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started nine months ago. As promised, it is time for show me | :00:02. | :00:12. | |
:00:12. | :00:30. | ||
This is show me the money, your weekly guide to he is making the | :00:30. | :00:33. | |
catch, how they're doing it and what it means for the way we work. | :00:33. | :00:37. | |
With us tonight, one of the big names in retail - Halfords has been | :00:37. | :00:41. | |
around for over a hundred years and his chief Executive is here. | :00:41. | :00:45. | |
From the three-day week to the credit crunch, Risley has seen it | :00:45. | :00:48. | |
all. She is chief economist at her boss not banks. | :00:48. | :00:51. | |
And Richard is half of the design duo behind kitchen gadget people | :00:51. | :01:01. | |
:01:01. | :01:02. | ||
just have just have. Did you do your bit for the local shops today? | :01:02. | :01:06. | |
Someone who has been looking into the state of our shops is our self- | :01:06. | :01:10. | |
styled Queen of the high street. This week, she is expected to give | :01:10. | :01:15. | |
her verdict on at the closure of shops to get people's shopping | :01:15. | :01:21. | |
again. It will cause for an easing for | :01:21. | :01:25. | |
regulations on night-time deliveries and even a tax on out- | :01:25. | :01:31. | |
of-town car parking. Halfords are keen to get more shot some high | :01:31. | :01:35. | |
street. What you think me to be done to re-energised? | :01:35. | :01:39. | |
I think what Mary Porter is doing is good news. Anything that | :01:39. | :01:44. | |
breathes life into shopping is good. Retailing is a great industry from | :01:44. | :01:47. | |
creating jobs. We're opening a few stores on high streets of London | :01:47. | :01:51. | |
because we have recognised that that is what customers want to shop. | :01:51. | :01:55. | |
Particularly for the urban cyclist, it is a great place. There has to | :01:55. | :02:05. | |
:02:05. | :02:11. | ||
be a balance. The bulk of our They might put a shot on the high | :02:11. | :02:14. | |
street and then the shops around it end up becoming vacant and then you | :02:14. | :02:21. | |
struggle to get the customers You have to be careful when you're | :02:21. | :02:24. | |
choosing way you go and we spend a lot of time thinking about that. | :02:24. | :02:30. | |
That applies in Retail Parks as well as on the High Street. That is | :02:30. | :02:33. | |
one of the key things in retail - making sure the stores are in the | :02:33. | :02:42. | |
right place. You still think the high street has a life, them? | :02:42. | :02:45. | |
The important thing is that there is a balance between high-street | :02:45. | :02:50. | |
stores and out-of-town stores. Often you can do more, particularly | :02:50. | :02:54. | |
with our sorts of products, if the customer as part outside the door. | :02:54. | :02:58. | |
Parking is one of the big issues and some people would say it is too | :02:58. | :03:03. | |
expensive to shop and a high street because it is too expensive to park. | :03:03. | :03:08. | |
It is not just expense but about convenience. Very often, it is very | :03:08. | :03:11. | |
inconvenient a park bench on the High Street, particularly if you | :03:11. | :03:17. | |
are buying bulky goods. It is definitely good news if things are | :03:17. | :03:22. | |
changed to improve parking on the high street, and anything that | :03:22. | :03:26. | |
briefs life will be good for retailers. What are your thing | :03:26. | :03:30. | |
needs to be done to get things moving on the High Street? All the | :03:30. | :03:35. | |
things that have already been said. We know the retailing sector as a | :03:35. | :03:38. | |
whole is under great pressure at the moment. But British Retail | :03:38. | :03:42. | |
Consortium figures last week were pretty depressing. We know that the | :03:42. | :03:45. | |
retailers are under pressure because the consumers are under | :03:45. | :03:50. | |
pressure. This year, we have had inflation running at 5% while | :03:50. | :03:54. | |
earnings growth has been too 0.5%. Benn has been a real squeeze on | :03:54. | :04:02. | |
people's incomes. Unemployment is ticking up. The housing market has | :04:02. | :04:05. | |
been fairly subdued, people are trying to pay off their debts. All | :04:05. | :04:10. | |
