Creator / originator

Rebecca Parish

Summary / objectives

The NSPCC introduced its specialist stewardship team in 2005 aimed at making the supporter experience at the NSPCC special and rewarding. One of the key principles is that sometimes we should just say thank you – our supporters give to children, not to the NSPCC so the aim of a communication like this is to remind them of the difference they have made to the children we help. There are two versions of The Little Book of Change, a hard-backed version produced for NSPCC Patrons (supporters who have given £100,000 or more) and a cheaper, soft cover version produced for supporters who had given more than £5k but less than £100k. This version was distributed also to volunteer fundraisers.

Background

The Little Book of Change was designed to bring to life a range of outcomes for children that had previously been presented in a statistical report. Individual stories of children and families are shown through letters, poems, stories, magazine articles and drawings. All the words are authentic and show a range of ways in which the supporter’s money has been used to ultimately make children’s lives better. A hard-backed version for donors who had given £100k or more was hand made with materials stuck-in like a scrap-book. The cheaper printed version for other supporters demonstrates the versatility of this product.

Special characteristics

All words and pictures are straight from the children themselves or adults who have been concerned about them. The hard-backed original is also hand-made and looks like a scrapbook that could have been put together by a child.

Influence / impact

The hard-backed version was sent to approximately 200 donors. In addition over 10,000 copies of the printed, soft-back version have been sent to other donors and fundraisers and given out at functions to supporters of the NSPCC. The Little Book of Change has generated a lot of positive feedback from donors, many of whom told us what a different and touching product it was. Volunteers have also been extremely enthusiastic about this product and it has been an invaluable tool to give to high level volunteers, to thank them and other volunteers who have been instrumental in fundraising events.

Costs

£9,000

Results

The Little Book of Change did not ask for a donation, we have received good feedback from those that received it who felt that valued and that their donation had made a difference.

Merits

The Little Book of Change thanks supporters for what they have done and makes them feel special by sharing the stories of children that the NSPCC have helped with supporters’ donations. It doesn’t ask for money. It contains a range of information presented in a unique way without looking flash or too expensive. This approach could be utilised by any organisation to make its key stakeholders feel part of what the organisation is trying to achieve and to secure their help in the long-term.

Other relevant information

The Little Book of Change really underpins the NSPCC Stewardship model, which is based upon the principles of ‘donor +’, an approach to fundraising devised by the NSPCC during the FULL STOP Appeal. The principles succinctly describe the different reasons people have for giving. They help fundraisers to appreciate the range of donor motivations and the complex relationships that donors can have with a charity.

NSPCC's donor+ principles are as follows:

1. People give to help people
2. Open hearts, open minds, open cheque books
3. Passion and Inspiration
4. Understanding donors
5. Donors are our partners in ending cruelty to children
6. Donors are for life