The REAL Family
Published in

The REAL Family

REAL Partners & Employees receive the winners trophy for Brand & Values

Winners — Business Culture Awards 2021 — Best Brand & Values Initiative for Business Culture

A Focus on Partnership

REAL Fundraising were this week announced as winners of the best brand and values initiative for business culture. The really exciting this is that the case study put forward focussed on how REAL’s own Award winning culture (as recognised in 2018 when REAL came runner up in the small business category & 2020 where REAL were runners up in Brand, Values & Purpose and won the Small Business Category) impacts the sub-contracting partner fundraising agencies that REAL works with.

The relationship that REAL has with it’s partners is unique as detailed here and here. This model ensures that partner agencies that join REAL have their own culture transformation adopt REAL’s values of Respect, Ethics, Activism & Love and also build their own set of core values to disseminate throughout the organisation. Working in partnership with the REAL Directors this drives real change within their business.

Purpose before profit at every turn.

So, how does it look in numbers. Looking initially at the growth of REAL Partners and REAL Preneurs below (you can read about the differences between the models here):-

REAL Partnership is growing. The number of REAL partners and the volume of donors recruited has steadily increased siince 2016. Obvious risks for this growth would be a dilution in standards and quality

However, REAL’s partner quality has improved year on year most external partners follow this same trend of higher attrition as they join and this is then reduced as they become a part of the REAL Culture and adopt their own core values.The same partners are now delivering industry leading retention figures for non payers which translates into great year 1 retention and a strong client ROI.

Award winning culture permeates out of REAL’s core to our Partners and REAL Preneurs. They undergo their own culture transformation taking companies within the sector on a journey to becoming excellent charity ambassadors and growing the F2F Fundraising sector on ethics, values and good practice.

Tom Ward — Onboarding Director receives winners Trophy for Brand & Values



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Liam McEntegart

Liam McEntegart

Using business as a force for good primarily in the face to face Fundraising sector. Passions, Company culture, Values based management, innovation and tech.