Fundraising Preference Service

Fundraising Preference Service

Can the Fundraising Preference Service Be Implemented Immediately?

The Fundraising Preference Service is one of the main parts of new fundraising regulation. It was brought up in an interview on Good Morning TV this morning. The new Fundraising Regulator, Stephen Dunmore, was mauled by antsy presenter Piers Morgan. This, despite having an opportunity to take the initiative with the Fundraising Preference Service.

Impatient for answers, Morgan tore into Dunmore with questions about the scope of his powers. For example, should sanctions for Charity marketing misconduct be directed at ‘highly paid’ charity bosses as opposed to volunteer trustees. Mr Dunmore has a strong CV and has held senior posts, but I suspect he has never quite been subject to the Rottweiler-like journalistic tendencies of Piers Morgan.

Do you have sympathy with the new Fundraising Regulator? Well, as much as you would for any under-dog. But, what irks me is that the Etherington Review made it clear four months ago that a new Fundraising Preference Service was required by the public. It was deemed necessary to take back control over how and how many times the public are approached by charities for donations.

Four months ago.

So is the idea of a Fundraising Preference Service an alien concept? Does it need the best brains trained on it for four months? Not really. The team behind the Etherington Review are aware of an alternative. Etherington thought it an ‘excellent idea’. For me, this is a great way for the new Fundraising Regulator to act decisively. In the interests of those he serves. The public. has been operating since 2006. It does pretty much all of what Fundraising Preference Service, Fundraising, Charity, Charities, Charity Direct Mail, Charity Data Services, Marketing Consultancy, Data Services, Data, Lead Generationa new FPS would need to do. And it is ready to be adapted and implemented now. Before the interested committees get to work on a solution that will take many more months.


For more background, watch this video. Is MyLetterBox The Answer to the FPS?

How much more convincing could Stephen Dunmore have been? Imagine if he had told Piers Morgan and the GMTV audience that although only in office for 3 weeks, he had identified an immediate solution that will serve the public.

The public’s trust of charities is haemorrhaging and needs swift effective action by the Fundraising Regulator. The new body is not expected to be in place until Spring 2016.

“I will work closely with charities large and small alongside other key partners to ensure that the Fundraising Regulator maintains and enhances that trust.” Stephen Dunmore to UK Fundraising.

The thing about this comment is that it determines the way by which he will work to resolve the issues ‘for the public’. Note the absence of the public in the quote?

Yes, the outcome has merit, but yet again it is the public that will have to wait until the most visible change in the communication relationship between charities and the public is implemented. That is not good enough. Especially when there is a ready-made solution available to test. This would show willing and test the FPS concept quickly. It would show the new Fundraising Regulator as ‘public first’. Rather than allowing Piers Morgan to sound like he cared more about their plight.

If you have an alternative point of view, let me know. Maybe you think it is better to keep the public waiting until those with a vested interest have arranged the optimum outcome for themselves?

Head of Individual Giving

Head of Individual Giving

Head of Individual Giving

Hats off to the individuals who go by the title Head of Individual Giving in UK charities. Here’s a list of the challenges they face:

  • Achieve ambitious income generation goals;
  • Engage, inspire and empower teams;
  • Allocate and prioritise workload to achieve budget and campaign priorities;
  • Manage large expenditure budgets;
  • Be strategic;
  • Manage agencies and supplier relationships;
  • Develop comprehensive strategic, business and marketing plans;
  • Harness the potential of the donor database;
  • Deliver integrated fundraising campaigns;
  • Grow donor numbers using new and innovative channels;
  • Be creative and test new activity – within agreed parameters of risk;
  • Cultivate a strong donor pipeline;
  • Interpret complex data;
  • Be excellent at communication and leadership;
  • Manage successful acquisition campaigns;
  • Manage successful legacy and community fundraising programmes;
  • Be experienced in creative direct mail and fundraising copywriting;
  • …And, there’s more!

The Head of Individual Giving is the football equivalent of a goal-scoring central midfielder. Frank Lampard if you like. Admired by most, relied upon to win the day and incredibly technically skilled.

Nestled as they are, working between an Executive Head of Fundraising (plus other titles) and often quite large teams spanning direct marketing, legacy campaigns, community and event fundraising managers and area fundraisers, these Heads of Individual Giving are pivotal to the success of charity fundraising.

