Help for Heroes has said that it expects to change how it raises funds, following a decision to close its shops and digital fundraising platform.
The charity’s annual report and accounts for the year to September 2015, filed with Companies House last week, says that the charity is experiencing a rise in beneficiaries, but a decrease in “hot” fundraising income – income generated from publicity around conflict.
The charity, which is currently recruiting for a new chief executive, said it has changed its fundraising strategy to focus more on regular givers, grant givers and major donors.
It said it had taken the decision to close Bmycharity digital fundraising platform and its shops.
“Our retail shops and Debenhams concessions have been a success, but the wider retail environment means we have had to take a decision to close these during 2015/16,” the report said.
Help for Heroes Recovery, a connected charity which set up in 2011 as Tedworth House, and changed its name in 2013, will now merge with the main Help for Heroes charity.
The Help for Heroes group increased its income from £37.5m to just under £41m, thanks to an increase in funding from major donors and grant givers.
‘Hot’ fundraising decreasing
“The income generated from what we refer to as ‘hot’ fundraising is falling as we predicted,” the charity said in its annual report. “The press coverage has shifted focus and people might understandably feel that they have done or given enough. People may think ‘the war is over so the problem has gone away’.
“This is not the case and we now have to work so much harder to get our message across. We need to look for the supporter who understands the issues that affect our beneficiaries and is committed to supporting us in the longer term.
“We have been fortunate to have the support of many corporate friends who commit to partner with us in both raising funds and through pro bono work.
“Our London team is becoming increasingly important to us and our presence in the corporate arena is essential.
“Our regular givers are increasing as we ask our supporters to sign up for the longer term. A small team have achieved great results to date but this is hard work and takes time. Our work with philanthropists is gaining traction and our income from legacies is growing year on year.
“So, perhaps while we are not as visible as we were, we are holding ground and developing into new revenue areas. It is a key objective for 2016 to make sure people know what we do and why we are needed. We can never be complacent in that area.”
Beneficiary numbers rising
Alex Scott-Barrett, chair of the charity, said it had seen an unprecedented growth in wounded, injured and sick coming to its recovery centres.
“It is right that the third sector is scrutinised as to how it is governed and raises its money,” he said. “It is the job of our board of trustees to ensure that every pound of our donors’ hard-earned money is properly spent in support of our beneficiaries. We are not in the business of cold calling potential donors or buying or selling data contact lists. We wish to be transparent and accountable in every aspect of our organisation.
“As part of our efficiency drive and in order to improve oversight we will, in 2016, be merging our H4H Recovery Charity (which operates the Recovery Centres) with H4H and the boards of trustees will be combined. I am confident we have the skill, experience and dedication among our trustees to ensure that H4H is well governed and can meet future challenges with confidence.”
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