Charity Technology Trust: a case study

Charity Technology Trust (CTT) is one of a new breed of philanthropic initiatives aimed at helping UK charities become more efficient by better use of technology. Its founder believes that charities are ideally placed to benefit from the reduced costs and shared benefits of jointly developed strategies and fundraising, communications and data management tools. CTT was formed to catalyse a move in this direction from the major UK fundraising charities and is supported by the personal philanthropic contributions of its trustees—a group of successful businessmen. The challenge for such a new organisation with a new idea is considerable, but after 18 months CTT is working with 27 of the top 100 UK charities on projects from online raffles through e‐mail communications to IT strategy. Copyright © 2003 Henry Stewart Publications     

Bringing legacy marketing to life

This paper aims to confront the long-held view that legacy fundraising is a depressing and death-related subject, which must be carried out apart from other fundraising activities. In the past, legacy fundraising has been focused on the mechanism and tax benefits, and the marketing focus has been on professional advisers. This paper challenges the past by discussing recent developments which show that legacy marketing is fulfilled more effectively by integrating it into all other fundraising structures and activities. In addition, successful legacy marketing is given a better opportunity to succeed if a rigorous strategic approach is taken and the resultant message is a positive one, which is spread by face-to-face meetings of peers—especially volunteers, trustees and even users of the not-for-profit service.     

Participation of suppliers in greening supply chains: An empirical analysis of German automotive suppliers

The public increasingly holds companies accountable for environmental misbehavior in their supply chains. To offset that risk corporations start initiatives to green their supply chains. Yet suppliers often fail to properly participate in these initiatives. This paper presents a conceptual framework to explain supplier participation in green initiatives, by investigating customer requirements, supplier readiness, relational norms and customer investment as possible drivers. The framework and hypotheses were tested using survey data of 54 German automotive suppliers. Partial least squares methodology was deployed for hypothesis testing. The study found supplier readiness and customer requirements to be significant drivers in supplier participation. Relational norms and customer investment did not per se yield significant importance for explaining supplier participation, but when taking into account firm size, the data suggests that cooperative relation norms and customer investment work as an additional driver in green supply chain management for larger suppliers. This research is one of the few studies that explore drivers for supply chain participation at the supplier's level.     

Electronic mail as a fundraising tool

The World Wide Web has attracted considerable attention and investment in the for-profit and nonprofit worlds, but electronic mail (e-mail) alone can be one of the most effective online fundraising and marketing tools. Its use in fundraising appeals is considered and its relationship to traditional direct mail fundraising discussed. Other more innovative methods of incorporating e-mail into a fundraising mix are explored, including the basic applications of an e-mail signature to the more advanced uses of automated e-mail response systems. This paper is based on research carried out by the author at City University during 1994 and 1995 as part of an MSc course in Information Science and published as ‘Electronic sources of fundraising information for UK nonprofit fundraisers’.     

Developing a children's rights approach to fundraising with children in primary schools and the ethics of cultivating philanthropic citizenship

Fundraising literature predominantly focuses on adult donors, with limited literature addressing younger donors, particularly children, and virtually no discussion on the normative ethics which inform fundraising with children. Addressing this gap, this article examines the ethical dilemmas posed by the mainstreaming of charity fundraising in primary schools. Regardless of high levels of participation, research with primary school pupils shows that children's engagement in fundraising activities is often passive, with little decision making afforded to children. First, we question the ethics of passively engaging children in the fundraising relationship. Second, we question the role of fundraising more broadly in helping to cultivate children's philanthropic citizenship, suggesting that current fundraising mechanisms in schools are counter-intuitive to fostering long-term philanthropic engagement. We argue that by critically engaging children in the process of giving, children develop a deeper understanding of the cause areas that matter to them, which cultivates a longer-term commitment to philanthropy. This is potentially a different goal than that of many organisations involving schools in fundraising, where the focus is on incentivising transactional fundraising efforts aiming to raise as much money as possible and thus raises particular ethical challenges which must be considered. In this paper we draw on previous research and established frameworks for understanding philanthropic behaviour to explore the ethical challenges of fundraising with children in schools and present a pathway towards a more child-led, children's rights approach to fundraising in primary schools.     

