Tools & T echniques for successful H eritage Fundraising

1. Tools & Techniquesfor successful Heritage Fundraising Valentine Morby MinstF Supported by The Heritage Alliance and the Institute of Fundraising

2. Declaration All information is given by the Institute of Fundraising as current best practice, or is existing research which is credited. However, this is not a substitute for professional legal or financial advice.

3. What we are going to cover today – speedily! • Critical success factors • Financial targets…or donor experience? • The onion theory • Corporate supporters – best use of your time? • The 7-steps (or is it 8?) • CRM • Don’t fear the big hitters • Case for Support - creating a powerful narrative • Transition programming (LA-LA land to charity sector) • Proposition toolkit

4. Exercise 7 minutes Everyone jot down what you think are the key factors your project needs to have in place if it is going to have a strong chance of raising the funds that it needs? • Critical success factors for raising funds • from the private sector

5. A compelling vision A robust business plan Sufficient budget and a realistic timeframe A coherent fundraising strategy A communications strategy that underpins and reinforces the fundraising activities Committed institutional and influential leadership An internal ‘corporate’ culture in which developing and maintaining relationships with donors is seen as an integral part of the role of all staff and Trustees Hands up whose project has all of these factors in place? • Critical success factors for raising funds • from the private sector

6. We need to know where we are heading Fundraisers can’t function without targets to stretch them But…by and large, donors don’t like targets Consider the donor experience It’s not about the money Giving is always voluntary Your targets – not theirs Investor – not a donor (think critical success factors) • Your targets… or the donor’s experience? “A donor’s heart isn’t stuffed with cash, it’s filled with passion”

7. The Onion Theory BEHAVIOURS FEELINGS ATTITUDES & BELIEFS VALUES

8. Use open questions BEHAVIOURS FEELINGS ATTITUDES & BELIEFS VALUES

9. Corporate Support - General Principles The scattergun approach doesn’t work – don’t send letters Develop a relationship before ‘selling’ an idea 80% of business decisions are made on the basis of ‘relationships’ rather than ‘technical merit’ The best partnerships are win-win; company and charity both benefit The best relationships take time, so don’t expect ‘quick wins’.

10. Corporate Support Who has secured corporate support? At what level? What type? Cash, Gift in Kind, sponsorship?

11. Major Donors – The 7 Steps • Identify • Research • Approach • Engage/Involve • Ask • Close • Thank • The fundraising cycle • No. 8 - Stewardship • CRM – constituent relationship management

12. FOUR PILLARS

13. FOUR PILLARS EXERCISE - 7 MINS CREATE YOUR OWN FOUR PILLARS

14. AIDCA Principle A grab the reader’s attention I build their interest  D make them desire to help you C convince A action – tell them what you want them to do!

15. Creating a powerful narrative using FABs... • … features, advantages and benefit • A feature is defined as a characteristic of product /service/initiative • An advantage is defined as a positive interpretation or description of the feature, and it describes how the feature can be used to help the giver/donor • A benefit is defined as a statement that describes how a product feature or advantage can meet their need.

16. Features (Charity) Facts Technical information Cost Jargon OUR language About US Benefits (Donor) What I will get Good that comes out MY language Solves MY problem Foretells MY enjoyment • Using FABs

17. Tips & Techniques Use to highlight your work and to meet the needs of the donor/grant-maker • One of the features of Portsmouth Historic Dockyard’s Boathouse 4 is that it will train young people in the craft of traditional wooden boatbuilding, including learning specialist techniques used in the 18th Century. Some of the graduates will be suitably skilled to work on the restoration of some of England’s historic ships at the Dockyard such as the HMS Victory………..which I know is of interest to you.

18. FAB’s Exercise CREATE YOUR OWN FAB EXAMPLE TIME: 10 MINUTES

19. Transition from LA to • independent charity • Change management and business planning • Governance • Infrastructure, HR and Organisational Development • Preparedness for the charity sector • Corporate plan • Charity branding and personality • Fundraising, communication and supporter engagement • Each of these bullets contains a myriad of activities and competing deadlines • Funding - HLF resilience programme?

20. The key question, which goes to the heart of your proposition IF I OFFERED TO GIVE YOU £1,000, WHAT WOULD YOU SPEND IT ON? • Do you have an immediate and compelling answer to that question?

21. Proposition Toolkit – the power you have over influential people INFORMED (what to, why to) HABIT ARTICULATE (open/engage) STRATEGIC (know how/ techniques)

22. We’ve all met him…

23. Contact Details Giving to Heritage: www.givingtoheritage.org.uk The Heritage Alliance,Clutha House, 10 Storeys Gate, London SW1P 3AY. Website: www.theheritagealliance.org.uk Registered charity No 109479 Institute of Fundraising, Charter House, 13-15 Carteret Street, London SW1H 9DJ Tel: 020 7840 3791 Website: www.institute-of-fundraising.org.uk Registered Charity No: 1079573 in England & Wales, SC038971 in Scotland Valentine Morby Associates Tel: 07855 292828 Website: www.valentinemorby.org