Charity rebranding "is the easy way to fix the problem, rather than the real way to fix the problem…maybe the brand is its own worst enemy in that particular regard.”

That's one of the points made by Michael Birkin, our Guest on Two Ps on a Pod this week

Michael is CEO of KYU, a global collective of creative companies that are focused on tackling some of the world’s most complex problems by harnessing innovation to drive societal and economic change.

But it’s very much his time as CEO at Interbrand and Vice-Chair of Omnicom Group that we are focussing on today. Google Michael, and you’ll find that he is one of the world’s global authorities on branding – he actually invented brand valuation. With his help and direction, we are looking at charity branding and rebranding, considering what branding can do for charities and what it can’t and when a rebrand should happen and when it shouldn’t.

We discuss what branding means, why rebranding as a quick fix to tackle deeper structural problems is a mistake, why the new broom rebrand by the new arrival rarely stands up to scrutiny and how there are other more effective ways to re-energise a struggling charity than embarking on a rebrand.

Michael's perspective is very different from those that we usually hear in the charity sector, and I think it is an essential one to consider in the face of the charity rebrands that can serve as a hinderance to growth rather than a driver.

As ever, if you disagree or have any thoughts to share, why not make a comment on LinkedIN or send them to Giles at Giles@gilespegram.com or me at hello@bluefroglondon.com.

Happy fundraising.

I'm back with another episode of Two Ps on a Pod with Giles Pegram CBE, and one of my favourite fundraisers, Ken Burnett. In today's episode you'll hear that we chat about the brand-new edition of Ken’s fantastic book on donor-centred fundraising, Relationship Fundraising.

You'll hear that we don't tell Ken how brilliant the book is (it is brilliant). Instead, we look critically at why Relationship Fundraising has failed! After all, there are very few significant charities that practice it today.

Despite evidence supporting Relationship Fundraising as the sole long-term strategy guaranteed to boost lifetime and legacy giving, its widespread adoption seems to have been hindered by the delayed realisation of its benefits.

This means that the new broom or innovation FOMO (fear of missing out) syndrome can easily destroy its impact, way before the rewards are felt.

But I can vouch for Relationship Fundraising. Over Bluefrog’s history, we have seen the benefits of implementing it for many of our long-term clients. Even at times of crisis (pandemic, the invasion of Ukraine and economic downturns) we have been able to grow income for charities that follow its guidelines.

I have also seen what happens when innovations or rebrands are introduced without giving thought to donors' needs. That’s when we see income stagnate and go into decline – even in the face of increased spending.

The fact is it takes about two years for a “new creative or strategic direction” to have a significant negative impact on a previously well-run relationship fundraising programme. Donors are, after all, pretty forgiving. That’s enough time for the collective memory in the charity to grow dim and fuzzy, loosening the ties to the original strategy as decline is now accepted as the ‘new normal’. What usually follows is a series of lurches from one new creative solution to another as a charity tries to regain the growth that was once taken for granted.

If you’ve read the first or second edition of Relationship Fundraising, there is plenty of new insight in the new volume. Ken focuses on the donor experience and covers my favourite area of fundraising – thanking. He also takes a deeper strategic view, as you’ll hear in our conversation, where he considers the importance of developing a strong and supportive organisational culture.

You can buy a copy of Relationship Fundraising through Ken’s website – kenburnett.com or you can get a free copy by answering Giles' question, which you’ll find towards the end of the podcast which is, What is the most interesting thing you can do with Two Ps?

Make of that what you will!

Answer in the comments on Youtube or email Giles at giles@gilespegram.com or me at hello@bluefroglondon.com. We’ll announce the winner at the end of September.

Happy listening!

In today’s episode of Two Ps on a Pod, Giles and Mark meet up with Paul Amadi MBE, Chief Supporter Officer at the British Red Cross.

In a wide-ranging discussion, we consider the rights and (mainly) wrongs of transactional fundraising, we look at where the Red Cross is looking to innovate and what the future of successful fundraising might look like.

