PR planning for HOS Clients.
Introduction
You are about to undertake a PR campaign to raise awareness of your situation and hopefully generate some funds to help you achieve your ideal housing solution.
Before you start, ask yourself these questions;
- are you are really happy to publicise your family situation in this way? Are you comfortable with people locally knowing details about you and your family’s lives?
- Are you prepared to put in a significant amount of time and effort to undertake this plan?
If so, then you are ready to proceed.
We cannot guarantee that all the suggestions we make here will produce the desired results, but a well-planned and professional PR campaign will certainly increase your chances. Ownership Options does have access to the services of a PR Consultant who may be able to offer specific advice and support; speak to your Housing Broker about how to make contact.
Step One – Research your local business community.
Local businesses are most likely to support local causes. Although we all know the names of several Scottish millionaires, they receive dozens of approaches every month and are unlikely to help you unless you have a connection to them- it’s always worth asking friends and family though if they do know anyone rich or famous who might be approached.
You are more likely to get help at a local level and asking dozens of businesses for a small amount of cash is more likely to success than going to a few people and asking for a lot!
Think about your own contacts and networks- who do you know- who do they know- can they spread the word about your cause. Sit down and write a list, contact family and friends and ask them to do the same thing- you may be surprised at the links and connections which emerge. Then start working them!
Step Two- Research your locally-based charities
Again, local charities may be a source of support- if not cash, then, for example, the local scout group might be prepared to shake buckets for you at a local supermarket! The local churches might help by running an event on your behalf. The local school may be amenable to holding a fundraiser for you- he best fund-raising adage is, “if you don’t ask, you don’t get,” so make a personal approach to as many different organisations as you can. Face to face works best, telephone is an acceptable second, letters rarely work.
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If you feel confident about public speaking, say you would be happy to come and talk to them about your experiences. Local groups, like the WI or the Rotary often struggle to find good speakers and this is an ideal to put your cause in front of as many different people as possible- one or more of whom may well then dig into their pockets to help.
Rotary Clubs in particular often run fund raising events to support good local causes. Try to get them on board and see if they will help you. A list of Rotary Clubs in Scotland can be found at:
Are you or your partner working in an industry which has its own Benevolent Fund? Ask you employers if they offer a hardship fund or if there is an industry-specific charity to which you can apply, such as BEN a charity supporting those working in the automotive trade, or the British Telecomm’s charitable trust for all BT staff.
Step Three- Use the media
Obviously, to get the best chance of attracting potential donors to your campaign, you will want to target the national media. The Daily Record, The Scottish Sun, the Sunday Post etc all have websites giving contact information, but in the first instance, try to make contact with the News Editor, by phone (preferable) or email.
Before you make contact with them, sit down and think about what you will say when you contact them as they are very busy and won’t appreciate long, rambling conversations. Keep things concise and clear-it may be helpful to make brief notes. Reporters are taught to answer the following questions in as short a piece as possible; “who, what, where, when, why and how.” Make sure you have brief answers to these points and a clear idea of why your story would be of interest to their readers.
Phone them up and give them a brief outline of your story and invite them to send a reporter and photographer to come and see you. Try to fit in as much as possible with the dates and times they suggest, as they will be working around very full diaries.
When they come and interview you, try to build up a good relationship with them. If you have plans for future events, make sure you give them the dates and follow up with a phone call not more than 2 days before to make sure they have it in their planning diary…if you make life easy for them your chances of getting coverage are better.
Competition for space in the nationals is very tight, so don’t ignore your local media. Local newspapers in particular are always looking for story ideas that will be of interest to their readers. If you can solicit their support and get them to adopt you as one of their good “causes,” this will give you valuable exposure. You may think you know all your local outlets, but do an internet search as well to find free sheets and local radio stations as well.
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If you get a positive response from the media and they agree to run a story on you, hit the phones! The three days surrounding the story appearing, call all the local businesses you have identified and ask if they would consider making a donation to your cause.
It’s hard to know what level of donation to ask for- it will be dependent on the size of the company, how many local businesses you have access to etc, so you will have to use your own judgement. If they can’t give cash, can they offer you goods in kind or services which you could use for raffle prizes, at a charity auction etc.
