7.15 7.26 sponsorship fundraising donations - NSW … · Sponsorship Fundraising and Donations ......

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Standard Operating Policy

Sponsorship Fundraising and Donations Guidelines

Document Number SOP2006-028

File No. 06/1122

Date issued 1 June 2006

Author Branch Public Affairs

Branch contact 9320.7607

Division Public Affairs

Summary The purpose of this policy is to outline the procedure for sponsorship, fundraising and donation arrangements to the Ambulance Service of NSW.

Applies to All Ambulance Service of NSW staff All Operational Staff All Administration staff All Headquarters staff Division staff (select Aero medical, Northern, Southern, Sydney, Western) Operations Centres (select All, Aero medical, Northern, Southern, Sydney, Western)

Review date 1 September 2008

Previous reference SOPP 7.26 SOPP 7.15 Instructional Circular 2005/09

Status Active

Approved by Acting Chief Executive Officer

Compliance with this policy directive is mandatory.

Space

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SPONSORSHIP FUNDRAISING AND DONATIONS GUIDELINES

CONTENTS

1. EXECUTIVE SUMMARY...................................................................................................... 3

2. DEFINITIONS ...................................................................................................................... 3 WHAT IS SPONSORSHIP? .................................................................................................................. 3 WHAT IS FUNDRAISING?.................................................................................................................... 3 WHAT IS A DONATION?...................................................................................................................... 3 2.1 BENEFITS OF SPONSORSHIP, FUNDRAISING AND DONATIONS........................................... 4 2.2 RISKS OF SPONSORSHIP AND FUNDRAISING ......................................................................... 4 2.3 APPLICATION OF GUIDELINES ................................................................................................... 4

3. PRINCIPLES OF SPONSORSHIP, FUNDRAISING AND DONATIONS............................. 5

4. ADDITIONAL PRINCIPLES RELATING TO DONATIONS.................................................. 9

5. APPROVAL OF SPONSORSHIP AND FUNDRAISING ACTIVITIES.................................. 9 DO YOU HAVE A SPONSORSHIP OR FUNDRAISING PROPOSAL? ............................................ 10 APPROVING SPONSORSHIP PROPOSALS .................................................................................... 10 APPROVING FUNDRAISING PROPOSALS...................................................................................... 11 STAFF SOCIAL CLUBS ..................................................................................................................... 12 STAFF FUNDRAISING ON BEHALF OF ORGANISATIONS OTHER THAN THE AMBULANCE SERVICE ............................................................................................................................................. 12

6. IMPLEMENTING SPONSORSHIP AND FUNDRAISING ACTIVITIES .............................. 12 IMPLEMENTING SPONSORSHIP PROPOSALS .............................................................................. 12 IMPLEMENTING FUNDRAISING PROPOSALS................................................................................ 12

7. APPROPRIATE RECOGNITION FOR CONTRIBUTIONS................................................. 13

8. SPENDING SPONSORSHIP AND FUNDRAISING FUNDS AND DONATIONS ............... 13

9. REPORTING SPONSORSHIP, FUNDRAISING AND DONATIONS.................................. 14

10. PRIVACY ........................................................................................................................... 14

11. PUBLIC LIABILITY INSURANCE...................................................................................... 14

12. FURTHER ENQUIRIES ..................................................................................................... 14

APPENDIX A – AMBULANCE SERVICE OF NSW SPONSORSHIP CHECKLIST.................... 15

APPENDIX B – AMBULANCE SERVICE OF NSW SPONSORSHIP APPROVAL BRIEF............. ........................................................................................................................................ 17

APPENDIX C – REQUEST TO ESTABLISH A FUNDRAISING ACTIVITY................................ 19

APPENDIX D – LETTER SEEKING FUNDS .............................................................................. 21

APPENDIX E – LETTER OF THANKS FOR FUNDS OR DONATIONS..................................... 22

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1. EXECUTIVE SUMMARY During recent years there has been an increased trend for government agencies to develop community partnerships and seek funds through sponsorship and fundraising from the private sector. Such arrangements have often allowed the development of new services and initiatives. However, alongside the benefits there are risks associated with sponsorship and fundraising. To ensure accountability and transparency within the public sector, sponsorship and fundraising arrangements, as well as donations, need to be carefully scrutinised to ensure they fit within an ethical framework and are in the public interest. As well, there is a responsibility to ensure that providing sponsorship gives good value, the conditions of agreement are fair and transparent, and that the arrangement is appropriately documented and monitored.

These guidelines are based on those developed by NSW Health and comply with NSW Health Circular 2004/94 - NSW Health Sponsorship Policy - released 31 December 2004. The guidelines provide a framework to ensure compliance with basic principles to assess sponsorship proposals by the Independent Commission against Corruption (ICAC) and include a process for assessment, approval and implementation of sponsorships and fundraising, a checklist, and a memorandum of agreement. 2. DEFINITIONS

WHAT IS SPONSORSHIP? For the purpose of this document, sponsorship is defined as a money or in kind contribution by a private individual, organisation or the corporate sector, in support of an Ambulance Service of NSW facility, service, equipment, activity or event, in return for some form of public acknowledgment.

