Investing in Fundraising: A Practical Guide for Charities

Foreword

We believe that when much more money is raised, a better world can be made. And we know that when fundraisers have the commitment, investment, and support from the whole of their organisation they can achieve the most for their causes.

Agreeing a shared vision and way forward between Boards, senior leaders, and fundraising teams is fundamental to future success. But we know it’s not always easy.

Every charity has to strike a balance on where it spends its money, with the spend on delivery of services and fulfilling the charity’s mission at the forefront of discussions.

But for each charity to do more – year on year and on a sustainable basis – the spend on service delivery has to be paid for by the money that fundraising teams bring in. And for that income to grow, fundraising must be appropriately invested in with an agreed approach to build capacity and skills. That is what will deliver continually excellent fundraising which will inspire millions of people to support good causes.

The best fundraising that delivers for a charity time and time again by bringing in new supporters, building brilliant supporter journeys, and trying innovative and creative new approaches, does not happen by luck and very rarely on a shoestring.

Excellent fundraising happens when teams and people are appreciated and enabled to do the best job they can. They need the right systems and infrastructure to inform and support their campaigns, they will rightly work with partners and gain the insight from external expertise where needed, and it is essential that they continually develop their skills and knowledge.

I know that committed, motivated and skilled fundraisers deliver the best return on investment. Boards that get it, and engage in open and honest conversations with fundraising teams to properly understand the level of investment needed to achieve their organisational strategies, will be giving their charity the best possible chance to succeed.

I hope that this new guide helps Boards and fundraisers have those important conversations over the months and years ahead, and that fundraising flourishes so together we can make a better world.

Thank you to everyone who contributed by sharing expertise and insight.