Tell them that your story is just about to appear/appeared that day/will appear the following day in the local media. This will show them you are a genuine good cause and make them think there might be some PR opportunities in it for them- people rarely give money for donations for purely altruistic reasons, so think about ways in which you might be able to offer them something back;
* Publicity in the local media – if the paper won’t run a story, send a “letter to the editor” saying thanks- this may be another way of getting something in print.
* Their company name on your T-shirt if you run in a road race
* Their marketing material available at a fund-raising event
What other ideas can you come up with- the more creative the better chances you have of generating on-going publicity.
After the phone call, follow up with a letter- a “thank you” if they have agreed to help and an ongoing ask for assistance if they didn’t. In this letter, ask them if they will speak to their friends and family on your behalf/put your letter up in their staff room/ speak to a contact at a local charity etc. on your behalf. People who may not be willing (or able) to give you hard cash, may help with this and the more you can get your story “out there”, the more opportunities you may generate.
Step Four- organise some fund raising events.
There are 100’s of ways to raise money- some are easier than others, but all require some degree of work and effort. Type in 100 good fundraising ideasinto the internet and you’ll find pages and pages of ideas, some achievable, some outrageous, some more trouble than they are worth! Only you know what you can and cannot achieve, so take your time, look through these pages and draw up a list of those which you think will work for you.
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A quick note on raffles etc. There are some fairly strict guidelines on what you can and can’t do, as these are classed as gambling and may require a licence from your local authority. Requirements do vary, so if you are planning to run one, first read the websites listed below, then Then contact your local authority to find out what their legal requirements are.
raffles.../iof-code-of-fundraising practice
Don’t forget to use them to try to generate on going publicity for your campaign. Again, contact your local media to see if they will cover it. It is easiest to do this by phone, but you may feel more comfortable emailing in a press release if you are contacting lots of media outlets.
A basic guide on how to write a press release can be found at:
Step Five- Thank, thank and thank again!
Don’t forget to phone and/or write to people who offer you help. It is always appreciated…and you never know when you might need to call on their services again.
Step 5- Apply to Trusts and Foundations
There are a few charitable trusts which will consider making grants to individuals, although they are massively oversubscribed, it could be worth researching them further and seeing if you fall within their funding guidelines. The staff at Ownership Options will be able to give you further advice on these options:
The ACT Foundation-
To applydownload an application form. Applications can be made at any time of the year.
Grant Information
ACT provides small grants of up to £2,500 to individuals with the aim of enhancing the quality of life for people in need, (specifically the mentally and physically disabled).
Grants provide financial assistance towards the cost of:-
- Modifications to homes where a DFG (Disabled Facilities Grant) has been applied for and been granted and where there is a shortfall in the funds required.
- Equipment such as specialised wheelchairs or other mobility aids and equipment including medical equipment to assist independent living.
- Short-term respite breaks at a registered respite centre.
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They will not make grants:
- Which would replace statutory funding;
- Which would pay for work that has already commenced or equipment already purchased or on order;
- For building alterations where a DFG has not been applied for and awarded.
We welcome applications for grants from all sections of the community and decisions on prioritisation are made having regard to funding levels and never on grounds of gender, age or race.
Size of grants-Any grant awarded will not normally exceed £2,500.
As a guide here are some of the grants they have made:-
- Stair lifts
- Contributions to disabled bathroom conversions
- Motorised wheelchairs
- Respite breaks
- Specialist and other furniture
The Home Improvement Trust
The Home Improvement Trust (HIT) helps elderly/disabled people repair, improve or adapt their homes to help them live safely and independently in their own homes.
HIT (a not for profit company) runs the Houseproud Scheme which works with local authorities and home improvement agencies across England, Scotland and Wales.
The local council will arrange for a case worker to visit and discuss the different options including funding the work through the Disabled Facilities Grant, a loan or from personal savings.
The Houseproud scheme is able to access loans to help pay for the work through Equity Release loans.
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The Talisman Charitable Trust
Charity Number 207173
Objectives and Activities
They assist individuals of small means who the trustees consider to be deserving and may be described as “going short”. From time to time, they also assist other charities with similar objectives to our own.In general, the relief of poverty includes grants for education, health, housing, disablement or disability.
