Sponsorship and Fundraising         Planning
British Council VietnamFestival WorkshopJune 2011                  Festivals Funding Portfolio                            ...
British Council VietnamFestival WorkshopJune 2011          Fundraising Planning Framework    Needs to answer 3 questions: ...
British Council VietnamFestival WorkshopJune 2011     The Sponsorship and Fundraising Plan 1) Fundraising Audit: a review ...
British Council VietnamFestival WorkshopJune 2011                          1. Fundraising Audit            Where are we no...
British Council VietnamFestival WorkshopJune 2011              a. Analyse your Competitors • Who are the direct competitor...
British Council VietnamFestival WorkshopJune 2011                          b. Market Factors      2. Market Factors       ...
British Council VietnamFestival WorkshopJune 2011                      c. Fundraising Capacity         • Past performance ...
British Council VietnamFestival WorkshopJune 2011                    c. Fundraising Capacity   People, Resources    • How ...
British Council VietnamFestival WorkshopJune 2011                    c. Fundraising Capacity     Management     • How inte...
British Council VietnamFestival WorkshopJune 2011                    c. Fundraising Capacity         • Past performance of...
British Council VietnamFestival WorkshopJune 2011                          d. SWOT Analysis         • Tool to summarise au...
British Council VietnamFestival WorkshopJune 2011             Example Festival SWOT Analysis
British Council Vietnam  Festival Workshop  June 2011      Example SWOT Analysis – Beverley FestivalStrengths             ...
British Council VietnamFestival WorkshopJune 2011 2. Sponsorship and Fundraising Objectives   Minimum Objectives     • The...
British Council VietnamFestival WorkshopJune 2011                     Set SMART Objectives     Specific: related to one as...
British Council VietnamFestival WorkshopJune 2011                Example SMART Objectives   •   To attract $10,000 income ...
British Council VietnamFestival WorkshopJune 2011                          3. Defining Strategy        Key Strategies     ...
British Council VietnamFestival WorkshopJune 2011                           a) Overall Direction                          ...
British Council VietnamFestival WorkshopJune 2011                 b) Segmentation Strategy        Individuals        a) De...
British Council VietnamFestival WorkshopJune 2011                   b) Segmentation Strategy        Business        a. Dem...
British Council VietnamFestival WorkshopJune 2011                   b) Evaluating Segments       The Segments must be:    ...
British Council VietnamFestival WorkshopJune 2011                               3. Tactical Plans        Case for Support ...
British Council VietnamFestival WorkshopJune 2011                          3. Tactical Plans        Determining the Fundra...
British Council Vietnam      Festival Workshop      June 2011      Fundraising Schedule - Example Gantt Chart             ...
British Council VietnamFestival WorkshopJune 2011                    Monitoring and Control      Control Mechanisms       ...
British Council VietnamFestival WorkshopJune 2011  A Thought for Festival Leaders on Survival      Are you plugged into wh...
British Council VietnamFestival WorkshopJune 2011                          Exercises           1. Review the DMIAF Proposa...
British Council VietnamFestival WorkshopJune 2011                            Sharing                  • Feedback on exerci...
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Workshop 4 2 fei planning

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  • Workshop 4 2 fei planning

    1. 1. Sponsorship and Fundraising Planning
    2. 2. British Council VietnamFestival WorkshopJune 2011 Festivals Funding Portfolio Public Corporate Sector Individuals Trusts & Donors Foundations
    3. 3. British Council VietnamFestival WorkshopJune 2011 Fundraising Planning Framework Needs to answer 3 questions: 1. Where are we now? • Fundraising Audit 2. Where do we want to be? • Sponsorship and Fundraising Objectives 3. How are we going to get there? • Strategies • Tactical Plans
    4. 4. British Council VietnamFestival WorkshopJune 2011 The Sponsorship and Fundraising Plan 1) Fundraising Audit: a review of the environment; market analysis and competitor benchmarking; information on where the synergies lie; who is likely to support activity and what level of funding is available 2) Fundraising and Sponsorship Objectives: define SMART objectives and setting of realistic income generation targets 3) Definition of the strategy and tactics to achieve these targets
    5. 5. British Council VietnamFestival WorkshopJune 2011 1. Fundraising Audit Where are we now? a. Analyse your competitors b. Market factors c. Fundraising Capacity d. SWOT Analysis
    6. 6. British Council VietnamFestival WorkshopJune 2011 a. Analyse your Competitors • Who are the direct competitors to my Festival? • Who are indirect competitors (activities/ events competing for same audience)? • How much are customers paying for my competitors events - more / less? • What makes my competitors successful and why? • What are they doing right? • How do my competitors position their events in the market? • What are my competitors major strengths and weaknesses? • How does this Festival differ from my competitor’s events? Its USP?