WHAT IS FUNDRAISING? Fundraising includes all activities that develop financial and in kind support from individuals, foundations and private and public organisations in support of an Ambulance Service of NSW facility, service, equipment, activity or event, where there is no expectation of public acknowledgment.

WHAT IS A DONATION? Donations are unrequested gifts of money or in kind contributions received by the Ambulance Service from individuals, foundations and private and public organisations where there is no expectation of public acknowledgment.

The key difference between sponsorship and fundraising is that sponsorship involves entering into a business arrangement designed to provide tangible benefits to all parties. The intention of the sponsor is to receive public acknowledgment and/or promotional opportunities in return for money or in kind support. Fundraising occurs with no expectation of individuals or organisations receiving any kind of benefit themselves. This does not mean that public acknowledgment cannot be given but rather there is no formal business arrangement for this to occur.

The key difference between fundraising and donations is whether or not the contribution was requested by the Service. If an individual or organisation is approached by the Service for a financial contribution this is classified as a fundraising activity. A donation is classified as an unrequested contribution to the Service.

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2.1 Benefits of Sponsorship, Fundraising and Donations Potential benefits for a sponsor are generally greater exposure and a positive association with the Service, including: ♦ Opportunities to demonstrate the company's business principles. ♦ Increased staff morale and pride through association with a ‘worthwhile’ service. ♦ Naming opportunities (eg for conferences, publications or facilities). ♦ Public relations benefits, including invitations to events. ♦ General corporate image/profile raising through philanthropic activity. ♦ Signage The Ambulance Service of NSW (the Service) can receive the following benefits from donations, fundraising and private and public sector sponsorship: ♦ An injection of resources, either a cash or in-kind contribution. This may reduce the cost of performing

a particular activity or allow for enhanced service delivery or development of a range of activities, projects and services that may not have been possible without additional funding.

♦ Providing funding for publications, conferences or other special activities that promote the Service. ♦ Providing the Service with an opportunity to develop better working relationships with stakeholders. ♦ Promoting the public profile of a program or the Service to a wider than normal audience, including

activities which increase community awareness of a program or activity. ♦ The provision of advertising/promotion from television (free to air and pay TV), radio, newspaper or

other media, such as billboard, buses, etc.

2.2 Risks of Sponsorship and Fundraising While sponsorship and fundraising offer significant benefits, these activities also potentially expose the Service to risk. A key risk is the potential for a sponsorship or fundraising arrangement to compromise or influence how the Service may conduct its business, for example, its purchasing and other contractual arrangements. A more serious example would be where the Service’s objectives were to be somehow altered or affected by a sponsorship arrangement. Public confidence can quickly be eroded if there is a perception that, by way of a sponsorship arrangement or fundraising activity, the Service is no longer neutral, or is implicitly promoting or endorsing a particular individual or organisations’ products or services. It is important to consider whether any proposal will withstand full public scrutiny and not undermine public confidence in the neutrality and integrity of the Service.

2.3 Application of Guidelines The guidelines apply to all sponsorship (cash or in-kind value), fundraising activities, donations, clinical trials, research projects, trial of equipment and ambulance representation at conferences and seminars and replace SOPP 7.15 relating to sponsorship and SOPP 7.26 relating to donations.

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3. PRINCIPLES OF SPONSORSHIP, FUNDRAISING AND DONATIONS These guidelines provide a framework within which all areas of the Service, including individual ambulance stations, understand how, when and for what purpose they may undertake sponsorship and fundraising activities, including appropriate approval processes and statutory and record keeping requirements.

To maintain a high standard of public accountability and ethical practice, these guidelines incorporate principles developed by the following organisations (links to website provided for further information): ♦ The Independent Commission Against Corruption (ICAC) (http://www.icac.nsw.gov.au/) ♦ Circular 39/49 ‘Department of Health Revenue Policy and Revenue Standards’, which defines the

requirements in respect of fundraising and charitable undertakings (http://internal.health.nsw.gov.au/) ♦ NSW Health Policy Directive PD2005_415 - NSW Health Sponsorship Policy

(http://internal.health.nsw.gov.au/) ♦ The Charitable Fundraising Act 1991 (http://www.dgr.nsw.gov.au) ♦ The Fundraising Institute of Australia (http://www.fia.org.au/) ♦ The Australian Taxation Office (http://www.ato.gov.au) ICAC has developed a set of principles that apply to sponsorships. Staff should refer to section 9.26 of the NSW Health Accounting Manual for the full set of principles. However, in this section of the guidelines, the principles have been adapted to place them into the Service’s context. In some sections examples are used. Principle 1 - A sponsorship arrangement, fundraising activity or donation should not impose or imply conditions that would limit, or appear to limit, the Service’s ability to carry out its functions fully and impartially. A sponsorship agreement, fundraising activity or donation should state positively that the Service’s functions will continue to be carried out fully and impartially, notwithstanding the existence of a sponsorship arrangement, fundraising activity or donation. For example an ambulance vehicle should not be involved in fundraising activities if this is likely to impact on operational duties. A sponsorship contract should have a statement included to the effect ‘that any attempted influence of the Service’s functions will result in an automatic review and/or termination of the sponsorship arrangement’. Where a sponsor or contributor is involved in quoting for a tender, awarding the tender should be clearly and explicitly documented to avoid any perception that a sponsor or donor may receive favourable treatment. Principle 2 - There should be no real or apparent conflict between the mission and objectives of the Service and those of the sponsor or contributor. Any proposed sponsorship needs to be consistent with the mission, goals and priorities of the Service. Similarly, fundraising activities should not involve organisations whose business practices and priorities are not consistent with the Service.

