In the first of a new series, we put successful fundraisers under the spotlight to share their tips for a fulfilling fundraising career.
Paul Farthing joined Cancer Research UK in 2005 and is responsible for the charity’s major giving, corporate partnerships, special events fundraising and legacy stewardship.
Gather experience as you go
Paul Farthing has to date had a career that has spanned agency work, including time at Burnett Associates and Target Direct, and has worked for a range of large and small organisations. These include Charter 88, Young Minds and Cancer Research UK.
Taking time out of the sector, Paul also worked as the head of marketing at a large housing association.
His initial interest was in charity campaigning but discovered a flair for, and interest in, direct marketing, which helped to set his course as a fundraiser and charity marketer.
Fundraising is about to become 'all about dialogue' |
Paul’s advice to others building a fundraising career is not to worry about specialising too soon – instead, try to gain a breadth of experience through different roles. Many of the skills used in fundraising are transferable and a broad approach will stand you in good stead later on.
Be brave and bold
“New and fresh” ideas are the ones that stand out, according to Farthing, citing the planning work behind the launch of Remember A Charity as a particularly exciting and fulfilling project to work on.
He also highlights the British Legion’s 60th anniversary of D-Day and VE Day fundraising campaigns as both memorable and successful, along with The National Trust Centenary Guardians programme, which was his first major agency-side campaign.
Don’t be afraid to have fun
Perhaps the most fun campaign Paul worked on was the commemoration of the 10th anniversary of the sinking of the Rainbow Warrier, during his time at Burnett Associates.
The campaign involved translating material into many different languages, and sending artwork, by disk, to Greenpeace offices worldwide, including Brazil, Switzerland and Germany.
The campaign action was so successful that it crashed the Champs Elysee phone system with supporters calling and faxing - this was in the days before mass email.
See your work through
Bucking the trend where fundraisers stay in a role for a year or two before moving on, Farthing recommends staying in post for a longer spell – the roles in which he stayed for at least four years are the ones he has enjoyed the most, he says.
'It’s difficult to learn if you don’t have another go at it', for example, by doing a Christmas campaign more than once, Farthing says. 'Otherwise where’s your chance to learn and apply your learning?'
Keep on talking
Fundraising is about to become 'all about dialogue', Paul Farthing says, and that this may encompass a rebirth of face-to-face, and a greater appetite for community events – although this isn’t to say that it’s the end of staple techniques such as direct mail and telephone fundraising.
'People want more out of supporting charity now, as a means of connecting with other people, and understanding what’s going on in the world.'
In fact, Farthing feels that fundraising is an alternative form of politics; supporters might feel that traditional politics can’t always change the world, but supporting a charity is an alternative way to achieve change.
Paul Farthing MInstF will be speaking at the Institute’s Maximising Fundraising Potential for Long Term Results conference, to be held on 25th September 2009.
