Celebrating 10 years to boost fundraising

Words of inspiration from Rob Hopkins, co-founder of the international Transition Towns sustainability network, at Transition Stroud's conference.

If you've got an imaginative idea that'll help people in Stroud, Gloucestershire, live a more sustainable life, Transition Stroud wants to hear about it. This grassroots, volunteer-led organisation offers help, advice and, when possible, grants to anyone (regardless of their background, income status or religious belief) who puts forward a credible and workable idea. It’s one of the thousand towns and communities forming the world-wide Transition Movement. 

It's nearly 10 years since a public meeting discussed the exciting and, at the time, new Transition concept proposed by Rob Hopkins and colleagues in Totnes. Since then, Transition Stroud has developed an impressive portfolio of projects, devised and run by some of its 700+ supporters. However, increasing competition for grants led to Transition Stroud directors deciding a more regular and dependable income stream was needed. A grant enabled them to call in a partnership of local marketing and fund-raising experts led by Green Spark. 

The Context
Transition Stroud's fundraising plan focused on increasing both monthly donations from individuals and partnerships with local green businesses. Lack of time had prevented Transition Stroud's volunteer committee from progressing the idea further. Whilst preparing for the job, the lack of a business plan, marketing plan, clear branding or consistent publicity became obvious. Before deciding to financially support a good cause, people need to be familiar with the organisation, be clear about what they're supporting, how their money will be used, and how this work will bring about positive change. 

Green Spark...
undertook market research to determine what existing supporters value about the organisation, and its unique selling points. From this, key messages were identified to use in publicity, in communications with both existing and potential supporters, and for its elevator pitch. The look and use of the logo was agreed. The upcoming 10th anniversary formed the ideal catalyst for creating a vision to inspire potential supporters and businesses alike. The ’Transition Stroud: 10 years and beyond’ with Rob Hopkins, co-founder of the Transition movement as keynote speaker, was an evening event organised to bring together existing supporters, celebrate what has been achieved already, and fire their imaginations for the next 10 years. 

The Result
The number of individual donors increased by over 100% plus the number of people completing the ‘Invitation Menu’ (a promise of time or money) was well over target. The celebratory event was attended by over 150 supporters who poured out a plethora of new project ideas. These, plus ideas gathered during the marketing review and face-to-face meetings, laid the foundations of a new 10-year business plan outlining future work and fund-raising. A new 'Facilitation Fund' is included which aims to provide financial assistance to help new project ideas get up and running. Six ambassadors are now ready to attend public events and recruit new supporters. We also guided directors through presenting their case to a ‘dragons’ den’ style panel of local business representatives (organised by a local enterprise-support organisation), leading to the creation of a powerful pitch which will persuade companies to become partners.  

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