HELP FOR HEREOS 2013
Help for Hereos Fundraising Plan 2013
Executive summary
The last 6 years, since help for heroes began, have been an exciting time of positive
change for us as an organisation. We have pushed forwards and created a charity that is well
known and respected throughout the UK. We have expanded massively with the additions of
our new recovery centres in the south of the country, and the addition for 6 new staff
members. 2013 is set to be another year of exciting expansion and positive change for Help
for Heroes. During the year we are aiming to reach £100 million in order to build our new
state of the art recovery centre in Cattrick. This is the most optimistic we have ever been,
however last year alone we raised over £87 million pounds. Each year we are progressing and
this year and target is huge for a brilliant new cause. The centre will be our 3rd main centre
within the UK and will be our only centre in the North of England. We are hoping the
addition of this centre will enable us to reach hundreds more wounded soldiers and help them
and their families to recovery.
We have events planned through H4H, but also as a charity we see so many
individuals doing fantastic things to support our wounded service men and woman and we
hope that these continue into 2013. We are hoping that our new planned giving schemes will
this year again increase our total fundraising. The scheme will enable people to give one hour
of their wages to H4H so the scheme is done based on how much money you earn. We
believe this is a fantastic new way to generate extra money alongside our existing and
successful methods of the past.
We are hoping that again this year will be a recording breaking year for H4H with
new and existing donors and partnerships being created. IT has been an overwhelming six
years with an incredible amount of success and this year’s plan hope to accelerate and
improve our work, to help more wounded heroes and their families.
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Background
Help for Heroes was launched in October 2007 out of a desire to help members of the
Armed Forces who have been injured in the course of serving their country. It was borne out
of an immense respect and awe for the courage, humour and professionalism of the men and
women of the Armed Forces who put their lives in danger, on a regular basis, on our behalf.
What was started by a small group of friends with a desire to help, quickly ignited support
across the entire country. Within weeks, celebrities, politicians, sportsmen and women, and
people in all walks of life were wearing wristbands to demonstrate their support for the
injured, embarking on fundraising events and making donations. (Samuel, 2011)
As a result of this cascade of support, Help for Heroes has raised, on average, over £1
million per month to help our wounded. The majority of the money raised has been
designated to build much needed rehabilitation facilities. Much of the money raised comes
from events initiated not by the Help for Heroes team itself but from people across the
country who, spurred on by the desire to help, have undertaken fundraising events. The
events have ranged from the large to the small. But every event continues to raise money that
goes to support the wounded and every event makes another statement to servicemen and
women that they are appreciated and that we care.
Goal Structure
Objectives. Help for Hero’s is a relatively new charity only launched in 2007. After
successfully raising money for development centres or wounded soldiers and their families,
this year we a starting to raise money for a whole new project. During this project we aim to
raise over £100 million pounds for the brand new state of the art facility for our countries true
heroes. We aim to create a standalone facility on Catterick base. This facility will offer initial
treatment and accommodation for wounded soldiers upon return from duty. It will enable
them to live and recover in a friendly and safe environment surrounded by professional staff.
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The centre will be able to house the relatives of the families in order to make their transition
back to normal life as smooth as possible.
At the head of the campaign will be the original founders of the organisation; however
the main port of call for all inquiries will be Tony Eaton, the head of the north east branch of