Prohibited sponsorship/fundraising and conflicts Tobacco and alcohol products The Service prohibits any sponsorship with or fundraising contribution from a company which owns, controls or is involved with the manufacture and production or promotion of tobacco or alcohol related products. Sponsors are required to certify they are not involved with the manufacture and production of tobacco and/or alcohol related products.

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Other conflicts Other potential conflicts may arise between the mission and goals of the Service and a sponsor or contributor. For example a sponsor or contributor may: ♦ produce products or services that could damage health; or ♦ does not practice good corporate governance (eg does not observe proper Occupational Health and

Safety requirements, regulatory compliance, financial accountability requirements). The proposed sponsor’s or contributor’s activities and corporate values should be consistent with the values of the Service and the general community. A sponsor’s corporate objectives or reputation may change over time, therefore any agreement needs to monitor such changes and include a termination clause which is fair to both parties.

All sponsors should be requested to confirm in writing that they operate under a current code of ethics, have a good corporate governance record, stable financial position and appropriate employment and marketing practices.

Principle 3 – The Service should neither seek nor accept sponsorship or contributions from persons or bodies that are, or are likely to be, subject to regulation or inspection by the Service during the life of the sponsorship. Approval to accept sponsorship or contributions in such circumstances may only be granted by the Chief Executive Officer as an exception to the general rule. For those exceptional cases where a decision is taken to accept a contribution or sponsorship in such an environment, all parties should be in no doubt that the relationship has absolutely no bearing on the Service’s exercise of regulatory or inspectional functions. This should be made clear in all negotiations and documentation, not only for the benefit of those who are parties to the agreement but also to ensure public confidence in the integrity of the agreement. Always ensure that a method for dealing with any exercise of the regulatory or inspectional function is in place and clearly spelt out in any specific sponsorship agreement. Principle 4 – Contribution to or sponsorship of the Service or Service activity should not involve explicit or implicit endorsement of the Contributor/Sponsor or the Contributor’s/ Sponsor’s products or services. Care needs to be taken to ensure that the sponsor or contributor, as well their products/services, are not explicitly or implicitly endorsed or promoted by the Service. For example, the public may regard the naming of an event or a facility after a specific product or organisation, or using named products or services as an endorsement of that sponsor or contributor. The only acceptable forms of endorsement are for general ranges of products. Endorsing the use of sunscreen would be acceptable, but endorsing the use of a XYZ brand of sunscreen would not. It must be stressed that when accepting money through fundraising or sponsorship, it does not imply endorsement of a company, product or service and should not be seen to do so. The use of the Service logo must be strictly monitored to ensure ethical standards are not compromised. All sponsorship agreements should set out an agreed range of options to which sponsorship may apply. These may include, for example, signage, advertising copy, media release acknowledgement and conference promotional material. Such products must be approved by the Public Affairs Unit.

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Principle 5 – Where sponsorship or a contribution takes the form of provision of a sponsor’s or contributor’s product, the product should still be evaluated for its fitness for purpose against objective operational criteria which are relevant to the Service’s need. The Service should not accept a sponsor’s or contributor’s products simply because they are offered free of charge. There could be an implicit endorsement of a sub-standard product. Principle 6 - It is inappropriate for any employee of the Service to receive a personal benefit from a donation, sponsorship or fundraising activity. Staff should not receive any personal benefits arising from a donation, sponsorship or fundraising activity. Where a benefit is provided by a sponsor or contributor on a corporate basis (eg meeting the cost of hospitality at a conference), it is important to ensure there is no perception of a personal benefit being given to a public official as an individual. Any work-related benefits from a sponsor or contributor must be reviewed by the employee’s manager to determine the appropriateness of the benefit. Such arrangements should also be consistent with principles outlined in the Service’s Code of Conduct. Principle 7 - In most circumstances, the public interest is best served by making sponsorship and fundraising opportunities widely known, that is, by calling for expressions of interest or using other broadly based mechanisms. When and in what form a broadly-based process should be used depends on the nature of the market. If there is vigorous interest in sponsorship or fundraising, the process should be competitive and opportunities should be made widely known to all potential sponsors and contributors. This will be done through an annual advertisement seeking expressions of interest, placed by Public Affairs.

Alternatively, if interest is restricted to potential sponsors or contributors with highly specialised characteristics, then more direct methods would be unlikely to offend. In any case, the Service should make their general willingness to accept sponsorships or contributions as widely known as possible.

When a decision is taken not to offer sponsorship opportunities widely, the reasons for doing so should be clearly documented. If calls for expressions of interest for sponsorship opportunities do not result in appropriate sponsorship offers, the Service may consider sponsorship offers made through other means, or from canvassing potential sponsors.

