Fundraising agency Future Fundraising is being rebranded to promote its wider regular giving services to charities, no matter how the donors were recruited. Its promotional material will now describe itself as “the regular giving agency”. The rebranding will be launched at the Institute of Fundraising’s National Convention on 4 July.
The agency intends to move away from being known primarily for its services in recruiting regular donors by face-to-face fundraising to its role in supporting the donor journey, whether that be through telephone, consultancy or support.
Future Fundraising’s Managing Director Rupert Tappin is the co-author of the charity-wide PFRA DARS (Donor Acquisition and Retention Survey), and retention is one of the key platforms of the company’s services. For example, it monitors and analyses campaigns to spot “missing” donors, telephones and reactivates lapsed donors, and calls donors to encourage them to increase their donation.
Tappin explained the reason for the rebrand. “We have spent the past seven years”, he said, “building an understanding of how regular giving donors recruited by face-to-face fundraising across 100 campaigns, perform in the short, medium, and long-term.
“There have been many surprises along the way, but as a sector we are better able to predict the performance of our campaigns as measured on banked charitable income, which is a world away from where we were when F2F first started 12 years ago.”
He added: “The new branding builds on our vision to maximise charitable income, in that our partnership with charities goes much further by focussing on every step of the regular giving process; during pre-recruitment, throughout the campaign & continuing into donor stewardship. We are now able to apply our knowledge of what affects retention of donors across any regular giving campaign, irrespective of the channel through which they were recruited.”
Photo: Future Fundraising team – (l-r) Alex Grindly, Rob McCabe, Rupert Tappin and Amy Oberholzer
Future Fundraising chose agency beautiful world to deliver the rebranding based on their experience with the third sector and of fundraising, brand and online.
Tappin remains optimistic about individual giving. “With almost every other form of fundraising being squeezed, there is huge potential for a step-change in individual giving during the next decade,” he said.
He added that Future Fundraising were currently “trialling exciting developments” such as when is the best time to reactivate or upgrade a donor using their in-house call centre, based on their payment history and an analysis of their subsequent retention behaviour.
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