Fundraising and PR: a troubled marriage

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Fundraising and PRa troubled marriage
Jonathan Farnhill Chief Executive, Royal School
for the Deaf Exeter Regional Chair, Institute of
Fundraising Email jfarnhill_at_rsd-exeter.org.uk
Web www.farnhill.org.uk
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Fundraising and PR

• Greenpeace press release
• In the 20 years since the Chernobyl tragedy, the
  worlds worst nuclear accident, there have been
  nearly FILL IN ALARMIST AND ARMAGEDDONIST
  FACTOID HERE

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Fundraising and PR

• The ultimate fundraising excuse
• Yes, but it was good PR

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Fundraising and PR

• Tried and clichéd / tested process
• Commission a report on an area you want to
  develop into
• Publish the report to highlight the need
• Launch a fundraising campaign to pay for meeting
  the need

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Fundraising and PR

• Distorting reality
• The urge for the definitive when the truth is
  ambiguous
• The compulsion to simplify
• The success imperative
• The quick fix and the blame game
• People can be manipulated in a way that washing
  powder cant

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Fundraising and PR
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Fundraising and PR

• Raise 1 million in 1 million seconds.
• Raise the profile of the Hospice through media
  coverage.
• Gain support from people who have not given
  before.
• Co-ordinate the work between the different
  fundraising functions
• Improve the awareness of the Hospices services

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Fundraising and PR

• Avoid donor fatigue that would lower capital and
  revenue funding.
• Considerable untapped support for Hospice within
  the general public.
• A distinctive appeal necessary to be heard by the
  media and the public.
• Campaigns need a sense of urgency.

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Fundraising and PR

• Raised 863,000 in cash, pledges and pre-campaign
  allocation
• Massive media coverage, three front page stories
  in Evening Herald, Radio Devon, Radio 5 Live etc
• Won several awards, inc. Institute of Public
  Relations national gold award for best community
  PR campaign

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Fundraising and PR

• Huge buy in from Hospice staff and volunteers
  and local community
• Catalyst to new fundraising partners
• Improved patient referral and knowledge of
  services