The Blog.
Has the charity telethon had its day?
BBC Children in Need is synonymous with the word ‘telethon’. Since it first hit our TV screens in 1980, the annual event has raised a whopping £1bn for disadvantaged young people.
But the on-the-night total has been declining in recent years, hitting an all-time low in 2023.
Does it spell the end of the traditional telethon fundraiser?
Read our latest blog post to find out.
BBC Children in Need has become synonymous with the word ‘telethon’ since it first hit our TV screens in 1980. That year, the Terry Wogan-fronted show raised £1m.
Since then, the annual event has raised over £1bn for disadvantaged children and young people.
However, despite the impressive amount raised over the years, the on-the-night total has been declining in recent years. In 2023, it raised £33.5m. This was down £1.5m from 2022 and £5.8m from 2021.
It’s a similar story for Red Nose Day, the BBC’s other annual charity telethon. This year, the on-the-night total was £32m. This was £10m less than 2022.
It’s even more noticeable if you compare this year’s amount to 2015. That year, the event raised £78m (more than double the amount raised this year).
The same goes for viewing figures. 2.9m people tuned in to watch this year’s Comic Relief, compared to 5.9m in 2019.
A downward trend
The data shows a clear downward trend in both donations and viewing figures.
But what’s causing it? A combination of factors.
1. The cost-of-living crisis
For one thing, the cost-of-living crisis is putting increasing pressure on consumers’ disposable income.
2. An over-reliance on phone payments
Another factor is the reliance on phone payments, despite the growing popularity of digital payment methods.
A recent report by The Phone-Paid Services Authority revealed that charity donations via phone (calls and texts) dropped by 28% over the last year (a fall from £14.1m to £35.9m for both telethon and non-telethon fundraising). Notably, the phone-paid services regulator had forecast a drop of just £5.4m.
The report goes on to state that charities’ use of digital payment methods, including contactless and digital wallet payment “will become increasingly important if telethon viewership continues to decline”.
3. Fewer people are watching live television
According to media regulator, Ofcom, linear TV viewing is in a state of “long-term decline” as people are increasingly swapping live TV for streaming services.
The regulator’s latest Media Nations report reveals that the proportion of people watching terrestrial TV channels in a given week has fallen from 83% in 2021 to 79% in 2022; the sharpest fall on record.
This figure is even lower among 16- to 24-year-olds, with just 54% of young people watching any live television.
Diversification is key
The year-on-year decline signifies a clear shift in people’s viewing habits and giving preferences.
To stay relevant, charities need to adapt. And that’s exactly what Children in Need is doing.
To diversify its income and reach new donors (particularly 16-24-year-olds, who are a key demographic), this year, the charity delivered appeals outside of its annual telethon.
Children in Need’s Commercial Director Claire Hoyle told Fundraising Magazine that the charity has undergone a “strategic shift in thinking” to attract new potential donors, including a focus on younger audiences.
“We know that younger audiences are spending more and more time on social; it’s clear that 16 to 24-year-olds tend to be on TikTok and Snapchat. So, we’ve looked at how can we create the right projects and propositions on the right platforms in the right spaces in a way that’s unique for Children in Need.”
As a result, the charity partnered with TIKTOK Live to launch a series of innovative initiatives including:
Pudsey Games: Some of the platform’s most popular content creators took part in ‘Pudsey Games’, a series of hilarious challenges designed to raise awareness and funds for the cause.
Live gifts: The charity released six limited edition Pusey gifts. Every time a gift was sent online, TikTok made a donation to Children in Need.
In total, 20.9 million gifts were sent, raising £513,000 for the charity.
The Bearpee Challenge: The charity used the platform to launch The Bearpee Challenge. Headed up by Children in Need ambassador, Joe Wicks, the challenge saw schoolchildren across the country take part in a sponsored exercise challenge where they completed 1,000 ‘bearpees’ each day across Appeal Week.
Every pound raised was matched by the Postcode Education Trust, supported by the People’s Postcode Lottery, and 17,000 schools across the UK joined in.
