Introduction
To keep SSAFA thriving, we manage our resources responsibly, putting the beneficiary first, by ensuring funds are directed to supporting our charitable objectives.
This also allows us to maintain the essential operations and systems of our charity, including professional management, governance, IT, HR, and training, all of which are crucial for SSAFA to function effectively and comply with industry and sector regulations and codes.
Fundraising is a critical element in ensuring our survival and growth. It helps us build support and recognition from the public and our funders. With increasing scrutiny, governance and assurance standards, managing a compliant and well-run charity is more challenging and costly than ever.
For many years, a significant portion of SSAFA’s income has come from MOD contracts for health care and social work services. As the long-term future of these contracts is not guaranteed, investing in our fundraising will help mitigate potential income shortfalls and support the costs of our casework provision and other service delivery models as they evolve.
Purpose
This document outlines how SSAFA’s UK volunteer network (the ‘Network’) of regions, branches, and Serving Community Teams (SCTs), can work hand-in-hand with the national fundraising team (NFT). Together, we aim to support each other in our fundraising efforts, ensuring the sustainability of SSAFA and fulfilling our charitable goals through a national welfare delivery program that includes:
- Welfare advice and support: Casework, Forcesline, support groups, short breaks
- Specialist services: Mentoring, Veterans in the Criminal Justice System, Gurkha Welfare Services, Glasgow Helping Heroes
-
Supported accommodation: Norton House, Stepping Stone Home. Fisher House
- MOD health care and social welfare services: UK and overseas
This document has been updated to reflect recent changes in our Welfare Operations (WelOps) and Fundraising, Marketing & Communications (FMC) teams.
References in the document to the regional team mean the combined support provided by the Regional Marcomms Managers, Community Engagement Managers, Regional Managers and Statutory Grants team.
It should be read in conjunction with the Community Engagement Strategy, the Branch Handbook, applicable policies and the various fundraising guides, which are available on GoAssemble and in SSAFAnet.
SSAFA is registered with the Fundraising Regulator. This means that our staff and volunteer fundraising activities must adhere to the Code of Fundraising Practice which sets the standards that apply to fundraising conducted by all charitable institutions and third-party fundraisers in the UK. Code of Fundraising Practice | Fundraising Regulator
Fundraising Together
A united approach to community engagement and fundraising across ‘One SSAFA’ ensures that we fundraise safely and that our supporters and the public understand the full range of our services and our support for the Armed Forces community.
National initiatives and campaigns also raise our profile within the Network’s communities.
SSAFA generates income through various activities, including:
- Individual and Regular Giving: Mailing campaigns, private site face-to-face fundraising, social media campaigns, the SSAFA Lottery, and In Memory giving.
- Gifts In Wills: Many supporters choose to remember SSAFA in their Wills.
- Major Donors: Donations from wealthy individuals.
- Trusts, Foundations, and Statutory Grants: Support from various independent funders, including trusts, local authorities, institutional funders, and government departments.
- Corporate Engagement: Collaborations with companies through donations, employee fundraising, sponsorship, volunteering and more.
- Trading and Merchandise: Sales from our online shop directly benefit SSAFA.
- Special Events: SSAFA-run and ‘in support of’ events where SSAFA is the recipient of funds raised.
- Challenge Events and Supporter Events: Including running, cycling, ‘ultra’ events and other challenges.
How we work together
Most of our fundraising activities are managed by our national teams. However, there can be opportunities for the Network to take part in various initiatives as part of their community engagement plans. These are the main areas of fundraising for SSAFA:
- Individual Giving: In Memory fundraising and Gift Aid claims. Contact: Lizzy Collins, Marketing Manager.
- Gifts in Wills and Major Donors: Administering legacies and engaging with high-net-worth individuals. Contact: Iqtadar Hasnain, Head of Philanthropy.
- Trusts and Foundations: Applying for trusts and foundations grants. Contact: James Chappell, Head of Grants & Statutory Income.
- Statutory Grants: Applying to local commissioning bodies to support our local/regional service delivery. Contact: Elleanor Hutson, Statutory Grants Manager.
- Corporate Fundraising: Engaging with local and national companies. Contact: Jenny King, Head of Corporate Engagement.
- Merchandise: Purchasing and reselling SSAFA merchandise. Contact: Brian Gray, Trading Manager.
- Special Events: Participating in events organised by the Events team. Contact: Verity Harding, Head of Events.
- Challenge Events: Raising income from challenge events. Contact: Verity Harding, Head of Events.
- Supporter-led Fundraising: Supporting local fundraisers and events. Contact: Verity Harding, Head of Events.
- Fundraising Training: Providing courses for volunteers. Contact: Eilidh Chown, Head of Volunteer Learning & Development.
- Volunteering at Events: Engaging volunteers in fundraising activities. Contact: Verity Harding, Head of Events
- Regional Marcomms Managers (RMM): Each region has a dedicated manager (part of the FMC directorate) to support publicity and raising awareness of SSAFA at branch and regional level. Contact: Laura Mitchell, Senior Storytelling Manager
- Community Engagement Managers (CEM): Each region has a dedicated manager (part of the Welfare Operations directorate) to support branch-led community engagement activities. Contact: ([email protected]).
Principles of Fundraising Together
The following principles aim to promote One SSAFA’s culture of fairness, trust, and collaboration. They support opportunities for the Network to fundraise safely as part of their community engagement activities.
