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Using Trust Fundraisingwithin a Capital AppealFrancis WebsterCapital Appeal ManagerMarie Curie Cancer Care
Marie Curie BIG Build Appeal• £7m appeal to build a brand new Marie  Curie Hospice in the West Midlands
Introduction• What’s different about a capital appeal?• Challenges and opportunities• Essentials  – Cause  – Leadership  –...
The four stages of an appeal•   Research and planning•   The private phase•   The public phase•   Consolidation
Stage 1. Research and planning•   BROADSWORD (Marion Allford)•   Research your constituency•   Recruit a strong committee•...
BROADSWORDBackgroundRoleOthersAimsDistinguished supportersSticking pointWay outOperational expertiseRevenueDelivery of funds
Stage 1. Research and planning•   BROADSWORD (Marion Allford)•   Research your constituency•   Recruit a strong committee•...
Stage 1. Research and planning•   BROADSWORD (Marion Allford)•   Research your constituency•   Recruit a strong committee•...
The Chair•   Close to the charity•   Influence and leverage•   From a profitable sector•   Active•   Respected or liked?• ...
The Committee•   Influence and contacts•   Spread of industries•   Should they give?•   Terms of reference
Stage 1. Research and planning•   BROADSWORD (Marion Allford)•   Research your constituency•   Recruit a strong committee•...
The case for support• Compelling need  … and a convincing way out• Wider context• Solid figures• Emotive and inspiring• Sh...
Shopping list  £4,500    In-patient bed and mattress  £10,200   Specialist bath tub  £51,000   Day therapy room  £103,000 ...
Stage 1. Research and planning•   BROADSWORD (Marion Allford)•   Research your constituency•   Recruit a strong committee•...
The gift chartGift level (£)   Prospects   Donors   Subtotal (£)          Cumulative                                      ...
Stage 2. The private phase•   Why?•   How much of your target?•   Conditional gifts•   Project visits•   Use your committe...
Project visits
Stage 2. The private phase•   Why?•   How much of your target?•   Conditional gifts•   Project visits•   Use your committe...
Using the committee effectively•   How often to meet (and when?)•   Sharing networks•   Who to make the ask?•   Meeting pr...
Motivating the committee
Stage 2. The private phase•   Why?•   How much of your target?•   Conditional gifts•   Project visits•   Use your committe...
Stage 3. The public phase• Something to shout about• Coordination with marketing     … and within fundraising• Small trust...
Something to shout about
Stage 3. The public phase• Something to shout about• Coordination with marketing     … and within fundraising• Small trust...
Stewardship
Stage 4. Consolidation•   The final push•   Recognition•   Celebrate success•   Transition
Recognition
Stage 4. Consolidation•   The final push•   Recognition•   Celebrate success•   Transition
Some final points• Sometimes it’s down to chance• Be dogged• Be personal
Thank you• For more information:     Charity Appeals: The Complete Guide to Success     by Marion Allford     www.sofii.or...
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Using trust fundraising in a capital appeal

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Using trust fundraising in a capital appeal

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

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