1.
Presentatie Naomi Russell, Managing Director Wonderbird, ‘Hoe dwing je geluk af door
een strategische benadering’ tijdens het symposium ‘Onze Club’ georganiseerd door
Kom Je Ook op 29-03-2012
Voor meer informatie over Wonderbird kunt u terecht op onze webpagina:
www.wonderbird.eu of u kunt ons bereiken via de hieronder vermelde telefoonnummers of
e-mail adressen.
Voor meer informatie over onze digitale Toolkit kunt u gaan naar
www.privaatgeldpodiumkunsten.com. Deze Toolkit is in opdracht van TIN en MCN door
Wonderbird ontworpen en richt zich voornamelijk op het werven van private middelen voor
zowel podia als gezelschappen, van klein tot groot en zowel gesubsidieerd als commercieel.
Membership and Circles schemes are not an end in themselves
• A key mark of how an organization values people
• Must be integrated within an overall strategy and funding plan
• Need buy in and involvement of whole organization
• Need a clear offer with clear benefits
• Can open up multiple vistas for other giving
• An eye on the long term is vital
Communicating your story
• A strong brand and message delivering a simple, impactful message to your target
audience is essential
• The message should be repeated over and over again. This means integration of an
‘ask’ into every piece of marketing communications – on and off line
• Individuals like to support organizations that are going somewhere. What matters to
you can matter to them
Building your Case for support
1. What is it that you are seeking support for
2. Why are you unique as an organization
3. Why are you so special –
tradition/history/innovation/artistic/product
4. The urgency of the need
5. What the support would allow you to do
6. What is in it for the supporter – a unique opportunity
Getting the Pitch right
www.wonderbird.eu
2. • Pricing and entry point: ensure it’s accessible
• Creating value and meaningful benefits (these don’t just have to be material)
• Levels of giving: keep it simple and ensure you can provide added value for each
higher level
• Names, Names, Names – what on earth do you call your levels?
Unique Experiences
• Visit to costume department
• Open rehearsals
• Curator led tours
• Out of hours views for busy exhibitions
• Insight evenings with the creative team
• Post-show talks
Proximity to art and something magical is what causes people to give and keep on giving.
Think about what you can offer members and donors at low and high levels.
Making people matter
• Number one priority
• This starts by investing in audiences
• A small gift can make a difference and be valued
• Experience as a €50 donor will influence whether that person will give you €50,000
• Get inside a donors’ head: listen and understand
Example: From first attender to major donor…
• 2007 Attends for the first time
• 2008 Joins as a member at €50
• 2010 Invited to a taster event and upgrades support to €1,000 as part of Patrons
drive to loyal members
• Relationship develops, and interest in talent development established after a coffee
meeting with donor
• Invited to see a young director workshopping with actors
• 2012 Major gift made of €25,000 to establish a young director award for three years
Attention to detail – A long-term investment
• Saying thank you promptly
• Acknowledging gifts
• Ensuring everyone in your organization knows how to treat a donor or potential
donor – a greeting at reception on arrival says a lot about an organisation
• Send timely communications
• The personal touch: handwritten cards, a phone call to check in, noting down their
birthday, the names of their children, important interests
Can € 50 become € 50.000?
www.wonderbird.eu
3. • Membership schemes are often the first point of starting to give to an organization:
therefore crucial
• Start where people are and develop the relationship
• Three things: relationship building, great case (content) and a clear ask by the right
person at the right time
• Don’t make assumptions – take time to really find out about the person
• Do background research
• Be flexible and respond to donor interests
There are different ways to say thank you
• Saying thank you is vital
• If you don’t you could lose that donor for ever
• A thank you letter from the most senior person the first time a gift is made is worth
its weight in gold
• My first job in fundraising was in the development team at a 300 seat theatre in
London, the Almeida Theatre
• The Artistic Directors signed every single letter when someone first gave £35. During
the 18 months I worked there income from Membership went from £94,000 to over
£200,000 in income
• Did a letter from the Artistic Directors make a difference? In a word, yes.
The starting block
One
of
extra
gift
Fund
trustee
/
link
to
Member
/
Donor
Corporate
match
gift
Family
fund
/
sponsorship
/
CSR
Legacy
Membership is the beginning
• Members and donors can work for companies who might support you, their
company might have a match-funding scheme for their gifts
• Many companies only give money to causes their staff recommend. Increasingly
staff engagement is a prerequisite for corporate sponsorship
• Higher level members may sit on the board of a fond, or their family might have a
fond
• They can consider leaving a bequest in their will
• If they enjoy being a member or donor to your scheme, your existing donors can be
some of the most powerful advocates to others to do the same
Current opportunities in Holland
www.wonderbird.eu
4. • Promote tax effectiveness: how giving to you can have benefits for them – the new
tax law in NL is very beneficial for individual donors
• The Dutch like to make regular, monthly, gifts to charity. Make your scheme work for
monthly and annual payments – the former can encourage people to give more over
time
• You have never asked most of your audience or visitors for money. This is a massive
opportunity!
