16 February 2006

A mission to complain?

Age Concern England is not happy. Figures recently published by the government show that over £4 billion in unclaimed benefits does not reach the pockets of pensioners. The charity rightly points out that this contributes to poverty among older people. According to NPC’s Grey matters report, an estimated 1.8 million older people face poverty, isolation and social exclusion, with each reinforcing the other in a vicious circle.

Correct in its analysis, Age Concern England is nevertheless wrong in its approach. It is not happy and thinks something must be done. According to the charity’s head, Gordon Lishman, “Immediate action must be taken to tackle the problem of under claiming.” Indeed, but what action, exactly? Nothing is offered on this important point. Age Concern England sits at the head of the federation of Age Concern charities across Britain. Members of this federation have the answer. NPC wrote about one in the first edition of Giving Insights (“An investment return of over 2,500%?” - click to download). That article described the work of Age Concern Swansea in helping pensioners claim benefits and escape poverty. Spending £10 on help filling in forms produced increased benefits of £260. Such work takes place in many local Age Concerns across the country.

NPC’s many conversations with private donors show just how potent is the story of Age Concern Swansea in framing a discussion about the work and achievements of charities. It resonates powerfully with many well-heeled donors from business backgrounds. Such donors are in a position to help charities like Age Concern Swansea, but the arguments need to choose the right language and put an appropriate stress on solutions. Government too appreciates such concrete examples, as does the media.

Charities need to get better at blowing their own trumpets
Why did Age Concern England not trumpet its own work and provide specific examples such as Age Concern Swansea? By not doing so, the charity presents an entirely negative impression.

This creates a completely different dynamic with donors. An individual might sympathise with the plight of Britain’s pensioners, but lament that the poor are always with us and, well, what can be done? Age Concern England’s press release provides no reply. A donor could be forgiven for returning his or her attention back to their day jobs with a shrug of the shoulders and little further thought.

Charities need to engage donors more purposefully. This requires spelling out not just problems, but solutions as well. Age Concern England knows the solutions; it just chooses not to tell anyone. Local charities such as Age Concern Swansea must do more to pull together data showing the effects of their work. And the sector as a whole needs to present a more positive image based on concrete results and analysis.

Not all charities have stories as simple and compelling as Age Concern Swansea. This makes it even more important to use such stories where available to get across the work and the worth of the sector. It does increase the interest of donors, it can unlock more funding, and it does arouse interest in the media and from government.

Simply shouting that something must be done is not the answer. Stop complaining and start spelling out the value of your work.

By Martin Brookes, head of research at New Philanthropy Capital

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