these things have pulled back personal consumption and that is | :04:10. | :04:14. | |
one of the reasons why GDP growth this year is going to be so weak. | :04:14. | :04:18. | |
Household consumption will fall by nearly 1% in 2011, which is | :04:18. | :04:24. | |
extraordinary. But is very unusual. Is that a pressure that your | :04:24. | :04:28. | |
customers are seeing, Richard? yes, are we found it is much | :04:28. | :04:32. | |
tougher in the UK high-street this year. We are having to be far more | :04:32. | :04:36. | |
creative with our customers, all customers are expecting this to be | :04:36. | :04:40. | |
far more creative as far as being great product but also added value | :04:40. | :04:47. | |
to are offering. - but to our offering. By there is another | :04:47. | :04:53. | |
argument that the high street is to nine-to-five, whereas out-of-hours | :04:53. | :04:57. | |
-- out-of-town shopping centres have long hours. I think that makes | :04:57. | :05:01. | |
a difference but we supply about 700 independent retailers and we | :05:01. | :05:05. | |
had some fantastic ones who offer great customer service. There is | :05:05. | :05:13. | |
something lovely about that. That level of service can sometimes get | :05:13. | :05:17. | |
lost in larger format stores. We would very much like to see the | :05:17. | :05:24. | |
high streets being reinvigorated and helped to get small shops open. | :05:24. | :05:28. | |
One to you think about one of Mary's ideas, to have more market | :05:28. | :05:38. | |
stalls? We love and encourage entrepreneurial businesses. It is a | :05:38. | :05:42. | |
great weight for people who were thinking of getting into retail to | :05:42. | :05:52. | |
try with a relatively low-cost base. You do not have to have much | :05:52. | :05:56. | |
capital start selling a market stall. Would you agree with that? I | :05:56. | :06:03. | |
can't imagine you selling bikes on a market stall! Be it is not our | :06:03. | :06:06. | |
business but as we were saying, it is a way of bringing customers down | :06:06. | :06:12. | |
town. So the key is that we still have a high street and we should | :06:12. | :06:16. | |
work on keeping it. It is time that our quick flick | :06:16. | :06:21. | |
through some of the stories he would rather have Mr This week. | :06:21. | :06:25. | |
This lot are taking part in the annual World Memory Championships | :06:25. | :06:30. | |
taking place in China. Among the challengers, memorising 30 packs of | :06:30. | :06:39. | |
playing cards in an hour, 3,500 binary numbers. This 21-year-old | :06:40. | :06:44. | |
was the winner. If only he could remember where he parked his car | :06:44. | :06:48. | |
expat that last bit was made up. This brings a whole new meaning to | :06:49. | :06:54. | |
a drive-through restaurant. A car ploughed through the front of this | :06:54. | :07:04. | |
:07:04. | :07:05. | ||
diner in South America. Nobody was harmed. | :07:05. | :07:08. | |
Meet a monkey who campaigned! He is about to have his own art show in | :07:08. | :07:13. | |
Toronto, Canada. His art is described as colourful and abstract | :07:13. | :07:17. | |
and art dealers are set to pay hundreds of pounds for one of his | :07:17. | :07:27. | |
:07:27. | :07:29. | ||
paintings. More fool them! I can paint | :07:29. | :07:35. | |
pictures like that! Can you sell anything these days? I think that | :07:35. | :07:43. | |
is great. I think selling is a great skill. Someone who is able to | :07:43. | :07:47. | |
sell anything is rare. We have one guy in our business who could sell | :07:48. | :07:54. | |
anything. But good sales guys probably cannot sell everything. A | :07:54. | :07:59. | |
monkey's pictures is probably pushing it but I would say that I | :07:59. | :08:09. | |
:08:09. | :08:11. | ||
am Borderline a map. I think people are much more careful about being | :08:11. | :08:14. | |
sold to now. You have got to be careful with the product you are | :08:14. | :08:20. | |
offering. One of the things that we saw there with the car going into | :08:20. | :08:24. | |
the building - essentially taking that more seriously, this is about | :08:24. | :08:29. | |
business is having to prepare for the unexpected. A woman driver - | :08:29. | :08:36. | |
