Roadshow presentation 2012

Stroke Helpline 0303 3033 100stroke.org.uk

Directors Road show 2012

Building for our future

What this talk covers

• Mid-term strategy review

• Our 20 year impact on stroke research

• Contracted services update

• Promoting our need for voluntary income

2010 to 2015 Mid term strategy review

Background

• Our charity – the Stroke Association - is not about just “surviving” year to year

• Stroke is a big cause and a big responsibility

• Our aim is nothing less than making a fundamental contribution to lessening human misery

• We have to be a big enough charity to make that difference: we have to grow…

The story so far…

2005 to 20102005 to 2010 2010 to 20152010 to 2015 2015 onwards2015 onwards

Establishing stroke as a major health concern and developing

our infrastructure

Establishing stroke as a major health concern and developing

our infrastructure

First phase

Establishing the Stroke Association as a major charity

player

Establishing the Stroke Association as a major charity

player

Second phase

Consolidation and growthConsolidation and growth

Third phase

Our current strategy

What has been achieved…

Prevention• Know Your Blood Pressure reaches 30,000 people a year

• We refer over 4,000 people a year for follow up with their GP

• 50% of people know that high blood pressure is the biggest risk factor for stroke, and awareness of high blood pressure far outweighs other risk factors

• Partnerships with Rotary, St Andrew’s First Aid, Ambulance trusts, Change4life

Research• Increased our annual spend on research through collaborations with

other funders and the Princess Margaret Research Fund

Research• UK Stroke Forum going strong with 1382 Delegates at the 6th

Conference in 2011

• Expanded UK Stroke Forum activities to include an annual Northern Ireland conference in collaboration with ACPIN

• Performing the role of hosting the endorsement programme for the Stroke Specific Educational Framework from Department of Health

• Secured funding from Skills for Care to become an accredited provider of QCF training in Stroke Awareness.

• Achieved and retained NHS Information Standard (IS) accreditation for all our information products

Services• 340 Commissioned Services

• 289 contracts

• £12.3m Contract income from Health and Social Care

• 586 staff of whom 211 full time and the majority are

professionally qualified in health or social care

• 2,791 volunteers of whom 13% are stroke survivors

• 25% clients of working age and 7% BME

Services• Moved helpline team from London to Bromsgrove

• Formed Children’s Committee, and secured funding for pilot children and stroke service development in London

• Developed and integrated electronic client relationship, management and data system into our work enabling impact reporting and capacity for research activity in future

Infrastructure• Increased accommodation away from London with

Bromsgrove and Cardiff

• Integration of datasets across organisation nearly complete, providing platform for marketing analytics

• First Capital Appeal success: the Life After Stroke Centre fundraising appeal exceeded target by 11%

• We now have more than 2000 legacy pledgers

• Quality goals being achieved

But also…• A hugely successful Action on Stroke Month (thanks to you

for your participation)

• Our new brand, website, intranet, and ever increasing social media activity

• Doubling of the number of campaign supporters in the last year alone

• Listening to stroke survivors, leading to our high profile Life After Stroke and benefits campaigning

What has changed…

Financial changes

Double dip recession

Reduced commitment to give from some donors

Turmoil in the health service in England

UK-wide cuts in health and social care funding

Political changes

Localism agenda in England

Increased nationalism in devolved nations

Demands from beneficiaries for support against

withdrawal of benefits and rights

Organisation changes

New brand launched

Where are we now…

Opportunities• New brand is proving its potential to attract more people

and companies to us

• Recession has, at least, had positive impact on ease of quality recruitment

• New services developments: Stroke Companion; 6 month,12 month reviews

• Recession creating more partnership opportunities

• Getting closer to large Charity of the Year win

Threats and Weaknesses• Some small scale competition for contracts

• “Tesco-isation” of voluntary sector continues, making it harder to get profile

• Concerns about de-prioritisation of stroke due to knowledge deficit in new structures and closure of stroke networks

• Demand from stroke survivors for support on welfare rights, we have no objective on this

• The cuts of £1.8 million last year have tested and restricted our abilities as an organisation

• The volunteer support infrastructure we want and need is not in place

• Staff training budget very restrained, despite new demands as we gain new services

Threats and Weaknesses

• No cost of living or increment pay rises for two years; threat of losing good staff increasing

• Graduate recruitment programme closed down

• Business development possibilities suspended

• Marketing and promotion budgets inadequate and internal organisation needs review

Threats and Weaknesses

Shared understandings• Next few years about sustainability and consolidation,

meeting need for £1million extra net per annum

• Need to become more market able, capable of effectively reaching and relating to key audiences/customers, and conversion to supporters

• Beyond incremental growth is needed in fundraising, this will need support from communications to happen

Our structures• We need to look at our structures to make sure we can

overcome threats and weaknesses…

• We need to better understand and meet the needs of our audiences…

• …So we will be redirecting resources and investing in better data analysis and audience insight and in our marketing

Our structures• We will move our Business Support team to be part of the

CEO’s office

• Our Partnerships team will move into Communications

• We are shifting the emphasis of our Regional Fundraising team by making all of our events activity come under one team and by promoting much more community fundraising

Our 20 year impact on stroke research

Between 1991 and 2011, the Stroke Association awarded more than £28 million as project and project grants addressing issues all along the care pathway for stroke.

