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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
Thank you