what can you say?! Only I can say that. You do have to be prepared | :08:36. | :08:39. | |
for the unexpected but you have to be prepared for that whatever you | :08:39. | :08:44. | |
do. I am sure you have to be prepared for the unexpected. | :08:44. | :08:48. | |
Sometimes your guests might go missing, and what do you have to do | :08:48. | :08:53. | |
them, do have to respond quickly. Businesses have to do the same. | :08:53. | :08:56. | |
Richard, what is the most unexpected thing that has happened | :08:56. | :09:02. | |
in your business? Why over our biggest markets is Japan, and the | :09:02. | :09:06. | |
tsunami and nuclear issues that were there earlier this year was a | :09:06. | :09:11. | |
huge shock to us, and our business closed down there for three months. | :09:11. | :09:21. | |
:09:21. | :09:22. | ||
It was a huge shock and we had to Did you have insurance? Yes, and a | :09:22. | :09:25. | |
contingency plan, but it was a shock for us. For a company like | :09:25. | :09:29. | |
yours, which is quite small, it must be difficult to prepare, to | :09:29. | :09:34. | |
have contingency plans? It is and you don't want to have to spend too | :09:34. | :09:38. | |
much time coming up with alternative plans, because it takes | :09:38. | :09:42. | |
away time from Claonaig, which is the fun bit. We do think about | :09:42. | :09:46. | |
risks and have a plan before the more serious that stuff but | :09:46. | :09:50. | |
otherwise we just get on with the day-to-day. For a company like | :09:50. | :09:54. | |
yours it must be important to have a Plan B in place? Yes, we are | :09:54. | :09:57. | |
always thinking about contingency arrangements but inevitably things | :09:57. | :10:01. | |
do happen that are unexpected and the key thing is how you react to | :10:01. | :10:06. | |
that and find out what the real problem is, what you can do, fix | :10:06. | :10:09. | |
what you can fix and don't worry what you can't change and as long | :10:09. | :10:13. | |
as you stay clearer focus you can move forward and take advantage. | :10:13. | :10:16. | |
What is the most unexpected thing that has happened to Halfords? | :10:16. | :10:19. | |
is funny now thinking about the weather, this time last year nobody | :10:19. | :10:24. | |
could get around, there was frost, snow on the ground and we were | :10:24. | :10:28. | |
selling so many sledges, so much de-icer, screen wash, those things, | :10:28. | :10:32. | |
and this year the weather is fantastic, really mild and our | :10:32. | :10:35. | |
stores are full of stock but nobody is buying those types of product at | :10:35. | :10:38. | |
the moment. Balancing that and reading the weather is really | :10:38. | :10:42. | |
important. When you do have an incident like you say where | :10:42. | :10:46. | |
everybody -- suddenly everyone is buying Serjit, how quickly can you | :10:46. | :10:50. | |
get that stock because you wanted sell that stock? We have to balance | :10:50. | :10:55. | |
it. This time last year we were selling sledges bought in from the | :10:55. | :10:59. | |
West, and it took about a week to get supply organised. Once you | :10:59. | :11:03. | |
realise you have an opportunity you have big focus on it and go for it. | :11:03. | :11:09. | |
It feels like the weather is used as an excuse by retailers? I think | :11:09. | :11:13. | |
you are right on occasions. But there is no doubt that weather does | :11:13. | :11:16. | |
change people's buying habits and as a retailer it is your job to | :11:17. | :11:21. | |
have the products there when customers need them. So that comes | :11:21. | :11:25. | |
back your point about good planning. Does weather make much of a | :11:25. | :11:29. | |
difference to your business, Richard? I don't think so, not a | :11:29. | :11:33. | |
huge amount. Just the retail trends that come with good and bad weather, | :11:33. | :11:37. | |
Forest the summer months are quieter, people are not so much in | :11:37. | :11:42. | |
stores but not really, we design and make kitchen accessories and | :11:42. | :11:45. | |
chopping boards and colanders, that sort of thing. Cold weather doesn't | :11:45. | :11:50. | |
make people buy more kitchen you tell -- kitchen utensils and stay | :11:50. | :11:55. | |
and cook more? Unfortunately not. What about the Memory Championships, | :11:55. | :11:59. | |
