This document discusses developing an effective fundraising proposition for King's College London. It outlines that the proposition needs to clearly state the benefits of giving, fulfill emotional needs of donors, and build lasting donor relationships. Various propositions were developed and tested on focus groups. These propositions focused on supporting students, funding research, and connecting alumni. The document concludes by questioning which propositions are most effective and whether different propositions resonate better with different donor segments.

1. Developing the
perfect
proposition...
... An unfinished
journey
Chris Keating
Senior Direct Marketing Manager, King’s College London & King’s Health
Partners

2. World Questions|King’s
answers

3. What was working for us...?

4. What was working for us...

5. So what did we need from a
proposition...
We needed to boil down all the
experience and knowledge in the
organisation to get;
• A clear statement of the benefits of
giving a gift
• Which fulfills the emotional needs of
the audience
• Which we can build on for a lasting
relationship with our donors

6. Meet Tolstoy the leopard...

12. Back to King’s...
1) Review what we knew about our alumni
2) Brainstorm propositions
3) Test propositions on focus groups
4) Develop creative packs and see what
works!

13. How do our alumni feel about
King’s?
Is King’s a world-class “When I go for
interviews they
institution? expect more from
95% of potential donors agree you because they
Prid
have a big smile and
‘oh so you went to
King’s” (Post-1990
science alumnus)
e
“Yes I am very proud of having studied here. It really made a huge
difference to my life, and certainly gave me the foundations of my
career, which at the time was difficult for a woman going to the
Bar.” (Pre-1990 Alumna)

14. How do our alumni feel about
King’s? your university financially?”
“What do you imagine you would get out of supporting
63%: It enables me to give something back.
Gratitud
e

15. Propositions in general...
Join
Threat Vision
Future
Need Solution
Now
Negative Positive

16. ... And applied to King’s
Join
Be proud of being part of King’s
Threat Vision
Future
We can’t maintain our Help us find a cure for
global standing without cancer
your help
Need Solution
Solve student hardship Buy a book for the
Now
library
Negative Positive

17. It doesn’t count unless
there’s flipchart
• Involved everyone
in
alumni
fundraising;
Callers, high-
value
fundraisers,
events,
communications
team – not just

18. Alternative formulations...
x
A) When I was at King’s, life was easier. If things
were as they are now when I studied then I
wouldn’t have had the opportunities that I did. I
feel a duty to help support students today.
B) King’s changed my life. I developed
academically, got qualifications that set me up
for life, and formed friendships that are still
a
important to me. I want to give something back
to King’s.

19. (some) Propositions
developed
a) Attract the best and help them achieve the best
Some of the brightest young people come
backgrounds with no family history of coming to
university. £50 could pay for us to send a King’s
student to reach out to a young man or woman who
isn’t sure about going to university but could be a
Nobel prize winner of the future.

20. b) Help a student in need today
• Give a donation today to help a King’s student
through a financial crisis. Without help they
may have to drop out of university. Your
donation will help pay for a hardship bursary
to help them complete their degree.

21. (some more) Propositions
developed
Help us find treatments that work for dementia
King’s world-class researchers are making breakthroughs every day to
treat Alzheimers’ every day. Your gift will help fund more researchers,
more equipment, more trials – meaning we can find better treatments.
That will make a huge difference to people suffering from dementia.
Please give today and we’ll keep you up to date on the progress you’re
making possible.
Giving Class of XXXX
Join your alumni from your year of graduation in giving to King’s and making a
difference. Help your year raise more than any other. This is a great way for you
to stay in contact with other people that you were at University with. Show your
membership of this giving year group with the unique badge we’ll send you and
have your name listed in the special year group pages on the website.

23. Questions to answer...
• Which of these work?
– Developing & rolling out different packs
– Test propositions via email
– Anecdotal feedback from phone
• Do different people or segments
respond better to different
propositions?
• Which of these works best as a
recurring gift proposition?

24. Into action...

28. Thank you!
Chris.keating@kcl.ac.uk
@ChrisKeating