The National Arts Fundraising School 2013
www.nationalartsfundraisingschool.com
Transform your fundraising potential The National Arts Fundraising School is the UK’s only residential fundraising training programme designed exclusively for the arts and cultural sector. More than 1,200 museums, galleries, theatres, festivals and dance companies have benefited from the School. So far the learning they’ve gained has helped them raise over £200M. Last year we saw some of the harshest ever cuts to the arts. To survive and thrive, you must be able to tap into the whole range of sources that are available. You need to know where to look and you need to know how to ask. That’s what the National Arts Fundraising School is designed to help you with. For over 25 years former participants have shown that the resulting skills and know-how we share work. We guarantee success. Read alumni testimonials and success stories at www.nationalartsfundraisingschool.com. Over six intensive, challenging days you’ll increase your knowledge of different funding sources, including major donors, trusts and foundations, online engagement, individual giving, corporate sponsorship and legacies. Whether you’re experienced, or new to fundraising, you’ll get new ideas, invigorate familiar approaches and tap into fundraising opportunities you’d never have considered before. You’ll also develop skills in powerful communication with donors. Above all you’ll build a rigorous, resilient fundraising strategy.
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1school 2 tutors 4
4 19
new modules guest speakers
6 25 years days
modules
£200M raised
1,200
fundraisers trained
Five things you won’t get anywhere else... memorable, 11. Enjoyable, intensive learning
2. The best people 2 The School is led by Bernard
Ross and Julia Bellingham – top fundraising consultants with over 40 years experience between them, in both UK and international arts fundraising. There are guest speakers from other organisations sharing insights on issues as diverse as online giving and research. And you’ll have the chance to share knowledge and experience with your fellow participants.
3. Putting theory into practice 3 The School’s approach is deeply practical. We’ll show you how the models and approaches are relevant to your organisation and how to best use them to overcome challenges and build on opportunities. Building your strategy and portfolio as you go
Matthew Herbert, British Council of Russia
Every session is carefully designed to stay with you long after the School. We use a mixture of expert presentations, group exercises and activities, coaching, case studies, online research opportunities, and time to read and reflect. The range of approaches guarantees you learn and retain a huge amount in a relatively short period of time.
along, you leave the School with a well-developed action plan to put into place on your return to work.
including databases of major fundgivers and key texts from the UK, USA and Europe.
4. Outstanding back-up resources 5. Money-back guarantee 4 5 We’re so confident that what you We reinforce the programme content to help you consolidate your learning in the weeks, months, and even years to come. A key learning element is a comprehensive 350-page workbook and a range of online resources. During the School you have access to our extensive fundraising reference library –
learn will bring tangible results that we offer you a unique moneyback guarantee. If you don’t raise a sum at least equal to the School fee within 12 months of completing the programme, we’ll refund the fee. All of it. Guaranteed. 1
Leading expertise The National Arts Fundraising School is run by The Management Centre (=mc). =mc is the UK’s leading consultancy working to transform the performance of ethical organisations worldwide. Bernard Ross is a Director of =mc and Director of the National Arts Fundraising School. For over 30 years, he has acted as a fundraising consultant to a wide range of bodies in the arts and cultural world, ranging from the National Gallery to Scottish Opera, and from Manchester Galleries to York Early Music Festival. He is co-author of The Influential Fundraiser: Using the Psychology of Persuasion to Achieve Outstanding Results. As a Director of =mc, Bernard regularly consults for not-for-profits around the world. He has worked on fundraising projects for leading charities such as the Red Cross, UNICEF, NSPCC and Cancer Research UK.
Julia Bellingham is a Senior Learning and Development Consultant at =mc and Deputy Director of the National Arts Fundraising School. She originally comes from a commercial background and before joining =mc was Deputy Director for Fundraising at Action for Children – one of the UK’s largest children’s charities. She brings a wealth of knowledge and experience in fundraising and specialises in foundations, sponsorship and communications skills. At =mc Julia coaches fundraisers in presentation, communication and influencing skills, and designs and delivers fundraising training programmes. Recent customers include The British Council, Thackray Museum, Arts and Business, and Renaissance.