what do you do to remember things? I have a diary, very old fashioned. | :11:59. | :12:04. | |
I write it because I can use technology as well put I think the | :12:04. | :12:07. | |
old fashioned ways are the best ways. I write notes to myself all | :12:07. | :12:10. | |
the time. The key thing is to remember where you put all the | :12:10. | :12:18. | |
notes! Posted stickers all over my house. Go to bed by 12 o'clock, and | :12:18. | :12:23. | |
I can never find them. And Post-it notes to tell you where Post-it | :12:23. | :12:28. | |
notes are Roswell! To the left, to the right. Writing things down | :12:28. | :12:33. | |
helps you to remember things. I'd know if I am giving a speech, if I | :12:33. | :12:36. | |
have written it I can remember it but if I haven't written it down I | :12:36. | :12:42. | |
probably could not. Any memory tricks for you? I have an eye pad, | :12:42. | :12:47. | |
and iPhone, but I have a black book and I write lists, countless lists | :12:47. | :12:52. | |
every day -- iPad. I love writing lists because you can cross things | :12:52. | :12:58. | |
off. It is a great feeling when you can go through your list, it gives | :12:58. | :13:07. | |
you satisfaction. One of the things what about the things on your list | :13:07. | :13:12. | |
for turning things around? It is a tough market at the moment. It is | :13:12. | :13:15. | |
tough but not impossible. What you have to do is seek out the | :13:15. | :13:19. | |
opportunities. We have tried to change the business. We talk about | :13:19. | :13:23. | |
our value triangle, making sure we have competitive prices, innovative | :13:23. | :13:26. | |
and quality products and we are delivering great service and what | :13:26. | :13:29. | |
we have done this year is put a big emphasis behind bikes because we | :13:29. | :13:32. | |
have recognised that at this time cycling is a great thing that | :13:32. | :13:36. | |
people want to do and we have a fantastic chance to grow our | :13:36. | :13:44. | |
So you're seeing changing in spending habits then, more people | :13:44. | :13:49. | |
buying bikes? The motorist is definitely under huge pressure. Two | :13:49. | :13:54. | |
years of 20% increases in petrol prices and two years increases in | :13:54. | :13:58. | |
the cost of insurance. For young people, the car is occupying a | :13:58. | :14:01. | |
different part of their life. We have to create value for the | :14:01. | :14:06. | |
motorist. We do that by fitting products and store, on demand, we | :14:06. | :14:11. | |
have what it chain of also centres last year. We have rebranded them | :14:11. | :14:17. | |
and we are offering great value. seems you're offering more work | :14:17. | :14:21. | |
service. Is this to try and beat the internet? You must lose a lot | :14:21. | :14:28. | |
of business. We do quite a lot of business on the internet. On our | :14:28. | :14:31. | |
garage business, the internet accounts for one-third of the | :14:31. | :14:36. | |
bookings. We see the internet as an opportunity. We have to recognise | :14:36. | :14:41. | |
that when customers have research online and come to the store, we | :14:41. | :14:44. | |
have great service. Our products lend themselves to that. People | :14:44. | :14:48. | |
like to order it by come wind. They do their research. But they like to | :14:48. | :14:52. | |
sit on it, have it built for them. That is something we can be | :14:53. | :15:01. | |
uniquely in the store. Were fit a car radio or a child seat. Isn't | :15:01. | :15:05. | |
there a danger that you lose sales from people was coming, get your | :15:05. | :15:09. | |
servers, take up the time of your staff and buy it on the internet. | :15:10. | :15:14. | |
Only if the price is wrong, and that will be our fault. But also, | :15:14. | :15:20. | |
having unique products. Something like 60% to 65% our own labels. You | :15:21. | :15:27. | |
can only buy them in Halfords. That way, customers know when they do | :15:27. | :15:30. | |
price comparison there is no other place taken by that particular | :15:30. | :15:34. | |
product. That is another way in which we are using the net to grow | :15:34. | :15:38. | |
our business. We heard a brief mention about inflation and we will | :15:38. | :15:42. | |
get the latest figures this week. How much of an issue is it for you | :15:42. | :15:48. | |