Getting a scheme of the ground
• Find high profile Ambassadors – actors, celebrities, players, dancers – and get them
to front a recruitment direct mail: This endorses your new scheme
• Timely, warm communications: At the end of each week, get a list from the box
office, identify all the people who have attended and bought top price tickets and
send a recruitment mailing
• Put your brochures everywhere! And ensure that a pitch and a form is included in
the season brochure, programme, email sign off – the list is endless! If people are
not asked or made aware they can give they won’t
• Brief your board and all your staff: they will know people who can join. Ask your
board to give at the start.
Making people matter on the inside
• Development Team: Led strategy development and managed full project
• Programming Team: Advised on content for Members’ events and contributed to an
e-blast column updating Members on forthcoming events
• Marketing Team: Incorporated Membership in all marketing communications and
sought out PR opportunities
• Ticketing Team: Worked with Development and shared recruitment targets, pre
recorded messages, ticketing software prompts, point of sale merchandise in
ticketing office, worked queues at peak sale time, Benefit Delivery
• Bars Team: Point of sale merchandise, special incentives for becoming members at
key events, sold memberships, Benefit Delivery
• Front of House Team: Answering Member questions, meet and greet, selling
memberships
• IT: New software needs, Direct Debit capabilities, system to track benefits
• Eyes and Ears Everywhere: Fur Coat/ Rolex alert!
Unique Donor Club
• London Film Society for the London Film School
• Kick starting fundraising for an International Film School
• Unique offer: allows donors ‘under the skin’ of independent film
• Members get a ‘mini-version’ of student programme – critiquing a film, seeing how
to light a film set, develop a script
• £1k per year, within a few months of starting in July 2011, 20 members recruited
• With a £10m capital campaign launching, an ideal ‘starter’ membership for major
donors to get involved
Members make all the difference
www.wonderbird.eu
5. • Donmar Warehouse Theatre: A small theatre with a large donor family
• Many levels to give – from £50 to £10,000 per year
• Very clear scheme
• Special nights for those giving £1k or more, drinks with the Artistic Director, post-
show talk with actors and creatives. Dates circulated 6 months in advance, very
easy for busy people who join the scheme
• 250 people give £1,000 - £10,000 per year. That’s around £800k annually from
individuals alone for a theatre with only 250 seats
• A warning: this is an example of the danger of transactional schemes and long-term
impact on philanthropy
Difficult art, as Contemporary Music, can find donors as well
• Birmingham Contemporary Music Group: Sound Investment
• Individuals can buy a Sound Unit of a new commission for £150 per unit
• You can buy one or 100 units (or more) for your chosen composer’s work
• This simple, accessible scheme has been very successful for an often hard to raise
money art form – contemporary music
Seizing opportunities
Sold out shows, anniversaries, special events all create new opportunities for
•
donations
• People join schemes for all sorts of reasons
• Take this on board and exploit the opportunity
• And once people are in, its your responsibility to develop and deepen the
relationship so they may consider giving more long-term
Example:
• Gala event and ticket structures in line with memberships/patronage
• Sold out show or exhibition = new Patrons so they can have access to special
seats/viewings
Exceptional gifts from unexpected places
• Long-term supporters can make exceptional gifts – one off, or leave a legacy
• This can represent a gift more than x 1000 times more than they can ever give in
their lifetime
• Aldeburgh Music received a £1m legacy for capital campaign from a long-standing
member and local woman who had been a nurse
• Her member experience meant she gave the campaign a place in her will. The gift
had a massive impact in completing the appeal target
• She was not an obvious prospect: simply a woman of modest means whose estate
was worth a great deal when she died
Naomi’s personal experience
• I have always aimed to give away 10% of what I earn
• I am both a donor and an asker.
• So, what matters to me – and, what makes me want to give again or give more?
www.wonderbird.eu
6.
Wonderbird Express
Soms vragen uw problemen om directe oplossingen.
Vanwege tijdsgebrek of het ontbreken van de juiste kennis kan het voorkomen dat uw
problemen niet kunnen worden opgelost door uw eigen team – terwijl deze problemen de
oorzaak zijn van het niet volledig benutten van de aanwezige vaardigheden en de mindere
prestatie van uw insteling.
Wonderbird heeft drie deskundige, praktische en oplossingsgerichte pakketten
samengesteld om diverse probleemgebieden te benaderen.