The Public Affairs Unit will also develop a similar generic registration of interest for fundraising opportunities however individual stations may approach organisations with the approval of Divisional Managers, who will report quarterly to the Public Affairs Unit on all activities. The New South Wales Government Procurement and Disposal Guidelines (1995) recommends that “competition be considered even where no apparent public expense is to be incurred, for example where a firm offers payment or services in exchange for an intangible benefit such as publicity as a sponsor…”.

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Principle 8 - The Service should assess sponsorship on contribution proposals against predetermined criteria which have been published in advance or which are circulated to organisations that submit an expression of interest. Persons who have relevant qualifications and can act, or be seen to act, impartially should do the assessment.

Proposals must be assessed consistently, using predetermined criteria available to all potential sponsor and/or contributors. The criteria should be established and documented prior to calling for expressions of interest. For the process to be fair, the criteria should not be changed midstream unless all potential sponsors/contributors are given an equal opportunity to revise their proposals.

The assessment process and reasons for decisions should be fully documented.

Principle 9 – A sponsorship arrangement is a contract and should be described in a written agreement. Fundraising activities and donations should be also be appropriately documented. Every sponsorship arrangement requires a written agreement which clearly outlines the following:

♦ terms and conditions of the sponsorship relationship between the Service and the sponsor ♦ the benefits, including economic benefits, available to the sponsored agency and to the sponsor ♦ any personal benefits available to the sponsor’s employees and their relatives ♦ the form or forms of sponsorship acknowledgment which will be available ♦ the scope of uses which the sponsor can make of the sponsorship arrangement ♦ the term of the sponsorship and any conditions regarding renewal ♦ consequences of changes which may occur over time (for example, a shift in the relationship, new

policies, new corporate missions or objectives) ♦ financial accountability requirements ♦ provisions for termination or suspension of the agreement ♦ any special conditions which apply.

Sponsorship agreements constitute contracts and will be administered by Public Affairs. Fundraising activities and donations should also be appropriately documented and include a copy of the completed ‘Request to establish a fundraising activity form’ (Appendix C) as well as a sunset clause. Principle 10 - All sponsorship agreements, regardless of their value, as well as fundraising activities and donations over $20k are to be approved by the Board and/or Chief Executive Officer, in a form commensurate with the significance of the sponsorship or fundraising activity. Where a sponsorship proposal is assessed as having benefits which outweigh the potential risks and costs, and satisfies the selection criteria and checklist, it should be formally submitted for approval to the CEO through Public Affairs. It is imperative that all sponsorship proposals are reviewed by Public Affairs, regardless of their dollar value, together with a completed checklist and brief (Appendix A). Fundraising proposals should be submitted for approval via the ‘Request to establish a fundraising activity’ form (Appendix C). Divisional managers may approve fundraising activities and donations up to the value of $20k. The Chief Executive Officer through Public Affairs must approve contributions over $20k.

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Principle 11 – Revenue derived from sponsorship, fundraising and donations are to be reported annually in the Service’s Annual Report. Information on the nature and extent of sponsorship and fundraising activities as well as donations should be made publicly available in the Annual Report. Divisional managers will be required to submit an annual sponsorship/fundraising/donation report for inclusion. Sponsored benefits for individual employees are to be reported to the Ambulance Service Board. Principle 12 – The Service must ensure that sufficient resources are available to enable the promised sponsor/contributor benefits to be delivered. The Service should provide sufficient information for the sponsor/contributor to evaluate the outcomes of the sponsorship and fundraising activity. Sponsorships (particularly of an ongoing nature) and fundraising activities may need to be supported by appropriate resources. If this is relevant, the potential cost of supporting a particular project should be evaluated during the assessment and approval process and included in the sponsor’s agreement. All sponsorship agreements need to be continually monitored and their outcomes assessed against the written agreement. Sufficient information must be made available to sponsors to ensure that they too are able to evaluate the sponsorship agreement. By evaluating these, the benefits to the Service can be clearly identified and future arrangements improved. 4. ADDITIONAL PRINCIPLES RELATING TO DONATIONS Any person, company or organisation is legally capable of making a donation to the Ambulance Service of New South Wales. The Service may decline to accept donations not consistent with its statutory functions and the needs of the Service.

Donations may be accepted by employees who hold the position of Station Manager and above. Normal receipting procedures must be followed.

The Service has Public Benevolent Institution status and therefore donations above $2 are tax deductible.

All proposed donations in excess of $20k or those having operating cost implications must be referred to the Chief Executive Officer through Public Affairs prior to acceptance. Donations must be applied to the program to which they have been donated unless authorised by the donor (see section 9 for further information). 5. APPROVAL OF SPONSORSHIP AND FUNDRAISING ACTIVITIES It is important to determine how funds are raised, held and used as these activities attract different accounting and reporting treatment. All activities of the Service whether conducted through the General Fund or Special Purposes and Trust Fund must be conducted in accordance with the normal policies, procedures and guidelines. For example, normal purchasing and supply policy and procedures should be followed including obtaining the appropriate approvals to expend funds from Special Purposes and Trust Funds, as outlined in the Delegations of Authority Manual. All expenses incurred in conducting sponsorship and fundraising activities must be charged to the relevant General Fund or Special Purposes and Trust account eg staff time used to organise and conduct fundraising event (if on duty at time). This ensures costs associated with all activities are recorded against revenue generated by such activities.

