National Arts Fundraising School 2015

The National Arts Fundraising School2015Transforming your fundraising potential

www.nationalartsfundraisingschool.com

22-27 March8-13 NovemberBook with confidence: full money-back guarantee


Transforming your fundraising potentialThe National Arts Fundraising School is the UK’s only residential fundraising training programme designed exclusively for the arts and cultural sector. More than 1,200 orchestras, museums, galleries, theatres, community arts companies, festivals and dance companies have benefited from the School. So far the learning they’ve gained has helped them raise over £200M.

In recent years we’ve seen some of the harshest ever cuts to the arts. To survive and thrive, you must be able to tap into the whole range of sources that are available. You need to know where to look and you need to know how to ask. That’s what the National Arts Fundraising School is designed to help you with. For over 26 years former participants have shown that the skills and know-how we share deliver success. More than that we guarantee success.

Read and view alumni testimonials and success stories at www.nationalartsfundraisingschool.com

Over six intensive, challenging days you’ll increase your knowledge of different funding sources, including individual giving, major donors, trusts and foundations, online engagement, corporate sponsorship and legacies. Whether you’re experienced or new to fundraising, you’ll access innovative ideas, invigorate familiar approaches and tap into fundraising opportunities you’d never have considered before. You’ll also develop skills in powerful communication with donors. Above all you’ll build a rigorous, resilient fundraising strategy.

“The School does something quite extraordinary in managing to be perfect for both fundraisers at

the start of their career and ‘old lags’ like me. New people get a terrific overview of what a

portfolio might include. And those of us who are more experienced get to validate our core

practice – and learn about other approaches.”

Cathy Agnew Project Director, Peter Pan Moat Brae Trust


Five things you won’t get anywhere else…

1. Enjoyable, memorable, intensive learning Every session is carefully designed to stay with you long after the School. We

use a mix of expert presentations, group exercises and activities, coaching, case studies, online research opportunities, and time to read and reflect. The range of approaches guarantees you learn and retain a huge amount in a relatively short period of time.

2. Outstanding programme leaders The School is led by Bernard Ross, Philly Graham and Julia Bellingham

– three top fundraising consultants with over 65 years experience between them, in both UK and international arts fundraising. There are guest speakers from other organisations sharing insights on issues as diverse as online giving and raising money from the EU. And you’ll have the chance to share knowledge and experience with your fellow participants.

3. Putting theory into practice The School’s approach is deeply practical. We’ll show you how the models and

approaches we cover are relevant to your organisation and how best to use them to overcome challenges and build on opportunities. Building your strategy and portfolio as you go along, you leave the School with a well-developed action plan to put into place on your return to work.

4. Outstanding back-up resources We reinforce the programme content to help you consolidate your learning in the

weeks, months, and even years to come. A key learning element is a comprehensive 350-page workbook and a range of online resources. During the School you have access to our extensive fundraising reference library – including databases of major fundgivers and key texts from the UK, USA and Europe.

5. Money-back guarantee We’re so confident that what you learn will bring tangible results that we offer you

a unique money-back guarantee. If you don’t raise a sum at least equal to the School fee within 12 months of completing the programme, we’ll refund the fee. All of it. Guaranteed.

“An exceptionally high quality experience delivered with brio

and care.”

Susan Burns Director, Chol Theatre

TRACER BY MELANIE MANCHOT, COMMISSIONED BY GREAT NORTH RUN CULTURE, PHOTOGRAPHY: MARK SAVAGE

The National Arts Fundraising School is run by The Management Centre (=mc), the UK’s leading consultancy working to transform the performance of ethical organisations worldwide.

Bernard Ross is a Director of =mc and Director of the National Arts Fundraising School. For over 30 years, he has acted as a fundraising consultant to a wide range of arts and cultural bodies, ranging from the National Gallery to Scottish Opera, and from Holburne Museum, Bath to York Early Music Festival.

He is co-author of The Influential Fundraiser: Using the Psychology of Persuasion to Achieve Outstanding Results, and editor of Global Fundraising.

Philly Graham is a Learning and Development Consultant at =mc and Deputy Director of the School. She brings to the event significant fundraising experience, especially in commercial sponsorship and CSR gained while working at Alzheimer’s Society where she handled partnerships with major companies such as Tesco and Homebase.

Since joining =mc she’s worked with major charities like Macmillan Cancer Support, ActionAid and WWF-UK.

Julia Bellingham is a Senior Learning and Development Consultant at =mc and Deputy Director of the School. Before joining =mc Julia was Deputy Director for Fundraising at Action for Children – one of the UK’s largest children’s charities. She brings a wealth of knowledge and experience in fundraising and specialises in foundations, sponsorship and communications skills.

At =mc Julia coaches fundraisers in presentation, communication and influencing skills. Recent customers range from The British Council to Thackray Museum, Leeds.

Leading expertise

PHOTOGRAPHY: ROB KENNEDY


“A truly comprehensive course for the arts and creative sector. I’d thoroughly

recommend the School to any organisation looking to develop and hone their

fundraising strategy.”