Of the TikTok initiatives, Hoyle said “They’ve given us some good insights to build on, particularly about what works, where the points were during streaming that drove more donations, and which of the creators resonated most with our target audiences. The metrics show you what works and what doesn’t.
We’re keen to build our social media presence and see where it can take us.”
The future of the telethon
Despite the year-on-year decline, telethons remain a powerful fundraising tool.
They drive much-needed awareness and raise tens of millions of pounds for good causes.
But to keep the donations rolling in, they need to move with the times.
Meeting donors where they are (online), enabling digital payment methods, and optimising commercial opportunities on social media platforms are just three ways charities can adapt to re-engage the public and boost income.
Looking to add to your fundraising team? We can help. Give us a call on 0203 750 3111 or email info@bamboofundraising.co.uk to get the conversation started.
Katharine House Hospice trials innovative CO2 till displays to promote sustainable shopping
Climate change is real, folks. The earth is warming at an unprecedented rate, and, according to Nature Sustainability, if we don’t take action now, 22% of the earth will be uninhabitable by 2100.
Charities have a vital role to play in promoting climate change awareness. And some, like Katharine House Hospice, are doing it in creative and impactful ways.
Find out more in our latest blog post.
In a recent blog post, we talked about the impact of climate change. We said that global average temperatures are 1.2°C higher than in the pre-industrial era and it’s on track to increase by 2.7°C by 2100.
If this happens, it will render parts of the planet uninhabitable.
The environmental crisis has global implications and must be tackled collectively for meaningful change to happen.
Regardless of their cause, charities have a vital role to play in promoting the dangers of climate change awareness.
And that’s exactly what Katharine House Hospice (KHH) is doing.
Since August 2023, the Stafford-based charity, which provides free palliative care services for adults, has been promoting sustainable shopping in 14 of its charity shops with intelligent till displays that show customers how much CO2 has been saved through their second-hand purchases.
The technology, provided by software company, Eproductive, calculates the average CO₂ required to make items brand new and shows the total sustainability savings made by buying second-hand at the end of the transaction.
One customer, who saved 40.2 kg CO₂ with their purchase, was told that the saving would almost cover a flight from Manchester to London for one passenger in economy, (which uses between 60-100 kgs of CO₂).
They said, “wow, that puts things into perspective. It’s interesting to see that you can save so much CO₂ by shopping second-hand.
It’s a good deal and it helps the environment”.
The charity estimated that buying an outfit of seven items would save about 32.3kg of CO₂, which is just more than the amount of CO₂ used to drive 80 miles in an average car.
Breaking the mould
Katharine House Hospice is the first charity in the UK to show sustainability savings in its shops. And Simon Dodd, the charity’s retail general manager hopes more charities will follow suit.
Of the initiative, he said, “we want to get the sustainability message across to every customer … it’s great that we can show customers how much good each sale is doing and the difference that shopping with us is making. And to be the first in the UK to do it is amazing.
He went on to say he hoped the charity sector “could work together to expand the data for standard CO₂ savings across all departments, including furniture and electronics.”
Final Word
According to the UN, fashion is the second-most polluting industry, behind big oil. It accounts for 10% of global carbon emissions and 20% of wastewater production.
The UK’s 11,000+ charity shops play a crucial role in decreasing the UK’s carbon footprint by reducing waste that would otherwise end up in landfill.
Demonstrating the impact customers are making at the point of purchase is a powerful way to communicate the gravity of the climate crisis whilst encouraging them to choose preloved.
Looking for an environmentally conscious fundraiser to add to your team? We can help. Give us a call on 020 3750 3111 or email us at info@bamboofundraising.co.uk to get started.
RNIB launches new audio identity
The roar of the MGM lion. The “ba-da-ba-ba-baaa” at the end of a McDonalds ad. The iconic ‘ta-dum’, as you launch Netflix.
When we hear these memorable ditties, we immediately think of the brands behind them.