H4H. Tony will be the head of fundraising and will use his small team of 4 employees to
accomplish our goal. Volunteers for the events will be found within the army community
from the local base and their families but also volunteers from outside the military life may
get involved via our website to give their time to specific events.
Responsibility for the Campaign
At H4H this are seven full time job titles who are responsible for different parts of our
ongoing campaign.
.Campaign Manager. This person oversees all aspects of the campaign including
day-to-day operations, the hiring of management staff, the coordination and implementation
of fundraising operations and ongoing coordination with the candidates. There responsibility
also includes creating and managing the campaign budget.
Finance Director/Fundraiser. The finance director is responsible for raising the
money that will allow the campaign to accomplish its goals. The finance director works
closely with the candidate, campaign manager and a finance committee to meet the financial
goals of the campaign. They are in charge of keeping the candidate on track with fundraising,
preparing for and staffing call time, and overseeing all fundraising events.
Communications Director. The communications director is in charge of all of the
campaign’s interactions with the media. They build relationships with the press,
communicate with the media as the key spokesperson, set up interviews and identify media
opportunities for the campaign. They may help write and develop campaign literature, draft
speeches for the candidate and create copy for the campaign web site.
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Volunteer Coordinator. The volunteer coordinator works closely with the Field
Director to identify, recruit and manage volunteers to help with various campaign activities.
They help coordinate the work the volunteers, utilize their skills and talents well and provide
motivation.
Scheduler. The scheduler is responsible to accepting and acting on all invitations,
seeking out potential events and putting together the candidate’s schedule. The scheduler
makes sure that the candidate is briefed about each of the events and is given proper
directions, contact information, and collects briefing information from the other team
members on each event.
Donor Development. This person is responsible for the development of a reliable
donor base. This initiated the first contact with the donors and also deal with them once the
process has begun to make sure the process runs smoothly for both parties.
Office Manager. The Office manager is responsible for maintaining the campaign
headquarters and coordinating the administrative aspects of the campaign. They may need to
manage staff, infrastructure, supplies, and a myriad of other details.
Organizational Structure
At H4H the campaign manager is in overall charge and all other departments report to
them. All volunteers stay in contact with the head of volunteer coordination. Due to the fact
that Help for Heroes is a relatively new charity with a small employee base there isn’t a
complicated organisational structure.
Sources of Volunteers
Volunteering will be advertised on the H4H website and all the necessary forms will
be there to download straight to your own computer or fill out online.
Necessary Pre-campaign Activities
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Standards of giving chart. An important part of major gift fundraising is the
identification of those who are capable of making larger gifts to the station and who are either
prepared to do so or can be made ready through increased cultivation. There are several
approaches to this, and all can be used in a major giving program. They include identifying
donatives behaviour on the station's membership file, conducting information on prospects
from peers, using publicly available databases, and external prospect screening by an outside
firm. The chart that H4H has built and altered over the last seven years can be found in table
one of the appendix.
Prospect Identification. Potential donors for help for Heroes have been identified on
three different levels. We have the highest level who will donate over 100,000 pounds. At
H4H our potential large corporation donors have been identified as the level one donors. This
companies include:

The Co-operative Association

Topps Tiles

Vauxhall

Deloitte

Interserve

Innovative Consultancy

The Sun Newspaper
We have also have identified several personal donors who may be interested in donating
at the second level. This level is for people who want to donate from 10,000 to 100,000
pounds. The persona donors are people who have connections with help for heroes already or
people who want to run events for us throughout the next year. The indentified donors at
level two are:
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
Jeremy Clarkson

John Terry

Ross Kemp

Simon Cowell

Lorraine Kelly

Frankie Sandwell

Sir Ian Botham

David Bailey

James Blunt

David Beckham

Ken Hames

Tom Hardy

Sir Alan Sugar

Lord Richard Kent
Potential donors at the third level would be anyone who raising below 10,000 pounds.
These donors are just as important to help for heroes as the large donations. In the past these
donations have come from individuals in the community running events from bake sales, to
sponsored silences or school charity weeks.
Case Statement. Help for Heroes is a vehicle through which the public can express
their gratitude and respect for members of the Armed Forces who risk everything on our
behalf. Through your support we have been able to commit, or otherwise designate, over £12
million to support the wounded. However, long-term injuries need long-term solutions. Going
forward, Help for Heroes aims to supplement the available facilities and care so that those in
rehabilitation get the very best facilities and treatment in order to recover from their injuries
and rebuild their careers.
We believe that a new centre based on Cattrick camp will enable Help for Heroes to
reach and help more injured and wounded soldiers and their families. The Cattrick centre will
be state or the art and will help those whose rehabilitation will take longer or be more
complicated, enabling us to free up more spaces in the Colchester Plymouth and Tidwell
centres meaning we can reach more soldiers overall. Helping to aid and speed up the recovery
process for our heroes and their families.
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Recruitment of Volunteers. Volunteering with Help for Heroes is a hugely enjoyable
and rewarding experience. Our volunteers are very important to us – providing that personal
link and support to the public in their fundraising efforts. They are such an important part of
our success and by ‘doing your bit’ through volunteering, you really can make a difference.
We are aiming to get volunteers firstly from within the services community itself. We will
appeal to family and friends of servicemen and women across the country; Asking them to
volunteer for one off events or to volunteer their time on a weekly or monthly basis. We will
then look to ex service men and women who have retired and may have more time available
on their hands. We also look for volunteers at our promotional events and our fundraising
events throughout the year across the UK. Finally we will appeal for volunteers on our
website where applicants can get in contact with the head of their area and offer their time.
Orientation of Volunteers. Volunteers will be orientated by their area manager.
They will attend 3 evening sessions where all their responsibilities will be explained to them.
Volunteers for special events such as (H4H bike ride) will attend a day of training the month
before the event.
Method of Solicitation
Operational Timetable. A year for help the Heroes is a massive amount of time and
can raise enough money to help hundreds of wounded soldiers and their families. For the full
plan see table 2 in the appendix.
Campaign Publications. Our communications director will be in charge or producing
press releases at certain times of the year. The first will be during January when Help for
Heroes will announce their yearly plan. Then throughout the year the press will be contacted
for several major events and finally in December a press release will be issued to update
people on how successful H4H has been through 2013. The communications director will
also produce advertisement posters for shops and business’s to put up for events in their area.
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Comprehensive Development Program
Major Gifts - Individuals. These are the people indentified in the potential donor
section. They are those Help for Heroes have identified at level two donors. Help for heroes
has decided that anything over £10,000 is counted as a major donations.
Major Gifts - Corporations. Help for heroes identified possible donors on three
levels the top level are the corporations who have been identified to give major gifts. To
qualify as a Major Gift in the corporation section the gift must be £100,000 or above.
Alumni . Alumni is generally for college use only however we have a similar
program within H4H. Help for heroes will appeal to people who have been in the army for
money as they have a special bond with the charity, many will have seen firsthand what the
dangers of war can do to friends or even family.
Cash. Donations by check or credit card to the Help for Heroes may be sent directly
to the Dowton office or directly via our website. Many people prefer this method and it is
Quick and easy.
Property other than cash. Donating securities, automobiles, and similar properties
can often be a tax-efficient method for making a meaningful gift to H4H.
Workplace giving programs. It can be arrange via the homeland revenue and H4H
that deductions can be taken straight from your monthly salary. For many people this is the
easiest option as they are making a continuous donation however they don’t have to
remember to do anything each month. Since the introduction of these payroll deduction
programs in 2010, they have raised more than one 10 thousand pounds for our development