and how much of the senior costs go up? We have seen wages go up by | :15:48. | :15:53. | |
about 2.5%. Obviously, some of our softs, like the business rates... | :15:53. | :15:59. | |
So, you have been increasing salaries? Yes. We have been giving | :15:59. | :16:04. | |
pay reviews. If we want to keep quality staff, they have to be | :16:04. | :16:09. | |
rewarded appropriately. On product costs, we face commodity inflation, | :16:09. | :16:15. | |
or oil prices have gone up, things like steel prices, aluminium prices. | :16:15. | :16:19. | |
We have to be careful where we are buying their products. In some | :16:19. | :16:23. | |
cases, that means moving to its new markets and opening up new | :16:23. | :16:27. | |
factories to provide products for us to sell. Have you had to put | :16:27. | :16:31. | |
prices up? In some cases, prices have gone up. In other cases, we | :16:31. | :16:35. | |
have brought prices down because we have found a new source of | :16:35. | :16:38. | |
production that is offering a comparable product at him there | :16:38. | :16:41. | |
were price. As you were saying about the internet, the market is | :16:41. | :16:45. | |
so competitive, if the price is wrong, you do not get the deal. | :16:45. | :16:49. | |
Thank you. The political fall-out from that | :16:49. | :16:52. | |
European veto is still clearly rumbling around with the war of | :16:52. | :16:56. | |
words continuing today. David Cameron's argument is that he is | :16:56. | :17:00. | |
protecting our economy but critics say it could do more damage than | :17:00. | :17:04. | |
good. So he is right? There has been so much going on with the | :17:04. | :17:08. | |
eurozone, it is difficult to keep on top of the Dolls. But looking at | :17:08. | :17:12. | |
the situation comedy think David Cameron had any choice? | :17:12. | :17:16. | |
No, he did not. All he wanted was a few safeguards for the financial | :17:16. | :17:20. | |
services for this country. The financial services industry in | :17:20. | :17:26. | |
general generates about 11% of our tax revenues. Last year, this city | :17:26. | :17:31. | |
had a net exporter of �35 billion. These are very serious, important | :17:31. | :17:35. | |
numbers. His discards for relatively modest. He thought he | :17:35. | :17:38. | |
would be able to get through that most of the European Union members | :17:38. | :17:42. | |
would agree with him. But they have virtually all ganged up against him | :17:42. | :17:49. | |
and he was cornered. He really had no alternative. We keep hearing | :17:49. | :17:53. | |
about how this is about protecting our financial sector and it is very | :17:53. | :17:57. | |
important, it brings in something like �53 billion worth of tax | :17:57. | :18:03. | |
receipts every year. But is this going to protect it? We are still... | :18:03. | :18:07. | |
We're not at the table any more, making these discussions and making | :18:07. | :18:13. | |
these agreements. When people say we had terrific influence over | :18:13. | :18:16. | |
these financial regulations that were coming through - and over 49 | :18:17. | :18:21. | |
propose measures in the pipeline - so it is a very serious situation. | :18:21. | :18:25. | |
It is almost as if Brussels wants to stifle the life out of the city, | :18:25. | :18:30. | |
which is a very serious problem. But even when there were quotes us | :18:30. | :18:35. | |
in the tent, we did not have that much influence. Most of this | :18:35. | :18:38. | |
regulation is judged by something like a qualified majority. We have | :18:38. | :18:45. | |
it 0.5% of the vote. There is over 90% that we do not have. It is very | :18:45. | :18:49. | |
hard for London and Britain, because they're so unique in this | :18:49. | :18:52. | |
particular area or to get any natural allies. We do not have | :18:53. | :18:57. | |
natural allies. Not much influence to date. I suspect that will not | :18:57. | :19:01. | |
changed that much. But what it does mean is that the whole relationship | :19:01. | :19:04. | |
with the European Union is now under the microscope. Where do we | :19:04. | :19:09. | |
go from here? We're actually a rather unstable position. We have | :19:09. | :19:12. | |
heard today from some business leaders that they do not think it | :19:12. | :19:16. | |