Bestuur Express:
Wij erkennen en begrijpen het belang van leiderschap van het bestuur maar wij begrijpen
ook het belang van het strategisch betrekken van het bestuur in de plannen en missie van
de organisatie. Dit is niet altijd zo simpel als het lijkt en af en toe is er hulp nodig om het
bestuur beter en effectiever met de organisatie samen te laten werken. Dat is precies waarin
dit pakket voorziet.
Wij delen ‘quick-wins’ die u kunnen helpen om meer bij uw bestuur te kunnen bereiken
zoals het stimuleren van hun vermogen om fondsen te werven uit naam van uw organisatie,
of het herkennen van de directe voordelen die hun vakgebied met zich kan brengen. Het
Wonderbird team heeft ruime ervaring in het werken met verschillende besturen en het
behalen van de gewenste resultaten.
Marketing Express:
Wij leveren een onpartijdige en deskundige blik aangaande uw huidige marketing
activiteiten. Het doel van dit pakket is om uw creativiteit de ruimte te geven en samen met
Wonderbird andere manieren vinden om uw communicatiemogelijkheden verder te
ontwikkelen en het meeste uit uw budget te halen.
Wij zullen u adviseren aangaande offline en online communicatie, van e-bulletins tot
brochures – zo helpen wij uw boodschap vorm te geven en stimuleren wij u om over
alternatieve manieren van werken na te denken. Een onderzoek naar de leveranciers en
processen zal worden geïnitieerd om mogelijke manieren te vinden om potentieel sneller,
goedkoper en soepeler te werken. Het Wonderbird team heeft ruime ervaring in het
uitvoeren van grootschalige en inventieve marketing campagnes met uiteenlopende
budgeten en in verschillende sectoren.
Fondsenwerving Express
Dit pakket geeft u een overzicht hoe fondsenwerving momenteel werkt voor uw organisatie
en waar de kansen voor groei zouden kunnen liggen. Naast de lange termijn strategieën
voor de ontwikkeling van een volledig geïntegreerde aanpak van fondsenwerving
identificeren we ook de ‘quick wins’ die u kunt bereiken door het nemen van relatief simpele
stappen.
De nadruk zal liggen op trusts en stichtingen, corporate donaties / sponsoring en het
individuele geven.
Het Wonderbird Express proces
Fase 1 Inzicht: Om u zo veel mogelijk informatie over uw bedrijf te verzamelen vragen wij u
aan het begin van Express ervaring een vragenlijst in te vullen. Deze zal worden verstrekt
aan geselecteerde medewerkers binnen uw organisatie. Daarnaast zullen wij u ook vragen
naar eventueel aanvullend drukwerk en andere, relevante documenten. Zo zal Wonderbird
www.wonderbird.eu
7.
zich de benodigde achtergrondinformatie eigen maken De research wordt uitgevoerd door
een Executive en een Associate. Dit is onze korte, intensive onderdompeling in uw wereld.
Fase 2 Het treffen: Onze research zal worden gevolgd door een volle dag tezamen met uw
team (Marketing / Fondsenwerving) of een sessie van drie uur met uw bestuur – afhankelijk
van welk pakket u boekt. Wij structureren deze sessie zeer zorgvuldig en zorgen ervoor -
door interviews, workshops en training ter plaatse – dat we de maximale productiviteit uit
deze dag halen. Deze dag zal plaatsvinden op een nader aft e spreken locatie.
Fase 3 Het eindpunt: Kort na Fase 2 krijgt u van ons een praktisch rapport – met daarin een
matrix van aanbevelingen – gesplitst in korte, middellange en lange termijn. Al deze
oplossingen zullen relevant zijn voor uw instelling, creatief, bruikbaar en bovenal haalbaar
voor uw team met de middelen die u heeft.
De kosten
De Express-pakket neemt ongeveer drie dagen van het Wonderbird team in beslag. Een
Executive of Associate heeft de leiding over het project en wordt vergezeld door een
ondersteunend consultant.
De kosten variëren van een prijs weerspiegelt de kleine / middelgrote organisaties waar wij
ons via deze Express pakketten op richten.
De kosten worden berekend op basis van organisatorische omzet, Met een minimum omzet
van 5 ton en een maximum omzet van een miljoen.
Mocht u een presentatie van de resultaten willen of een ‘follow up’ met de Executive /
Associate prefereren dan is dit, voor een additioneel bedrag, mogelijk.
Contact us
Naomi Russell
Managing director
naomi@wonderbird.eu
+31 (0) 625 434 521
Annelies Brinkman
Associate Director Nederland
annelies@wonderbird.eu
+31 (0) 621 265 936
Jeroen Nelissen
jeroen@wonderbird.eu
+31 (0) 614 311 921
AMSTERDAM LONDON
Hobbemestraat 2 2 Newburgh Street
1071 ZA Amsterdam London W1F 7RD
+ 31 625 434 521 + 44 203 327 1480
www.wonderbird.eu