Innovation
15 Sep 2010
At the Institute of Fundraising reception in the House of Lords yesterday, Lindsay Boswell, outgoing Chief exec of the I of F challenged those listening to step up to the challenge of “Big Society” by engaging in social issues and needs. He highlighted the need for innovation to make the changes needed for society to view charity differently.
Afterwards, with our fascinating guests from Cancer Research UK and UNICEF, we talked about what would be needed to really make that innovation happen and amongst all the ideas, the one that struck me the most strongly was that if we’re going to deploy scarce financial and human capital on innovating the next big thing, we need to take our best budgets and people away from doing all the other things that we’ve done for a while. Not drop everything, but acknowledge that if we keep churning out the same old stuff because it works (direct mail, TV, chugging all produce a return on investment – at the moment), then when we realise that we’ve reached the point where it’s no longer the best thing to do, it’ll be too late to innovate. And if our best minds are tied up with the daily grind, will we even notice when things pass that tipping point?
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