Creating comprehensive leadership pipelines: Applying the real options approach to organizational leadership development

Typically, firms consider leadership development (i.e., training focused on skills required for success in leadership roles) and succession planning (i.e., the creation and implementation of long-term plans that address changes in top leadership roles) as two distinct organizational initiatives. In recent years, however, scholars and practitioners have called for a new, more comprehensive approach that considers the organization as a system. Rather than considering succession planning and leadership development as distinctly different initiatives, organizations should work to create internal leadership pipelines that span entry-level employees to executives. To leverage potential advantages associated with instituting comprehensive leadership pipelines and to address practical concerns associated with risk and talent management, we propose the introduction of incremental investment in organization-wide leadership development programs via distinct, evaluative stages – a real options reasoning (ROR) approach to leadership. We argue that blending ROR with skills-based leadership models diversifies risk associated with investments in talent management and increases the ability for targeted, purposeful investment in potential organizational leaders.     

Pareto's law of income distribution,or the 80/20 rule

Pareto's Law of Income Distribution forms the basis of the well-known, but often overlooked, ‘eighty-twenty’ rule. The implication is that a small proportion of customers (or donors) are accountable for a very large share of sales turnover or income. This paper examines the impact on fundraising of the pioneering work of Vilfredo Pareto (1848–1923) concerning the distribution of wealth between groups in society, which was first published exactly one hundred years ago, in 1895. It discusses the relevance of Pareto's Law to contemporary fundraising, using case data from UK charities who have put Pareto's assertions to the test. The recognition of the Pareto principle is wholly dependent on data analysis and software tools to perform the calculations and then display Pareto-style reports. Such tools are beginning to be seen in UK and some overseas software packages and general tools, available in the UK nonprofit marketplace. Illustrations of software systems supporting Pareto-style diagnostic analysis are given. At its most basic, Pareto's principle compels fundraisers to look into their databases of supporters to identify the small but potent élite donating segments who always seem to exist among the general mass. The implications for fundraising that flow from such analyses are important and can be far-reaching. They allow fundamental supporter segmentation patterns based on historic donating history to be understood, and, if understood, managed productively. Finally, Pareto compels the decision to alter either fundraising management and allocation of resources, or to manage supporters, rather than appeals, which in the UK continues to be the most common management style.     

Fundraising as organisational knowing in practice: Evidence from the arts and higher education in the UK

This paper argues for the centrality of organisational practices in occupational learning with a case study of fundraising in the non-profit UK's arts and higher education sectors. Despite the need to increase charitable giving to non-profit organisations, little is known about the work, fundraisers must do in order to carry out their jobs. We argue that fundraisers develop strategic understandings and competences within organisational environments, which they put into practice in their relationships with stakeholders within and outside the organisations where they work. Our findings suggest that one of the main ways in which fundraisers learn is by negotiating and surmounting obstacles both internally, within their organisational environments and externally, around the perception of fundraising as a profession. We thus argue for the importance of establishing a “fundraising culture” within organisational environments; a shared organisational competence where fundraising is practiced as a legitimate and strategic type of practice.     

Normative fundraising ethics: A review of the field

The ethics of fundraising has received scant attention in the academic literature, while there is not a huge amount in the grey and practitioner literature either. There is little that explicitly describes normative theories of fundraising—broad concepts of how fundraising ought to be practised, from which recommendions for applied ethical practice can be drawn. This is the first review of the literature on fundraising ethics, articulating, synthesing and naming (often for the first time) 14 ethical theories/lenses that can be inferred (few are explicitly stated as normative ethical theories) from the literature. In so doing, this review provides scholars and practitioners with a much firmer conceptual foundation for examining and developing professional fundraising ethics, and for analysing applied practice and finding solutions to the ethical dilemmas in applied practice.     

Creative partnerships: fundraising for short film projects

Although exhibition opportunities for short films are expanding in the digital age, problems of obtaining financial and marketing support remain. However, a number of creative initiatives, involving partnerships between companies, funding bodies and filmmakers, show that fundraising is possible even for projects that are difficult to sponsor. One of these is Brief Encounters, the Bristol Short Film Festival, which, over the past six years, has created long‐term partnerships with a range of companies and funders, and built a new and successful festival. These creative partnerships are explored in this paper. Copyright © 2001 Henry Stewart Publications     

“You can try to press different emotional buttons”: The conflicts and strategies of eliciting emotions for fundraisers