is good for business because we will indirectly be affected by | :19:16. | :19:22. | |
whatever happens here. I think they're exaggerating. You talk | :19:23. | :19:27. | |
about trade and the importance of the market as if somehow this is | :19:27. | :19:33. | |
something determined by governments and whether Prime Minister has a | :19:33. | :19:39. | |
friendly with each other. It is not like that. These gentlemen know | :19:39. | :19:42. | |
perfectly well that when they sell goods to people overseas, those | :19:42. | :19:47. | |
people buy them because they want to buy them. Similarly, we buy a | :19:47. | :19:51. | |
lot of exports, a lot of stuff from the European Union. We have a huge | :19:51. | :19:54. | |
trade deficit for the other countries in the European Union | :19:54. | :20:03. | |
because we want their products. Richard, you do do a lot of trade. | :20:03. | :20:09. | |
How much of an effect as the crisis haven't and your business? 40% of | :20:09. | :20:13. | |
our turnover is in Europe if you include the United Kingdom as well. | :20:13. | :20:17. | |
We have seen considerable growth in the last 12 months in Europe. We | :20:17. | :20:20. | |
have extended our distribution based there and the markets we are | :20:20. | :20:26. | |
supplying in Europe are doing well with our products. When it comes | :20:26. | :20:30. | |
down to the consumer level, how much this will listen Flynn's it? | :20:30. | :20:33. | |
They do not know. People are worried. We had our distributor | :20:33. | :20:37. | |
conference in London last week where a team distributor's from | :20:37. | :20:40. | |
Europe visit us to talk about issues. There is a worry there but | :20:40. | :20:44. | |
they're not sure how it will impact the retail scene. Our products are | :20:44. | :20:49. | |
still doing well in Europe. Do you care about the politics? Of course | :20:49. | :20:54. | |
you do. We care about that and how it affects consumer confidence. | :20:54. | :20:57. | |
People are worried about parting with their money. We are worried | :20:57. | :21:00. | |
about it, of course. But we have the approach of focusing on what | :21:00. | :21:04. | |
we're good at, which is great product design and getting products | :21:04. | :21:08. | |
to market. For the Sun mat and continue to do that well, and we | :21:08. | :21:13. | |
should weather the storm. David, at what is your export to | :21:14. | :21:19. | |
Europe? It is not massive, is it? We have a business and Islands and | :21:19. | :21:25. | |
it is three to present a 4% of our sales. R Irish business is doing OK | :21:25. | :21:29. | |
at the moment. We think that the Irish Government is starting to | :21:29. | :21:33. | |
show some benefit in terms of clarity. As far as the UK is | :21:34. | :21:36. | |
concerned, customers are under pressure. They just have less money | :21:36. | :21:41. | |
to spend. What they want more than anything else is uncertainty and | :21:41. | :21:45. | |
clarity. The issue that we are thinking about at the moment is | :21:45. | :21:49. | |
that all these changes in Europe, high they causing more confusion in | :21:49. | :21:53. | |
the customer's mind? Is that making them less willing to spend because | :21:53. | :21:56. | |
they do not quite know what the future will bring. The unemployment | :21:56. | :22:00. | |
figures will be out. There is not a lot of good news around and | :22:00. | :22:06. | |
customers are looking for certainty. Thank you. It is no secret that | :22:06. | :22:10. | |
many businesses are feeling the pinch and so, too, are charities, | :22:10. | :22:18. | |
as many of us are giving less. What are they going to get more cash? | :22:18. | :22:25. | |
It is time for the morning drugs round at St Wilfred's Hospice in | :22:25. | :22:29. | |
Chichester these specialist nurses care for terminally ill patients on | :22:29. | :22:34. | |
a 14 bed ward. The NHS contributes just 14% towards the yearly running | :22:34. | :22:39. | |
costs. So this leaves the hospital fund-raising team with a massive | :22:39. | :22:43. | |
task. It is one that is made all the more difficult as people are | :22:43. | :22:49. | |
starting to give Leicester charity. This woman is head of fund-raising | :22:49. | :22:57. | |
