Interview in the Guardian

David Cosham, the KidsOut Chief Executive was recently interviewed by The Guardian Newspaper. This is what he had to say:

1. What’s the best bit about your job? What makes you get up in the morning?

Knowing that, by the end of the day, a decision we made in the morning will already be making a measurable difference.  That’s the real attraction for working in a small organisation like KidsOut.  We are genuinely one team.  We work hard, very hard in fact, to make a lasting difference to the lives of disadvantaged children.

2. What made you decide to work in the third sector?

I grew up in a family where spending time on charitable work was the norm.   As a child, I spent many weekends with my father collecting wood for old people’s fires.   After years in corporate life, I’m thoroughly enjoying the chance to use my skills and experience in the charity sector and to do something really worthwhile.

3. What’s a typical working day for you?

There isn’t one.  Another advantage of being in a small charity is the variety.  I rarely seem to be in the office these days.   I spend as much of my time as possible meeting corporate and private supporters, working with them to turn their offers into something tangible for the disadvantaged children we’re here to help.  I’m spending more time with my mobile phone than ever, making and taking calls to discuss how we’re delivering services across the UK.   Evenings are often spent at fundraising events, where I have the chance to speak from the heart on what we do and tell our guests how much difference their support makes.

4. Tell us about your upcoming fundraising campaign?

KidsOut fundraising activities run throughout the year and move from city to city.  We’ve developed a highly successful format for corporate networking events which provide a great night out as well as an excellent platform for fundraising.  We started this year’s campaign in Cardiff in September 2011.  Whether measured by number of guests or funds raised, it exceeded our most ambitious targets and has started the year with a bang.

5. What’s your fundraising target for the campaign?

Last year we increased funds raised at these events by 50% to over £300,000.  This was a fantastic achievement given the economic conditions and we know we are very fortunate to continue to receive such tremendous corporate support. 

In 2011/12, we’ve set ourselves a more cautious increase to reach £400,000.  Based on the results from our first two events in Cardiff and Manchester, we are off to a great start and I am optimistic we’ll reach the target.

6. What’s the biggest trend in fundraising that you’re expecting to see in 2012?

We’ve just completed a major investment in our new website at www.kidsout.org.uk complete with all the popular social media links.  We’ve done this because we expect an increased proportion of our income to come from online donations.  In the past, KidsOut has relied on manual systems.  However, as we grow the charity I want to minimise costs, so we continually increase the proportion of funds which go directly to help the children.  Automated web-based systems and our partnership with BT are both key elements in enabling us to deliver continual improvements in efficiency.

7. What advice can you give to charities that need to fundraise during an economic downturn?

It’s a very challenging market for charities just as it is for any business.  For us, differentiation has always been key.  KidsOut appeals to supporters partly because we’re small and efficient, but mainly because no-one else does what we do.  Continual reinforcement of this difference is an important part of our marketing strategy.  

We have also made sure we have many different sources of funding. Our corporate supporters comprise of enterprises and small businesses spread across the country and in all industry sectors.  We are fortunate to be supported by a range of trust funds and our individual supporters are similarly diverse.  Unlike many charities, we do not depend on statutory funding from central or local government.  In recent years, this has helped insulate KidsOut from some of the economic turbulence which has affected the sector.

8. What’s the best tactic you’ve seen in individual fundraisers?

It’s vital to offer a choice of ways for people to give money to charity.  Some people will like to be recognised for their generosity, others prefer anonymity.  Some like the fun of a competition; others prefer to donate online or write a cheque.   There are many styles of giving and a successful fundraiser needs to appeal to as many as possible.

9. What advice would you give to people working in charities, looking to succeed in their careers?

Remember that you work for a business.  Charities have to be run on a normal commercial basis.  Time is money, and only effort which brings results can be afforded.  Once the fundamentals are established, then success will come from growth in the delivery of services to those in need. 

10. How can we attract more talented people to work in the third sector?

I strongly believe that third sector careers are everything that a corporate career is and more. The buzz you get from realising that you’re doing all this not to make more money, but to do more good, is all the more exciting.  At KidsOut, we’re fortunate to have grown our income, but that is only the means to an end.  And that is, through our amazing and life-changing work, to give disadvantaged children positive experiences to support them becoming future members of our society and workforce.