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The following steps have been developed to guide staff through the process of submitting, approving and implementing sponsorship and fundraising proposals.

Do you have a sponsorship or fundraising proposal? Sponsorship/fundraising opportunities can be developed by identifying existing or proposed programs and services which:

♦ could be enhanced by an injection of private funds; ♦ would not be compromised by private sector involvement; ♦ provides a useful or additional service to the community; and ♦ has corresponding promotional or other benefits for a potential sponsor.

Staff must first determine whether a proposal falls under the definition of sponsorship or fundraising (see p1 for definitions). The key difference is that sponsorship involves entering into a business arrangement designed to provide public acknowledgment and/or promotional opportunities in return for money or in kind support. Fundraising occurs with no expectation of individuals or organisations receiving any kind of benefit themselves. In assessing all sponsorship and fundraising proposals, the benefits, risks and costs of the activity must be evaluated. Costs associated with implementation of a sponsored project or fundraising activity (or dollar value of the resources involved in ongoing support) also need to be evaluated.

Approving sponsorship proposals Sponsorship proposals must address the sponsorship checklist (Appendix A) and be accompanied by a sponsorship approval brief (Appendix B). All sponsorship proposals must be sent through the sector office to the divisional office for sign-off and approval. The divisional office will send the proposal to Public Affairs to coordinate approval and development of all sponsorship agreements. Every sponsorship arrangement requires a written agreement/Memorandum of Agreement (MOA) between the Service and the Sponsor coordinated by Public Affairs.

The CEO can approve sponsorships valued at up to $100k or of one year’s duration or less. If the sponsorship is valued in excess of $100kor over one-year’s duration, it must be referred to the Ambulance Service Board for approval. Sponsorship valued at $250k and above must be referred to the NSW Department of Health. ‘In kind’ sponsorship is to be valued at normal commercial rates, eg unpaid advertising should be valued at what it would have cost the Service to produce and run the advertisement in a competitive situation. Sponsorship of ambulance representation at conferences and seminars should also comply with these guidelines. Any sponsorship proposal involving the Service sponsoring an external organisation, program or event must be supervised by Public Affairs and referred to the CEO for approval. To ensure that opportunities are provided for potential sponsors in a fair and transparent way, Public Affairs will also coordinate and publish an annual notice calling for expressions of interest for private sponsors to support nominated events, activities or facilities.

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Approving fundraising proposals All fundraising proposals must be outlined in a formal brief accompanied by a completed ‘Request to establish a fundraising activity’ form (Appendix C) and detail the type of activity, duration and proposed expenses and revenue associated with the fundraising activity. All fundraising proposals must be sent through the sector office to the divisional office for sign-off and approval. If approved, staff must comply with all requirements of the Charitable Fundraising Act 1991, including maintenance of proper records and audited accounts. Fundraising proposals that aim to raise less than $20k may be approved by the divisional manager, through the sector manager. The divisional manager must report all approved fundraising activities to Public Affairs prior to commencement as well as ensuring that fundraising activities comply with the Charitable Fundraising Act 1991. Fundraising proposals that aim to raise more than $20k must be approved by the Chief Executive Officer through Public Affairs. Any fundraising activity in which the Service requests funds from the community on behalf of an external organisation, program or event, must be supervised by Public Affairs and referred to the CEO for approval. Examples of fundraising activities (Special Purposes and Trust revenue) Requesting financial contributions in the form of a donation Actively seeking financial contributions (in the form of a donation) from the public is classified as a fundraising activity. All activities must comply with these guidelines and have divisional manager approval prior to commencing. Appendix D contains a template letter for stations to use when requesting financial contributions. This letter should not be significantly altered without divisional manager approval.

Selling items on station Staff may sell appropriate items on station including chocolates, soft drinks, stickers etc (that do not use the Service logo). Staff considering undertaking these activities should contact their Divisional Finance Manager for additional procedures eg cash handling guidelines that may need to be incorporated in the proposal prior to seeking formal approval.

Charity events/benefits An event is a one off activity open to the community, which is being organised to raise money for the Service and/or individual ambulance station. Public Affairs should be notified of all charity events/benefits prior to their commencement and will be responsible for coordinating all major events (which aim to raise over $20k). A detailed timetable, launch checklist, projected profit and budget is to be completed prior to the organisation of the event.

If the event is a fundraising opportunity projected outgoings must be balanced against income. Beneficiaries are to be determined prior to the event and all income and expenditure related to the activity is to be properly recorded. An evaluation report is to be completed after the event.

If an external person initiates the event both parties must sign a letter of agreement. It is important that a “no responsibility for loss” clause is included in the authority letter.

Raffles and other games of chance Staff may have previously conducted raffles, however this is generally discouraged by the Service. Raffles and other games of chance must be approved by the Service using the approval form attached as Appendix C. Staff considering undertaking these activities should contact their Divisional Finance Manager prior to seeking formal approval for advice on this type of fundraising activity.

