JGP News

The tactics employed by Comic Relief in its most recent Red Nose Day campaign contain a number of best practices examples that others working within the third sector can adopt.

Speaking to ThirdSector.co.uk, Jude Habib - director of media production and training company Sound Delivery - points out that charities should ensure that their call to action is kept clear, citing Comic Relief’’s ”Do Something Funny For Money” as being simple and effective.

Pointing out that "it is the personal that makes a campaign a success", she adds that third sector organisations should look to involve corporate sponsors.

Not only should this involved getting staff to take part in raising money, but they should also contribute campaigning ideas, in comments that could interest those looking to boost their skills framework.

"Target different media channels carefully. Offer something exclusive or special that is just for them. This will enable you to reach out to different audiences," Ms Habib points out.

However, a recent nfpSynergy study revealed that 72 per cent of people believe the high charges attached to donating via text messages puts off consumers from giving money to charities.

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A strong focus on the cause behind attracting donations is the most crucial aspect to any fundraising campaign.

Such is the assertion of Paul Tyack, head of fundraising and development for the Anne Frank Trust, who points out that the strength of the cause that money is being generated for is "the most important single element" that those working in the third sector can bear in mind.

"Never lose sight of making the work you are raising funds for as strong as possible and make sure you communicate the strength of the cause clearly to your donors," Mr Tyack tells ThirdSector.co.uk

He adds that while good projects can make for equally effective fundraising, the reverse also holds true, in comments that could interest those looking to improve their skills framework.

Furthermore, he claims the reality of the financial crisis means that charities must work harder on their fundraising activities, not only in the build-up to major campaigns but also on a day-to-day basis.

Last month, the Institute of Fundraising unveiled a new online tool allowing small and medium-sized charities to monitor the success of their fundraising strategies.

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The economic crisis means that it is more important than ever for charities to keep on top of their financial management.

Writing in an article for ThirdSector.co.uk, Danny Davis - insolvency specialist at Mishcon de Reya - states that as the downturn is likely to get worse before it gets better, those working in the third sector may well find they "face some tough decisions".

Indeed, he suggests that the difficulties they experience could be so grave they may have to consider whether it is viable for them to keep operating.

"Charities have to be on top of their finances at all times, but especially during a recession. Financial management must be disciplined, clear and realistic," he states, in news that could interest those looking to boost their skills framework during tough times.

However, should they be concerned that they will face long term money management problems, senior management officials should seek guidance on how to proceed as soon as possible, not only for the future of the organisation itself but also staff members.

Earlier this month, the Cass Business School reported that by outsourcing their back-office functions, mid-sized charities could save a total of £136 million.

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A second industry-wide meeting of how those working in the third sector can manage through the financial downturn will take place later this year.

Organised by the National Council of Voluntary Organisations and the Office of the Third Sector, the meeting - set to be held on June 2nd - will look to assess the impact of the government’’s action plan to help charities and voluntary groups in the current economic climate.

Although around 25 representatives from both the government and charity sector held a summit last November, third sector minister Kevin Brennan recently claimed that another one must be held to help assess the effectiveness of such a scheme.

Mr Brennan adds: "At present, the available evidence is incomplete and somewhat inconsistent, indicating that it is too soon since the start of the downturn to fully evaluate the impact on the sector."

Such news could interest those looking to improve their skills framework in an effort to manage through the recession.

Last month, trade union Unite claimed that the difficulties the third sector is under could be even bleaker than suggested in a recent Charity Commission study, which indicated that 52 per cent of charities have already been affected by the downturn.

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Those working in the third sector have not been as effective as they could have been in their aims to implement a fairer global economy, an industry expert states.

Speaking at a G20 meeting held in London, Nick Roseveare - chief executive of Bond, the umbrella body for international development charities - claims that although the right sort of messages have been published in campaigns such as Make Poverty History, they have not had their intended impact on policymakers and politicians, ThirdSector.co.uk reports.

"We wouldn”t be where we are if some of the messages about a more just global economy had got more traction," he said.

Mr Roseveare adds that instead of "flash-in-the-pan moments", those working in the third sector need to develop "a set of core messages" that should constantly repeated to world leaders until sufficient action is taken, comments that could interest those looking to improve their skills framework.

Last month, the Council on Social Action called for community groups across Britain to put forward to the government their suggestions on how economic regeneration and social renewal can be created.

More skills framework information.