Capital appeals are fundraising campaigns to raise large ‘capital’ sums e.g. for a new building or renovation or for an expensive piece of hospital equipment etc; rather than sums raised for ‘revenue’ expenditure like salaries, rent, heating & lighting etc. In a fundraising appeal communication is as important as any fundraising technique used. Remember you may need to invest 10% or so of the total cost in the fundraising campaign, but your can add this to your campaign total and recoup it.
FESTIVAL OF FUNDRAISING Case studies for presentation In Britain we have traditionally run capital appeals for a wide variety of charitable organisations often to build new buildings, but recently the government which used to provide all the buildings for schools, hospitals, communities etc are now heavily cutting back on state funding and the International Fundraising Consultancy is now often approached to help these organisations to help them raise large amounts of funds for major projects especially buildings. Medical Foundation This capital appeal took three years to complete and raised over 5m euros. The Foundation is now working from its own purpose built therapy centre. We raised most of the funds from rich individuals, existing supporters and new wealthy donors who we researched and cultivated with a reception at 10 Downing Street (where the Prime Minister lives) and a dinner at the Royal Society of Medicine. The second most important source of funds was grant-making trusts and foundations (UK and Switzerland). We received no funds from government. In the private phase we undertook a series of interesting events to raise the profile of the appeal. These included the ‘Immortality Auction’ whereby seven very well-known authors agreed to auction the name of a character in their next book, so whoever bid highest had a character given their name. In partnership with Waterstones a national book chain we produced a copy of the UN Declaration of Human Rights, illustrated by Ralf Steadman a famous satirical cartoonist which sold by their tills just before Christmas. We also held an art auction of his paintings and organised a spring picnic in the grounds of his beautiful Georgian House, and many other exciting events. Royal Free Hospital Here we ran a feasibility study to set the strategy for a capital appeal for a new 30m Euro Immunology Centre. We first developed a striking ‘case for support’, then researched individual donors, grant-making foundations and company sponsorship. From the results of that research we set out an overall strategy for the appeal and an Action Plan detailing who would do what when. Now we are engaged with Phase I of the appeal and are planning a cultivation event at Buckingham Palace with the Duke of York who is the hospital’s Royal Patron. Alton College Alton College is a very new 6 th form college which was told it had fu8nds from the government to build an engineering block. This is now half built and the government money has been cut off completely. They have never fundraised before but we have developed a feasibility study with them and will soon begin helping them create relationships with potential funders. We are looking at their alumni and parents, local businesses, engineering firms and wealthy people who have made their money from engineering or who live locally. Black Cultural Archives By contrast we helped Black Cultural Archives (BCA) to finish their capital appeal. Most of the money required to restore two Georgian buildings in a significant London site “Windrush Square” was given by the local council Lambeth matched by the Heritage Lottery Fund, but BCA was short of a large amount of money to complete the appeal and also required a convincing written strategy to show its backers it could raise enough money to survive in the long-term. We helped them to apply to a range of grant-makers and wrote a fundraising strategy, helping them to take on their first full-time fundraising director. The building is currently undergoing renovation prior to the archive moving in. John Baguley 30.03.11
A capital appeal may take several years, often 3 or more, but pre-appeal preparation cannot be left to the last minute.
Internal leadership is very important and for a capital appeal those at the top of the organisation must approve and be involved. It is important to take time to look at all the alternatives and write down this options appraisal, as grant-makers and donors may ask to see it before making a gift. The project must be sustainable i.e. there should be a business plan detailing how any additional revenue costs will be met. At this stage architects should be involved to draw up and cost realistic plans. Before the appeal starts you must have planning permission in place. In the UK this can be a long and complicated task.
Sometimes large projects have senior people who do not agree with the concept. In an appeal that may take several years motivation has to be maintained and doubts dealt with so that there is clear agreement in the organisation on the project goals.
