At a time when many UK charities are concerned for their financial viability, the Worshipful Company of Marketors, the livery company for marketing professionals, has launched its new online fundraising and marketing guide for smaller charities.
Available free of charge on request, the digital publication, entitled Fundraising Guide for Smaller Charities: Tips for a bigger, brighter future, was written by John Wheen, a seasoned marketing director and liveryman and court assistant of the Worshipful Company of Marketors. It is published by the Worshipful Company of Marketors’ Outreach Programme committee in line with the livery company’s aim to provide pro-bono marketing advice and guidance to small charities (defined as those with an annual income less than £1million).
The 8-page guide outlines in clear, concise, and friendly language how small charities can benefit from proven fundraising solutions and provides hyperlinks to a range of resource and support channels such as the Chartered Institute of Fundraising and Just Giving. Solutions include “no-brainer” strategies, the likes of gift-aid and donate buttons, as well as tips on how to maximise the potential of existing donors and supporters. The guide also offers advice on raising awareness and improving messaging and overall communications.
John Wheen said, “My experience of working with small charities is that they are often way too busy doing the best they can with limited resources. But in the current economic climate when people and organisations are increasingly tightening their belts, small charities have no choice but to up their game if they wish to compete for funding. That means working even more efficiently and employing every available strategy to attract donors and secure valuable funding.
“Those who run small charities might find that some fundraising strategies, such as approaching foundations and grant-making institutions, can yield the highest return on investment. And they don’t require additional resources besides time and research. Also, charities should consider whether they can actually make it easier for the public to donate to their causes. The appeal of digital technology is only set to grow.”
Philippa Seal, chairman of the Outreach Programme committee of the Worshipful Company of Marketors, said, “We’re delighted that Court Assistant John Wheen has authored such a useful fundraising and marketing guide for small charities whose genuinely outstanding work may be at risk owing to real cutbacks in funding and donor-giving post-Covid.
“The Fundraising Guide for Smaller Charities: Tips for a bigger, brighter future will be an invaluable resource for all small charities determined to fulfil their commitments as well as secure their own future in a challenging environment.”
Click here to obtain a copy of the Fundraising Guide for Smaller Charities: Tips for a bigger, brighter future – A Worshipful Company of Marketors – Outreach Programme publication
For more information on The Worshipful Company of Marketors’ Outreach Programme, please contact outreach@marketors.org