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Activities that generate revenue but are not fundraising activities (General fund revenue) The following activities must be coordinated and approved through Public Affairs. ♦ Commercial filming ♦ Rental of Service equipment ♦ Tours of operational facilities ♦ Merchandising (the Service logo is not to be used for merchandising opportunities by individual stations or

units as part of fundraising activities)

Staff social clubs Social clubs, tea funds, etc are not technically run through the Service. For this reason if social clubs wish to fundraise for the Service they must obtain proper approval and have funds deposited into a SPT account. Staff social clubs and volunteer groups performing fundraising activities for the Service are expected to adhere to the guidelines set out in this policy.

Staff fundraising on behalf of organisations other than the Ambulance Service Staff fundraising for organisations other than the Ambulance Service (eg. Lions, Rotary, local community groups, etc) should clearly indicate that they are raising money on behalf of X organisation (not the Ambulance Service) and should at no time be in uniform. Staff requesting financial and in-kind support from individuals and business should not use work-related contacts to seek donations, funds, prizes or sponsorship. 6. IMPLEMENTING SPONSORSHIP AND FUNDRAISING ACTIVITIES

Implementing sponsorship proposals Adequate support and resources need to be assigned to ensure that sponsorship proposals can be effectively implemented. Sponsors should be provided with regular progress reports and efforts should be made to maintain a positive professional relationship. Public Affairs is responsible for coordinating and implementing all sponsorship proposals.

Implementing fundraising proposals Once a fundraising proposal is approved, a copy of this approval should be sent to the appropriate divisional finance officer. The finance officer will issue receipt books for the specific fundraising activity (for an agreed timeframe) and send these, along with an information package containing appropriate deposit slips, to the station officer. The station officer will be responsible for ensuring that all money is banked, receipted and appropriate records are kept. Any funds received must be banked the next business day.

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7. APPROPRIATE RECOGNITION FOR CONTRIBUTIONS In addition to listing contributions in the Service’s annual report (refer section 9), sponsorship, fundraising and donations should ensure that contributors are thanked commensurate with their contribution. The table below is a summary of the appropriate level of recognition to be given to contributors, according to the financial contribution received. Level Friend Special

Friend Major Donor

Patron Benefactor Founder

Total value of donation/services

$1k – $4k $5k - $19k $20k - $99k

$100k - $249k

$250k - $1m $1m+

Mentioned in Annual Report

Yes Yes Yes Yes Yes Yes

Type of recognition Certificate Certificate Certificate Bronze plaque

Certificate Silver plaque

Certificate Gold plaque

Certificate Medallion struck

Formal recognition No No Function Function Function Dedication ceremony

Honour Board No No Yes Yes Yes Yes

Public Affairs is responsible for coordinating appropriate recognition for all sponsorship activities (eg displaying corporate logo on promotional material) regardless of the dollar value of the contribution. The relevant sector administration office may receipt fundraising contributions and donations below $20k. The sector office will also issue a thank you letter (in liaison with the appropriate station manager) to accompany the receipt sent to the donor (use sample at Appendix E). Sector offices and divisional offices must report details of all contributions received to Public Affairs on a quarterly basis. Where contributions and donations are over $20kor those having operating cost implications must be forwarded to the Chief Executive Officer prior to acceptance and receipted by the Finance section prior to forwarding to Public Affairs. Public Affairs is responsible for preparing a thank letter to accompany the receipt as well as coordinating appropriate recognition eg certificates, plaques and functions. 8. SPENDING SPONSORSHIP AND FUNDRAISING FUNDS AND DONATIONS Funds received through sponsorship of Service events, facilities, programs etc must be used in strict accordance with the sponsorship agreement. If fundraising for a specific purpose (eg defibrillator) funds raised must be used for this purpose. Fundraising activities should specify in general terms what money raised will be used for. For example ‘money raised will be used to purchase and maintain equipment’ would allow additional funds, over and above those required to purchase a defibrillator, to be used to purchase other equipment or used for the on-going maintenance of existing equipment. If a fundraising campaign is being conducted for the purchase of a specific item, fundraising signage/tickets sold should include the statement ‘any excess money raised will be spent on other equipment’. Staff should also use generic terms such as defibrillator and not brand names such as Zoll. Funds received in the form of a donation may only be used in accordance with the conditions of the donation. For example, a donation may specify the funds must be spent on a defibrillator or equipment for a particular station. These funds may not be used for another purpose without obtaining the express consent of the donor.

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9. REPORTING SPONSORSHIP, FUNDRAISING AND DONATIONS All sponsorships, fundraising activities and donations are to be listed in the Service’s annual report in a form commensurate with the significance of the contribution. Major contributors (those providing $20kor more) are to be listed by name, project and the value of the contribution. Minor contributors (those providing up to $20k are to be reported as “(x number) of contributors contributed a total of (y dollars)”.