In a competitive climate in which charities must increasingly rely on fundraising with the public, emotions such as hope, guilt, and fear are powerful tools that can be used strategically to secure donations or participation. This paper explores data from interviews with 23 fundraisers and voluntary sector workers, managers, and officials, to argue that decisions around how, why, and when to invest in the elicitation of emotion in fundraising are often difficult and conflicted, with some identifying a battle between ethics and effectiveness. We identify 3 key levels of conflict that must be negotiated: at the level of the charity sector, where the emotional ethics particularly of larger charities have been met with some resistance from the public and press; at the level of the organisation itself, where the ethics of representation are often a subject of conflict between fundraising and other departments such as policy; and, finally, at the experiential level of individual fundraisers themselves, who report being routinely internally conflicted around the rights and wrongs of using emotion in their work. A strategic approach to eliciting emotion emerges in the data as a useful way to address some of these areas of conflict, with fundraisers making careful “balancing” decisions about how and with whom to mobilise certain emotions at specific times.     

Anticipating public expectations of humanitarian action—An ethnographic study of recruiting donors through face‐to‐face fundraising

In this article, we show how anticipating public opinion reinforces the tendencies of fundraising to work against the long‐term aims of humanitarian non‐governmental organisations through investigating the practices of face‐to‐face fundraising. The data of this qualitative analysis are based on the field notes of 45 encounters where we subjected ourselves to the fundraising performances of face‐to‐face campaigners. Furthermore, we conducted 12 semistructured interviews with fundraising and communication experts and made participant observations in the training sessions of new fundraisers and fundraising workshops. Through abductive content analysis, we show that face‐to‐face fundraising campaigns are designed to be simple and appealing rather than informative. The designers expect that audiences will not be able to digest complex information during brief encounters on the street. With advice from trainers, street fundraisers transform predesigned campaign materials into catchy, emotion‐loaded narratives. Street campaigners are also advised to echo the opinions of passers‐by. On the streets, campaigners need to establish a sense of proximity between the public and beneficiaries, (over)emphasise the agency capacities of donors, and particularise the humanitarian agenda according to the preferences of their audiences. Subsequently, our results show how anticipating public expectations sets manifold conditions for the discursive content of face‐to‐face fundraising.     

Trustee decision making in small UK charities

Management theory suggests that increasing the quantity and quality of management information available to key members in organisations will lead to improvements in their decision making. However, judgements as to what counts as ‘management information’, and in what its quality consists may vary according to organisational location, size and purpose. Where those ‘key members’ are volunteers, as with charity trustees, perceptions of management information need, amount and value, may vary further. This paper explores aspects of this theory, with particular reference to trustees of small charities in the United Kingdom. It outlines a research programme drawing on trustees in organisations working for children and for people with disabilities. A range of findings is presented, recording trustee experiences of and responses to management information, as this affects their charities' performance. Following from three in-depth case studies in small charities, findings show that informal systems are in operation, whereby trustees devolve much of the responsibility for management information to their chief officers, who are then monitored by their chairs. While this system is viewed by participants as an effective and practical means of enabling decision making, certain questions are raised regarding trustee liability and accountability.     

Fundraising as women's work? Examining the profession with a gender lens

Fundraising is a mission-critical area for nonprofit organizations and has emerged as a professional field in the past 50 years. This paper explores the gendered nature of fundraising work and its feminization as a profession over time, while simultaneously documenting the persistence of a gender pay gap and male overrepresentation in senior-level positions in both North America and in the UK. The application of gender theory reveals that fundraising roles and responsibilities rely on key relationship-building and organizational tasks, which are commonly associated with stereotypical women's work and are, thus, valued less in a patriarchal society. As a result, the devaluing of fundraising as mission-critical work, and a career suitable for both women and men, may limit the credibility and power of the nonprofit sector to represent diverse voices and enhance democratic values in society. The article concludes with recommendations for research and practice.     

