Flexible Fundraising in a Difficult Financial Climate


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Speaker: Heather Thomas, Director of Development, Brighton Festival - This session will look at what new approaches are being deployed to find new funding
sources and combat challenges with existing ones! Heather will also analyse some of the trends around philanthropy, one of the focal points of the coalition government’s cultural policy and explore what lessons can be learned from differing kinds of cultural sector organisations.

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Flexible Fundraising in a Difficult Financial Climate

  1. 1. <ul><li>Flexible Fundraising in a Difficult Economic Climate </li></ul><ul><li>Heather Thomas </li></ul><ul><li>Director of Development </li></ul><ul><li>Brighton Dome and Festival </li></ul>
  2. 2. “ So, what do you do for a living?”
  3. 3. Role of the Development Department <ul><li>Public Relations </li></ul><ul><li>Marketing and Communications </li></ul><ul><li>Relationship Managers </li></ul><ul><li>Fundraisers </li></ul>
  5. 5. Age of Austerity <ul><li>Government Cuts </li></ul><ul><li>Business giving to the arts down 11% to £144m </li></ul><ul><li>Individual giving to the arts down 4% to £359m </li></ul><ul><li>Wealthiest individuals 37% fall in wealth </li></ul><ul><li>Wealthiest individuals 33% fall in giving </li></ul><ul><li>73% of arts organisations have ramped up their fundraising activity in the past year </li></ul>
  6. 6. Glass Half Full <ul><li>Big Society </li></ul><ul><li>Larger Volume of People Giving </li></ul><ul><li>Arts attendance is up </li></ul><ul><li>2% of philanthropists give to arts </li></ul><ul><li>Giving to Arts in Regions up 7% </li></ul>
  7. 7. The Search for Meaning
  8. 8. Rules for Fundraising in a Difficult Climate <ul><li>Don’t put all your eggs in one basket </li></ul><ul><li>Create meaningful experiences: engage! </li></ul><ul><li>Everyone wants to be ‘in the know’ </li></ul><ul><li>Don’t be a fair weather friend </li></ul><ul><li>Stand out from the pack </li></ul><ul><li>Brand is not just about logo </li></ul><ul><li>Keep long term relationships fresh </li></ul><ul><li>Aim to sustain: 80/20 rule </li></ul>
  9. 9. Members Get More! <ul><li>From 680 Friends to 1664 Members in 1 year. </li></ul><ul><li>Members Get More </li></ul><ul><li>It's easy to save money with a Brighton Dome and Festival membership. If you buy as little as two tickets to an event at Brighton Dome or Festival you will save money! </li></ul><ul><li>Cost: £25/£30/£55/£100 </li></ul><ul><li>A FREE Brighton Festival ticket for every Member* </li></ul><ul><li>Advanced Festival booking period </li></ul><ul><li>Exclusive access to the artists at Member only events, all year round </li></ul><ul><li>20% off your Brighton Dome tickets for 12 months (not during Brighton Festival 7 - 29 May)** </li></ul><ul><li>20% off at Brighton Dome bar for 12 months </li></ul><ul><li>Discounts on hotels with myhotels, car parking with NCP and train tickets with Southern Railway </li></ul>
  10. 10. How we did it… <ul><li>Realigned structure to compliment Brighton Dome an Festival structure and future vision </li></ul><ul><li>Benefits </li></ul><ul><li>Activities </li></ul><ul><li>Communication </li></ul><ul><li>Community Partners </li></ul><ul><li>Joined up working internally: Front of House, Bars, Ticket Office, Programming, Marketing, Development </li></ul><ul><li>How we will do it better… </li></ul><ul><li>Profitability </li></ul><ul><li>CRM </li></ul><ul><li>Rebrand </li></ul>
  11. 11. Individuals <ul><li>Commissioning Circle 17 new members since October 2010 </li></ul><ul><li>Involve in Creative Process </li></ul><ul><li>Ambassadors </li></ul><ul><li>Patrons attract new patrons </li></ul><ul><li>Board Members/Chief Exec as patron </li></ul>
  12. 12. Major Donors <ul><li>Meaningful investment </li></ul><ul><li>Experience </li></ul><ul><li>Shared values </li></ul><ul><li>Takes time </li></ul>
  13. 13. Corporate Gifts <ul><ul><li>Citibank and the Royal Academy </li></ul></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Stand out from competition and develop relationships with £100m plus investors in targeted developing markets </li></ul></ul><ul><ul><li>Tactic </li></ul></ul><ul><ul><li>Organise a series of RA events in key target markets with after dinner speeches that are relevant to clients lives, ensure relevant money can’t buy experiences </li></ul></ul>
  14. 14. Southern and Brighton Dome and Festival <ul><li>Objectives </li></ul><ul><li>Develop London to Brighton route </li></ul><ul><li>Get more people choosing trains over cars </li></ul><ul><li>Tactics </li></ul><ul><li>Membership Scheme </li></ul><ul><li>Competitions and Offers </li></ul><ul><li>VIP Train </li></ul>
  15. 15. Trusts and Foundations
  16. 16. Be creative Be positive Be authentic Be flexible Have fun!