Providing reassuring fundraising expertise for a foodbank
Fundraising - Stratford-Upon-Avon Foodbank
“I was very conscious that we had no proper experience around fundraising and it was important that we got it right. We wanted reassurance and support from individuals that were experts and had a good understanding of the business we’re in. Kirsty and James teased out of us what we needed and provided us with the strategy and skills needed, and made sure it was workable. We’ve got a comprehensive action plan, a really good product.”
Davina Logan, Chair of Trustees, Stratford-Upon-Avon Foodbank
Background
Since 2013, Stratford-Upon-Avon Foodbank has stood alongside thousands of individuals and families during some of their most difficult moments, offering emergency food parcels and access to vital advice and support. The charity works with Trussell and aims to prevent and relieve poverty in Stratford-upon-Avon and surrounding areas. In addition to the essential need to increase fundraising income, a key challenge for the foodbank has been the lack of a combined dedicated warehouse and distribution facility.
Over the last three years, Action Planning has been working with Trussell to enable its network of foodbanks to grow their fundraising skills and income. Stratford-Upon-Avon Foodbank came to us as a result of this connection and the work was taken on by Kirsty and James Baker.
Brief
Davina Logan, Chair of Trustees at Stratford-Upon-Avon Foodbank, contacted us at the end of 2024. She and the team were planning to recruit a fundraising member of staff in 2025 and first wanted our support with developing a fundraising plan and assessing fundraising priorities. This would also include some initial trust funder research and developing a case for support.
The work would include undertake a review of their existing fundraising activities and goals and presenting a comprehensive fundraising strategy. The charity wanted to be able to assess the effectiveness of their activities to date and to develop a sustainable plan to increase fundraising income and strategically coordinate their activities.
They also wanted support with the recruitment process for the new in-house fundraiser.
Process
The process involved meeting with the Foodbank Manager and Chair of Trustees to develop a clear understanding of current fundraising activities, priorities, goals and plans. Following this, we were supplied with a wide range of strategic documents which enabled us to fully understand the fundraising landscape at Stratford-Upon-Avon Foodbank, including successes and challenges. Alongside further research into the work of the Foodbank, as well as in the area, we developed a strategy and work plan based on our findings.
Following this, we supported their recruitment process, including writing and reviewing the job description and advert, involvement in shortlisting applicants, advising on writing interview questions and scenario situations, and undertaking the second interview with the final candidates.
A further project involved developing a case for support to be used by the newly recruited Community and Events Fundraising Officer.
Outcome
We presented a final comprehensive fundraising strategy – a dynamic working document to be used to grow fundraising income. This document then informed a spreadsheet outlining the key priorities and a calendar of actions throughout the year. Again, a dynamic document designed to be used by the team to manage workflow and output.
Davina said, “We had made the decision to appoint a fundraising person and we needed to give them a strategy that they could pick up and run with, rather than spending the first few months working on that. What Kirsty and James delivered was a sound product.
“Our initial response was how comprehensive it was and how it seemed to cover all bases. The way they created it and had written it was easy to understand, with a route map that we could pick up and run with.”
After delivering the strategy we helped to recruit a Community and Events Fundraising Officer, who started in post in August 2025. And we presented a case for support document to the Foodbank Manager shortly before she finished the role, enabling her feedback to be included in the final document.
“The costs were within my idea of the budget,” said Davina. “We were prepared to invest in it because it’s important. We’re very happy with the products we’ve got and the recruitment we’ve made. And we’ve got Kirsty and James in again to support the new fundraiser and new Foodbank Manager to set up the CRM.”
Consultant’s insight
It was excellent to be able to come alongside the Foodbank Manager and Chair of Trustees to support in planning the way ahead. Davina was engaged and willing to make the necessary changes and plans for the future in order to develop the income of the organisation. The attributes that really made this work were communication (we gave regular updates) and close working with internal staff to ensure everyone felt included and heard.
Photo credit - Lorentz Gullachsen