The document summarizes individual giving at the Royal Shakespeare Company (RSC). It discusses that the RSC receives 40% of its funding from public sources, 50% from self-generated revenue, and 10% from private donations. It outlines the RSC's development structure and strategies to increase individual giving, including leveraging board members, improving awareness of charitable status, conducting audience research, and implementing a moves management process. The document also provides an example of how one donor increased their giving and engagement over time from an associate member to a major donor, providing over £1 million in total support.

1. INDIVIDUAL GIVING
AT THE RSC
RSC February 2013

2. Graeme Williamson
Director of Development
Joe Foulsham
Major Gifts Manager

3. The Royal Shakespeare Company
is a world leading theatre company, presenting
bold productions of Shakespeare, classical and
new plays. We are based in Stratford upon Avon
and perform in London, across the UK and
around the world for over 1,000,000 people per
year.
RSC
January – 2013

4. RSC
January – 2013

5. RSC
January – 2013

6. A HEALTHY ECONOMY
Public
Self-generated
Private
Proportion
RSC
Public 40%
Self-generated 50%
Private 10%
RSC
Private 2011-12, £5.1m
Self-generated
Private
RSC
January – 2013

7. RSC Development Structure
Director of Development
Annual Gifts & Research Stewardship Major Gifts
Sponsorship
Box Office/Online giving Individual giving UK/US
Individual giving - SE Trust and Foundation
Trust and Foundation
Corporate

8. §
•
RSC
January – 2013

9. THE IMPACT OF TRANSFORMATION ON
INDIVIDUAL GIVING
•Board giving
•Profile and awareness of charitable status
•Audience research and intelligence
•Moves management
•Top-up donations
RSC Partner
January – 2013

10. A SUCCESFUL TEAM
Development
Board
CEO
BOARD/
CEO/ED/AD
Organisation TRUSTEES
CEO/ED/AD
DEVELOPMENT
TEAM
RSC Partner
January – 2013

11. 1. Identify Prospect
7. Thank & Steward 2. Research
6. Close 3. Plan
5. Ask 4. Involve
RSC
January 2013

12. §
A MAJOR GIFT CASE STUDY
Identify
Research
Plan
Engage
Ask
Thank and Steward
Recognise
RSC
January – 2013

13. VALUE OF DONOR X TO RSC
In 2002 she was an associate member and frequent ticket buyer
- annual value was £115
In 2003 she was an associate member, frequent ticket buyer and
Project Donor
- annual value was £25,151
In 2006 she was a frequent ticket buyer, Shakespeare Circle
member and Major Donor
-annual value was £1,000,220
Total lifetime giving was £1,225,870
RSC Partner
January – 2013

14. BUILDING THE LADDER
From top-up donor – to legator
RSC Partner
January – 2013

15. Major
Donors
Big project gifts
(corporate, trust, individual)
Premium annual fund/Mid level campaign gifts
(Artist’s Circle/TYS Gifts)
Annual fund/Smaller campaign gifts
(SC, Patrons/SAB, one–off gifts
Membership
(Associate, Full & Friend)
Top-up donations
Audience
(Ticket buyers only)
RSC Partner
January – 2013

16. Level Price Benefits
Associate Member £18 RSC Updates
2 weeks Priority
Booking
Full Member £40 4 weeks Priority
Booking
Shakespeare’s Circle £100 Priority Plus (48 hours
before everyone else)
Events programme
Patrons’ Circle Silver £1,000 Acknowledgement in
theatre programme
Access to sold out
shows
Patrons’ Circle Gold £5,000 Invitations to exclusive
events. Meeting cast
Artists’ Circle £10,000 Overseas events
Exclusive events
Personalised journey
One to one experiences
RSC
January – 2013

17. BE PREPARED
Identify your strong offers
Prepare
Capitalise!
Winter 2013 RII
3,000 new members
250 new supporters
in 96hrs!
Keep them and upgrade them
RSC Partner
January – 2013

18. RSC
January – 2013

19. MAJOR GIFT HEALTHCHECK
•Solid profile
•Trust in governance
•Well conceived ‘transformational projects’
with donor/prospect input and buy in
•Board, CEO ‘askers’
•Development team with a ‘major gift outlook’.
•Senior fundraisers with personal credibility
•A culture of ‘moves management’ and review
•Research and stewardship support
RSC
January – 2013

20. MANAGING THE CYCLE IN PRACTICE
• Database – Tessitura at RSC
• Regular major gift ask meetings
RSC Partner
January – 2013

21. 9 QUESTIONS DONORS ASK
1. Why me?
2. Why are you asking me?
3. Do I respect you?
4. How much do you want?
5. Is there an urgent reason to
give?
RSC Partner
January – 2013

22. 9 QUESTIONS DONORS ASK
6. Is it easy to give?
7. How will I be involved?
Is it easy to give?
7.8. Will I be treated?
How will have a say over how
you use my gift?
8. Will I have a say over how you use my gift?
9.9. Howyou measure results?
How will will you measure
results?
RSC Partner
January – 2013

23. RSC
January 2013

24. 1. Begin conversation
– Talk about why you are personally involved… be
prepared to tell of your own support as evidence of your
commitment
2. Share news about your organisation’s case
– How compelling and urgent is your case?
3. Handle Questions as you go
– Accept questions
– Answer what you know
– Record what you don’t know and promise to get back
with an answer
RSC
January 2013

25. 4. Thank prospect
– Thank them for taking the time out of their busy schedule
to meet with you to discuss this great opportunity
You can’t thank a donor too much
5. Set the stage for the ask
Paint the vision to set the stage for the ask
– Sell the case
– A vibrant ambitious vision like this one, will require
investment
RSC
January 2013

26. 6. Ask
– To make this new vision a reality, we are counting on
individuals like you to consider making a gift to the RSC
– I would like you to consider a gift of £……
RSC
January 2013

27. 7. Wait for reply
– Listen, listen, listen and then be silent
– Let the silence be broken by the prospect. This may
take time
– It may feel like an eternity to you, but this is a crucial
stage… don’t rush it
8. Negotiate Obstacles
– Timing
– Amount
– Case
RSC
January 2013

28. Working with your Board /Trustees
Audience data
RSC
January 2013

29. Jaguar: A RSC Partner
January – December 2011