Income generation: helping to ensure sustainability

South Downs National Park Success Story

Summary

The South Downs is the UK’s newest National Park, covering a wide variety of landscapes, historic monuments, archaeological features and living, working communities.

Around 2 million people live within or close to the national park – the highest local population among all the national parks – and day visits reach 46 million a year. With such high user numbers, the Authority must maintain a delicate balance between conserving and protecting the unique landscape, promoting opportunities for the public to enjoy it, and fostering the well-being of local communities.

But times are tough to secure enough public funds for the important works they have conserving the park and also making it accessible to the people who need to enjoy open spaces. This success story explains how the park explores the potential for earned income, from legacies to offering band association on jam brands and involving local hotels in asking guests to donate with every stay.

The Challenge

Since its creation in 2010, the SDNPA has been heavily dependent on government funding to carry out its work. But government funding is at increasing risk as cuts take place across the public sector.

To offset this risk, SDNPA decided to explore opportunities to earn or fundraise income from other sources. To help them do this, they asked =mc consulting to work with them to look at the options and to develop a strategy for both voluntary and earned income generation.

=mc consulting has helped us explore the whole range of income sources open to us and have guided us towards a clear strategy for action including advising on what we need to do as an organisation to begin generating income from these.
Hélène Rossiter, Director of Corporate Services, South Downs National Park Authority

How we helped

=mc consulting was asked to do three things:

To assess the potential for fundraising, and then develop a strategy and a case for support to use with prospective donors
to assess the potential to generate earned income – what could they offer that individuals and organisations might be interested in paying for?
To examine the SDNPA’s ‘readiness’ – the people, processes and skills needed – to take on income generation from new sources

We researched income generation in the other national parks, and looked at charities fundraising in the South Downs area as well as national environmental and conservation charities. From this we mapped out the market sectors the SDNPA was planning to enter against the organisation’s own skills and assets, identifying the most cost-effective and least risky opportunities for earned and voluntary income.

Through workshops and interviews with staff and members we gained an in-depth understanding of the SDNPA’s work and its importance to all the different communities and interests it serves, and from that created a fundraising case for support. Finally, we drew up strategic recommendations for income generation, and advised on how to implement the new strategy.

A range of ideas were explored. Some involved seeking donations from trusts and foundations. Others focused on the active generosity of visitors, looking at electronic donation points and creating a legacy bequest programme targeted at older walkers and nature lovers.

We also explored key passive commercial opportunities such a link ups with local cheese, jam and beer producers. Hoteliers were asked to include a small donation on every guest bill as a donation to the park’s upkeep. And of course, charges for parking had to form part of the mix in view of the significant number of visitors who arrive by car.

An audit of staff skills and attitudes led to =mc developing a training programme on commercial awareness and rolling it out.

The Impact

SDNPA now have considerable scope for voluntary income generation from their visitor base and local residents, and now have a map to explore this market. With government funding confirmed for they have time to test and embed new fundraising practices and be ready to scale up. SDNPA is also exploring a selection of additional earned income ideas, using their assets and relationships to generate additional income where this is cost- effective.

Next Steps?

Have a similar challenge or want to explore a project?
Contact Bernard Ross, Director.

+44 7976 280314