SAMM National
Building long-term financial stability through strategic fundraising and digital engagement.
SAMM National supports people navigating profound loss after murder or manslaughter. They came to us at a point where fundraising had stalled and previous external support had not delivered.
Background
With turnover stuck at around £100,000 and earlier fundraising attempts yielding little success, SAMM National approached us to find a breakthrough.
Challenge
The sensitive nature of SAMM’s cause presents unique fundraising challenges. They had worked with professional fundraisers before who had under-delivered, leaving Jo, their CEO, understandably sceptical about our chances of success. Any new strategy had to deliver tangible results while avoiding additional pressure on an already stretched leadership team.
Our Approach
We implemented a tailored strategy starting with our starter Trust programme. Known for high returns (albeit often with slower early progress), this was a deliberate choice designed to build a strong fundraising foundation.
More recently, SAMM identified a need for an effective online appeal – one that could engage supporters digitally, increase visibility, and convert attention into donations. Marketing experts from 9 Mountains were brought in to lead the social media element, working closely with us so fundraising and engagement activity were aligned.
Turning Point
We extended our support beyond the initial agreement while we waited for funder decisions. That decision marked the beginning of a significant turnaround. A new Case for Support, combined with a consistent flow of high-quality applications, began to yield substantial grants.
At the same time, the launch of the online appeal provided a visible, supporter-facing route for engagement. Within the first week of refreshed social media activity, the reach of their Instagram account increased by 38,000%, significantly expanding awareness of the appeal and driving traffic towards donations.
Results
Our decision to focus on competitive, larger bids – strengthened by refinements to impact measurement – culminated in a transformative grant that not only doubled SAMM’s turnover, but also secured three years of financial stability. The JustGiving appeal successfully mobilised supporters, backed by renewed digital engagement.
Jo Early, CEO, SAMM National“We’ve tried professional fundraisers before and have had no success. Since employing Vantage Fundraising, we have had numerous grants including nearly half a million pounds from the National Lottery and City Bridge Trust. They are now doing legacy and corporate fundraising, with our turnover and impact rising rapidly.”
Beyond Funding
After embedding several new services as a result of the funding success, Jo commissioned us to run a Vision, Mission, and Strategic Objectives session. This enabled a refreshed Case for Support and a step up into larger, more significant bids.
We then implemented legacy and corporate fundraising to create a more resilient income mix. This has helped SAMM support more people – while allowing Jo to focus on her role as CEO rather than trying to do everything. Jo now advises ministers and mayors and appears on mainstream media.
Why this approach worked
This succeeded because strategy, delivery, and supporter engagement were aligned. Trust fundraising provided scale and stability, while a focused digital appeal expanded reach and converted interest into action – creating sustainable momentum.
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