It’s almost as if the whole charity fundraising effort rests squarely with them. Take out a Frank Lampard goal-scoring midfielder, and you lose that magical dynamic that is needed to achieve charity fundraising goals.

So, how can Finely Fettled help a Head of Individual Giving? Let’s take just 3 of the above challenges, taking the first two together:

Manage large expenditure budgets AND Harness the potential of the donor database

Clean up your donor database and save your annual salary!

Finely Fettled is the exclusive sales agent for The UK High Net Worth Database, which has several charity focused segments – Charity Ladies, Wealthy & Benevolent Investors and The Big Gift Charity File.

Right now, the Head of Individual Giving can get a very low cost database cleanse using the Fundraising Suppression File, which has been created from charity mailing returns and validated against other commercial files. There are 4.5 million goneaways and 2.5 million deceased individuals. How low cost? 9p per permanent flag.

Contrast this with a commercial flag, the same data, the same individual, the same donor, at 48p?

Let’s say you overlap just 200,000 old donor records. The saving would pay the salary of most Heads of Individual Giving for a year!

Identify lost donors at their new addresses

This really puts a tick in the “harness” box. That’s because, reactivated donors can respond just like your home data. They’ve had a break, they moved and didn’t let you know – it happens – and now you welcome them like a long lost family member! Love at second sight.

Typical charges for this are 30-40p per reconnected donor. Fancy more savings, and still access some of the leading forward address matching suppression services? Having developed a couple of these services still being used by thousands of businesses, I can steer your charity to make at least a further 15% savings on the process and deliver a rich seam of renewed donors for your charity.

Manage successful acquisition campaigns

Target affluent over 50s and acquire donors with cash ask and legacy potential

For 25 years, charities have turned to The UK High Net Worth Database and its charity segments for acquisition campaigns. The database is not pooled, not swapped and not reciprocated. It is carefully selected and monitored so as not to be overused.“We have achieved consistently strong results”
Individual Giving Fundraiser, Ashlea Brewer VSO UK

“We’re at an ROI of 0.99 at the moment! Response rate 0.615%. Average gift £129.79.”
Overseas Aid Charity

“The Big Gift file did really well versus our banker pack, getting a response of 0.42% and an average gift of £275.”
Disabled Charity


“The UK High Net Worth Database 2.80% response rate, £45.92 average gift, 3.07 ROI and profit per donor of £30.98.”
Ex Servicemens Charity


The data works. We’ll arrange for a profile analysis to pinpoint precisely the right people from within our data for your campaign. That’s free of charge. We’ll also offer you advantageous terms – including access to MyLetterBox, a full database cleanse with the Fundraising Suppression File and a free upgrade to Multiple Use (for orders of 100,000 or more records).
Whichever cause you are working towards, there are suppliers who will go that extra mile. We appreciate your role. For most Heads of Individual Giving, we should be able to assist you to achieve your goals quickly and help to confirm your status as your charity’s Frank Lampard!

If you are a Head of Individual Giving from a UK charity and would like to discuss using The UK High Net Worth Database as a source of new donors for an upcoming campaign, please contact me on or call 01535 654930.

Charity Marketing – Boost Charity Donations

Charity Marketing – Boost Charity Donations

Charity Marketing Receives a Boost with Data Test Package

The Charity Marketing community has received a boost. The UK High Net Worth Database is offering UK Charities 5 incentives to test the data. The High Net Worth Database is already proven for many charities. Its over 50s affluent bias make it a very attractive list for charities to boost donations and legacies.

These 5 benefits are packaged together with two purchase options suitable to large and small charities.

