Matthew Sherrington

Are you answering the right questions if you don’t want to bore people?

by Matthew Sherrington

Where do most nonprofits tend to start when it comes to telling their story? They start with themselves: ‘Who We Are’, or on their website ‘About Us’. And then they move on to ‘What We Do’, a description of the activities or themes they work on. More about ‘me’. But people generally aren’t interested in you. They are interested in the cause or issue they are passionate about. They are interested in the difference they can make. So it’s not about you.

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EveryChild: Gift Aid ‘mop-up’ campaign

by Matthew Sherrington

For any UK charity, reclaiming tax on donations going back the last four years could be a huge windfall. This case study shows you how it’s done... because after sending out this successful direct mail piece, EveryChild’s average Gift Aid claim was £165 per response.

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About the author

Matthew Sherrington has over 20 years’ experience of charity marketing and leadership internationally, with organisations such as Oxfam and Greenpeace USA. He now runs his own consultancy, Inspiring Action. His guiding principle is engaging and inspiring people to action and has a particular interest in supporter engagement. Matthew bridges fundraising, communications, brand, campaigning, organisational development and offers strategic consultancy and coaching.