The event was being headlined by an act that would sell out an 8-10,000 seater venue, but this event, in a much smaller venue failed to sell out. Why?
Well I believe that the charities ego got in the way. They failed to recognise that this artist would sell out the event and instead they went about talking about themselves. We all use our fundraising to boost our profile and get our name out there, but you have to realise that sometimes your charity name/brand isnt the thing thats going to get you success.
I often see people worrying about their name positioning, and not just in the charity world. You have to evaluate what you are doing and assess what is going to make it a success. Sometimes that involves taking a step back and allowing others take the limlight…..and checking your charity ego.
I think another example of this could be Parkinsons UK. I read an article on Third Sector the other day about their recent re-brand. You can read the full article here, and it really talks about social media and trying to control whats out there. But what struck me was how, it seemed, Parkinsons UK lost sight a bit. They focussed on something they thought was important but which actually meant very little to those who were passionate about their cause, people with Parkinsons (read their comments on the re-brand here). I agree with some of the points their CEO makes and some of the reasons for the re-brand are really valid. But part of me can’t help thinking that , despite them stating that they did involve all stakeholders, they got carried away with their charity ego and started to believe that the brand was more important than anything else.
I hope they get through this, and I am sure they will, I think their intentions were right. But to me these examples are reminders to me that we need to keep our charity ego in check and make sure we take that step back and evaluate the things that really matter and that will really (and I mean really) make our fundraising more successful.