You're head of communications, not fundraising...
Yes, but I'm involved in developing the charity's fundraising strategy. Our head of fundraising is on maternity leave.
What changes is the charity making to its fundraising work?
We're trying to increase the proportion of our income that is voluntary from 4 per cent to 10 per cent. This means increasing our voluntary income by 10 per cent a year for the next three years. These are aggressive targets, but I think they're realistic.
How will you achieve this?
We'll raise the extra money by focusing on fewer donors who make larger donations, and by developing more corporate partnerships. We also want to expand our local fundraising.
How else does the charity fundraise?
We have a small but loyal base of 1,500 supporters who give regularly in response to direct mail appeals. We concentrate on these existing supporters, rather than recruiting new ones, largely because we're not a cuddly cause, so it's difficult to get new supporters on board.
Most of our voluntary income is from trusts and corporate partnerships. We have a trusts fundraiser, a corporate fundraiser, an events fundraiser, a community fundraiser and a major donor fundraiser. The target for voluntary income this year is £1m, and the fundraising budget is £350,000.
What's it like in the office?
Our office is in Old Street, London. Our fundraising team is all female, with a male interim director while the head is on maternity leave. It's important that the fundraising team communicates with other departments, because 96 per cent of our income is statutory.
Interview by Kaye Wiggins
More Fundraising at: thirdsector.co.uk/resources/goodpractice