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Employee Fundraising and Charity of the Year: Tips and Trip-Ups from one of the Sector's Most Noteworthy Relationships

Listen to what the community knows it needs Empower them to make the necessary changes themselves Ensure absolute sustainability

About “ This is sustainability, not as a buzz word, but for real” Sorious Samura, EMMY and BAFTA award winning journalist AfriKids is a partnership between a UK Charity; AfriKids (UK) and a Ghanaian Non Governmental Organisation; AfriKids Ghana. We have a shared goal which is to alleviate the acute child suffering which rips through the fabric of communities across rural northern Ghana and to open up genuine opportunities to the region’s next generation. All of our projects are locally owned and delivered in a holistic, effective and sustainable manner. We operate like a business; our monitoring and evaluation, our financial diligence and our donor feedback are integral to the organisation. Economic empowerment is the cornerstone of AfriKids; at individual, family, community and regional levels everything we do must be linked to long term financial independence.

Historical Income Generation Total Income 2009 – £1.2 Predicted Income 2010 – £1.7m Increase of 42%

Deutsche Bank Charity of the Year In 2010

What makes a good Corporate Partnership Through AfriKids’ eyes High Income generation targets that are met Lives are directly changed, good feeling for all involved, sense of challenge Effective PR and Media during and after the partnership Raising profile and awareness of the partnership and the two organisations Highlight the company’s commitment to CSR Improve staff morale and development Opportunities for staff to develop new skills Opportunities for team building and personal growth Credible public association to be proud of Where the whole is often better than the sum of the two parts Better understanding of the charity and what it delivers and in our case of Africa Dispelling some of the myths Better understanding of how employee’s actual funds have been spent Break fundraising records

How does the DB Charity of the Year Programme Work? Partnership supported by Deutsche Banks Corporate Citizenship UK team (8 employees) with one person on this team having direct responsibility Two charities of the Year are selected A budget allocated based on planned events (in 2010 it is £230,000) One member of AfriKids staff dedicates 4 days a week to the partnership Three others dedicate at least one day a week each All staff come to as many events as possible Funds are raised all throughout the year and payments are made to the charities on quarterly basis Two DB staff members become the charity champions for the year

Why did we chose Deutsche Bank? Incredibly prestigious Charity of the Year Scheme Significant ‘investment’ budget given by key departments to enable the charity to maximise every single opportunity We knew a previous charity of the year – The ALMT We had a contact in the Bank who could nominate us and was very senior We were looking for bigger partnerships to enable us to invest in our large sustainability businesses in Ghana For the first time we had the capacity to manage a partnership of this scale

What would be the Challenges? DB had never selected a focused international charity Aside from the British Red Cross following the Tsunami They had never selected an African charity Very common in city firms Organisations should have a maximum income of £10m/year £10m was 10x our income so we were likely to be one of the smaller charities applying In 2008/9 three charities were selected – for 2010 only two were Depending on how you look this could have been positive! Compared to some of the previous charities AfriKids was small At the time we had a staff team of six with just four fundraisers, this would require a large portion of our team and resources It could be a flash in the pan

What were the Opportunities? Raising a record amount of money with one partner in a year Significant fundraising potential You get out what you put in A real challenge with huge benefits to AfriKids as an organisation and for our staff as individuals An opportunity to widen our donor base AfriKids’ donor retention rate averages at 95% - this is one of our biggest strengths An opportunity to stand ourselves apart and do things differently as a new cause for the Bank Trips to and treks within Ghana

Do not underestimate the amount of work you need to put in You get out what you put in You will need to work very hard

The Process in Numbers In 2010

Internal Nomination In 2010 Very straight forward One person within Deustche Bank nominates your charity and provided you meet with that year’s selection criteria then you get an invitation to apply

Written Application In 2010 You are asked to write a two page application which answers about 5 questions

Credibility Clear and concise opening Impact and Transparency Round 2 - Application

Something a bit different which will grab people’s attention Large scale high income fundraising event Demonstrable commitment Round 2 - Application Experience

The Interview In 2010 Demonstrate: Creativity Innovation Your understanding of the industry and the types of people that work within it Your capacity to deliver Your personal commitment to the cause Organisational commitment to the partnership Well thought through event that will appeal to the DB staff

The AfriKids Promise to Deutsche Bank We promise to Make the most of an incredible fundraising opportunity that will have an enormous impact on AfriKids and our 100,000 beneficiaries Use the funds we raise through Deutsche Bank efficiently, transparently and accountably Ensure that children’s lives are turned around - for good - thanks to Deutsche Bank employees Transform the way your staff engage with and perceive charity, making them feel valued, appreciated and in touch

Public Vote In 2010 This last stage was without a doubt the most challenging 8,000 Employees were given 3-4 sentences on each charity with a link to a webpage. We were not allowed in the buildings Finalists Missing People Ovarian Cancer Action The Royal Parks Foundation Marine Conservation AfriKids Georges Appeal Back Up Trust Sense International “ A first preference vote will count for 2 votes while a second preference vote will count for 1. The 2 charities with the highest number of votes at COB September 23rd will become Charities of the Year 2010”

Campaigning Examples In 2010 Other charities Projection of images on the sides of buildings Walking Shire Horses down London Wall Advert in the Metro Cheerleaders Children and young adults did the congo outside the bank in wheelchairs Fancy dress Flyering Use of internal supporters What we did Video from Gifty and Joe in Ghana Personalised letter to every office building in GB Visits to all those logistically possible Engaged interns and volunteers Handed out Divine Fair Trade chocolate and or leaflets 6-9am and 12-2pm Home made T-shirts Mobilised supporter base to contact everyone in DB – from Hong Kong to the Cayman Islands

Contacted every office in the UK

For the cost of one small programme in the UK we can reach an entire region, we can make those changes now and share them with you as they happen. Making AfriKids one of the Deutsche Bank charities of the year would directly and immediately take kids off the streets, out of the mines and get them into school. Please forget geography, please remember these children deserve to be safe, supported and educated; just as our own are and please vote for AfriKids. Materials

The Results In 2010 Marine Conservation came 1st AfriKids came 2 nd Partnerships are announced in mid September to allow for planning before the commencement in January

Next Step October 2009 – Start to Build the Partnership

Run the Partnership and Run it Well In 2010

Tips – in the beginning In 2010 Work well with the other charity – build a good strong relationship publically We are lucky as MCS is an excellent charity doing great work but it could be more difficult depending on who you end up with Get to know the Corporate Citizenship team They have absolutely the same goals as you and want this to be a huge success Don’t re-invent the wheel, learn what worked and what didn’t in previous years Learn to be brutal about your bottom line when planning initiatives Go to every possible event you can Meet with, support and encourage your champions Think of ways that people can meet with the beneficiaries Network your socks off An opportunity not to be missed

Tips – throughout In 2010 Debrief events and activities constantly Get feedback from employees about their perceptions of the charity, their likes and dislikes Ensure that staff feel valued and engaged Just because it’s an investment bank, does not mean you can over-charge for events Try to really think outside the box of ways that every level of staff within DB can be involved

Gross Income raised to date through events

Burns Night 2010 Total amount raised: £143,000

Art Auction Total amount raised: £2,130

Take a Load off Projected amount: £10,000

The Experience Projected amount: £100,000

Projected gross income through events

Charity of the Year at Deutsche Bank Historical Trends in Income Generation Projected Income (18 months)

Feedback In 2010 Feedback as regularly and thoroughly as you can Providing detailed and engaging feedback has value way beyond thanking the individual who raised the funds Think of innovative ways to thank people

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