Patrons, Presidents and Personalities
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ppp final 22/5/08 11:19 Page 1 How to Guide How to Guide How to Guide P Patrons, Presidents atrons, Presidents and P Patrons, and Personalities Working with high-level volunteers Presidents and Working with high-level volunteers can be very rewarding for charities. The profile they can bring, as well as skills and experience can be of immeasurable Personalities value. But if the relationship is the wrong one it can be frustrating and damaging for all concerned. er sonalities So just how do you get it right? In Patrons, Presidents and Personalities, the only Working with high-level volunteers book to look exclusively at this important area of volunteering, Eileen Hammond takes the key questions and tackles them with sound advice garnered from over 30 years experience in the charitable sector. What is the difference between How do you to persuade personalities patrons, presidents and personalities? to give time to your cause? How do you identify and find the How do you maintain a mutually right individual for your charity? rewarding relationship? Eileen Hammond Written in a lively, engaging way and packed with practical case studies from both sides of the fence, this book will help you reach the personalities that other books cannot. ‘Eileen brings a colossal weight of experience to an important and often overlooked part of fundraising. Don’t even consider using patrons or celebrities without first reading this.’ Lindsay Boswell , Chief Executive, Institute of Fundraising ‘This excellent book is a breath of fresh air.’ Bridget Cluley, Fundraising Consultant and Trustee Eileen Hammond In association with the Institute of Fundraising DSC DSC ppp-00-c 20/5/08 15:44 Page i ppp-00-c 20/5/08 15:44 Page ii 1 2 3 4 Published by 5 Directory of Social Change 6 24 Stephenson Way London NW1 2DP 7 Tel. 08450 77 77 07; Fax 020 7391 4804 8 Email [email protected] 9 www.dsc.org.uk from whom further copies and a full books catalogue are available. 0 11 Directory of Social Change is a Registered Charity no. 800517 12 First published 2008 13 14 Copyright © Directory of Social Change 2008 The moral right of the author has been asserted in accordance with 15 the Copyright, Designs and Patents Act 1988. 16 17 All rights reserved. No part of this book may be stored in a retrieval system or reproduced in any form whatsoever 18 without prior permission in writing from the publisher. 19 This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, re-sold, hired out or otherwise circulated 20 without the publisher’s prior permission in any form of binding or 21 cover other than that in which it is published, and without a similar 22 condition including this condition being imposed on the subsequent purchaser. 23 24 ISBN 978 1 903991 98 5 25 British Library Cataloguing in Publication Data 26 27 A catalogue record for this book is available from the British Library. 28 Cover and text designed by Kate Bass 29 Typeset by Keystroke, Wolverhampton 30 Printed and bound by Page Bros, Norwich 31 All Directory of Social Change departments in London: 32 08450 77 77 07 33 Directory of Social Change Northern Office: 34 Research 0151 708 0136 35 36 37 38 39 40 41 ppp-00-c 20/5/08 15:44 Page iii 1 2 3 4 5 6 Contents 7 8 9 0 11 12 13 14 Acknowledgements v 15 About the author vi 16 17 Foreword vii 18 19 Introduction 1 20 21 Chapter 1 Patrons and presidents 3 22 Chapter 2 Personalities 12 23 Chapter 3 Their roles within your organisation 24 24 25 Chapter 4 Who would be good for you? 33 26 Chapter 5 How to identify and find your potential leaders 42 27 28 Chapter 6 The approach 51 29 Chapter 7 How do you manage them? 63 30 Chapter 8 Ongoing relationships 74 31 32 33 Appendix 1 Institute of Fundraising Code of Practice 34 on Volunteers 82 35 Appendix 2 Contact details for case study charities 84 36 Index 85 37 38 39 40 41 iii ppp-00-c 20/5/08 15:44 Page iv 1 2 3 4 5 To Alan for his loving support and encouragement 6 to write this book and for his endurance of 40 years 7 of marriage to a fundraiser 8 9 0 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 ppp-00-c 20/5/08 15:44 Page v 1 2 3 4 5 6 Acknowledgements 7 8 9 0 11 12 13 14 Jonathan Anscombe Contact a Family 15 Laura Bennett Information Officer, Volunteering England 16 Susan Brumpton Chief Executive, MERU 17 Sue Burch Marketing and Communications, MERU 18 Max Clifford Max Clifford Associates 19 Bridget Cluley Bridget