Donor Cultivation in theory and practice


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Presentation by Jenny Harrow, Tobias Jung, Hannah Pavey, Jeanie Scott as part of CGAP and Arts and Business Scotland's masterclass series.

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Donor Cultivation in theory and practice

  1. 1. Donorcultivation in theory and practiceJenny Harrow, Tobias Jung,Hannah Pavey, Jeanie Scott
  2. 2. Aim To identify the existing levels and nature of donor cultivation practices within the Scottish arts sector and to explore the challenges Scottish arts organisations face at a time of mounting resource pressures.
  3. 3. Method Co-production approach Exploratory review of academic and non-academic literature Online survey Telephone interviews Focus groups
  4. 4. Practice FindingsFive clusters  Organisational factors  Contexts and relationships  Donors  Approaches  Success
  5. 5. Organisational factors – the internal organisational characteristics of individual organisations;‘Even though everyone understands the need for funds, fundraising is perhaps not as valued as other parts of the organisation’
  6. 6. Contexts and relationships – the socio-political, cultural and economic environment as well as stakeholders, partners and competitors within the sector;‘You need to focus on who you’re targeting There is a lot of diversity in the market. The donor isn’t going to be interested in ALL arts’
  7. 7. Donors – the knowledge and understanding of existing and potential donors;
  8. 8. Approaches – the extent and nature of approaching and interacting with donors;
  9. 9. Success – the understanding, assessment and use of ‘effectiveness’ within donor cultivation and fundraising more widely‘I have no background in this—there is no precedent—have tried to be modest in how much we can raise in a year…but it is difficult to calculate’.
  10. 10. Findings from the literatureThree clusters Donor engagement Donor education Donor control
  11. 11. Donor engagement – interactive relationships Transactional relationship perspective Relationship fundraising perspective
  12. 12. Donor education – instructive relationships ‘the formal learning opportunities that engage and enable individuals to make wise decisions about their giving to achieve impact and change’ (Siegel and Yancey 2002: 8).
  13. 13. Donor control – directive relationships Non-profit directed relationship Donor directed relationship
  14. 14. Fundraising models andperspectives• Steps and cycles, pyramids, and social interaction models• Donor motivations: ‘there is urgent need to invest in research that clarifies donors’ motivations, needs, and decision-making criteria’ William and Flora Hewlett Foundation and McKinsey & Company (2008: 4)• Targeting
  15. 15. Donor cultivation as an umbrella concept
  16. 16. ThinKit! Steering Wheel OrganisationA reflective framework to al factorsdonor cultivation Context and Success relationships Approach Donors
  17. 17. Organisational factorsWhat are the internal challenges and opportunities for donor cultivation within your organisation? How do different organisational responsibilities relate to each other?
  18. 18. Contexts and relationships What challenges and opportunities does the socio-political and economic environment offer? What are your existing relationships with other organisations and how could these be used? Are there opportunities for networking or collaboration and how can these be developed?
  19. 19. Donors Who are your existing and potential donors? What do you know about them? How can you learn more about them ?
  20. 20. Approaches How will you go about approaching, engaging and managing existing and new donors?
  21. 21. Success How do you define success for your donor cultivation strategy? Where do you want to be? How do you know that you are there? How are you going to communicate/use your successes?
  22. 22. ThinKit! Steering Wheel OrganisationA reflective framework to al factorsdonor cultivation Context and Success relationships Approach Donors