Income Generation StrategyNovember 2014

Patient reach drives prospects

Patient strategy, name change, awareness comms.

Increased patient understanding

More engagement = more financial prospects

The ability to convert prospects to donors

Evidence - sector and scale

Segment Amount Percentage

Whole sector voluntary 17,131,381,000£

Health (1) 5,936,388,000£ 34.7%

Health (2) 2,557,000,000£ 14.9%

Medical Research 962,120,000£ 5.6%

Cancer (all) 735,111,000£ 4.3%

Cancer (multiple cancers) 637,809,000£ 3.7%

Hospitals & Hospices 263,102,000£ 1.5%

Blood cancer specialist 46,157,000£ 0.3%

Total Voluntary incomeHealth (1)

Health (2)

Medical Researc

h

Cancer (all)

Blood cancer

Cancer

(multi)

Hospitals & Hospices

Charity Sector

Whole sector voluntarySource: CAF/Charity CommissionData: Whole charity sector, last submitted annual reports.

Health (1)Source: CAF/Charity CommissionData: Charities which have the objective “The advancement of health or saving of lives”

Health (2)Source: LLR/Charity CommissionData: Charities which have a health related ICNPO classification.

Medical ResearchSource: LLR/Charity CommissionData: Charities which have a Medical Research related ICNPO classification.

Cancer (all)Source: LLR/Charity CommissionData: Charities which have a cancer keywords in their name or activities

Cancer (multi)Source: LLR/Charity CommissionData: Charities which have a cancer keywords in their name or activities with obvious large single cancer charities removed.

Hospitals & HospicesSource: LLR/Charity CommissionData: Charities which have a Hospital ICNPO classification.

Blood CancerSource: LLR/Charity CommissionData: Charities which have a blood cancer keywords in their name or activities.

Top 10 blood cancer charities by voluntary income

LINC THE LEUKAEMIA AND INTENSIVE CHEMOTHER-

APY FUND

ELIMINATION OF LEUKAEMIA FUND OR ELF

THE EXETER LEUKAEMIA FUND

THE LEUKAEMIA CARE SOCIETY

THE CHILDREN'S CANCER AND LEUKAEMIA GROUP

CURE LEUKAEMIA

LYMPHOMA ASSOCIATION

CHILDREN WITH CANCER UK

ANTHONY NOLAN

LEUKAEMIA & LYMPHOMA RESEARCH

£- £5,000,000 £10,000,000 £15,000,000 £20,000,000 £25,000,000

£191,294

£258,456

£336,315

£363,703

£487,037

£863,000

£1,068,204

£11,160,000

£12,000,000

£19,540,000

Source: LLR/Charity Commission data

Top 10 cancer charities by voluntary income

TEENAGE CANCER TRUST

ANTHONY NOLAN

THE CHRISTIE CHARITABLE FUND

BREAKTHROUGH BREAST CANCER

CLIC SARGENT CANCER CARE FOR CHILDREN

LEUKAEMIA & LYMPHOMA RESEARCH

PROSTATE CANCER UK

MARIE CURIE CANCER CARE

MACMILLAN CANCER SUPPORT

CANCER RESEARCH UK

£- £200,000,000 £400,000,000 £600,000,000

£10,435,221

£12,000,000

£13,083,000

£13,361,000

£19,210,000

£19,540,000

£26,295,000

£83,639,000

£151,971,000

£400,400,000

Source: Charity Commission data

Evidence - trends

Mobile giving

Crowdfunding

“Everyday” fundraising

“Betterment” fundraising

Experiential

Digital fundraising

Knowing our audiences (KOA)

Demographics - age

16-20 years

21-24 years

25-29 years

30-34 years

35-39 years

40-44 years

45-49 years

50-54 years

55-59 years

60-64 years

65-69 years

70-74 years

75+ years

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

SportsDonors

Demographics - gender

Donors

FemaleMale

Sports

FemaleMale

59% female 55% male

Our supporters

1 2 3 4 5 (blank)0

10

20

30

40

50

60Total

Q: How many other charities do you support?

Base: n=164

Donor profile

What this means for us

Sports

Corporate partnerships

Major Giving

Regional

Individual Giving

More money to our mission

• EU and statutory income• Matched funding and leveraging support from others

Where are we now?

1. Patient reach

2. Prospect identification

3. Engagement activity

4. Relationship management

The opportunities ahead

• Increased share of blood cancer market• Increased share of cancer market…and wider health• More from existing supporters• More from existing income streams• Innovation• Other streams – Statutory and money to mission