# ‘Save the Cows’ video shows fundraisers the perils of compromising on their messages

- Link: https://fundraising.co.uk/2016/07/04/save-cows-video-shows-fundraisers-perils-compromising-messages/
- Published: 2016-07-04T12:00:40+01:00
- Author: Howard Lake

**Alan Clayton Associates are today launching a humorous video designed to help 
fundraisers understand why they shouldn’t compromise on presenting their powerful
message.**

‘Save the cows: the compromise salami’ is being unveiled at the Institute of Fundraising’s
National Convention at the Barbican Centre in London.

The film recognises that many fundraisers are forced to weaken their creative campaigns
due to one factor: internal conflict. Poor communication, silo-working and a lack
of understanding of the roles of different departments are the key causes of this
tension.

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Clayton explained:

> “Hundreds of fundraisers have told us that they can’t stop the compromise salami
> because other departments don’t understand the effects. So we invented Save the
> Cows to give fundraisers a tool to demonstrate the income limiting effects of 
> compromise. The organisation is invented, the story very true.”

The result of such compromise, argues Clayton, is that fundraisers raise less money
and their charities’ ability to achieve their mission is diminished.

The solution? Having watched and worked with successful charities, some of whom 
were featured in the [Great Fundraising](http://revolutionise.com/downloads/the-great-fundraising-report/)
report, Alan Clayton Associates argue, while all departments including the board
should be involved in fundraising, the final call, and refusal to compromise, “must
come from the chief executive”.

Clayton argues:

> “When communications are put together by committees, conflict and the search for
> consensus always leads to compromise. The best ‘C’ to stop the compromise salami
> is the CEO, who is best placed to make the call on focussed, powerful communications.”

The video and other resources can be found at [Alan Clayton Associates](http://alanclayton.co.uk).

Alan Clayton is [speaking at the National Convention](http://www.fundraisingconvention.uk/session-programme/session-profile/inspiration-and-action)
on 4 July at midday. 

 * **[Alan Clayton on fundraising through and beyond a down-turn](https://fundraising.co.uk/2008/12/15/alan-clayton-fundraising-through-and-beyond-downturn/)**(
   15 December 2008)
 * **[Relationship Marketing appoints Alan Clayton as CEO](https://fundraising.co.uk/2011/06/28/relationship-marketing-appoints-alan-clayton-ceo/)**(
   28 June 2011)
 * **[Creative concepts without compromise](https://fundraising.co.uk/2016/07/04/creative-concepts-without-compromise/)**(
   4 July 2016)