Relationships, eh, who’d have ‘em!? We talk about them a lot in fundraising don’t we?
So today I want to give a tender caress to those relationships we probably don’t focus on enough, namely those between clients and their agencies (and vice versa).
In doing so I’d like to tip my hat to the tweets and blogs of Gill McLellan (@gillmcl) and Alison McCants (@alisonmccants). Apart from giving wise words, they prompted me to dust down a training course I used to run on this topic. Apart from some embarrassing clipart, I found some advice that I think still holds true today despite a much-changed agency world from when I devised the training more than 15 years ago.
By changed agency world, I mean massively fragmented. It used to be that fundraising clients made do with one agency. This tended to be a direct marketing agency, most of which eventually described themselves as ‘integrated’ (meaning: ‘Please let us do everything for you! We don’t know how to do everything but I’m sure we can rope in someone who does!’).