Cluley Associates 20 Mike Denny Fundraising Director, Oakhaven Hospice Trust 21 Ava Easton Development Manager, Encephalitis Society 22 Derek Farr Manager, Action in Mental Health 23 Serena Greaves Artist Development Manager, Barnado’s 24 Pamela Gregory Fundraising and Media Manager, Age 25 Concern Surrey 26 Liz Haigh-Reeve Director of Fundraising, The Children’s Trust 27 Sophie Isachsen Clarence House Press Office 28 Rob Jackson Director of Volunteering Development, 29 Volunteering England 30 Nina Kapur Head of PR and Communications, 31 Breakthrough Breast Cancer 32 Martin Kemp Film and TV Actor 33 Linda Laurance Governance Consultant 34 Laurence Llewelyn-Bowen Interior Design Consultant and TV 35 Presenter 36 Hugo Middlemas Director of Fundraising, Parkinson’s Disease 37 Society 38 Katrina Tanzer PA to Celebrities 39 Tanya Winch Celebrity and PR Manager, Breakthrough 40 Breast Cancer 41 v ppp-00-c 20/5/08 15:44 Page vi 1 2 3 4 5 About the author 6 7 8 9 0 11 12 13 EILEEN HAMMOND has worked in the voluntary sector for 30 years from 14 Area Organiser, and Appeals Director to Chief Executive. She has been 15 involved in the development of a number of new charities, where the 16 recruitment of Patrons, Presidents and celebrities was an important part 17 of raising the profile of the charity to a wider audience. Throughout that 18 time she has also worked as a volunteer for youth organisations, directed 19 amateur musical productions and served periods as President of both local 20 Inner Wheel and Soroptimist Clubs. 21 22 A Fellow of the Institute of Fundraising, Eileen is a past Honorary Secretary 23 and currently a member of the Standards Committee which develops the 24 codes of practice for the sector. She is also a Director of the Association 25 of Fundraising Consultants and a Professional Adviser on the Board of 26 Trustees of Barts and The London Charity. With husband Alan, she is now a 27 partner in the charity consultancy, Hammond Associates. 28 29 30 31 32 33 34 35 36 37 38 39 40 41 vi ppp-00-c 20/5/08 15:44 Page vii 1 2 3 4 5 6 Foreword 7 8 9 0 11 12 13 14 As someone who has worked closely with Patrons, Presidents, and 15 Personalities for over 30 years, I am impressed at how Eileen Hammond 16 has tackled this significant and important area of charity work. My work in 17 the Charity Communications and Fundraising world has always greatly 18 benefited from working with influential people, getting them to help 19 raise funds, enthuse about the cause, and bring new supporters to the 20 organisation. 21 22 I am still making new friends and contacts in those areas Eileen has written 23 about because I have seen the results that can be achieved through these 24 relationships. Both NCH and the British Red Cross would be poorer in 25 monetary and promotional terms without having Presidents, Patrons and 26 Personalities, as would many other Charities who value and respect the 27 tremendous support given by these volunteers who ‘make a difference’. 28 I commend Eileen’s book to all those of us engaged in Charitable events, 29 PR programmes and fundraising. The book is a real learning tool and 30 should be read. 31 32 33 34 JOHN F GRAY 35 John is co-author of Organising Special Events published by DSC, a founder 36 and Fellow of the Institute of Fundraising and Fellow of the Chartered 37 Institute of Public Relations. 38 39 He is past Director of Communications and Fundraising for NCH and the 40 British Red Cross and is now the Chief Executive of UCLH Charitable 41 Foundation. vii ppp-00-c 20/5/08 15:44 Page viii ppp-01-c.qxd 20/5/08 16:04 Page 1 1 2 3 4 5 6 Introduction 7 8 9 0 11 12 13 14 Imagine the scene: a tavern in London in the year 1865. Two men are 15 seated at a table engaged in earnest discussion when they are joined by a 16 third man with a literary air about him. The conversation, as is common 17 in such establishments, turns to the problems of the age – poverty, the 18 homeless, abandoned children and the host of evils which have blighted 19 society to varying degrees at every stage of its development. 20 The feature which distinguishes their discussions from those of others 21 around them in the crowded inn is that these three men set in train 22 initiatives which made an immeasurable difference to people whose lives 23 were blighted by the misery and hardship of the social conditions of the 24 day; practical, effective measures that are still saving and improving lives in 25 the twenty-first century.