NSPCC award agency first 'stewardship account'

Fundraising | Gemma Ware | 1 Jul 2007

NSPCC has become the first charity to award a stewardship account to an agency in an attempt to keep improving its relationship with donors.

Cascaid started work with the charity last month after winning a four-way pitch to help provide strategic support and creative resources to the charity's in-house fundraising team. The agency will also begin work with the NSPCC to develop more robust financial models to measure the impact of its stewardship programme.

The NSPCC has had a central stewardship team in place for two and a half years, which now comprises five dedicated fundraisers who look at how to ensure best practice in the way the charity communicates with donors. The charity has already been working with USbased stewardship expert Karen Osborne to help refine its strategy around donor care.

Fidelma Hatton, development director at NSPCC, who heads up the charity's newly created directorate of stewardship, innovation and supporter experience, said: "Stewardship is so much more than the hygiene factor of thanking donors. It's about connecting them to the cause and understanding the impact their donation is having on the lives of children."

Alan Clayton, managing director of Cascaid Group, said: "It is typical of the NSPCC to take the plunge and lead the market in professionalising and developing stewardship. We, like the NSPCC, have long believed in the value of great stewardship and it is truly exciting to be able to put the theory into practice on a large, structured scale."

Directory: Cascaid | National Society for the Prevention of Cruelty to Children (NSPCC)
Who's Who: Gemma Ware

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