Project and Programme grants awarded broken down by research area (1991-2011 )

Our prevention research• one in ten people who experience a TIA will go on to have

a major stroke within a week

• treating TIA patients in an emergency TIA clinic can prevent 80% of them going on to have a major stroke

• the ABCD score to help doctors predict who is most at risk of a major stroke after a TIA

• improved the quality of carotid artery surgery to prevent more strokes

Our research has saved lives• paramedics can use the FAST test to accurately identify

stroke patients

• evidence shows that stroke units save lives

• more widespread use of thrombolytic drugs to dissolve blood clots

• giving aspirin immediately after stroke can prevent a second stroke

Our rehabilitation research has improved lives• ‘early supported discharge’ so survivors

can leave hospital earlier

• increase in occupational therapy available to stroke survivors

• Functional Electrical Stimulation (FES) to improve hand and arm function in stroke survivors with arm paralysis

• improved our understanding and consideration of communication difficulties

• led to new speech and language therapies

Our rehabilitation research has improved lives

• web-based tool to improve reading for those with loss of vision in one eye (Read-Right)

• screening tool to better identify stroke survivors with psychological problems (BCoS screen)

Research Capacity Building

46 Junior Research Fellowships/Bursaries:

5 Senior Research Fellowships:

New for 2012: Princess Margaret Research Development Fellowships

3 Clinical Research Fellowships:

30 Clinical Fellowships:

Contracted Services Update

Context

• Major restructure in England has led to planning “blight”

• NHS in England to save £20bn

• Cuts to LA funding of 28%

• So far, we have suffered the loss of some services, and valued colleagues, and had some with reduced funding…

• …But we have made gains too

• Overall at standstill, a remarkable achievement compared with some other charities

Looking forward

• Recent count, 5 out of every 6 services have contracts with end dates of next March or earlier…

• …But we expect the vast majority to be renewed

Commissioners as customers

• Social Services (1/3 of our contracts) no change, we continue to argue our case – and it’s a good case

• NHS Commissioning Managers, those who manage our contracts remain unchanged

• GPs will be making many decisions, working in Clinical Commissioning Groups (CCGs)

CCGs: what do we know?

• Like many, we know relatively little

• We have interviewed just under 1 in 10 across the summer

• No indication that they won’t support stroke, or the voluntary sector, or that they plan cuts to community services

We have a strong case…

And we have a lot of work to do…

And we continue to develop new services.

Promoting our need for voluntary income

Pay attention!

Here comes the science bit…

Cancer is the most popular cause to donate to, followed by children and young people

0% 10% 20% 30% 40% 50%

None of these

Not sure

Sensory Impairment

Religious

Dementia

Environment and conservation

Disability

Homelessness and social welfare

Rescue services

Overseas aid and development

Older people

Health & medical (excluding cancer)

Animals

Veterans/ armed forces

Hospices

Children and young people

Cancer

Nov-11

Sep-11

Mar-11

Mar-10

“Please indicate which types of charities you have given money to in the last 3 months, and which you have volunteered for.” Prompted

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Nov 2011, nfpSynergy

Competing against these charities is not possible, we need to take a different approach

Sure enough this is shown in the ‘spontaneous awareness’ figures of charities working in the health sector

“Please can you name the first charity, voluntary organisation or pressure group that comes to mind” / “And which other charities, voluntary organisations, pressure groups can you think of?”

1% of people name Stroke Association as a charity working in the health field ie c 500,000 people.

Base: 1,000 adults 16+, BritainSource: Charity Awareness Monitor, May 12 (Online), nfpSynergy

Personal situation and a person’s tastes are key reasons to donate to charity

Tastes, preferences and passions,

Personal and Professional backgrounds,

“Close to my heart”“Touch a chord”

Charities… “that I admire”… “am comfortable giving to”

CGAP report (2010) “How Donors choose Charities”

“Things that happen to appeal to me”

Personal links are demonstrated time and again by people fundraising for us

Most of our supporters have strong, often personal ties to stroke

Q= What is your link to stroke?**

**this was a survey monkey (online) survey, 3 quarters of respondents were over the age of 46

And here’s yet more research that shows these are key reasons for people donating to charity

Stroke Helpline 0303 3033 100stroke.org.uk 64

Therefore, targeting those with an affinity to the

cause is not just important for us, it’s essential!!

But what is the size of this market?

Change of reporting from caseload to new referrals

A lot!

A huge amount!

A gigantecimal amount!

A whopping great big number of people…

True or false?

• Stroke Association helps many thousands of stroke survivors and their families each and every year…

• Survivors and their families feel grateful for the help they receive, and are likely to feel empathy with the situation of other people who will have strokes in the future…

• Many stroke survivors and their families will already be charity-minded and actively give to or support other causes they care about…

But…

• Although many stroke survivors will go on to support us through volunteering, currently very few of them or their friends and family, following their experience of benefiting from our services, become active donors or supporters

Therefore• We are embarking on a staff engagement programme to:

• Help fundraisers to build strong, mutually beneficial relationships with their colleagues from other departments

• Support all staff to help their colleagues, at appropriate times and in an appropriate way

• Increase understanding of what voluntary income provides for the association and how we wouldn’t exist without it

Our fundraising challenge

• We need to tap this great potential to grow the number of people who regularly give us a donation

• That means improving our marketing analysis and our insight into potential donors:

• What can we do for them?

• How do we reach them?

• How do we engage with them emotionally?

• How do we develop our relationship with them?

• How do we convert them from passive to active supporters?

•To win at least one major charity of the year partnership

•To build together the stroke community

Our fundraising challenge

We all need to be ambassadors for our cause…

Thank you

Roadshow presentation 2012

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