1. DEVELOPING A MAJOR
GIVING CULTURE IN YOUR
ORGANISATION
RUSSELL DELEW – DIRECTOR, MAJOR GIVING & APPEALS
IAN WILSON – HEAD OF CAMPAIGNS
JANUARY 2013
2. Cancer Research UK
THE WORLD’S LEADING CHARITY DEDICATED TO SAVING LIVES
THROUGH RESEARCH
– We fund more than half of all the
cancer research currently taking
place in the UK
– Our groundbreaking work into the
prevention, diagnosis and
treatment of cancer has seen
survival rates double in the last 40
years
– We have been involved in the
development of over half of all top
cancer drugs used in treatment
today.
4. Developing a Major Giving Focus
Mass market organisation
90% of donations we receive are for £10 or less
Developed funding propositions for major giving audience
5. Our campaigns
INVESTING
IN OUR
FINDING RESEARCH
CURES FOR
ALL CANCERS
FINDING
CURES FOR
ALL CANCERS
6. Aligning the organisation
THREE KEY ELEMENTS:
People Processes Projects
Internal stakeholders Feasibility Compelling projects
Senior Volunteers Clear objectives Case for Support
Campaign Boards KPI’s Demonstrate impact
9. The Catalyst Club – Projects underpinning the
£10m
Exploration – funding the International Cancer
Genome Consortium (ICGC) project into
oesophageal cancer
Dr. Rebecca Fitzgerald
Translation – funding access to the most
sophisticated and powerful genetic technology
for 9 exciting research projects
Application – funding the Stratified Medicine
Programme, a pioneering scheme to examine
how powerful genetic testing can best be rolled
out across the NHS
10. The Catalyst Club – Why the need?
Package our research in a more creative, attractive
and compelling way
Attract a younger demographic audience
Build a more board-led approach
We needed to develop a pledged income pipeline
Upgrade supporters giving just below £10K
11. The Catalyst Club – The Funding Mechanic
100 members giving £100,000 = £10,000,000
• Collectively, Catalyst Club members will contribute £10 million to the personalised medicine
appeal
• We seek £100,000 from each member and anticipate that the majority will pledge their gift over
three years
• UK tax payers paying income tax at 50% and using Gift Aid can reduce the cost of their total gift
to £50,000 as a single donation or £16,666.25 a year if paying annually.
Annual gift Single gift
(3 year pledge)
Gift £26,666 £80,000
Tax reclaimed by donor £10,000 £30,000
Total cost to donor £16,666 £50,000
Tax reclaimed by charity £6,667 £20,000
Total value of your gift £33,333 £100,000
14. The Catalyst Club – Key Learning's &
Recommendations
1: High When attracting a younger audience, newer to philanthropy, and
support then forming a Campaign Board, be open to the fact there will be a
high degree of support and mentoring that needs to take place
2: Let the Don’t be frightened to revisit and refresh your strategy
proposition • Associate membership
evolve • Higher level asks (Trusts and Foundations)
3: Adapt the Have different versions of your Case for Support:
case • Technology Club aspect
• Impact Cutting edge science
4: Senior Engage with your Senior Leadership and use them as advocates for a
Leadership campaign such as this
15. The Catalyst Club – Key Learning's &
Recommendations
5: Play the A net donation of £16,000 per year results in a £100,000 gift to
Gift Aid Cancer Research UK
benefit
6: This You do not need to be a large organisation to model something
model is similar to this
scalable
7: Be bold Many of our members were giving at a level much lower than
£100,000. They just need to be inspired, and asked!
Train, develop and instil the confidence in your fundraisers to go out and sell the
wonderful opportunities that you have in a compelling way
Keep it simple and go for it!
16. cruk.org
THANK YOU
-
ANY QUESTIONS?
Russell.Delew@cancer.org.uk
Ian.Wilson@cancer.org.uk