    7. 7. British Council VietnamFestival WorkshopJune 2011 b. Market Factors 2. Market Factors • Who is financially supporting Festival? Consider each segment (e.g. Corporate, Individual, Foundation) • Supporter motivations – why do audiences/sponsors/donors support Festival? • Supporter behaviour – How much does each segment give – longevity of support - reasons for terminating support
    8. 8. British Council VietnamFestival WorkshopJune 2011 c. Fundraising Capacity • Past performance of funding undertaken – successes failures, trends • People, Resources, Management • Fundraising budget
    9. 9. British Council VietnamFestival WorkshopJune 2011 c. Fundraising Capacity People, Resources • How many staff/volunteers are involved in fundraising? • How much do your trustees contribute to fundraising for the organisation? • What time do your staff and volunteers devote to fundraising? • What skills and knowledge do your staff and volunteers have? Where are the gaps?
    10. 10. British Council VietnamFestival WorkshopJune 2011 c. Fundraising Capacity Management • How integrated is the need to fundraise in the culture of your organisation? • Is fundraising part of your strategic planning process? • What limitations does your organisation have on the sources it can access? • What procedures have you in place for receiving funding from a wide variety of sources
    11. 11. British Council VietnamFestival WorkshopJune 2011 c. Fundraising Capacity • Past performance of funding undertaken – successes failures, trends • People, Resources, Management • Fundraising budget
    12. 12. British Council VietnamFestival WorkshopJune 2011 d. SWOT Analysis • Tool to summarise audit data • Consider each supporter segment • Provides realistic objectives over planning period and strategy tactic to be employed • Where are your funding gaps and risks?
    13. 13. British Council VietnamFestival WorkshopJune 2011 Example Festival SWOT Analysis
    14. 14. British Council Vietnam Festival Workshop June 2011 Example SWOT Analysis – Beverley FestivalStrengths Weaknesses Loyal audience Lack of clear strategic vision Beverley - attractive location Uncertain organisational governance Longstanding history with good reputation Lack of marketing and fundraising strategies Perceived to be good value by attenders Festival is trading in a deficit and could be Broad programming considered insolvent Recognised as a regional asset by ACE No major performance venue Increased revenue generation from Festival Village Lack of maintenance of stakeholder relationships Few significant competitors in region ‘Folkie’ fringe perceived as unsupportive Reliant on public funding for continued existenceOpportunities Threats Take initiative to expand as there are no significant Public funding is withdrawn competitors in region General economic downturn Relocation to larger green-field site of Beverley Audience rejects new initiatives Racecourse Event is rained off Increase audience attending whole weekend Festival fails to gain appropriate licences Green values attractive to wider target audience Increased costs of security Broadening of programme (within folk-roots sector) Advent of a major regional competitor Attracting key brand sponsorship Loss of venues Increasing revenue generation to be self sufficient Key personnel leave organisation Increasing in-house resource
    15. 15. British Council VietnamFestival WorkshopJune 2011 2. Sponsorship and Fundraising Objectives Minimum Objectives • The amount of funds that need to be raised • The categories of supporters that will supply these funds (i.e. individual / corporate / foundation / individuals • The acceptable cost of raising these funds
    16. 16. British Council VietnamFestival WorkshopJune 2011 Set SMART Objectives Specific: related to one aspect of fundraising activity Measurable: specify quantifiable values wherever possible Achievable: derived from analysis of audit Relevant: consistent with objective of festival – supply the detail Timely: clearly specify duration over which to be achieved
