Joshua Hardie

1
Joshua Hardie

• The Value of Citizenship for Fundraising
  Charities

2
Structure

• A bit about EdComs
• The potential and the competition
• What schools want
• Identifying your focus
• How to turn knowledge into action
• Some case studies

3
EdComs who are they?

• An award-winning educational marketing
  consultancy offering creative and innovative
  solutions in the educational marketplace
• Helping clients set up effective communication
  with
• children
• parents
• teachers
• local communities
• Government
• 50 staff from a wide range of backgrounds, who
  understand marketing and education

4
The market

• Charities in schools
• A 50m market

5
The bad news competition is intense
6
(No Transcript)
7
And actually, thats not even the competition
that really matters
In-school fundraising
National Curriculum
School events
TV
Shopping
National appeals
8
But theres also some very good news

• A lot of the activity isn't working
• Theres plenty of enthusiasm from schools for
  well developed mutually beneficial programmes
• School fundraising is increasing
• Theres a better curriculum rationale than ever.

9

• So what do schools want?
• Making the offer attractive

10
Quality and relevance come out top
11
Skill sharing and educational value are key for
teachers
12
Some key questions asked

• How does the child benefit?
• Whats in it for the school?
• Does it take some pressure off teachers?
• Does it make a difference to the educational
  experience?
• Does it promote good behaviour e.g. healthy
  eating, personal safety?
• Is it a long-term commitment and not a fad?
• Is the offer transparent?
• Is the offer free to schools, pupils and their
  families?

13

• Identifying your focus

14
Know your offer

• What are your objectives?
• Raising issues?
• Changing behaviour?
• Generating PR?
• Fundraising?
• How do they interact?
• Whats your message?
• Audience
• Area of expertise?
• Sensitivities?

15
and where it fits into the school

• Literacy?
• Numeracy?
• Geography?
• History?
• Business studies?
• ICT?
• PE?
• After-school?
• KS1? 2? 3? 4?

16

• How to turn knowledge into action

17
Use sound pedagogic progression
Inform
Engage
Enable
18
Citizenship does offer an opportunity!

• Structured to offer progression from information
  to action
• Curriculum content complements charities work
• Political literacy
• Social and moral development
• Active citizenship
• Recognition that external organisations to bring
  the curriculum to life
• Real need from schools to find new ways of
  delivering active citizenship side

• Your resources got my pupils really interested
  and enthusiastic it would have been great to
  have some additional direction
• Secondary teacher using Macmillan CancerTalk
  resources

19
Active Citizenship

• There is considerable work still to do in the
  majority of schools in developing citizenship
  education not just in the curriculum, but also
  through the school community and wider community.
  Few schoolshave recognised the broad scope of
  citizenship education and attempted to translate
  it into a holistic and coherent whole-school
  policy.
• NFER research, 2004

• Difficult for schools to implement
• Funds
• Organisation
• Imperative
• Pupil motivation (school leaders vs others)

• Huge potential to help
• But its not the only option
• After-school
• Cross-curricular
• Whole-school events

20
Case studies

• Macmillan
• RNLI
• NSPCC

21
Macmillan Cancer Talk
22
Motivation for pack request
Benefits
(base all respondents 204)
23
Verbatims - students

• Cancer is a small ball of bad stuffit grows
  bigger and bigger.

Sir doesnt normally tell us about his life.
You wouldnt be scared to tell anybody. You
wouldnt keep it a secret.
Before I would have stayed away from them,
(classmate with cancer), but now I would look
after them.
You cant catch cancer, thats the main thing.
24
Involvement in Cancertalk Week

• Your resources got my pupils really interested
  and enthusiastic it would have been great to
  have some additional direction
• Secondary teacher using Macmillan CancerTalk
  resources
• Nearly two thirds (63) likely to participate in
  Cancertalk Week in future

(base participants 28)
25
RNLI

• All aboard

26
Starting position
27
The elements
Resources Available to all Schools
School visits Building relationships
Fundraising
Stations involvement
28
To
29
NSPCC

• Need to Talk

30
Two decades of helping children

• 1981 - Schools Fundraising Programme
  Established
• 2 Schools Organisers x 20,000
• 1991 - Centenary Year
• 98 Schools Co-ordinators x 2m
• 2001/02 Onwards
• 53 Schools Organisers x 2m
• Improved Net Income
• Fully integrated programme.

31
Resources for all schools, young people and
parents
32
Backed up with education through Fundraising

• Contact 20,000 Heads, Teachers and Nursery Nurses
  per year
• Personally visit 12,000 -15,000 schools a year
• Speak to 500,000 children a year
• Parents, carers, extended family, messages reach
  an indirect target audience of 2.6m people
• Offer practical, simple, appealing fundraising
  ideas
• Curriculum linked
• While-school
• Diverse!

33

• In summary

34
Whatever you do

• Understand the bargain
• Innovate
• Diversify
• Be experiential
• Enable
• Evaluate
• Build relationships

35
Questions?