  1. FREE Database Profiling
    Charities looking for people who are willing and able to donate major gifts and ultimately legacies will find The UK High Net Worth Database, with its 4 million affluent Over 50s an appealing place to look. The database has been around for 25 years and was built as a wealth database, way back when focused on wealthy farmers.Nowadays the file has shareholders, investors and many researched wealthy individuals covering the UK’s mass and ultra-affluent individuals. These people very often are Over 50 and with fewer financial pressures than committed families, account for around 80% of personal wealth in the UK. They make excellent charity supporters and over time lifestyle profiles have been built to laser focus attention on the right audience.You can get more information about the offer here: Charity Data Services
  2. FREE Upgrade to Annual Multi-UseOur aim is to ensure charities have the use of the data to enable them to nurture new relationships with the individuals in The High Net Worth Database. This is a real boost for charity marketing. We have bumped single-use up to multi-use terms, providing the possibility for charities to communicate several times over the course of the year to build rapport with relevant appeals.
  3. FREE Database Cleanse
    Introducing the Fundraising Suppression File.This could transform charity marketing. It has 2.5 million deceased people, and 4.5 million goneaways and refusals. Sourced from data returned from charity campaigns and MyLetterbox. The data on FSF has a high level of match to commercial files making it a simple way for charities to save money right now. The offer is to cleanse the charity’s house file. If a charity is planning to do this, then it makes absolute sense to get in touch and avail themselves of the 5 Step Promotion.The second part of the Fundraising Suppression File is that we have put together some charity terms for use of a selection of the best commercial suppression files. Importantly, post Etherington, now is the right time to reconnect with lost donors. Donor reactivation is a clever way to find supporters who have fallen off the grid as far as your charity database is concerned. We’ll help you find them and help you bring them back to life as supporters of your charity.Watch the video: Charity Data Services
  4. FREE Annual Licence to MyLetterboxThe Etherington Review has held the light up to the treatment of vulnerable donors. MyLetterbox is an establish way for charities to implement good practice in communications by direct mail. Adding a simple message on the envelope “If we’ve mailed you in error, let us know by visisting”.There an individual can opt-out of specific charity communications in a simple, trusted manner. Quickly. Even better though, MyLetterbox provides individuals to manage their preferences for mailings from specific charities. Thus creating a new channel of donor leads for charities. Worried about mass opt-out? Don’t be, typically stop-all-mail requests are 28%.We notified Sir Stuart Etherington about MyLetterBox and he considered it an “excellent initiative”.
  5. FREE Pre-Processing and Post Campaign AnalysisOur mantra is that anything we do must benefit the charities we work with. So providing pre-processing on your next charity mailing campaign to de-duplicate the lists you plan to use and then carry out gross analysis of responses across all of the lists regardless of their place in the hierarchy used.In our experience this is not often performed, which is a pity as it is a ninja tactic to reducing costs from using lists that simply do not contribute. You get this for free on your next campaign.If you are responsible for charity marketing, discover more about this promotion: Charity Data Services
For a total cost of £12,500 For a total cost of £1,750*
  • 100,000 records of the best charity prospects based on a FREE profile of your data.
  • Provided on a full one year Multi-Use Annual Licence (value £9,000)
  • A full house-file cleanse using Fundraising Suppression File. (value depends on matches, but potentially HUGE!)Optional: Discounted use of commercial suppression files for deceased, goneaway and forward address matching is also available on request on our special Charity terms as outlined in the example above.
  • One year’s subscription to £350)
  • Pre-processing for your next mailing campaign plus post campaign analysis (value £500)


  • 10,000 records of the best charity prospects based on a FREE profile of your data.
  • Provided on a full one year Multi-Use Annual Licence (value £1,250)
  • A full house-file cleanse using Fundraising Suppression File. (value depends on matches, but potentially VERY LARGE!)Optional: Discounted use of commercial suppression files for deceased, goneaway and forward address matching is also available on request on our special Charity terms as outlined in the example above.
  • One year’s subscription to £350)
  • Pre-processing for your next mailing campaign plus post campaign analysis (value £500)

*Terms apply. This package is designed for smaller charities. We are prepared to discuss the package on a charity-by-charity basis.

**All prices ex VAT.


Part of a charity marketing team? Discover more at or call me, Graham Arrowsmith on 01535 654930 or by sending me a quick email to


Charity Data Sharing

Charity Data Sharing

Charity Data Sharing – the Scourge of Charity Marketing?

Charity data sharing has contributed to the over-marketing of potential and actual charitable donors. The review into fundraising marketing methods should remove this practice for good. It neither serves the charities involved nor does it serve their targets, the public of the United Kingdom.

In this video, Nigel Readhead-Eyre, who 25 years ago, established the UK’s foremost database of Affluent and High Net Worth Over 50s, discusses the problems created by charities swapping data to generate donations. Nigel argues it is self-defeating. The alternative is explored for charities to consider. The database has been used by investment companies, luxury car companies, hotels, luxury goods, financial services and of course charities. Graham Arrowsmith as MD of Finely Fettled, interviews Nigel, as part of a series of discussions created to inform respective markets about the power of marketing to the Over 50s Affluent. Graham is the exclusive sales agent for the database.

Watch the video – it is less than 4 minutes, then when you are ready, please get in touch to discuss how we can assist you to increase donations.