The brief
The Appeals team at the NSPCC is widely recognised as one of the most successful fund- raising teams around. The challenge for the team was how to stay one step ahead and how to maintain long-lasting relationships with donors in order to increase revenue. The Appeals team knew where they wanted to get to but asked us to work with them to identify what they needed to do internally to enable the changes and to engage employees in making the changes happen.
What we did
Our first step was to test the proposed fundraising strategy internally with employees and externally with a sample of current and past donors. Once this was done and the strategy was agreed, we worked with the management team to identify what needed to change in the organisation to enable the Appeals team to work in a different way. This led to several workstreams. We ran workshops with employees and then supported managers in designing and running their own team workshops to discuss the required changes, the shifts in culture and the implications for each team. Nine months into the change programme, the Appeals team ran a very successful conference for all staff which demonstrated that employees understood the need for change and were very willing to work in a different way. Throughout the project we worked closely with the members of the management team and a project manager to ensure that skills were transferred.
“We knew we had taken on a big challenge in wanting to radically change the supporter experience of the NSPCC. Scarlett & Grey helped us steer a path through a mass of competing issues. They enabled us to really engage with our people so that they understood, felt committed to and could begin to fulfil our vision for how supporters would be treated and developed by the NSPCC"
Tim Hunter. Deputy Director of Fundraising