Elaine Price Relationship Manager, Music, Arts Council England

BOURNEMOUTH SYMPHONY ORCHESTRA

Key modules22 different modules available in 6 intensive days

For a session-by-session, day-by-day breakdown of the outline programme, see www.nationalartsfundraisingschool.com/the-programme. You’ll also find more detailed information about each of the modules on our website.

The exact content of the programme for each School depends on the advance questionnaire, which each participant completes. This ensures each School delivers to participants’ specific requirements. In 2015 we also have two new and five updated modules.

• NEW! Donor journeys and stewardship: developing a strategy to engage and develop donors so you too can be successful in the individual donor space.

• NEW! Taking advantage of European funds: changes in EU funds mean there are new opportunities for arts and cultural organisations. Hear about them here first.

• UPDATED! Maximising major donors: exploring how to identify and engage with major donors – the fastest growing source of philanthropic funds.

• UPDATED! Endowments: how do you structure and organise to make endowments achievable – even if you’re a smaller organisation? Discover how.

• UPDATED! Making the ask: practice skills and tactics which will allow you to influence others in 1-2-1 settings. Includes feedback on your impact.

• UPDATED! Major appeals and how to run them: clarify the specific tactics needed to run a major appeal over a fixed timescale.

• UPDATED! Relationship fundraising with individuals: find out how to identify and engage individuals who could offer regular support at a low level.

• Developing a fundraising strategy: at the core of the programme is an emphasis on a developing a long-term strategic approach – focusing on high pay-off streams.

• Principles of fundraising: successful fundraising is underpinned by principles from disciplines as varied as psychology, sociology and marketing. Discover what they are.

• Choosing a fundraising structure: often the way you’re organised can make a massive difference to your fundraising. We’ll look at the options available.

• Researching sources: introducing donor research techniques and discovering the pros and cons of all the major databases.

• Raising money for local authorities: if you’re a local authority there are specific challenges you have to face. We’ll explore how to work with these challenges.

• Online fundraising and social media: are they the next big thing or... a diversion? This module offers insights into what’s really working in social media.

• Crowdfunding: does crowdfunding really work for the arts? We’ll look at examples of what works and what doesn’t work – helping you to avoid expensive mistakes.

• Writing a fundraising plan: discover the key elements in a strategic plan to win support internally for your ideas.

• Foundation fundraising: they contribute up to £2B to charities with significant sums to the arts. You have to understand how foundations work and the secret of proposals.

• Commercial investment – sponsorship to CSR: companies are still investing. How do you maximise your chances of success with corporates?

• Setting up a development board: development boards need careful management and a clear brief. How to keep them on track.

• Making your case: You need to align everyone internally and engage external donors. Learn the four key frameworks and increase your chances of success by 25%.

• Legacies: an older audience can be a major source of income. Learn how to create a legacy programme that’s not cold and calculating.

• Making an impact: you’ll have the opportunity to be filmed ‘pitching’ for money in front of an audience – and then to be coached on your effectiveness.

• Action planning: the final module will help you crystalize practical steps to take to ensure your learning is turned into action back at work.


CHOL THEATRE, PHOTOGRAPHY: PAUL FLOYD BLAKE

“It was a brilliant opportunity to work across a broad number of areas in detail – often covering subjects that I

thought perhaps weren’t for us. Turns out they are! The teaching was excellent and the coaching was

incredibly helpful. I came away very much more informed and a lot more confident.”

Beth Bate Director, Great North Run Culture

Outstanding companyIs it for me?If you’re just beginning in fundraising, the National Arts Fundraising School will kick-start your career with a thorough grounding in all key areas. And if you’ve got years of experience behind you, it will refresh and renew your existing approaches – giving you the confidence to expand your portfolio. Whatever your job title, if you have responsibility for fundraising, you’ll find the programme inspiring and engaging, and the networking opportunities invaluable.

Our pre-course online questionnaire ensures that the content and pace of each School is pitched at the right level for all participants.

Who attends the School?The learning you take away from the School will be significantly enriched by the work you do with participants from different organisations and with different jobs. Whether it’s an arts centre, an orchestra, a gallery or an opera company, you’ll be among:

• marketing managers• local authority arts and cultural officers• development officers• communications directors• chief executives• sponsorship managers• artistic directors • festival organisers

Over 1,200 organisations have already benefited from the School. They include large national institutions, leading edge arts agencies, local authorities and smaller local or community bodies keen to become more sustainable or replace cuts. See below for just some of our past attendees:

• Aldeburgh Music• Arts and Minds• Artichoke• Battersea Arts Centre• Belfast City Council• Bletchley Park Museum• Chichester Festival Theatre• Edinburgh Festival Fringe Society• Dance in Devon• Glyndebourne• Hallé Orchestra• Imperial War Museum• Jane Austen’s House• Jersey Arts Centre• Leeds Museums and Galleries• Lyric Theatre Hammersmith• Manchester Art Gallery• National Gallery• Poetry Society• Royal Academy of Dance• Royal Liverpool Philharmonic• Royal Opera House• Scottish Ballet• Tate Liverpool• The Young Vic• UNESCO• Weald & Downland Open Air Museum • Welsh National Opera

