National Occupational Standards for Fundraising - Skills - Third Sector

K20K21K22K23K24both cold and reciprocal listshow and from where to purchase other media such as advertisingspace, TV and radio airtimethe guidelines to follow in selecting and working with a ProfessionalFundraising Organisation (PFO) partner for the supply of directdialogue or telephone fundraising serviceshow to write a clear and comprehensive direct marketing planmethods and metrics of evaluating the success of direct marketingfundraisingthe importance of supporter care when recruiting individuals to yourcharityYou need to know andunderstand:GeneralK25K26K27how to maintain records of your workthe principal direct response channels available and their meritsthe principles of profiling, segmentation, testing, targeting andanalysisAdditional InformationGlossaryDirect response fundraising might include direct mail, inserts, door drops,telephone, email or mobile fundraising, direct dialogue, press advertising,radio, direct response television advertising, pay per click, affiliate marketing orbanner advertising. This is an evolving area and in future might include newways of giving.Donor describes the individual, business or other body which is making amonetary gift or donating something of value to your organisation.Campaign metrics might include return on investment; brand awareness;traffic to a website; number of contacts who become donors. Defining clearobjectives at the start of a fundraising campaign enable measurement ofsuccess.Professional Fundraising Organisation (PFO) or Fundraiser partner refersto an individual, or a group of individuals, which carries on a fundraisingbusiness for gain which is wholly or primarily engaged in soliciting or otherwiseprocuring money or other property for charitable, philanthropic or benevolentpurposes. Professional Fundraisers and PFOs who, for example, recruitregular donors on-street for charity clients, are required by law to makespecific statements. The term ‘Professional Fundraiser’ is defined in theCharities Act 1992 in England & Wales; the Charities and Trustee Investment(Scotland) Act 2005.47 | P a g e