centres programs. This is a major area that we need to push forward as this could be our
biggest source of income within the next 5 years.
Matching gift programs. Many companies double or triple charitable donations
made by their employees. This method has already been taken on by the Cooperative
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association. Each year whatever their customers and employees raise they have agreed to
double. Again this could contribute to a huge percentage of our yearly total if we involve
more major companies.
Life- Insurance. Donors can create a bequest by putting a paragraph of instructions in
their will. They can accomplish much the same result by adding H4H to their IRA or life
insurance policy beneficiary form. This method means that the donors can remain un-named.
This is an area H4H has not fully explored in our short life so far however this is a major
avenue for us as an organisation within the next 5 years.
Leaving a Legacy. We have a program whereby you will leave a specific amount of
money or possessions with your Will. Leaving a legacy to charity, no matter how small or
large will also be completely free from inheritance tax.
Special events. You your self can hold your own fundraiser for help the heroes.
Whether it is as small as a simple bake sale at the local primary school or a bike ride across
Africa we will support you the whole way. This is an easy way to volunteer and to inform
others within your area of our charity to hopefully spread the word of the fantastic job we do.
Last year each week, we had more than 450 new fundraising events logged with Help for
Heroes.
Endowments Funding. An endowment fund is a fund held by a charitable
organization in which the donor has imposed a restriction that prohibits some or all of the
fund from being spent currently. Help for Heroes has decided that after 7 years they are going
to set up an Endowment program for the new facility. All money donated cannot be used
other than for the building of the new facility in Catterick.
Gifts –in-kind. In-kind gifts are products or services which can help the charity other
than cash. In previous years companies have been very kind in their donation to Help for
Heroes in the terms of in-kind gifts. H4H has managed to receive computers and software for
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our main office in Dowton. This year help for Heroes is looking to expend the in kind gifts to
equipment desperately needed in the rehabilitation centres across the country.
Planned Giving. A planned gift is any major gift, made in lifetime or at death as part
of a donor’s overall financial and/or estate planning. There are three types of planned gifts,
first outright gifts that use appreciated assets as a substitute to cash, second, gifts that return
income to the donor in return for contribution. Finally gifts that are payable upon donor’s
death. Help for heroes has previously focused on the third method of planned giving and this
is the one which will be again concentrated on this year.
Point System. A points system would mainly be used within a sporting or events
corporation. If a donor gave money then they would receive more points. In return the points
could be used to receive better seats at games or in exchange for merchandise. Help for
Heroes is solely a charity and will not be running a points system.
Solicitation Sequence
To see our full year plan please see table two of the appendix. We have many events
planned as a whole organisation throughout 2013; an evening of clairvoyance in Bromsgrove.
A 24-hour bricklaying competition in York. A bungee jump in a mankini. A chestwax-off in
Chingford.
Public Relations
Help for Heroes public relations is dealt with by the campaign manager and the
communications coordinator. There job is to plan, direct and coordinate activities to solicit
and maintain a favourable public image or raise awareness for Help for Heroes.
Acknowledgment of Contributions and Volunteer Services
2012 saw a huge increase in the number of volunteers and contributors to our charity.
We raised the most amount of money yet with over £1 million being raised per month. We
would like to say a special thank you to The Sun newspaper for the help the heroes’ bracelet
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campaign which brought in over £2 Million after just one year of a launch. We would also
like to thank the FA for their involvement and encouragement for professional players to get
involved in the fundraising efforts by donating sponsoring. However most of all we would
like to acknowledge you, for your efforts. We understand that their are thousands of people
who contribute and volunteer their time and money to H4H and we appreciated every last
penny of it because it all make a difference no matter how big or small.
Operational Timetable
2013 will again be a busy and hectic year for everyone involved with H4H especially
with our new aim of raising over £100 million by December. To see our full month by month
plan please see table 2 in the appendix.
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References
Samuel, H.(2011) Help for heroes support for the wounded, Help for Heroes Annual Report.
4, (32-45)
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Appendix
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Table 1
Number of Pledges
£ amount of Pledge
Cumulative total
Examples
2
£500,000
1,000,000
Life insurance
4
£250,000
2,000,000
Major gifts
6
£100,000
2,600,000
Matching gift
programmes
8
£50,000
3,000,000
Workplace giving
16
£25,000
3,400,000
H4H Special
Events
24
£15,000
3,760,000
In-kind Gifts
40
£10,000
4,160,000
Planned Giving
60
£5000
4,460,000
Sponsorship
money
100
£3000
4,760,000
Fun run events
Numerous
£<3000
5,000,000
Online donors
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