Interesting to read about the NSPCC's record fundraising month in Professional Fundraising.
I'm a big admirer not only of the work they do, but also the quality of
their fundraising. They've been innovators for a number of years
(things like their Donor+ programme) and constantly look for new ways
One thing I think they are particualrly great at is setting 'stretch'
targets. If you actually read the story you can see they actually
failed (by a long margin) to reach their £2 million target, but Giles
Pegram (Director of Fundraising) didn't seem to be too concerned.
In fact, the NSPCC have a history of setting big targets and missing
them by long margins. For example, the 'Full Stop' campaign missed it's
original fundraising target by miles, but was deemed a huge success and
held up as a great example of a successful fundraising campaign.
I agree with the NSPCC's philosophy: it's better to miss a stretch
target of £2 million, but raise £1.3 million, than set a highly
achievable, but low target of £500k and over achieve it by £250k. It's
all about expectations and trying to over achieve.
One final point, given how many small charities are genuinely
struggling in the recession, was it ethical for the NSPCC to launch a
£2 million 'emergency' appeal when the Charity Commission shows they have over £73 million in long term assets? Food for thought...