Principle 1: Donor Intentions
The stated intention of the donor determines whether the income generated is allocated to the branch/serving community team/region or the national charity. This should be confirmed at the first point of contact or enquiry. The details of the supporter should be passed on either to the branch/ serving community team/region (usually via the regional team) or to NFT as appropriate. Keeping a note of conversations with supporters will avoid potential disagreements and ensure full and transparent disclosure of where funds will be used within SSAFA.
Principle 2: Compliance
Network executive volunteers and the NFT are responsible for ensuring that all fundraising activities representing SSAFA, whether at local or national level, comply with the Code of Fundraising Practice as explained on the Fundraising Regulator’s website. The FMC specialist teams can organise training workshops for community engagement volunteers. Regional team managers should be contacted for advice and support on where to find guides on how to comply with the Code. Further support and information can be found on SSAFA’s SharePoint site and GoAssemble.
Principle 3: Communication
When NFT is hosting a large-scale ‘in aid of’ event, such as a fundraising dinner or corporate event, it will inform the relevant branch or SCT chair of its plans at the earliest opportunity. Similarly, when a public ‘In Aid of’ fundraising event is hosted by an external organisation on behalf of SSAFA, NFT will also inform the relevant chair and regional team at the earliest opportunity. In both cases, NFT may invite a representative from the local branch or SCT where appropriate.
Principle 4: Conflict Management
If NFT is aware of fundraising activities to support SSAFA taking place within branch and SCT areas, it will inform the relevant branch/ serving community team/region at the earliest opportunity to manage any potential conflict that might compromise the branch/region’s own plans to raise money in its area, for example, professional Private Site Face-to-Face fundraising. The regional team should also share with NFT any planned and licensed fundraising activities in their local area, such as store or station collections, to ease potential conflicts with NFT’s existing supporters, corporate partners, or community fundraising activities.
Principle 5: Transparency
When a supporter is generating income for the Network, this should be stated in fundraising materials and communications from the start of their activities. For example, fundraising pages on donation sites like JustGiving or Enthuse should clearly state the relationship with the branch, division, region, or SCT. The Network will provide its supporters with fundraising materials, such as running vests, with guidance and help from the regional team.
Principle 6: Volunteer Engagement
When NFT engages with branch and SCT volunteers to help fundraise at events, the relevant NFT team will explain the terms and activities. Where, with prior agreement, this includes an opportunity to fundraise for their branch/ serving community team/region, the branch/SCT volunteers shall retain all monies generated through their own efforts, such as tin/bucket collections. Volunteers must clearly communicate with supporters that donations collected will support the branch’s or SCT’s local or regional charitable activities. The branch/SCT will be responsible for travel and out-of-pocket expenses incurred by volunteers unless agreed otherwise in advance.
Principle 7: Legal Compliance for licensed partnerships
All sponsorship and Commercial Participation Agreements (CPAs) negotiated by the Network must be registered with the NFT Corporate Engagement team. Such agreements must comply with the relevant legislation (Charities Act 2016), which requires that legal contracts are approved and signed by an approved director of the charity or authorised member of staff.
Principle 8: Grant Applications
Branches are encouraged to identify grant applications of up to £10,000 with local and regional charitable trusts and foundations. However, before submission, they should notify the Grants & Statutory Income Team to check for any existing relationship or planned approach to the funder that could create a conflict of interest. If funders ask for interim and final grant reports, the GSI team will aim to provide financial information, impact and evaluation figures, key messages, descriptions, and approved case studies where needed.
Principle 9: Challenge Events
The NFT buys places for various challenge events each year, against which it sets income targets. The income generated from these places is credited to the NFT Events team. If the income generated exceeds the minimum sponsorship, then by prior agreement, it may be shared with a region, branch, or SCT if directed by the participant. Participants should confirm with the Events Team before taking part, in writing, why they wish excess funds to be shared with their branch/SCT/region. The request should be acknowledged/agreed in advance of the participant being awarded a place and not agreed retrospectively, unless by exception.
Principle 10: Corporate Partnerships
Every new corporate fundraising enquiry received by NFT will be account-managed by the Corporate Engagement team in the first instance. If the corporate partner wishes to support a specific local branch or SCT’s activities, or if the Corporate team feels it is more appropriate for the partnership to be managed by the Network, this will be discussed and agreed with the regional team. In such cases, the relationship can be passed to the Network with support from the Corporate Engagement and regional teams. The Corporate team will provide each region with a list of current corporate partners to help focus their resources efficiently in the search for new supporters.
Principle 11: Network partnerships
All new and existing branch/serving community team corporate/business partnerships should be registered with the Corporate Engagement team. When the Network engages with local or regional corporate partners directly, they are encouraged to first contact their regional team and the Head of Corporate Engagement for advice.
Dispute resolution
These principles should hopefully minimise misunderstandings and disagreements. However, if a misunderstanding or disagreement arises, it can be raised with the Director of Fundraising, Marketing & Communications and the Director of Welfare Operations for resolution, with a further appeal level to the CEO if required.
For Further information
Please contact:
- Jonathan Sandall, Director FMC ([email protected], 020 8148 7561)
- Shakira Everden, Sen. Community Marketing Mgr. ([email protected], 020 4551 3597)