I NEED A HERO…

Alan Clayton, director of the voluntary sector division at The Good Agency, was joined by 100 senior fundraisers from leading charities on the 12th of December to express his views on fundraising through and beyond a downturn. Using examples of his heroes old and new Alan offered his thoughts in an iconic recession venue, a small community hall under the railway tracks in Waterloo.

Before Alan offered insights on to how to plan for the recovery, he opened with an analysis of the current financial crisis, linking the credit crunch to the unsustainable position between consumption and debt in our society.  He went on to warn that if fundraisers are planning for the recession now they are too late, it is time to plan for the recovery.

In an uplifting second half, Alan spoke of ‘A New Dawn’ which would see the next generation of donors, Generation X, come of age as the recession ends and the recovery begins. He also showcased research carried out by The Good Agency demonstrating that Generation X responds best to marketing that inspires them because they continue to clamour for a cause. Using The Good Agency work as examples the fundraising expert implored charities to get their strategy for the recovery right now. And to do it now.

Heralding charities and entrepreneurs as the heroes of the recession, as two sectors keeping savings higher than debt, Alan commented “The time for charities to lead real world change is now.  Our sector has the people and the innovation to take the lead in creating a sustainable economy.”

Check out videos of Alan in action at www.fundraising.co.uk

http://www.fundraising.co.uk/news/2008/12/15/alan-clayton-fundraising-through-and-beyond-downturn