Giving Hope: The Journey of the For-Purpose Organisation and Its Quest for Success

222 Pages·2019·3.958 MB·English

by  Robinson Roe, Peter Dalton

GIVING HOPE
THE JOURNEY OF THE FOR-PURPOSE
ORGANISATION AND ITS QUEST FOR SUCCESS
Robinson Roe, Peter Dalton
Giving Hope: The Journey of the For-Purpose
Organisation and Its Quest for Success
Robinson Roe • Peter Dalton
Giving Hope: The
Journey of the For-
Purpose Organisation
and Its Quest for
Success
Robinson Roe Peter Dalton
Managing Director, OneTrust Director, Fundraising Futures
Australia & New Zealand Melbourne, VIC, Australia
Melbourne, VIC, Australia
ISBN 978-981-13-6144-9 ISBN 978-981-13-6145-6 (eBook)
https://doi.org/10.1007/978-981-13-6145-6
Library of Congress Control Number: 2019932707
© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer
Nature Singapore Pte Ltd. 2019
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This book is dedicated to Lyndee, Jemima, and Jacob, and to Sharyn, Ross,
Brett, and Erin.
F
oreword
Why write Giving Hope?
There is a need for this book because so many brilliant Fundraisers and
Fundraising Teams are being restrained, by the very Organisations they
work for, from achieving great fundraising.
With over 30 years as a fundraising professional, working with For-
Purpose Organisations, their Boards, and Executives across a wide range
of causes and countries, I find the fundraising profession remains a mys-
tery to many.
In most of the For-Purpose Organisations I have consulted to, the
Programmes Team held the prime position in the organisational pecking
order. The Fundraising Team was typically somewhere further down.
This ongoing problem is not simply a lack of recognition of fundraising
as a profession or knowledge of best fundraising practice, but how to apply
best fundraising practice successfully in an organisational context.
Many of the very best fundraising professionals recruited to For-
Purpose Organisations are being set up to fail, even if the Organisation has
a good understanding of fundraising. They will fail because the Organisation
recruiting them has the wrong structure, the wrong culture, and does not
have the organisational learning culture to enable great fundraising to
thrive.
I realised what the problem was but didn’t know how to solve it, how
to change the organisational culture of my clients not only to enable great
fundraising to thrive but for great Fundraisers and Fundraising Teams to
even survive!
vii
viii FOREWORD
I had at least understood I needed to find an organisational change
guru to solve my fundraising problem. What I didn’t realise, when I
invited Robinson Roe to co-author this book, was the very organisational
changes needed to create great fundraising also change how Marketing
and Programme Delivery Teams relate to Fundraising and to each other.
Even more profoundly, I discovered that the changes needed to achieve
great fundraising can positively impact the entire For-Purpose Organisation
and realign it to its purpose.
CFRE FFIA Peter Dalton
Melbourne, VIC, Australia
C
ontents
1 Three Stories 1
Plan International Part I 1
Mater Foundation Part I 3
Oxfam Part I 5
2 Six Fundraisers’ Dilemmas 9
3 When Profit and Purpose Combine 13
The For-Profit World Model 14
The For-Purpose World Model 17
Hybrid Models—Profit with Purpose 20
Reference 21
4 Organisational Complexity, Taming Through Framing 23
A Complex Organisation: The Human Body 25
The Dynamics of a Complex Organisation 28
Planning, Doing, Leading, Belonging 42
References 55
ix
x CONTENTS
5 Positive Framing Our Organisation 57
Our Unconscious Framing Blindness 57
Challenging Our Mental Models 59
Function-Based Vertical Organisations 62
Mission-Based Recursive Organisations 68
Understanding the Difference 73
References 78
6 How to Implement Positive Framing in Our Organisation 79
The Why, How, and What 80
Layers, Vertical Development, and Four Perspectives 87
Mission-to-Market Map 97
References 116
7 Emotional Fundraising 117
Donors Giving Hope 117
Our ‘Giving Hope’ DNA 122
Emotional Fundraising 124
Emotional Fundraising For-Purpose Organisation Branding 132
References 138
8 Lifetime Value 141
Donor Lifetime Value 142
Donor Lifetime Value Versus Fundraisers’ Dilemmas 146
The Donor Lifetime Value Donor Pyramid 149
Giving Hope Expressed as Donor Lifetime Value 151
References 151
9 Profit with Purpose 153
By Contributing Author Tanya Carter 153
Hybrid Models of Funding: Integrating Business and
Philanthropic Worlds and Approaches 154
Social Impact Investment Readiness 159
Impact Is at the Core of For-Purpose Organisations 159
Social Impact: Evidence 160
CONTENTS xi
Tools and Frameworks for Measuring Impact 161
Harnessing the Power of Business for ‘Good’: The Rise of B
Corporations and Purpose-Driven, For-Profit Organisations 162
References 163
10 Six Fundraisers’ Dilemmas Solved 165
The Staff Turnover Dilemma 166
The Cost Ratio Dilemma 167
The Tied Funding Dilemma 172
The Product Versus Misery Versus Hope Dilemma 174
The Crowded Market Dilemma 175
The Pecking Order Dilemma 177
What Great Fundraising Looks Like 180
References 181
11 Putting Into Practice What We Preach 185
Oxfam Part II: Discovering Our ‘What and How’ 186
Plan International Part II: It’s Now or Never! 197
Mater Foundation Part II 208
Epilogue 215