Giving Scotland crisis campaign
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What do you do when there’s a scandal, or even several, and public opinion starts to run against you? Keep your head down and hope it’ll all blow over? Or do you make a bold stand to explain what you do and show its true value? The Giving Scotland campaign was launched in the face of intense scrutiny of charities in Scotland and critical analysis of charity practices, which were having a very negative impact on giving in the country. But this courageous campaign changed everything.
Medium of communication:Broadcast and television, press advertising.
Country of origin:Scotland.
Name of exhibitor:Fiona Duncan
Date of first appearance:December, 2003.
To establish a charitable coalition of leaders in Scotland’s voluntary, representative of its scale and diversity, which would work together to make best use of contacts and collective leverage to raise funds over the festive period to:
The overall aim was to rebuild public confidence in the charitable sector in Scotland.
The charitable sector in Scotland was experiencing an enormous amount of negative media coverage as a result of a number of ‘fundraising scandals’ and weak legislation. The first was in May 2003 when a commercial fundraising organisation’s bank accounts were frozen because the money it had raised (£8 million) had not been passed onto the relevant charity. This was swiftly followed by two further scandals. Then journalists took every opportunity to condemn and undermine the sector. By December, a poll commissioned by a national newspaper indicated that over half of the Scottish population would no longer be giving to charity.
It was untested; it was unorthodox and therefore it was difficult to sell to colleagues in the sector. It was further complicated by the Institute of Fundraising’s position during the scandals. It involved multiple agencies – all working for free and with their own agenda. It required funds at an awkward time of year. It didn’t run to plan – at all. Yet it succeeded.
The campaign generated:
£111,000 – all met from sponsorship or gifts (campaign value £860k).
This campaign is considered a model of how to work together as a sector to achieve collective benefit.