at a hospice. She has to raise �5.7 million a year. I have grabbed a | :22:57. | :23:00. | |
few minutes with her just outside the hospice's chapel. Can you tell | :23:00. | :23:03. | |
me just how you go about fund- raising for such a huge amount of | :23:03. | :23:09. | |
money? Clearly, it has always been a challenge. But in terms of the | :23:09. | :23:13. | |
current situation, more so. So we try to diversify our income streams | :23:13. | :23:19. | |
as much as possible. Last year alone, 43% of our income was raised | :23:19. | :23:24. | |
through legacy giving and we have a significant percentage in terms of | :23:24. | :23:29. | |
retail activity. About 20% in terms of our income last year was raised | :23:29. | :23:33. | |
through that particular programme. A lot then would be through | :23:33. | :23:37. | |
voluntary income and that is where we really need to look at the | :23:37. | :23:42. | |
detail and have as many activities as possible. Examples of that would | :23:42. | :23:47. | |
be Hospice lead events programmes as well as community events and | :23:47. | :23:51. | |
charity challenges. Whilst Avril has very clear ideas about how to | :23:51. | :23:54. | |
raise this money, many small charities struggle to find new ways | :23:54. | :23:59. | |
of fund-raising. One of the first thing is that we think is | :23:59. | :24:03. | |
fundamental to everything is to really understand the supporter. To | :24:03. | :24:07. | |
really get under the skin of who is supporting and understanding why | :24:07. | :24:12. | |
they are supporting. It is not just about looking at a database, it is | :24:12. | :24:15. | |
like going out, sitting down and talking to people. What about | :24:15. | :24:19. | |
volunteers? Is that one way that charities can capitalise on the | :24:19. | :24:24. | |
local community? Volunteers are a fantastic resource. It is a way of | :24:24. | :24:29. | |
using people matter both three and connected into the community. It is | :24:29. | :24:32. | |
an innovator of way for a charity to look at things, because it is | :24:32. | :24:37. | |
enabling them to do extra things without it costs associated to it. | :24:37. | :24:40. | |
Luckily for the hospice, research is showing that people are still | :24:40. | :24:45. | |
keen to give money and time to local causes. By its very nature, | :24:45. | :24:50. | |
St Wilfred's engages massively with the local community. Here in the | :24:50. | :24:53. | |
Day Hospice, volunteers have been running an art class for local | :24:53. | :24:56. | |
patients and Esther has been volunteering here for 11 years. | :24:56. | :25:01. | |
What makes you want to volunteer? think it is an incredibly special | :25:01. | :25:06. | |
place. The atmosphere, the people and the sense of support from the | :25:06. | :25:09. | |
community make it an excellent place to come and work as a | :25:09. | :25:15. | |
volunteer. The hospice has been running for nearly 25 years. | :25:15. | :25:19. | |
Heidi Avril and her team come up with innovative ways to keep the | :25:19. | :25:22. | |
local community engaged with the charity? | :25:22. | :25:26. | |
We are always looking at other ways of developing our services, so I | :25:27. | :25:32. | |
think the underlying message is the same. We always build on that in | :25:32. | :25:36. | |
terms of looking at and identifying future needs. We're already looking | :25:36. | :25:41. | |
at social media and E marketing. But there's so much more that we | :25:41. | :25:45. | |
can do. We need to customise our approach going forward. I think | :25:45. | :25:49. | |
again it is not just about asking people to become involved in events. | :25:49. | :25:54. | |
There are so many other messages that we can create there. I think | :25:54. | :25:58. | |
getting a sense of what people want, so it is a two-way conversation, | :25:59. | :26:04. | |
rather than pushing information out to this particular audience. | :26:05. | :26:09. | |
challenge faced by the hospice and charities up and down the country | :26:09. | :26:13. | |
is huge. But it is a challenge they must meet in order to continue to | :26:13. | :26:19. | |
provide services for those who need it most. | :26:19. | :26:23. | |
That is it for this week. Christmas is coming, the goose is getting fat | :26:23. | :26:27. |