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Major Gift Fundraising at the BBC WST
 

Major Gift Fundraising at the BBC WST

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Gudrun Kuhlmeier

Gudrun Kuhlmeier

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  • Intro: GK background in fundraising Tell you a bit about Fundraising and major gift fundraising in the UK and beyond The Science and Art of Major Gift Fundraising What we hope to achieve with the major gift fundraising programme at WST Questions? – Generally happy to answer questions through out…
  • Major Gift Fundraising in the UK and beyond Size of market
  • Why do rich people give
  • Major Gift Fundraising in the UK and beyond Size of market Why do Rich people give? Million Pound + Gifts
  • Major Gift Fundraising in the UK and beyond Size of market Why do Rich people give? Million Pound + Gifts
  • How long does it take? Typical lead time for a major gift is about 18 months, it can be much quicker, but sometimes also much longer. Example from higher education – 90% of major gift donors made a low level giift within early years of graduation. Previous donors are much more likely to give again than new donors How do people give? Cheque, bank transfer, direct debit, credit card, share gifts, What’s different for the WST? Brand new operation, no large mailing list of lower level supporters to ‘upgrade’ – Low public profile may extend cultivation lead time Research has shown that once people learn about us, only very few don’t agree that our work deserves support Is it expensive? Most recruitment activity is undertaken at an initial loss, with charities achieving a return of only 50-70p for every £1 invested. Of course undertaking this work does still generate a very satisfactory return, but it does so only over the full term of the relationship developed with each supporter. Development activity generates a very good rate of return and it is not unusual for charities to achieve £4 - £5 back for every £1 invested. So the balance between recruitment and development activity adopted by a particular charity will drive the fundraising ratios it is able to report. According to CAF and NCVO, 'Less than one third of donors account for 83p of every £1 given to charity. Fundraising charities are clearly very reliant upon a core of 2.1 million very committed, relatively generous supporters.'
  • So how does it actually work? 80/20 principal The Pareto principle (also known as the 80-20 rule , [1] the law of the vital few, and the principle of factor sparsity ) states that, for many events, roughly 80% of the effects come from 20% of the causes. [2] [3] Business management thinker Joseph M. Juran suggested the principle and named it after Italian economist Vilfredo Pareto , who observed in 1906 that 80% of the land in Italy was owned by 20% of the population; he developed the principle by observing that 20% of the pea pods in his garden contained 80% of the peas. [3] It is a common rule of thumb in business; e.g., "80% of your sales come from 20% of your clients." The seven stages of Fundraising and cultivation Research (research and draw up prospect list and evaluate and judge potential) Enquiry (Getting to know the prospect, their motives and interests) Plan (Identifying which specific areas of our work they are interested in) Involve (Identify opportunities for the prospect to participate in events, meet experts, regular targeted communications, (Project visits) Apply/Ask (Peer to peer ask, verbal ask, back up with written information, depending on prospect and anticipated way of giving may also include ‘formal’ proposal) Funded (Pledge received, money banked and receipted ) Thanks and recognition) Reward/Thank (Thanks, recognition and stewardship) Systematic approach Individual Cultivation plans Cultivation events – plan – execute – follow up Keep connection
  • Catalyst Fund Raise £2 Million over next 3 years (unrestricted funds) How? Need to build our prospect pool – 60 gifts – approx 300 asks!
  • What can we do for you? Flexible funds may help your project! Major donors may also help with matching funds for projects Meet interesting people Invite influencers and decision makers from funders and foundations to our cultivation events What you can do to help? Point out leads for possible prospects (suspects) Keep me informed about projects, special occasions, mile stones etc Pass on information about prospects, updates of contact details, press articles, online, ideas for cultivation events etc Help with contacts inside the BBC Talk to prospects/donors on request (meetings, events) Attend cultivation events (Tuesday nights thanks and invite examples) Logistical back up (mention Nitu finance re payments for restaurant dinner)

Major Gift Fundraising at the BBC WST Major Gift Fundraising at the BBC WST Presentation Transcript

  • Everything You Always Wanted to Know about Major Gift Fundraising at The WST* (*but were afraid to ask)
  • Major Gift Fundraising in the UK (+ beyond)
    • Individual Giving in UK 2006/07 - 2008/09
    *source CAF/NCVO 09/2009 £10 £11 £10 Median amount per donor £31 £33 £29 Mean amount per donor 9.9 11.2 10.3 Estimated total annual amount donated, inflation adjusted (£billion) 26.9 27.7 26.8 Total number of donors (millions) 54 56 54 Proportion of adults giving (%) 2008/09 2007/08 2006/07  
  • Major Gift Fundraising in the UK (+ beyond)
    • Reasons for giving
    • What do you think?
  • Major Gift Fundraising in the UK (+ beyond) The Distribution of all million pound donations Arts & Culture Human Services & Welfare Religious organisations & causes Other public service benefit Environment & Animals International Aid & Development Overseas (outside UK, not development) Health Education (not universities) Higher Education
  • Major Gift Fundraising in the UK (+ beyond) (2) Arts & Culture (5) Human Services & Welfare (7) Religious organisations & causes (10) Other public service benefit (8) Environment & Animals (3) International Aid & Development (9) Overseas (outside UK, not development) (4) Health (6) Education (not universities) (1) Higher Education
  • The Science and Art of (Major Gift) Fundraising
    • How long does it take?
    • What’s different for the WST?
    • Is it expensive?
  • The Science and Art of (Major Gift) Fundraising
    • So how does it actually work?
    • Pareto principal – 80/20
    • The seven stages of fundraising
    7. Thank / Reward 6. Funded 5. Ask / Apply 4. Involve 3. Plan 2. Enquiry 1. Research
  • What do we hope to Achieve?
    • The
    • Catalyst Fund
    • Target: £2 Million over 3 years
  • What do we hope to Achieve?
    • What can we do for you?
    • What can you do to help?
    • Thank You