Maximising Charitable Contributions: Five Steps London Livery Companies Can Take

For centuries, London’s livery companies have supported culture and education, established good trade and promoted skill development. Even though they differ in size, structure, and speciality, they share the same ethos: supporting trade, education, charity, and fellowship, and working in the best interests of their communities. Each year, they donate a number of funds to charitable causes and commit themselves to charitable endeavours. 

However, philanthropic aspirations can be challenging to fulfil when costs rise and budgets tighten. Approximately six out of ten charities fear that donors will stop giving or not start giving, according to the Charities Aid Foundation (CAF).

With that in mind, we outline five ways your organisation can increase donations, maximise giving during this economic crisis, and give more back to its members. Planning ahead can maximise the impact of your philanthropy. 

1. Define your company’s purpose. 

This is always the first – and most important step. Dive into the beating heart of your company to determine your drivers and be sure to communicate your purpose clearly and consistently across all touchpoints. It’s critical that everyone understands not only your company’s heritage but also what you stand for today, what your beliefs, values and passions are, what drives you, what experiences have shaped you and why you do what you do. 

You can take a look at doing a brand audit as a starting point to see whether you are communicating this clearing across everything you are producing and putting out into the world.

2. Communicate regularly.

Regular contact with your members will encourage them to donate, and as with everything you do, consistency is key. In addition to maintaining a consistent voice, you should also ensure consistency in your social media posts and email marketing. Let’s face it, who doesn’t enjoy receiving good, personalised emails from a company that they trust and care about? With email marketing, you can easily and directly communicate with your members, keeping them informed and engaged with your activities at any time. In addition, it’s highly cost-effective – according to the DMA, email marketing generates an average ROI of $36 for every $1 spent. 

The importance of keeping long-standing members informed about the company’s values and recent changes should not be underestimated – unlike new members who have received materials recently, long-standing customers may not be up-to-date on the company’s activities. Communicating with members regularly not only establishes trust and fosters a relationship, but also keeps your cause top of mind.

3. Perfect your storytelling. 

It’s more important than ever before to demonstrate how your work is making a real-world impact with campaigns that resonate with your audience. By sharing a compelling, real-life story that connects with your audience, you may persuade them to donate to your cause. 

Share stories about your work and how you help those you support, and don’t forget to inform your members how their money can help. Share statistics and testimonials so they can see what you do to help, and how they can contribute. 

4. Let your members know how they can help. 

Showcase all the options your members have when it comes to charitable giving – from one-time donations to regular payments, from events to legacy giving. The more options you offer your members, the more likely they are to donate in a way that is convenient for them. 

There is no such thing as a small donation, and reminding your members that every donation counts is imperative. No matter how big or small their contribution is, make sure they know how much you appreciate their support.

5. Review your communication strategy.

It is important to regularly review your website and communications to ensure your content is accessible to everyone. In addition to ensuring your content is inclusive, this will help you identify ways to improve it and expand your reach within and outside of your organisation.

If your company needs help improving its member experience, drop us a line. Our passionate and dedicated team of creatives would love to help.