But, sonic branding isn’t just for corporates.
Find out how RNIB is using audio branding in our latest blog post.
The classic roar of the MGM lion before a film begins. The unmistakable “ba-da-ba-ba-baaa” at the end of a McDonalds ad. The iconic ‘ta-dum’, as you launch Netflix.
When we hear these short, memorable ditties, we immediately think of the brands behind them.
Therein lies the power of audio branding; ‘the intentional use of sounds, melodies, and jingles to represent and reinforce a brand's identity’.
However, sonic branding isn’t just for corporates.
Leading sight loss charity, RNIB is one of the UK’s first major charities to dabble in audio branding.
In November 2023, the charity launched a new sonic identity, comprising of a sonic logo, a brand track using the same key notes, and a set of 18 radio jingles.
Over the coming months, the assets will be incorporated into their marketing campaigns, social media ads, the RNIB Helpline, and RNIB Connect Radio, the UK's only radio station dedicated to people with sight loss.
Boost engagement
The assets were designed to help the charity ‘better engage with the sight loss community.’ As Martin Wingfield, director of brand at RNIB, explains; “As the UK’s leading sight loss charity, RNIB is ‘of and for’ blind and partially sighted people. We wanted to make sure our brand was completely accessible to people with sight loss, which is why we felt so passionately about creating a sonic identity. Whether someone is listening to RNIB Connect Radio, watching a video, or using one of our audiobooks – we want them to immediately know that it’s coming from RNIB”.
Created with the blind and partially sighted community
To ensure the assets resonate with their audience, the RNIB involved blind and partially sighted community in the audio creation, from the musician, and the people that provided their voices to the spoken elements of the logo, to the Grammy award winning sound engineer.
The charity also ran focus groups with service users to get their reaction to the tracks before creating a final draft.
The result? To quote RNIB, a “modern, contemporary sound featuring a strong, instantly recognisable melody”.
Brand building
The charity hopes its foray into audio branding will encourage other charities to think about how they make their audio communications clear and accessible.
As RNIB Policy Officer Erik Matthies, says, “good audio design is vital for so many aspects of daily life for partially sighted people like me.
I love the fact RNIB now has its own sonic identity as we continue to innovate the way we communicate with our customers and supporters.
Sound plays a key role for many in making sense of a world designed for people with sight.”
Final Word
Considering there are two million people living with sight loss in the UK, it could be argued that audio branding is a must-have, rather than a nice-to-have.
And research shows that audio trumps visuals when it comes to shaping donor perceptions and behaviour. According to a study by PHMG, 60% of people believe music is more memorable than visuals when used in marketing.
Is 2024 the year to build your brand through sound?
Looking for an audio-savvy fundraiser? We can help. Give us a call on 020 3750 3111 or email us at info@bamboofundraising.co.uk to get the conversation started.
The Captain Tom Foundation: Tarnishing a legacy
In April 2020, Captain Sir Tom Moore raised over £30 million for NHS Charities Together by doing 100 laps of his garden with his walking frame.
Tragically, the WWII veteran died in 2021, but he left an incredible legacy in the form of The Captain Tom Foundation, which his family set up to support "causes close to his heart".
However, four short years later, the Foundation is set to close.
Find out what went wrong and the lessons we can learn in our latest blog post.
In April 2020, Captain Sir Tom Moore captured the hearts of the nation.
The then 99-year-old ex-serviceman raised an incredible £32.8 million for NHS Charities Together by walking around his garden a hundred times.
His efforts ignited a media frenzy, which ultimately saw him knighted by the late Queen Elizabeth II.
Sadly, the WWII veteran contracted COVID and died in February 2021. But he left an incredible legacy in the form of The Captain Tom Foundation, which his family set up to support "causes close to his heart".
However, just four short years later, the Foundation is set to close down.
What went wrong?
In February 2022, the Charity Commission launched an investigation into the Foundation after concerns were raised over its finances.
