Should charities stop competing for funds and collaborate for greater impact? Anthea Iva, Director of Redstone Marketing, asks three fundraisers for their perspectives.
Anthea Iva, Director of Redstone Marketing, asks three fundraisers for their perspectives.
Head of Marketing and Fundraising, Harry Perkins Institute of Medical Research
A few years ago, I was working for a charity that spent considerable time developing community fundraising guidelines that addressed the most common challenges of sharing your brand with a third party. They provided the organisation with peace of mind that their highly visible, iconic brand could not be compromised by being treated like a library book to be hired out to anyone with the right paperwork.
The guidelines were working well. And then we received a call from a journalist. He asked if we knew of a fundraiser selling merchandise in a tourist destination. The man’s name was unfamiliar but it turned out he was a convicted paedophile who had obtained a fundraising authority using his birth name, rather than the alias by which he was commonly known.
Some seriously bad press ensued, prompting the organisation to tighten community fundraising guidelines…