Using trust fundraising in a capital appeal

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  • 1. Using Trust Fundraisingwithin a Capital AppealFrancis WebsterCapital Appeal ManagerMarie Curie Cancer Care
  • 2. Marie Curie BIG Build Appeal• £7m appeal to build a brand new Marie Curie Hospice in the West Midlands
  • 3. Introduction• What’s different about a capital appeal?• Challenges and opportunities• Essentials – Cause – Leadership – Strategy
  • 4. The four stages of an appeal• Research and planning• The private phase• The public phase• Consolidation
  • 5. 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
  • 6. BROADSWORDBackgroundRoleOthersAimsDistinguished supportersSticking pointWay outOperational expertiseRevenueDelivery of funds
  • 7. 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
  • 8. 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
  • 9. The Chair• Close to the charity• Influence and leverage• From a profitable sector• Active• Respected or liked?• Not recently involved in another appeal
  • 10. The Committee• Influence and contacts• Spread of industries• Should they give?• Terms of reference
  • 11. 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
  • 12. The case for support• Compelling need … and a convincing way out• Wider context• Solid figures• Emotive and inspiring• Shopping list
  • 13. 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
  • 14. 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
  • 15. The gift chartGift 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
  • 16. Stage 2. The private phase• Why?• How much of your target?• Conditional gifts• Project visits• Use your committee• “No not now”
  • 17. Project visits
  • 18. Stage 2. The private phase• Why?• How much of your target?• Conditional gifts• Project visits• Use your committee• “No not now”
  • 19. Using the committee effectively• How often to meet (and when?)• Sharing networks• Who to make the ask?• Meeting prospective donors• Motivating the committee
  • 20. Motivating the committee
  • 21. Stage 2. The private phase• Why?• How much of your target?• Conditional gifts• Project visits• Use your committee• “No not now”
  • 22. Stage 3. The public phase• Something to shout about• Coordination with marketing … and within fundraising• Small trusts• Quality stewardship
  • 23. Something to shout about
  • 24. Stage 3. The public phase• Something to shout about• Coordination with marketing … and within fundraising• Small trusts• Quality stewardship
  • 25. Stewardship
  • 26. Stage 4. Consolidation• The final push• Recognition• Celebrate success• Transition
  • 27. Recognition
  • 28. Stage 4. Consolidation• The final push• Recognition• Celebrate success• Transition
  • 29. Some final points• Sometimes it’s down to chance• Be dogged• Be personal
  • 30. Thank you• For more information: Charity Appeals: The Complete Guide to Success by Marion Allford www.sofii.org francis.webster@mariecurie.org.uk