Income Generation Strategy
November 2014
Patient reach drives prospects
Patient strategy, name change, awareness comms.
Increased patient understanding
More engagement = more financial prospects
The ability to convert prospects to donors
Evidence - sector and scale
Charity Sector
Whole sector voluntary
Source: CAF/Charity Commission
Data: Whole charity sector, last submitted
annual reports.
Health (1)
Source: CAF/Charity Commission
Data: Charities which have the objective
“The advancement of health or saving of
lives”
Health (2)
Source: LLR/Charity Commission
Data: Charities which have a health related
ICNPO classification.
Medical Research
Source: LLR/Charity Commission
Data: Charities which have a Medical
Research related ICNPO classification.
Total Voluntary income
Health (1)
Cancer
(multi)
Blood cancer
Cancer
(all)
Health (2)
Cancer (all)
Source: LLR/Charity Commission
Data: Charities which have a cancer
keywords in their name or activities
Cancer (multi)
Source: LLR/Charity Commission
Data: Charities which have a cancer
keywords in their name or activities with
obvious large single cancer charities
removed.
Hospitals & Hospices
Source: LLR/Charity Commission
Data: Charities which have a Hospital ICNPO
classification.
Blood Cancer
Source: LLR/Charity Commission
Data: Charities which have a blood cancer
keywords in their name or activities.
Medical
Research
Segment
Hospitals & Hospices
Amount
Percentage
17,131,381,000
Whole sector voluntary
£
Health (1)
5,936,388,000
2,557,000,000
34.7%
Health (2)
£
£
Medical Research
£
962,120,000
5.6%
Cancer (all)
£
735,111,000
4.3%
Cancer (multiple cancers) £
£
Hospitals & Hospices
637,809,000
3.7%
263,102,000
1.5%
£
46,157,000
0.3%
Blood cancer specialist
14.9%
Top 10 blood cancer charities by voluntary income
LEUKAEMIA & LYMPHOMA RESEARCH
£19,540,000
ANTHONY NOLAN
£12,000,000
CHILDREN WITH CANCER UK
£11,160,000
LYMPHOMA ASSOCIATION
£1,068,204
CURE LEUKAEMIA
£863,000
THE CHILDREN'S CANCER AND LEUKAEMIA GROUP
£487,037
THE LEUKAEMIA CARE SOCIETY
£363,703
THE EXETER LEUKAEMIA FUND
£336,315
ELIMINATION OF LEUKAEMIA FUND OR ELF
£258,456
LINC THE LEUKAEMIA AND INTENSIVE CHEMOTHERAPY FUND
£191,294
£-
Source: LLR/Charity Commission data
£5,000,000
£10,000,000
£15,000,000
£20,000,000
£25,000,000
Top 10 cancer charities by voluntary income
£400,400,000
CANCER RESEARCH UK
£151,971,000
MACMILLAN CANCER SUPPORT
MARIE CURIE CANCER CARE
PROSTATE CANCER UK
£83,639,000
£26,295,000
LEUKAEMIA & LYMPHOMA RESEARCH
£19,540,000
CLIC SARGENT CANCER CARE FOR
CHILDREN
£19,210,000
BREAKTHROUGH BREAST CANCER
£13,361,000
THE CHRISTIE CHARITABLE FUND
£13,083,000
ANTHONY NOLAN
£12,000,000
TEENAGE CANCER TRUST
£10,435,221
£-
Source: Charity Commission data
£100,000,000 £200,000,000 £300,000,000 £400,000,000 £500,000,000
Evidence - trends
Mobile giving
Crowdfunding
“Everyday” fundraising
“Betterment” fundraising
Experiential
Digital fundraising
Knowing our audiences (KOA)
Demographics - age
75+ years
70-74 years
65-69 years
60-64 years
55-59 years
50-54 years
Sports
45-49 years
Donors
40-44 years
35-39 years
30-34 years
25-29 years
21-24 years
16-20 years
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Demographics - gender
Donors
59% female
Sports
Female
Female
Male
Male
55% male
Our supporters
Q: How many other charities do you support?
60
Total
50
40
30
20
10
0
1
Base: n=164
2
3
4
5
(blank)
Donor profile
What this means for us
Sports
Corporate partnerships
Major Giving
Regional
Individual Giving
More money to our mission
• EU and statutory income
• Matched funding and leveraging support from others
Where are we now?
1. Patient reach
2. Prospect identification
3. Engagement activity
4. Relationship management
The opportunities ahead
•
•
•
•
•
•
Increased share of blood cancer market
Increased share of cancer market…and wider health
More from existing supporters
More from existing income streams
Innovation
Other streams – Statutory and money to mission