National Giving Campaign Seamus Mulconry Philanthropy Ireland 8 th of November 2012

 Background -The Forum on Philanthropy and Fundraising  State of the Nation  National Giving Campaign  The Research  The Campaign  Challenges  Questions Agenda

 Minister Hogan re-establishes Forum and expands remit in May 2011  Report Goes to Cabinet in April 2012  Report Published on July 4 th  The Forum Report has set out a target to increase philanthropic and charitable giving from its current level of approximately €500m a year to €800m by Forum on Philanthropy and Fundraising

Why support Philanthropy and Fundraising  Not for Profit sector crucial to the development of the country  Not for Profit sector employs 100,000 people  Contributes €3.7bn in wages and €290m in PRSI  Turnover €5.7bn  Two major foundations about to exit  Significant potential to grow private investment

Forum Recommendations The Forum believes we can deliver this aggressive target by:  Creating a national Giving Campaign  Putting in place the right fiscal and knowledge infrastructure  Developing Fundraising Capacity  Creating a national Social Innovation Fund

Three principles underlie our approach  Ireland’s recovery is everybody’s business  In hard times everyone should do a little bit more  Everyone’s contribution is equally valued

 Partnership between Government and Philanthropy  Two year programme  Designed to issue a compelling call to action to citizens, high net worth individuals and business to increase their charitable and philanthropic giving The National Giving Campaign

Forum Implementation Plan

Ireland – State of the Nation

Balance +/ Generally, a gloomy outlook but some evidence of a willingness to ‘keep on keeping on’ Shock Shock as we head for recession Anger We’re in worse shape than we thought. and it’s mostly all our own fault! Acceptance Things have been bad, but we seem to have hit the bottom. Despair IMF bailout: absolute despair Despondence Ongoing despair, but typically we see Summertime improvement and Budget- time weakness 2012 Irish Consumer Confidence – a psychological journey

 Irish people are still willing to give and are even prepared to give more despite the recession but they are focused on  Local causes  To which they have an emotional connection  And which clearly demonstrate impact Research

There is a desire for a ‘national renewal’

Campaign team Philanthropy Ireland Publicis Dublin Media Partner Drury PR Our Team

 Set the Context for Giving in Ireland, highlighting the benefits that giving delivers to Irish Society;  Inspire our target audiences – tell them why they should get behind this campaign use role models;  Show them How they can give smarter – provide simple clear actions as to how they can make a difference (e.g. Online donations/ Direct Debits);  Use partnerships to drive the message to key sectors e.g. IBEC/Dublin Chamber to the business community, GAA/IRFU to the general public, Trade Unions for workers;  Measurement - Central to this campaign is effective measurement and a programme of research should be put in place from the outset. The National Giving Campaign

 Research Pathfinder  Partners appointed: Drury Communications, Publicis  Creative Brief agreed  Charities Seminar 29 th of November Alexander Hotel  Creative work Dec to Jan March  Launch Spring 2013 Timelines

Preparing the ground

 The Recession  Cynicism - Believe we need reform but that reform is impossible  Lack of Trust  Negative Media - Rise of Social Media negative feedback loop Challenges

Save the Date  Charities Seminar  29 th November 2012  Alexander Hotel, Fenian Street  Time: –  Breakfast Rolls from  Contact: 

Q & A