Paul shares his thoughts on how a charity can encourage people who give at times of emergency to continue their support when the news media moves on to other concerns. And we consider how the Red Cross brand is managed and whether it is important that the promotional focus of the charity should cover all aspects of the charity’s operations.

If you'd like to speak to Giles, you can email him at giles@gilespegram.com. Mark can be found at hello@bluefroglondon.com.

Agree? disagree? Why not make a comment and let us know. And if you've got an opinion you'd like to share, tell us why you'd like to join us on the sofas!

In our latest podcast, I’m back with Giles to look at how we – as a fundraisers – learn what we should be doing to engage donors and raise more money.

One of the problems that we face in the sector is the huge amount of information that’s available advising us on what we should be doing when developing our fundraising plans. Much of it is contradictory and a fair amount of it is downright dangerous!

This creates a huge dilemma when trying to work out what’s good advice and what’s bad. So In the podcast, we try and work out how we should tackle the thorny subject of learning, covering the following points:

The Balance Between Excitement and Effectiveness

Why do we strive to make fundraising exciting? We consider the balance of sticking to proven and effective methods compared to copying that new idea that’s getting loads of likes on social media.

The Role of Conferences and Content Curation

Fundraising conferences often grapple with choosing between showcasing best practice and presenting exciting new ideas (that sell most tickets). We explore this dilemma and emphasise the importance of learning from experience, insight, and wisdom rather than just chasing innovation for its own sake.

Learning from History

We look at how historical knowledge can inform modern fundraising strategies and consider the fact that by studying past successes and failures, fundraisers can avoid repeating mistakes and build on what has been proven to work.

The Challenge of Sharing Best Practices

We ask who should be responsible for defining and sharing best practice? We don’t think it should be the responsibility of individual fundraisers, but discuss the need for a more structured approach to disseminating knowledge led by sector bodies or perhaps even through collaborative efforts among larger charities.

Practical Takeaways

Finally, as ever, we also include some practical advice and suggest that sometimes the best way to innovate is to stop trying to do everything differently. Instead, focus on what has been shown to work and adapt it to current circumstances. Or as we say…

' Perhaps what we should start doing differently, is stop doing things differently.'

There’s plenty more shared in the podcast, with links to watch and listen below…

I’m pleased to be able to share Episode 2 of 'Two Ps on a Pod' with Giles Pegram CBE, where we had an incredible conversation with Sir Peter Wanless of NSPCC. We dug deep into the world of fundraising from the unique perspective of a CEO.

🎙️ This episode is a must-listen for anyone looking for insider tips on engaging your CEO with your fundraising mission. Did you know Sir Peter dedicates about 40% of his time to fundraising? He’s even sold some of his favorite shirts and abseiled down buildings for the cause!

Key topics include:

- Growth areas in Individual Giving (IG)
- Aligning fundraising strategy with overall charity strategy
- Avoiding the pitfalls of ‘shrinking to success’
- Advice for new fundraisers

Episode 3 is already recorded, where we’ll discuss how fundraisers learn and the dangers of misinformation in the sector. That will be released in about two weeks.

Until then, I hope you enjoy this hour with Sir Peter.

🔗 Watch the latest episode on Youtube. https://youtu.be/2ElHlVEabnM?si=Vzb1HfRlHfbPx8O_.

We’re publishing new episodes every two weeks. Share your thoughts and ideas for future shows here, on YouTube, or via email at hello@bluefroglondon.com or giles@gilespegram.com.

I've got something special for you today!

Over the past few years, I've recorded several Why Do People Give? podcasts with Giles Pegram CBE, which have always been well recieved. We've typically discussed specific issues affecting the sector, such as COVID-19 and the cost-of-living crisis, providing insights and recommendations for fundraisers.

However, we both had thoughts about bringing other voices to your attention, both within and outside the sector. So, we've created a new video podcast on YouTube – but you can also listen to the audio here.