10. PRIVACY Personal health information should not be used or disclosed for the purpose of any donation, fundraising or sponsorship. 11. PUBLIC LIABILITY INSURANCE Risk Management at State Headquarters must be notified of any activity outside normal duties carried out by staff for the purpose of fundraising or sponsorship on behalf of Service. Approval may be obtained from the relevant sector or divisional office. Sector managers and divisional managers will be required to document any involvement on behalf of the Service. This will ensure that, in the event of an injury, appropriate details can be obtained for insurance purposes. Further information is provided in IC 04/41. 12. FURTHER ENQUIRIES Issues surrounding negotiations, agreements, monitoring and evaluation should be raised with Public Affairs. Enquiries relating to financial management of projects should be raised with the Finance Manager, Southern Division. Contact details are as follows:

Kathryn Wood

Director, Public Affairs

Phone: 02 9320 7794

Fax: 02 9320 7804

Email: [email protected]

Susan Strmecki

Manager, Corporate Communications

Phone: 02 9320 7799

Fax: 02 93207804


Kylie Moroney

Finance Manager, Southern Division

Phone: 02 4822 1382

Fax: 02 4822 2305


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APPENDIX A – Ambulance Service of NSW Sponsorship Checklist

The following is a checklist against which to assess potential sponsorship proposals. This list is intended to be a guide in assisting staff to evaluate whether sponsorship is appropriate for an Ambulance Service project, service or activity and is to be included with any recommendation.

1. What is the value and terms of the sponsorship proposal?

♦ Confirm how much the sponsorship will cost, how long it should run (eg annual) and if options to renew the arrangement are appropriate.

♦ What will the rights and terms of the arrangement be for both parties and how might the agreement be terminated if needed?

♦ If the sponsorship is ‘in kind’ what is its value at commercial and/or competitive rates? 2. Are the objectives of the sponsor/sponsorship proposal compatible with those of the Service?

♦ Do the potential sponsor’s values and objectives complement those of the Service? ♦ Has the sponsor indicated that they do not own, control or are involved directly in the product and

manufacture of tobacco and tobacco related products including cigarettes and cigars? ♦ Is the potential sponsor part of an industry or produces products or services that may damage ♦ physical health or mental wellbeing of the community? ♦ Does the potential sponsor have an acceptable past sponsorship record? ♦ Is the reputation/public perception of the sponsor and its products appropriate for the Service to be

associated with? 3. What are the benefits of the sponsorship to the Service?

♦ Describe the benefits of the sponsorship to the Service (eg enhance an existing service, fund a new service, support an event, obtain equipment, fund additional training).

4. How did the sponsorship proposal come about?

♦ Was the sponsor selected through a competitive process or by invitation or approach? ♦ If the process were not competitive, would the likelihood of other sponsors being able to participate

mean that benefit to the Service could be greater? ♦ Did the sponsor approach the Service with the offer?

5. Are there benefits to the Service’s individual employees?

♦ Describe benefits to individual employees (eg sponsored travel, accommodation, conference fees, etc). ♦ Can the individual benefits be justified in professional terms?

6. What are the benefits to the sponsor?

♦ List sponsor benefits (eg form of acknowledgment such as use of sponsor’s logos, signage, product displays, public relations outcomes, etc).

♦ If naming rights have been requested, provide details.

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7. What are the risks to the Service?

♦ Will public trust in the Service be maintained? ♦ Will the sponsorship withstand public scrutiny? ♦ Are there any risks to the Service’s independence and impartiality? ♦ Is the sponsor likely to be inspected by the Service? ♦ Could the sponsorship arrangement be seen as an endorsement of the sponsor or its products and

services? ♦ Can the risks be satisfactorily managed?

8. What are the costs to the Service?

♦ Provide details of resources required to support the sponsorship (eg staff time, equipment use, materials, infrastructure resources, insurance, etc).

♦ Is this the best use of those resources? ♦ Are these resources required after the sponsorship ceases? If so, how could they be funded?

9. Other relevant factors?

♦ What is the cost/benefit to the Service and is this a reasonable return for effort?

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APPENDIX B – Ambulance Service of NSW Sponsorship Approval Brief

AMBULANCE SERVICE OF NSW SPONSORSHIP APPROVAL BRIEF (Answers needs to satisfy checklist)

1. Activity, event or facility attracting sponsorship Briefly describe the activity, event or facility for which sponsorship is proposed. 2. Sponsorship Offer Nature and duration of sponsorship offer (describe cash and/or in kind contributions). 3. Sponsor Information Sponsor name, contact details and nature of sponsor’s business. 4. Ethical Considerations Has the sponsor clearly indicated that they do not own, control or are directly involved in the production and manufacture of tobacco and tobacco related products, including cigarettes/cigars?

YES/NO 5. Sponsored Organisation’s Contacts Contact details of Sponsored Organisation employee responsible for: Developing the sponsorship proposal ………………………………………………………… Implementing the sponsorship proposal ………………………………………………………… 6. Assessment of Proposal

Briefly outline major factors from checklist influencing recommendation decision (attach checklist at

Appendix 2 and answer each question). 7. Recommendation On balance, does the value of the sponsorship benefits outweigh the risks and costs to the Service? YES/NO Should the sponsorship proposal be accepted and approved?

