# Rebranded Future Fundraising describes itself as "the regular giving agency"

- Link: https://fundraising.co.uk/2011/07/01/rebranded-future-fundraising-describes-itself-quotthe-regular-giving-agencyquot/
- Published: 2011-07-01T08:07:15+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/future_fundraising_2011.jpg)

![](https://www.fundraising.co.uk/files/images/news/future_fundraising_2011_0.jpg)

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.

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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.”

![Future Fundraising team](https://www.fundraising.co.uk/files/u11/future_fundraising_team_20110701.
jpg)

Photo: Future Fundraising team – (l-r) Alex Grindly, Rob McCabe, Rupert Tappin and
Amy Oberholzer

Future Fundraising chose agency [beautiful world](http://www.hellobeautifulworld.com)
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.

www.futurefundraising.co.uk

 * **[Open Fundraising launches mobile regular giving service](https://fundraising.co.uk/2012/07/19/open-fundraising-launches-mobile-regular-giving-service/)**(
   19 July 2012)
 * **[Cymba opens up mobile regular giving service to more charities](https://fundraising.co.uk/2012/08/28/cymba-opens-mobile-regular-giving-service-more-charities/)**(
   28 August 2012)
 * **[Open Fundraising to develop mobile giving for Child’s i](https://fundraising.co.uk/2013/01/10/open-fundraising-develop-mobile-giving-child039s-i/)**(
   10 January 2013)