It's called Two Ps on a Pod, with the first episode launching today. In this episode, we discuss some of the statistics and findings from my recent LinkedIn videos and share our plans for the coming months.

You'll learn more about the £5.5 billion wealth transfer in the UK that will transform fundraising over the next decade, the importance of responding to donors' needs, reasons why donors lapse, how giving attitudes change with age, and the necessity of integrating appeals over time instead of having everything look the same.

But it’s the next episodes that are particularly exciting as we’ve got some great guests lined up:

A CEO of a major UK charity discussing their views on the fundraising function and its integration into the charity's strategy.

A senior regulator offering insights on the future of fundraising and potential considerations for the next government.

A branding specialist talking about what charities get right and wrong about branding, and sharing stories about famous UK TV ad campaigns.

Donors sharing their giving experiences, ranging from those giving hundreds to millions each year, providing fascinating perspectives on decision making.

That's just the beginning! In the following months, we plan to speak with people from Supporter Services departments, a patron on two, a head of a significant foundation, a psychologist, market researchers, academics, and a journalist. We'll also have a few fundraisers coming on to share some background into some significant fundraising campaigns. You'll find out what worked and what didn't.

There will also be plenty of episodes where Giles and I discuss current sector happenings and topics that should be of interest. Hopefully everything we share will help you become a more informed fundraiser.

We are planning to publish new episodes every two weeks moving forward so if you'd like to share thoughts and ideas for future shows, please let us know in the comments!

Over the last month, I've shared a series of videos on LinkedIn looking at the reasons behind the fact that since 2005 we've seen individual giving income shrink – in real terms – by £5 billion.

I'm joined today by fundraising consultant, Giles Pegram where we dig into the reasons behind this decline and make a few suggestions about what we have to do as a sector if we want to turn things around.

Today's podcast features Louis Diez, the founder of the Donor Participation Project (DPP).

Louis set up the DPP with a single goal – to try to reverse the decline in the number of people giving to charity. Until recently, its members have predominantly been US fundraisers, but increasingly, more people from around the world are joining and the group is now 1,500 strong. I recently signed up, and if you listen to what Louis has to say, I think you will too.

Membership (which is free) offers access to monthly, 45-minute online discussion sessions where the group gets together to share ideas and thoughts about what's moving the needle of giving in the right direction. These are backed up with loads of great content shared on the DPP LinkedIn group. They have also just launched their first online conference.

The conference is a series of two-hour sessions where one or two core speakers lead with their thoughts on a specific area of fundraising and a group of other practitioners then share a single piece of insight in two-minute lightning presentations. Everything is pulled together in the chat. This Friday's session (6th May 2022) is on scrappy innovation and next Friday they are looking at the future of major gift fundraising. If you are interested you can find out more and sign up here. There is a small payment for the conference but you'll also get access to videos of the previous sessions. The first was on how donor's preferred communications styles are changing and the second looked at how we can grow engagement amongst people from under represented groups (where you'll see me appear in a lightning session sharing an important finding from our new research into attitudes to giving amongst British Hindus).

The DPP is building a community of fundraisers who care about growing their understanding of what is working – and sharing what they learn. They know there is no simple answer and recognise that hearing many different voices increases the chances of producing incremental advances. But they also realise that these have to be delivered through a system that makes ideas and new approaches accessible.

To that end, they work with three pillars – understanding the dynamics of content delivery, appreciating how a community functions and finally, how to best make that ask. It's all straightforward stuff, but what makes it so exciting is that the focus is on low-cost solutions - often driven by free tech.

So take a listen and see what you think. You'll hear that Louis is a Higher Education fundraiser so we do spend some time talking about alumni giving before moving on to broader fundraising topics, but everything is relevant to all sectors. Sadly, sound quality isn't brilliant but the content is great. I hope I'll see you amongst the DPP-ers at the next meet up.

The two books mentioned are Get Together by Bailey Richardson, Kevin Huynh and Kai Elmer Sotto, and The Socratic Fundraiser by Dr Russell James.