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Scottish Opera’s The Marriage of Figaro 2010, photographer Mark Hamilton
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Theatre Royal Stratford East
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Outstanding company Is it for me? If you’re just starting out in fundraising, the National Arts Fundraising School will kick-start your career with a thorough grounding in all key areas. And if you’ve got years of experience behind you, it will refresh and renew your existing approaches – giving you the confidence to expand your portfolio. Whatever your job title, if you have responsibility for fundraising, you’ll find the programme inspiring and engaging, and the networking opportunities invaluable. Our pre-course online questionnaire ensures that the content and pace of each School is pitched at the right level for all participants. Who attends the School? The learning you take away from the School will be significantly enriched by the work you’ll do with participants from different organisations and with different jobs. Whether it’s an arts centre, an orchestra, a gallery or an opera company, you’ll be among: • • • • • • • •
marketing managers local authority arts officers development officers communications directors chief executives sponsorship managers artistic directors festival organisers
Over 1,200 organisations have already benefited from the School. They include large national institutions, leading edge challenging arts agencies, local authorities and smaller local bodies keen to become more sustainable or replace cuts. See below for just some of our past attendees: • Aldeburgh Music • Arts and Minds • Artichoke • Battersea Arts Centre • Bayimba International Festival of the Arts (Kampala)
• Leeds Museums and Galleries • Lyric Theatre Hammersmith • Manchester Art Gallery • National Gallery • Poetry Society
• Belfast City Council
• Royal Academy of Dance
• British Council (Russia)
• Royal Liverpool Philharmonic
• Bletchley Park Museum • Chichester Festival Theatre
• Royal Opera House • Scottish Ballet
• City of London Sinfonia
• Scottish Opera
• Edinburgh Festival Fringe Society
• Sheffield Theatres
• Dance in Devon • Glyndebourne • Hallé Orchestra • Imperial War Museum
• Tate Liverpool • The Young Vic • Théâtre Sans Frontières • UNESCO
• Jane Austin’s House
• Weald & Downland Open Air Museum
• Jersey Arts Centre
• Welsh National Opera
Want to know more? To find out more about the programme, or read alumni testimonials and success stories, visit www.nationalartsfundraisingschool.com. 5
Key modules For a session-by-session, day-by-day breakdown of the outline programme, see www.nationalartsfundraisingschool.com. The exact content of the programme for each School is dependent on the results from a pre-course questionnaire, which each participant completes. This ensures the School delivers to participants’ specific requirements, year on year. This year we also have four new modules:
Developing a fundraising strategy: at the core of the School is a major emphasis on how to develop a strategic approach to fundraising. Over three modules we’ll look at various tools to help you analyse your market position and develop a real focus on where the high pay off streams are. Principles of fundraising: successful fundraising is underpinned by a number of key principles which need to be applied consistently. These principles are drawn from disciplines as varied as psychology and marketing. We’ll share them with you here. Researching sources: to succeed in fundraising you need to understand how to research sources both on- and off-line. You’ll be introduced to donor research techniques and find out the pros and cons of all the major databases. New! Maximising major donors: despite the recession major donors are still able to make a massive difference to many cultural agencies. This session explores how to identify and engage with major donors 6
– and you’ll have the chance to consider whether to approach them directly or through your Board. Choosing a fundraising structure: often the way you’re organised – legally and from a people perspective – can make a massive difference to your ability to attract funds. We’ll look at the options available and help you establish the best structure for success. Raising money for local authorities: if you’re a local authority there are specific challenges you have to face in fundraising. We’ll explore how to work with these challenges efficiently – making your work attractive and engaging to donors and funders. Online fundraising and social media: is this the next big thing or… a diversion? These two linked modules offer you an insight into what is working in social media terms and how you can make the web work harder for you – promoting donor and potential donor engagement. Making an impact: this session offers you the practical opportunity to actually ‘pitch’ for money in front of a
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video camera and then get detailed feedback on the effectiveness of your ask. Before the pitch the =mc coach will offer insights and practical tips on how to make an impact. Trust and foundation fundraising: trusts and foundations contribute up to £2B to the UK charity economy with significant sums committed to arts, education, culture and heritage. But to secure this you have to understand how foundations work and how to approach them. Commercial investment – from ‘hard’ sponsorship to CSR: companies are still investing in the arts. But the money is proving tougher to get. Over two modules we show you how to maximise your chances of sponsorship successes – and how to turn one-off success into a long-term relationship. New! Major appeals and how to run them: at some point in your fundraising career you’ll have to run a major appeal for a major project – an endowment or capital project. This session explains how to use the donor pyramid,
Holburne Saturday Art Club at the Museum Museum © The Holburne
donor wedge and gift tables as key frameworks to guide you to success. New! Endowments: the arts council is excited again! – about endowments. But are they really practical for smaller organisations – and how do you structure and organise to make them achievable? Hear what the latest research is saying about endowments – and how to ensure if you do one it works. Setting up a development board: volunteers can be a huge resource for you – helping bring contacts and ideas to the table. But these development boards need careful management and a clear brief. We’ll explore how to recruit to such a board and how to keep them on track. Making your case: often the only way you can communicate with a funder or donor is in written form. We’ll share the results of =mc’s research which shows that structuring your proposal differently can increase your chances of success by up to 25 per cent. Legacies: one of the fasting growing areas for arts and cultural agencies to
secure funds is legacies – and if you have an older audience they can be a major source of funds. But how do you create a legacy programme without seeming cold and calculating? We’ll explore the principles of success. Relationship fundraising with individuals: if you have an audience – or even just visitors – it’s possible to engage them in supporting your cause. We devote two modules to the techniques and approaches, including the donor journey, to help you identify and engage individuals who could offer support.