According to the Foundation’s accounts, four charities received grants of £40,000 in year one, but £209,433 was spent on ‘costs’, including £162,336 on "management".
Three days later, it emerged that the foundation had paid £54,039 to two companies owned by Captain Tom’s daughter, Hannah Ingraham-Moore, and her husband; one of which was registered days before the charity was incorporated.
Response
In response to the controversy, Ms Ingram-Moore insisted on ITV’s This Morning that she was devoted to safeguarding her father’s memory. You can see the interview, in full, here.
Profiting
By June 2022, a formal investigation was opened after the Charity Commission received evidence of ‘possible serious misconduct’ amid allegations the Moore family had been profiting from the charity.
In particular, the regulator wanted to look into allegations that Club Nook Ltd, (one of the private companies owned by the Ingram-Moore’s), had profited by trademarking the name Captain Tom.
Then, in August 2023, a BBC Newsnight investigation found that thousands of pounds were paid to Maytrix Group, (another company owned by Ms Ingram-Moore), for appearances made in connection with the Captain Tom Foundation charity, rather than to the Foundation itself.
To top it off, in an interview on TalkTV's Piers Morgan Uncensored in October 2023, Ingram-Moore admitted the family kept the profits from three books that Captain Sir Tom wrote.
She said there’d been no agreement with her father that the £800,000, would go to charity.
But the prologue to his autobiography, Tomorrow Will be a Good Day, suggests otherwise: "With the offer to write this memoir I have also been given the chance to raise even more money" for the Foundation.
The takeaways
The Charity Commission’s investigation is ongoing. Until the results are published, it’s a case of ‘innocent until proven guilty.’ But it acts as a stark reminder to trustees as to the importance of:
Understanding the nature of your statutory duties of responsibility and care
Decisions must be made in the best interests of the charity and demonstrated through record-keeping.
Identifying and managing conflicts of interest
A conflict of interest is any situation in which a trustee's personal interests or loyalties could prevent the trustee from making a decision in the best interests of the charity.
The government guidelines on dealing with conflict of interests are clear. The three fundamental steps are:
to identify a conflict of interest before it becomes a liability
clearly document it, and;
deal with it through appropriate measures
A robust conflicts of interest policy
Trustees must be able to demonstrate that they understand and follow the conflict of interest policy.
Where an actual or potential conflict of interest is declared, it must be recorded, along with the action taken.
Reputation management
Trustees must ensure that the charity’s name and logo (and the goodwill attached to it) are being used appropriately.
Final Word
Looking for a compliance-savvy fundraiser? We can help. Give us a call on 0203 750 3111 or email info@bamboofundraising.co.uk to get the conversation started.
Dates for the diary: Fundraising Conferences in 2024
Planning to attend a fundraising conference this year?
If not, you’re missing out.
They’re excellent opportunities to expand your knowledge, keep your finger on the pulse of industry trends, and build relationships with potential donors, volunteers, and suppliers.
And there are plenty to choose from.
Check out our top picks in the latest Bamboo blog post.
Planning to attend a fundraising conference this year?
If not, you’re missing out.
They’re excellent opportunities to expand your knowledge, keep your finger on the pulse of industry trends, and build relationships with potential donors, volunteers, and suppliers.
And there are plenty to choose from.
Here are our top picks.
Researchers in Fundraising (RiF)
Date: 29 January
Location: London
Cost: From £148.57
RiF is an opportunity for the prospect research community to come together and listen to experienced speakers talk about the most pressing trends, debates, and developments in the sector.
The theme of this year’s event is “Beyond Boundaries - Towards a new paradigm for prospect research."
Speakers: Rhodri Davies (Why Philanthropy), Ben Rymer (UNICEF), Molly Rowan (Terra Firma Capital Partners), Laura Owen (UNICEF), Beca Daniel (Xapien), Claire Miller (Save the Children UK), Suzie Stephens (The Prospect Development Company), Ed Raichura-Brown (Marble Prospects) and Hannah Clarke (UCL).