Need to know more?To find out more about the programme, or read alumni testimonials and success stories visit www.nationalartsfundraisingschool.com

“It was an enlightening week and an excellent investment

of time and money. I have taken away a lot that I will

be incorporating in our fundraising over the next

few months.” Carl Grainger

Deputy Director, Artes Mundi

“Perfect for someone in my position who has come into fundraising ‘sideways’. I will

be recommending the School and will be sending members of my team over the next

couple of years.”

Rachel Cockett Director of Development, Birmingham Museums Trust


PHOTOGRAPHY: © BIRMINGHAM MUSEUMS TRUST

Guest speakersEach School benefits from the outside expertise of guest speakers. For the 2015 Schools, we are delighted to welcome:

Howard Lake is Director of Fundraising UK, the UK’s leading internet fundraising consultancy. He will offer two high level sessions on the different social media techniques and their relative value: how to link marketing and fundraising in social media, and how to maximise returns on a small budget.

Geoffrey Brown is a freelance consultant providing European and international advisory and information services, especially regarding funding to enable arts & culture organisations to undertake trans-national projects. He is Director of EUCLID, founded in 1993, was Coordinator of the UK Cultural Contact Point from 1999-2009 and was Advisor to Visiting Arts, from 2010-2012. Geoffrey’s session will cover the nature of European programmes, which are relevant to UK cultural charities, and how you can access funds.

Find out more about each of the guest speakers at www.nationalartsfundraisingschool.com/leaders-and-speakers

“The workbook is an invaluable resource which

I’m still using today – 6 years post-course! Truly brilliant life-long training which I’d

highly recommend.”

Helen Searl Head of Development

Opera Holland Park Friends

“The very best training I’ve had. With my increased confidence and new skills,

I came back refreshed and looking forward to taking on new challenges.”

Katie McCorkindale Development Officer, Scottish Youth Dance


When?22-27 March 2015 8-13 November 2015

Where?At the tranquil Dean’s Place Hotel, on the edge of the Sussex Downs. It’s a demanding week, so when there is a break you’ll appreciate the chance to unwind in the comfortable surroundings. All of the bedrooms have en-suite facilities, TV and telephone.

How much?£1,950 + VAT. This includes • five nights’ accommodation • all meals • the 350-page National Arts Fundraising School handbook • electronic back-up materials

Help to pay?The National Arts Fundraising School is widely regarded within the sector as a sound investment, and each year many participants receive grants from external bodies to help fund their place. Find out more about potential funding opportunities at:

www.nationalartsfundraisingschool.com/funding

Don’t forget that your place at the National Arts Fundraising School comes with a unique money-back guarantee. If you haven’t raised a sum at least equal to the School fee within 12 months of completing the programme, we’ll refund the whole fee.

How to book?Each year the Schools quickly become fully booked. (For 2014 we had a waiting list of 10 for the November programme.) To ensure you don’t miss out reserve your place in the first instance by making a provisional booking at:

www.nationalartsfundraisingschool.com/booking-form And don’t worry, if you cancel your place more than 28 days before the School, there’s no charge.

Practical details

“I had a fantastic time. I feel I’ve benefited

greatly on a personal level in terms of building

confidence, affirming existing knowledge and re-igniting my

passion and energy for fundraising.”

Vicki Kelsall Senior Development Manager, LAMDA


BOOK NOW – 2015 dates:22-27 March 8-13 November

FRONT COVER IMAGE AGEAS INTERNATIONAL SALISBURY ARTS FESTIVAL, PHOTOGRAPHY: ADRIAN HARRIS

FREE tips and tools: for free fundraising tips and tools for people working in the arts and cultural sector, see www.nationalartsfundraisingschool.com/downloads – yours to download and use.

The Management Centre Mill House, 8 Mill Street, London, SE1 2BA Tel: 020 7978 1516 www.managementcentre.co.uk

The Management Centre (UK) Ltd trading as The Management Centre Co reg: 4663203 VAT No: 813 9204 44 © The Management Centre 2014

“I came on the School in 2009. It gave me long-term fundraising skills that have been continually useful and relevant.

Although fundraising has never been in my job title, I’m almost at my first £million

– and that’s in no small part down to the skills I gained five years ago.”

Deborah Parker Managing Director

British Federation of Film Societies

“In my role as MD, fundraising is only a part of the job. But as a small team the company’s core value is that everyone

contributes to and supports everything we do. So I am really proud to say that since

I came on the School last year we have collectively raised £661,000. It has been an incredible journey of learning and reward

– long may it continue.”

Michelle Carwardine-Palmer Managing Director

National Theatre Wales

Documents

National Arts Fundraising School 2015