YES/NO 8. Written Agreement Is the contract/letter of agreement attached? YES/NO

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9. Approval (NB. Can only be approved if Q4 is “YES”) ……………………………………………………. ………………… Signature – Chief Executive Officer (Date) 10. Referral by Chief Executive Officer To Service Board YES/NO To NSW Health for approval if sponsorship valued over $250,000 or over 2 years duration.

…………………………………………………… ………………… Signature – Chair of Health Service Board (Date) 11. Notification of Director-General Sponsorship valued over $250,000 or longer than 2 years. YES/NO Controversial sponsorship. YES/NO

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APPENDIX C – REQUEST TO ESTABLISH A FUNDRAISING ACTIVITY

FORM: XXX

REQUEST TO ESTABLISH A FUNDRAISING ACTIVITY

1. Type of account: General Fund / Special Purposes and Trust

2. Proposed name of account

_________________________________________________________________________________

_______________________________________________________________

3. Purpose for which account is to be established

_________________________________________________________________________________

_______________________________________________________________

4. Name and title of persons authorised to submit recommendations for expenditure from account

(requesting officer on Non Stock Purchasing Request (NSPR) form

Name Title Specimen Signature

A_________________ ____________________ ____________________

B_________________ ____________________ ____________________

C_________________ ____________________ ____________________

5. Mailing Address (for reports / enquiries)

_________________________________________________________________________________

_______________________________________________________________

Email Address: ___________________________________________________________

Telephone Number: ____________________ Fax Number: _______________________

6. Anticipated Source of Income, Estimated Dollar Value and Estimated Number of Transactions

A____________________________________________________________________

B____________________________________________________________________

C____________________________________________________________________

7. Estimated Life of Fundraising Activity

From:_______________________ To:__________________________

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8. Proposed Expenditure and Estimated Dollar Value (include associated Costs eg Salaries and

Wages, Purchases of Goods and Services and/or Equipment)

A____________________________________________________________________

B____________________________________________________________________

C____________________________________________________________________

9. If approved, I agree to abide by the Sponsorship, Fundraising and Donations Guidelines

Signature of ALL Applicants

A_________________ B___________________ C___________________

10 . Recommendation from Sector Manager and Divisional Manager

Sector Manager:__________________ Divisional Manager:__________________

Date: __________________ Date: __________________

11. Verification by Divisional Finance Manager

11.1 Does a Cost Centre already exist for this Fundraising Activity?

________________________________________________________________________

11.2 Are there similar accounts? – list if answer Yes

________________________________________________________________________

11.3 If 11.2 answer is Yes, explain why a new account is considered necessary.

________________________________________________________________________

11.4 Details of expenditure to be recouped attached? Yes / No

Divisional Finance Manager:__________________ Date: __________________

12. Executive – Comments and Approval to undertake Fundraising Activity

________________________________________________________________________

________________________________________________________________________

Signature: ______________________________ Date: ________________________

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APPENDIX D – LETTER SEEKING FUNDS

(Name of recipient) (Address) (Address) (Address) Dear (name) I am writing on behalf of the officers of (station name) station seeking your assistance by way of a donation to assist in the purchase of educational tools and equipment for our station. (Station name) is located (details). We have been serving the local community for (number) years responding to accidents and emergencies in (list suburbs station covers). We have a total of (number) staff comprising (list eg general duties, paramedics, rescue PTOs etc). Like most ambulance services worldwide, we are facing a period of reform driven by rapid developments in communications technology and clinical advances in the field and pre-hospital care and it is important that we maintain a high level of clinical competency. We are encouraged to continue our clinical education through further study and on-station training. To assist us in achieving a high standard clinical education our station has prepared a “wish list” of equipment.

Should you wish to discuss the “wish list” or any other matter in relation to the services provided by your local station please do not hesitate to contact me on (phone number). If you wish to make a donation please make your cheque payable to Ambulance Service of New South Wales/ (add station name) and nominate your special project. The cheque should be forwarded to our local administration office (address to be added).

Thank you for your time and support.

Yours sincerely

(name)

Station Officer (Station)

(Date)

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APPENDIX E – LETTER OF THANKS FOR FUNDS OR DONATIONS (Name of recipient) (Address) (Address) (Address) Dear (name)

I am writing on behalf of the officers of (station) to thank (you, your organisation, etc) for your kind (donation, fundraising, etc) on (date).

The contribution provided by (you, your organisation, etc) will assist (station) in the purchase of educational tools and equipment for our station (insert details of specific purchase if known eg. Zoll HeartStart machine).

This purchase will improve the clinical education, communications technology and equipment available to (station), allowing us to provide the highest standards of clinical care to the community of NSW. In recognition of your donation, please find enclosed a (certificate, etc as per sponsors/ donation matrix or receipt if unrequested donation) as a sign of our gratitude and appreciation.

Should you wish to discuss other requirements of (station) or the services provided by your local station please do not hesitate to contact me on (phone number).

Thank you again for your kind (donation, fundraising, etc) and support.

Yours sincerely

(name)

Station Officer (Station)

(Date)

7.15 7.26 sponsorship fundraising donations - NSW … · Sponsorship Fundraising and Donations ......

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