Fundraising Now
Date: 31 January & 1 February
Location: Online
Cost: From £149
Whether you’re a seasoned professional looking to stay up to date with the latest developments in fundraising, or a newcomer to the field looking to learn the basics, Fundraising Now has got you covered.
The two-day conference, hosted by the Director of Social Change covers everything, from individual giving to faith-based fundraising.
It’ll equip you with the knowledge and skills you need to boost your digital fundraising, and grants income, in 2024.
Why attend?
Gain actionable tactics to improve your fundraising programs
Learn best practices from leading charity professionals
Get ahead of trends with the latest techniques and strategies
Access inspiring and motivating perspectives from influencers
Build your professional network and collaborate with peers
Recharge your passion for fundraising and your charity’s mission
Speakers: George Knight, DSC
Tech Summit
Date: 7 February
Location: Online
Cost: From £25+VAT
Join senior charity leaders at Third Sector's Tech Summit to explore the potential of technology for the sector, including leveraging social media to create a sense of community with your donors and transforming your fundraising.
Why attend?
Understand practical and potential uses of technology in the third sector
Identify your needs and find the ideal digital approach that works best for your organisation
Meet senior leaders from local clubs through to national charities
Discover our community and engage with like-minded organisations from across the UK
Learn from charities at different stages of their technology journey, from pioneers to those at the beginning of their growth
Speakers: Emily Burt, (Third Sector), Athar Abidi (Cancer Research UK), Zoe Amar, (Zoe Amar Digital), Aisha Baker-Smith (UNICEF UK), Kevin Bould, (Teenage Cancer Trust), Russell Findlay (Speakers Trust), Noha Al Afifi (Arthritis Action)
Legacy Fundraising Virtual Conference
Date: 15 February
Location: Online
Cost: £51.57
Fundraising Everywhere is hosting a celebration of everything legacy fundraising, bringing together a mix of global experts from the UK and abroad to help you grow your gifts in wills and in-memory income.
Whether you’re an early-stage legacy fundraiser who wants to learn how to grow your legacy programme, or a seasoned professional who wants to innovate in a rapidly changing world, this one is for you.
Speakers: Juliet Hinton-Smith (Scope) Jake O'Dwyer (Stonewall Equality), Doug Clow, Legacy Foresight, Holly Wagg, (Good Works), Claire Routley (Legacy Voice)
Elevate
Date: 20 March
Location: London
Cost: From £99
Organised by Fundraising Magazine, Elevate ‘brings to life the issues facing fundraisers today.’
The programme focuses on three key areas:
fundraising skills & solutions
fundraising tools & trends
digital and technology
Incorporating a mix of plenary sessions, lively panel debates, and charity case studies, this year’s conference has been carefully designed to ensure you leave with the right strategies, processes, and systems in place to take your fundraising to the next level.
Sessions and speakers:
The subscription solution: Evolving fundraising models to reach new audiences, Kirsty Alexander, Shelterbox
Maximising face-to-face fundraising with a retention-first mindset, Abena Bentum, GOSH
Out with accessibility, in with inclusive design, Robin Christopherson, AbilityNet
A collective vision for change and transformation - lessons learned, Cam St-Omer Donaldson, British Red Cross
Why do digitally mature charities raise more? Trends and tips to harness technology and data in your fundraising, Rebecca Williams, Blackbaud
Employing developments in AI for smarter fundraising, Zoe Amar, Zoe Amar digital, Pierre du Bois, Paul Strickland Scanner Centre
Navigating a CRM migration project, Chloe Butler, RNID
Navigating the future of fundraising: technology, trends, and timeless principles, Will De Ath, Everfund
Shock, hope, and fear – being bold with emotive campaigns to grab headlines, Stephen Cotterill, Fundraising magazine, Noha Al Afifi, Arthritis Action, Tracey Pritchard, RSPCA
On the hunt for a fundraiser? We can help. Give us a call on 020 3750 3111 or email us at info@bamboofundraising.co.uk to get started.