Guidance as to the application of grants for relief of ‘poverty’ can be found from the Charity Commission of England and Wales, and the trustees pay careful heed to the commissioners’ modern definition of ‘poor’.
Method for Applying
The trustees prefer to receive applications made via another charitable organisation, or indeed a local authority or Citizens’ Advice Bureau. This helps the trustees to make an informed decision about the often complex range of difficulties that face potential applicants.
They ask applicants to read the information in the “Apply for a Grant” section (linked left), and then to submit their own application by post. Applications being made by organisations should use letterheaded stationary and should give a clear indication of the amount needed and the Organisation's payee details.
Restrictions on Grants
In the process of grant making, the trustees are not permitted to provide funds that would otherwise replace any state benefit. Applicants are expected to have investigated state benefits before applying to us. However, note that people may qualify for assistance despite being eligible for State benefits; those receiving their full entitlement of State benefits may need additional help.
Charity Number 1053866-
THE FAMILY FUND TRUST FOR FAMILIES WITH SEVERELY DISABLED CHILDREN
Gives grant for the purchase of equipment. Doesn’t say anything about whether they will give towards house improvements but it might be worth giving them a call to see if this is something they would consider.
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THE LEAGUE OF THE HELPING HAND
LHH is a national charityproviding financial assistance to people who are in hardship due to illness or disability. This includes physical and mental health problems, learning disabilities and people caring for an adult or child with a disability.
Only those who are living on a very low income, receiving the appropriate welfare benefits and have exhausted all other funding sources including statutory funding, local and occupational charities, will be considered for a grant.
Please seeApplication for Assistancefor further information.
One-off Grants
These are generally awarded towards essential household items and specialist equipment not available from statutory agencies. When funds are available, we also offer grants towards carer's breaks.
In both the above cases, an application would have to be made by Ownership Options on your behalf.
Independence at Home
Independence at home can provide financial help to people living at home who are severely disabled or chronically ill. No grants can be made to groups of people or those in residential care.
The Trust requires individualsto be referred by a third party, such as a Social Workeror a Welfare Professional from the Citizens' Advice Bureau.
The Trust is able to assist with home adaptations,equipment and a wide range of goods and services thatcan directly assist with the disability.
Website
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The Douglas Hay Trust
Charity Number: SC014450
The Douglas Hay Trust is a small trust set up to aid physically disabled children under the age of 18. It gives money for holidays, education, computers etc. It also helps with clothing, bedding, shoes and necessary home improvements.
The Charity can only assist children resident in Scotland. Cheques will only be issued to local authority or hospital social work departments.
The Committee meets once a month to consider grant applications from local authority and hospital social work departments and from other charities for grants for specific children.
An application form is available below and can be posted to the secretary and treasurer John D. Ritchie CA at the following address:
John D. Ritchie CA,
Barstow & Millar,
Chartered Accountants,
Midlothian Innovation Centre,
Pentlandfield, Roslin,
Midlothian EH25 9RE
Ruby and Will George Trust
The Ruby and Will Trust makes grants either directly to individuals or to organisations on their behalf.
The Trust only makes grants that are for the enhancement of education or for the relief of poverty, depending on the individual’s level of need.Every application that is granted must have a link to commerce. You can find out more information about what is required and see some examples of commerce connections by going to their website.
Trustees of The Ruby and Will George Trust meet every quarter to assess each application. For meeting dates please read their frequently asked questions.
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June and Douglas Hume Memorial Fund
June and Douglas Hume were much loved and vital members of the Helensburgh community. Douglas had been Managing Director and Chairman of the Board of James Howden & Co Ltd, the firm that was founded by his great-great uncle James Howden. June and Douglas were an active couple who met in 1947 while sailing at Cowes. Along with outdoor pursuits such as sailing, skiing and fishing they also enjoyed music and the arts.
After June died at the age of 77 from cancer, Douglas set up theJune Hume Memorial Fundto support terminally ill individuals and enable them to stay in their own homes. When Douglas passed away in April 2009, the family renamed the fund theJune and Douglas Hume Memorial Fund.