12th Charity Finance Investment Forum
10 Mar 2014
Best non-charity campaigns: KitKat's 'We Will Find You' campaign
Fundraising |
7 Nov 2012
Tags: Individual giving | Direct mail
Michael Dent
Michael Dent is head of mass market fundraising at Macmillan Cancer Support. He joined the charity in August 2010 as head of direct marketing and sales and took on his current role in September 2011.
He has also been a trustee of International Development Enterprises since 2009.
Previously he has worked in the marketing teams at WRVS and the Dorset Wildlife Trust.
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Analysis
As part of a series by fundraisers on the most impressive non-fundraising campaigns of the year, Michael Dent discusses KitKat's 'We Will Find You' campaign and how raffle fundraisers can learn from it.
WRVS built on its history of strong volunteer support to develop a raffle and broaden its individual giving income. With volunteers on board, Michael Dent tells how fundraisers convinced the rest of the charity to increase its raffle programme which is now its most successful individual giving stream.
When floods ravaged southern England in 2007, the WRVS needed to raise funds - quickly. Michael Dent and Madeleine Bernsten take us through how the WRVS set about its record-breaking emergency fundraising appeal and how other organisations can learn from their success.
WRVS had no history of fundraising when it entered the highly competitive individual giving arena in late 2005. It decided to focus on excellent supporter care, as Michael Dent explains.
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