Embarking on a large capital appeal

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  • 1. Embarking on a Large Capital Campaign Zoe Crick- Head of Development, Rambert Helen Searl, Corporate Relations Manager, London Philharmonic Orchestra
  • 2. Devising the Strategy and Campaign Committee• Instil Board confidence• Have a robust and dynamic plan• Cleverly present the financial information and tell the story• Be picky with your campaign committee• Remember the capital project is finite
  • 3. Developing the case for support• Understand the background leading to this moment• Have clarity on key messages and try not to deviate too far away from them• Prepare the counter argument• Make everyone a fundraising ambassador• Bring your Artistic Director onboard with fundraising from the beginning
  • 4. Getting started• Make sure you have a sizable budget in place• Carefully decide on what print and product you need• Use every aspect of the journey• Consider joint revenue and capital approaches
  • 5. Cultivating individuals• Work the Committee hard• Carefully craft a range of high level events• Use opportunities for engagement wisely• Clean your lists• Make sure you know what benefits you’re offering
  • 6. Public Campaign• Choose carefully when to launch• Ensure you know your audience• Experiment with some non-traditional ideas• Make sure you’re joined up with your marketing and press departments
  • 7. Analysis of Gifts - Gift Pyramid £5M Target: £10M Leadership CSCB £7m ACE; £5m Coin Street Community Builders gifts (gift of land), 1 @ £1m 2 gifts @ £1.5M 2 gifts @ £1M £1 £1.5M £1.5M £1M M Target: £2M Leadership gifts £500K 3 @ £500,000 4 gifts @ £500,000 Ian & Tina Taylor £500K Target: £1.5M Major gifts 6 gifts @ £250,000 4 @ £250,000 ACE stabilisation fund - project development Target: £1M Major gifts 1 @ £100,000; 1 @ £150,000 10 gifts @ £100,000 Target: £500K Major gifts: 10 10 @ £50,000 gifts @ £50,000 Target: £500K Major gifts: 6 @ £20,000; 1 @ £25,000 20 gifts @ 25,000Target: £400K Major gifts 1 @ £10,00040 gifts @ £10,000 5 gifts 51 @ £5,000 and 47 @ £1,000 (ongoing)Target: £500K: 60 gifts @ £5k and 200 gifts @ £1,000 Target: £50K Public Campaign Target: £150K Gala/Major Event
  • 8. Engaging Your Local Community• Positive PR• Endorsement from key community member• Encourage fundraising efforts• Involve them in your journey• Make them excited about the building development• Opportunities for ‘quick’ donations
  • 9. Engaging your Audiences• If possible get venues involved• Make announcements, do collections, build awareness• Talk to your audiences on all forms of communication- online, print, on the phone.• Tell them why this capital campaign is important, what’s in it for them?
  • 10. Create a Sense of Ownership• Can you give donors something tangible? Their name on brick, a seat, a bench…• Can you create a story around a large item and build a community of giving?• Can you create a link between the history of your organisation and the journey you’re embarking on?
  • 11. Engaging Donors• Time your communications- don’t target donors at the same time as annual appeals or big Direct Debit runs• Make sure donors know the difference between capital and your core work• Ask donors to ‘top up’ their donations/memberships with gifts to capital• Opportunity to re-energise lapsed donors
  • 12. The Nitty Gritty• Consultant or not?• Think about running separate events for different stakeholders• What about your core funding?• Priorities for your department/ organisation• Be prepared to change your strategy
  • 13. Benefits• VAT implications- think carefully• What benefits give you best value?• Naming rights, will you offer them?• Don’t over promise• Can you give different benefits to those you currently offer to major donors?
  • 14. Once you are ‘Home’• Be aware of donor fatigue• Manage Board/ Senior Management expectations of continued donations• Factor in the time to write reports and service requirements• Continue to nurture your new donor relationships, to tailor support
  • 15. Our Top Tips• Don’t start fundraising until you know full costs• Use your peers and take advice• Go onsite as early as possible- makes it real• Have a firm plan, but with space to deviate• Make sure it’s a whole organisation campaign• Think about your donor benefits carefully• Be confident and enjoy it