Driving standards ever higher in F2F fundraising

In our second article on F2F fundraising for May’s Fundraising Europe, we look at recent developments that are helping to drive standards ever higher across Europe. This ranges from the launch of a dedicated council, to the upcoming International F2F Fundraising Congress which takes place at the end of this month. Also, a just released guide to the channel to help those new to it take their first steps, from the UK’s Chartered Institute of Fundraising.

With nonprofits focused on recruiting supporters who are likely to stick around long-term through F2F fundraising, the emphasis is fully on ensuring fundraisers deliver a great experience to everyone they come into contact with.

High standards, and linked to this, fundraiser training, are critical for success. While developments in technology are playing a key role here, as the sector works to push the quality of F2F ever higher and use of the channel surges post-pandemic, the past year has seen the launch of a number of initiatives aimed at providing essential support to nonprofits, F2F fundraising agencies and fundraisers alike.

Daryl Upsall, Daryl Upsall International

Daryl Upsall, president of Daryl Upsall International, and a pioneer of F2F fundraising notes:

“Today F2F is much more data driven and effectively integrated into the rest of the fundraising toolkit; donor journeys, loyalty building and touch points are far better understood, as are the demographic profiles of what are the most valuable lifetime value donors. And technologies of supporting payment/banking, communication, back-office processes and CRM management are standard elements of successful F2F fundraising, wherever it takes place in the world.

“Still challenges remain from the past and new ones emerge, as do opportunities for innovation and change. One of the biggest challenges is how to identify, recruit, train, motivate, retain and grow the best F2F fundraisers to join our teams and become the best ambassadors for our causes and our amazing way of connecting with new, long term and sustainable donors.”

International Public Fundraising Council launch

With these challenges and opportunities in mind, last September saw the formal launch of the International Public Fundraising Council (IPFC). A network of (currently) eight national F2F regulators from around the globe, IPFC has been created to boost networking and quality standards in face-to-face fundraising among nonprofit organisations globally.

AMRAC (France), QUIF (Austria) & Q!SH (Germany) are the founding members, along with one advisory observer: the UK’s Fundraising Regulator. PFRA (Australia), PFRA (New Zealand), PFFA (United States) & ABCR (Brazil) are associate members.

At launch, the body said that “Public fundraising requires well-trained fundraisers and a consistent set of benchmarks to ensure quality standards and an exceptional donor experience”, and that the IPFC would enable face-to-face fundraisers to “share a common platform for learning and exchanging ideas”, aiming to “further develop the sector internationally, identify trends at an early stage, and to ensure that high quality approaches are being implemented.”

Read more on the IPFC here

At an operational level, a lot of work is also going on among nonprofits, tech providers, and F2F agencies alike to drive up standards through better training of fundraisers.

As Sezayi Arslan, marketing director at Dutch F2F solutions provider Briggs + Walker notes:

“We’re all stakeholders in this – regulatory associations, NGOs, and agencies, so we all need to collaborate – to work together to make F2F fundraising a sustainable channel and ensure everyone gets the most from it.”

Local initiatives

These initiatives are happening locally as well as internationally. In Austria for example, the country’s fundraising association Fundraising Verband Austria, and the Austrian Quality Initiative in F2F Fundraising (QIF) last year launched a F2F fundraising certification scheme, aimed at supporting agency and inhouse training programmes, and recognising good practice. The on-demand online training provides a theoretical basis to F2F fundraisers’ practical knowledge.

In Belgium, the closure of a major provider of F2F fundraising services, NGO Conseil, has prompted a Belgian French-speaking coalition of international NGOs CNCD 11.11.11 to launch a non-commercial street fundraising service. This will support coalition member charities, with the first test set to take place later this year. CNCD 11.11.11 already has strong internal F2F expertise, and is expanding its team, taking on some of NGO Conseil’s fundraisers, to launch the new service.

Most recently, with its figures showing that a conversation with a F2F fundraiser prompted over 700,000 people in the UK to pledge support to a charity in 2022, the Chartered Institute of Fundraising has just published ‘In person – A guide to face-to-face fundraising’.

Aimed at supporting nonprofits who have yet to use it within their fundraising strategies or those coming back to it and needing a refresh, the guide introduces the channel and its advantages, and provides key guidance on how to carry out campaigns that continue to inspire support for their causes for years ahead.

The CIOF’s director of policy and communications Daniel Fluskey says:

“In-person fundraising isn’t easy – and as often the most visible element of fundraising in the public’s mind, it’s so fundamental to make sure we invest in great campaigns and the right system to support and sustain public fundraising. 

“Our new guide showcases face-to-face fundraising and how it makes such a difference. Aimed at fundraising directors, CEOs, and trustees of charities that aren’t currently doing in-person fundraising, it shows the opportunity it provides to find new supporters, and what to consider for a great campaign. For anyone who isn’t sure about the standards to follow, or the steps needed to ensure that in-person fundraising is done well, it offers tips and advice, with insight, stats, and case studies that really bring F2F to life, showcasing why public fundraising works, and how to do it well.”

International F2F Fundraising Congress

And later this month, on 31 May and 1 June, the first International F2F Fundraising Congress takes place in-person, in Austria, bringing together F2F fundraisers, agencies, technology providers, and other experts in the field from across the globe.

The three-day programme will explore issues and best practice through interactive sessions based around the key themes of recruitment and team motivation; innovation and technology; donor journeys; ethical standards and self-regulation; and business models. Confirmed speakers include Daniel McDonnell of UNICEF International, Elsbeth de Ridder of Save the Children International, and a host of experts from around the world sharing latest thinking and techniques.

After proving a hugely popular event, the organisers have released more tickets, which are now available to attend the congress in Vienna. Read more and book tickets for on the International F2F Fundraising Congress here 

What’s evident from these developments, as well as the rising use of the channel, is that the appetite for growing and developing F2F fundraising so that it continues to provide value for nonprofits and members of the public alike has never been stronger.

Main photo by Ono Kosuki on Pexels