Community-engaged philanthropy: The role of the fundraiser in building equitable communities

In recent years, fundraisers have become increasingly focused on major gift solicitation while donors have been making larger gifts to fewer organizations. As this trend continues, some have begun to question whether major organizations and/or wealthy individuals now have too much control over the work of nonprofits and the communities they serve. While it is true that major gifts are important and can made a noticeable, positive impact, in some cases community members might see their impact as intrusive. In situations such as this, what is the “best” course of action? How should fundraisers consider, balance, and address the perspectives and rights of their organization, donors, and community members? This paper creates a framework for fundraisers as they consider not only their responsibilities to their organization and constituents, but also their responsibilities for promoting equity within their community as a whole. This paper draws on the social-ecological model, as well as concepts from intersectionality, to explore how fundraisers can increase involvement from all community members in a nonprofit's work to create a participatory and community-engaged process, with a special focus on including those who are typically marginalized, rather than maintaining a hierarchical system of power. It also draws on the theories of rights-balanced fundraising ethics, community-centric fundraising, and other ethical frameworks of fundraising and public administration to compare what is being done by fundraisers to what should be done to encourage ethical practices in fundraising. The paper is supplemented by examples of the impact of implementing (or not implementing) community engagement in fundraising practices. This paper aims to create a community-engaged philanthropy framework for fundraisers as they consider not only their responsibilities to their organization and donors, but also their responsibilities for promoting equitable distributions of power within their community. This framework provides specific guidance for fundraisers as to how they can balance these multiple (and sometimes competing) responsibilities while also keeping ethics at the forefront of their actions. It demonstrates how, by taking a community-engaged approach to their work, fundraisers are able to bring about better long-term outcomes for their organization. Specifically, the framework considers: (1) To whom are fundraisers most responsible, and to whom should fundraisers be most responsible—their nonprofit, their donors, or those being served? (2) For what rights of community members must the fundraiser account when soliciting funds, and to what extent is the fundraiser responsible for upholding these rights? (3) In what ways can an invitation from a fundraiser to make a gift also invite some level of power or control over the organization's work? (4) To what extent do fundraisers have the responsibility to maintain an equitable power balance among their constituents, including donors and those served? (5) How can fundraisers help ensure that all community members are able to participate in the organization's work to extent that they are willing and able?     

吉祥无线电股份有限公司的资产剥离计划

本案例展现了一家公司拟对两个分厂实施剥离时,在发展战略、公司财务、生产经营、人力资源等各方面所要面对的问题,以及董事会内部的意见冲突。面对复杂的局面,董事会最终会作出怎样的决策呢?     

Ethics of Care as a theory of normative fundraising ethics

Little normative ethical theory exists in the nonprofit marketing literature. Previous attempts at an ethical framework for the field of nonprofit fundraising fell short of fully considering the full spectrum of relationships involved in fundraising practice. We introduce the concept of Ethics of Care, an ethical theory that centers around relationships and interpersonal well-being, as a philosophical foundation for professional ethics in the field of fundraising. We believe this theory provides a suitable framework in which to ground questions of professional ethics for nonprofit fundraising professionals. The adoption of Ethics of Care as a normative ethical theory for fundraising will allow applied ethical questions in the field to be explored in a way that more fully addresses all parties involved in fundraising and affected by its outcomes. Our paper illustrates the process of applying the foundational principles in specific ethical quandaries found within fundraising and aims to address the omission of the beneficiary in the majority of previous ethical frameworks and promote a new set of standards that fully incorporates and balances all stakeholders' needs.     

Models of database marketing

Database systems are intimately associated with fundraising effectiveness, but often leave much to be desired in the way they are implemented. This paper looks at the strengths, weaknesses and origins of three main database types: island, integrated and transitional. Observations support the view that database systems are created reactively in the face of strategies for fundraising. Where marketing strategy dictates a holistic approach to donor management, then systems will ten to the integrated or ‘contacts’ model. However, where there is no co-ordinated view on donoi development and maximised lifetime value, then fragmented island-type databases will be found.     

Leading and lagging indicators in fundraising management: A Canadian case study

Fundraisers, managers, and boards in the charitable sector are faced with an ongoing concern: how do they produce sustainable, predictable financial returns for their causes while minimizing the cost of fundraising? One way to address this is to improve the measurement of fundraising activities and this study asks how fundraising results should be communicated within organizations to support sustainability. This case study focuses on the fundraising program from one Canadian charity with a large, diversified fundraising program to examine how fundraisers can move beyond simple end-of-year financial ratios and implement one managerial technique, leading and lagging indicators, to improve long-term financial performance. A literature review, internal interviews, and internal document review are used to identify 81 potential leading and lagging indicators that fundraisers can use to develop a suite of indicators that fit their context, activities, and goals and to identify potential challenges with implementing indicators. The role of organizational context and characteristics in selecting an appropriate suite of indicators is also discussed.