – with clear CSR goals – with current or past COTY partnerships • Detailed research into identified companies – Workforce profile – Skills mix What we did next • Contacted companies for appointment • Asked for 10 minutes • Talked about 20% of employees raising £ 1,000,000 • Invited interested decision makers to hospice and showed them around • Talked about the best scheme for them • Talked to payroll departments • Involved them in the promotion Developing a campaign • Make it relevant to type of giving and appropriate to cause – If everyone at Joe Blogg’s and Son gives Just £ 1 per week we could …….. – If just 20% of the Coventry workforce gave just £1 per week we could run our services for….. • Tailor product and level of ask to company needs – be flexible and creative • Don’t call it Payroll Giving Bespoke campaigns Planning the promotion • Key messages – ‘You can make a difference’ – ‘Be part of something special – You can be a stakeholder’ • Make the materials attractive and engaging….. • Run teaser campaigns • Give out fun incentives Tailoring the ask • Lower the ask if appropriate – don’t go in too high • Opt out schemes might be coming back so lower ‘asks’ may keep people in! • Better to have 100 people giving 20p than 10 giving £ 1 Donor Care • Send thank you to all new donors • Notice and acknowledge lapsed donors even if it’s just to say thank you for support • Keep companies in the communication loop • Send at least an annual Thank you to companies and employees Case Study 1 • Small engineering company in Coventry – 42 employees • Met FD and told him about the new hospice invited him + staff to come and have a look at hospice • Put up pre- campaign posters about hospice Results • • • • • • • • 37 people seen 32 signed up (86.4%) Annual Value = £ 1,768 Gift Aid = £ 442 Other support = £ 1,365 Total value over 3 years = £ 7995 Promotion costs = £ 960 R.O.I = 832 % Case study 2 • Medium sized company in Coventry 150 employees • Invited MD to hospice • He was already a supporter so agreed to match fund any donations • Invited us to do presentation at staff meeting • MD told staff he would match what ever they gave Results • • • • • • • • Saw 89 people 58 signed up (64%) Annual Value £ 3016 Gift Aid = £ 754 Matched Funding = £ 3016 Total Value over 2 years = £ 13,572 Promotion costs £ 380 ROI = £ 3571% Lessons learned • Post tax schemes work well where the relationship is exclusive • Gift Aid on PG works • Grossing up Pre- tax schemes works • If using own mandates check design with the agency first • Get the number of canvassers / FRs right • Promote events at promotions Some top tips • When targeting a particular company ask your staff to talk to friends and relatives that work there • Ask individual donors (especially the good ones) to introduce you / and or PG to their company • Invite decision makers and then staff to visit your project Payroll Giving is a great way to achieve strategic goals if you…….. • Treat it as an opportunity to talk to companies and develop corporate partnerships • Incorporate it into all COTY partnerships • Develop good donor care programmes • Encourage supporters to feel like Stakeholders in the future • Develop matched giving initiatives • You are looking to fund new projects The future • • • • • Commissioned qualitative research Planning low value ask campaign Local consortium Target small to medium sized companies Target Company Directors from Major Giving list • Marketing campaign designed by supporting company In summary •It really can work for you •Don’t miss the boat