    17. 17. British Council VietnamFestival WorkshopJune 2011 Example SMART Objectives • To attract $10,000 income from individual donors by end of financial year • To attract $125,000 of (cash) corporate sponsorship by end of March 2012 • To have a Festival title sponsorship for $50,000 agreed by January 2012 • To recruit 50 new Friends of the Festival by December 2011 • To finalise $1 million endowment fund strategy by October 2011 • To agree 30% reduction in hotel accommodation for performers by February 2012
    18. 18. British Council VietnamFestival WorkshopJune 2011 3. Defining Strategy Key Strategies a) Overall Direction b) Segmentation Strategy c) Tactical Plans d) Scheduling e) Monitoring and Control
    19. 19. British Council VietnamFestival WorkshopJune 2011 a) Overall Direction Existing New Market Activity Existing penetration development Markets Market Diversification New development
    20. 20. British Council VietnamFestival WorkshopJune 2011 b) Segmentation Strategy Individuals a) Demographics – age; gender; income b) Geographic c) Psychographic – attitudes; values; lifestyle
    21. 21. British Council VietnamFestival WorkshopJune 2011 b) Segmentation Strategy Business a. Demographic – industry type; company size; location b. Characteristics – Customer profile matches Festival audience; positive reputation amongst consumers; Good employer c. Approach – philanthropic or purely bottom line; current relationships; previous track record in sponsorship/donations
    22. 22. British Council VietnamFestival WorkshopJune 2011 b) Evaluating Segments The Segments must be: i. Measurable – information about characteristics should exist ii. Accessible – Approach to target segment should be cost effective iii. Substantial - large volume (or small with high margins) for exploitation iv. Stable –enable future development to be predicted v. Appropriate – allied to Festival objectives vi. Unique – Clearly distinguished e.g. corporate donor/sponsor; demographic differences such as age vii. Sustainable –sponsor/donor long term relationship with Festival - affinity rather than product driven
    23. 23. British Council VietnamFestival WorkshopJune 2011 3. Tactical Plans Case for Support • Bank of resources – collate: – Mission statement – Specific Festival objectives – Outline of programmes – Governance structure financials statements – Festival history • Understanding specific needs or expectations of sponsors and donors • Case expressions – Use above resources to explain clearly the benefits the festival provides – why festival warrants support – highlight distinctiveness – tailor to likely interest of segments
    24. 24. British Council VietnamFestival WorkshopJune 2011 3. Tactical Plans Determining the Fundraising Budget: a) Percentage of budgeted sponsorship and donations income b) Competitor matching – ballpark benchmarking c) What can be afforded d) Allow for contingencies
    25. 25. British Council Vietnam Festival Workshop June 2011 Fundraising Schedule - Example Gantt Chart Task Jan Feb Mar Apr Jun Jul Aug Sep Oct LeadSponsorshipResearch companies MimiDevelop sponsorship package TomWrite Sponsorship Proposal TomSponsor follow-up RachaelIndividualsPrepare Friends material MimiSend pack to database Friends MimiTelephone Friends WillFoundationsPrepare project proposal TomWrite Application for project Tom
    26. 26. British Council VietnamFestival WorkshopJune 2011 Monitoring and Control Control Mechanisms a) the actual income achieved against budget b) the actual cost incurred against those budgeted c) the performance of specific forms of the fundraising portfolio d) the appropriateness of strategy / tactics adopted
    27. 27. British Council VietnamFestival WorkshopJune 2011 A Thought for Festival Leaders on Survival Are you plugged into what’s happening in your sector? You need to: • Know the national players • Be aware of current national developments Without this knowledge, how can you know the best direction to take your festival? Business opportunities are likely to be missed and lurking disasters may not be avoided.
    28. 28. British Council VietnamFestival WorkshopJune 2011 Exercises 1. Review the DMIAF Proposal 2. Decide who ITS potential competitors are 3. Undertake a Competitor Analysis 4. Undertake a SWOT Analysis aiming for at least 6 points in each section
    29. 29. British Council VietnamFestival WorkshopJune 2011 Sharing • Feedback on exercise • Considerations? • Concerns?

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