Using trust fundraising in a capital appeal

Francis Webster

Capital Appeal Manager

Marie Curie Cancer Care

Using Trust Fundraising

within a Capital Appeal

Marie Curie BIG Build Appeal

• £7m appeal to build a brand new Marie Curie Hospice in the West Midlands

Introduction

• What’s different about a capital appeal?

• Challenges and opportunities

• Essentials

– Cause

– Leadership

– Strategy

The four stages of an appeal

• Research and planning

• The private phase

• The public phase

• Consolidation

Stage 1. Research and planning

• BROADSWORD (Marion Allford)

• Research your constituency

• Recruit a strong committee

• Case for support

• Draw up an approach list

Fundraising strategy

BROADSWORD

Background Role Others Aims Distinguished supporters Sticking point Way out Operational expertise Revenue Delivery of funds

Stage 1. Research and planning

• BROADSWORD (Marion Allford)

• Research your constituency

• Recruit a strong committee

• Case for support

• Draw up an approach list

Fundraising strategy

Stage 1. Research and planning

• BROADSWORD (Marion Allford)

• Research your constituency

• Recruit a strong committee

• Case for support

• Draw up an approach list

Fundraising strategy

The Chair

• Close to the charity

• Influence and leverage

• From a profitable sector

• Active

• Respected or liked?

• Not recently involved in another appeal

The Committee

• Influence and contacts

• Spread of industries

• Should they give?

• Terms of reference

Stage 1. Research and planning

• BROADSWORD (Marion Allford)

• Research your constituency

• Recruit a strong committee

• Case for support

• Draw up an approach list

Fundraising strategy

The case for support

• Compelling need

… and a convincing way out

• Wider context

• Solid figures

• Emotive and inspiring

• Shopping list

Shopping list

£4,500 In-patient bed and mattress

£10,200 Specialist bath tub

£51,000 Day therapy room

£103,000 In-patient bedroom

£590,225 Central day services area

Stage 1. Research and planning

• BROADSWORD (Marion Allford)

• Research your constituency

• Recruit a strong committee

• Case for support

• Draw up an approach list

Fundraising strategy

The gift chart Gift level (£) Prospects Donors Subtotal (£) Cumulative

Total (£) Percentage

1,000,000 4 1 1,000,000 1,000,000 20%

500,000 8 2 1,000,000 2,000,000 40%

200,000 12 3 600,000 2,600,000 52%

100,000 24 6 600,000 3,200,000 64%

50,000 28 7 350,000 3,550,000 71%

25,000 56 14 350,000 3,900,000 78%

10,000 100 25 250,000 4,150,000 83%

5,000 160 40 200,000 4,350,000 87%

2,500 400 100 250,000 4,600,000 92%

Under 2,500 1600 400 400,000 5,000,000 100%

Totals 2392 598 5,000,000

Stage 2. The private phase

• Why?

• How much of your target?

• Conditional gifts

• Project visits

• Use your committee

• “No not now”

Project visits

Stage 2. The private phase

• Why?

• How much of your target?

• Conditional gifts

• Project visits

• Use your committee

• “No not now”

Using the committee effectively

• How often to meet (and when?)

• Sharing networks

• Who to make the ask?

• Meeting prospective donors

• Motivating the committee

Motivating the committee

Stage 2. The private phase

• Why?

• How much of your target?

• Conditional gifts

• Project visits

• Use your committee

• “No not now”

Stage 3. The public phase

• Something to shout about

• Coordination with marketing

… and within fundraising

• Small trusts

• Quality stewardship

Something to shout about

Stage 3. The public phase

• Something to shout about

• Coordination with marketing

… and within fundraising

• Small trusts

• Quality stewardship

Stewardship

Stage 4. Consolidation

• The final push

• Recognition

• Celebrate success

• Transition

Recognition

Stage 4. Consolidation

• The final push

• Recognition

• Celebrate success

• Transition

Some final points

• Sometimes it’s down to chance

• Be dogged

• Be personal

• For more information:

Charity Appeals: The Complete Guide to Success by Marion Allford

www.sofii.org

francis.webster@mariecurie.org.uk

Thank you