Really there are five key stages: the preparation we talked about above. The feasibility study research to see if raising the funds is possible and to set the fundraising and communications strategy. The first ‘silent’ or ‘private’ stage where most of the money is raised. Then, when you are certain you can succeed with the appeal, it is launched in a blaze of publicity to the public to seek their support. Lastly the ‘stewardship phase’ where you keep your promises, thank people, maybe name rooms or whole buildings after donors and give them any other recognition that you have promised. Then keep them in touch and ASK AGAIN.
Ensure you know where the money will come from before you start, and how you will get it – set your strategy and an action plan (who does what when).
Don’t just look for the obvious sources of funds – research and understand all your prospects. There may be hidden wealth in certain potential donors or grant-makers.
This is your sales brochure and it must ‘sell’ the capital appeal project. It should be well designed, and must be bith intellectually satisfying and emotionally moving.
Your campaign must stand out from all the others – use your imagination, innovation and creativity. Great design and the involvement of important and significant people such as appropriate celebrities can make a huge difference to your campaign and open doors for you.
It is well worth while to employ a great copywriter and designer – remember you are probably trying to raise several million euros and that cannot be done by half-heartedly on the cheap.
This is a key chart because it tells you how many donors you need to give at each level of gift. E.g. one donor to give 1m euros, 2 to each give 750,000, 4 donors to each give 500,000 euros and so on. You will need a few potential donors at each level for every single donor in the chart. Donors can be people, institutions, companies or governments.
This shows the importance of this phase. Do not enter the public phase until you are certain you will succeed or you may fail in public. Also people will see the appeal in the press and make a much smaller gift than if they gave when asked face to face.
The key to a successful appeal is often the Appeal Chairperson who will make a significant gift and ask others to give face-to-face – it cannot be done by letter. Line up your important supporters to make the appeal look impressive. Hold events to cultivate wealthy donors etc. Ask them face-to-face! Research again – ask again!
Work with newspapers, magazines, radio and television – get them on your side. Take their journalists to lunch… offer free tickets to your events for radio hosts to give away on air etc. This is the time to mobilise your supporters and local groups etc.
A public launch with celebrities is often a sure way to kick off the campaign. The pubic appeal usually involves a lot of high profile events run by you and by many smaller events run by your supporters. Keep researching new major donors and grant-makers and keep applying and asking them for significant gifts face-to-face.
This is the stewardship phase – just as important as the fundraising is looking after your donors.
Do just as the slides says! Be meticulous at this stage though you should already have thanked every donor within 3 days of receiving their gift – some with a personal phone call from a senior person.
Further questions email Francesca Mineo via www.ifcitaly.it
Do contact either of us if you would like to know more about the work of IFC.
Ffr11 Capital Appeal Communication Slide Base 09.05.11
Capital Campaigns Fundraising & Communications John Baguley & Francesca Mineo International Fundraising Consultancy
CASE STUDIES <ul><li>Medical Foundation -Treatment Centre €5m </li></ul><ul><li>Royal Free Hospital – Feasibility study €20m </li></ul><ul><li>Black Cultural Archives – Finishing appeal €7m </li></ul><ul><li>Alton College – Engineering block €3m </li></ul>
PREPARATION <ul><li>“ The great advantage of not planning is that failure comes without the horrid sensation of worry and panic before disaster strikes” </li></ul><ul><li>John Harvey Jones </li></ul>
FEASIBILITY STUDY <ul><li>Case for Support </li></ul><ul><li>Research: grant-makers, major donors, foundations, companies etc. </li></ul><ul><li>External & internal environment. </li></ul><ul><li>Strategy. </li></ul><ul><li>Action plan. </li></ul>
CASE FOR SUPPORT <ul><li>“ BE DISTINCT OR EXTINCT ” </li></ul>
THE CASE FOR SUPPORT <ul><li>Appeal Brochure </li></ul><ul><li>Great design </li></ul><ul><li>External quotes </li></ul><ul><li>The need </li></ul><ul><li>The project </li></ul><ul><li>Gift chart </li></ul><ul><li>Acceptance of funds </li></ul><ul><li>Naming </li></ul>