the Board? In this module we identify the key structures that will enable you to write a plan to win support internally. Action planning: the final module of the week will help you crystalise the key learning and identify practical steps to take to ensure the learning is turned into practical action back at work. You’ll have the chance to buddy with a fellow participant to seek help and support when you return to work.
New! Fundraising in a crisis: in a funding crisis there are some very specific ways to seek help from supporters. This session looks at the key elements in crisis management and explores a specific case study of how one agency responded to the crisis, turning it to their advantage. Writing a fundraising plan: so you’ve got lots of strategic thoughts, and some good ideas, but how do you shape them into an investable plan that you can share with senior managers or 7
Guest speakers Each School benefits from the outside expertise of guest speakers. For the 2013 Schools, we are delighted to welcome: Mair Bosworth is a Director of fundraising research consultancy Giving Insight and is a specialist major gifts fundraising and research expert.
and their relative value; how to link marketing and fundraising in social media; and how to maximise returns on a small budget.
Matt Ide is the Managing Director of fundraising research consultancy Giving Insight and is one of the UK’s leading fundraising research experts.
Colin McKenzie is Chief Executive of the Charleston Trust, and is recognised as one of the outstanding fundraisers for cultural causes in the UK.
Either Mair or Matt will be at the School, sharing ideas on how to research more effectively to identify individual high value donors and how to use the various research tools there are available – from databases to magazines to establish new sources.
Colin will explore the differences between working for a very big national brand and working with a tiny team. He’ll offer practical and real world insights into how to set up a fundraising operation with limited resources, how to focus your own energies for maximum results, and how to use your Board and any volunteers effectively.
capital development, securing a total of £13.6 million for the project and endowment fund and now works with an annual fundraising revenue target of about £450k.
Marnie Whiting is Head of Development at the Holburne Museum. She ran the fundraising campaign for the Holburne’s £11.2
Find out more about each of the guest speakers at www. nationalartsfundraisingschool.com/ how_we_help_you/guest_speakers
Howard Lake is Director of Fundraising UK, the UK’s leading internet fundraising consultancy. Howard will offer a high level session on the different social media techniques
Mair Bosworth
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Matt Ide
www.nationalartsfundraisingschool.com
Howard Lake
In Marnie’s session she will share her proven experience of running a major appeal.
Colin McKenzie
Marnie Whiting
Practical details When? 28 April-3 May 10-15 November Where? At Dean’s Place Hotel, on the edge of the Sussex Downs. It’s a demanding week, so when there is a break you’ll appreciate the chance to unwind in the comfortable and tranquil surroundings. All of the bedrooms have en-suite facilities, TV and telephone. How much? £1,785 + VAT. For the fourth year running, we’re keeping the price of the School the same. This includes • five nights’ accommodation • all meals • the 350-page National Arts Fundraising School handbook • electronic back-up materials Help to pay? The National Arts Fundraising School is widely regarded within the sector as a sound investment, and each year many participants receive grants from external bodies to help fund their place. Find out more about potential funding opportunities at: www.nationalartsfundraisingschool.com/ about_the_school/funding_your_place Don’t forget that your place at the National Arts Fundraising School comes with a unique moneyback guarantee. If you haven’t raised a sum at least equal to the School fee within 12 months of completing the programme, we’ll refund it. The whole fee. How to book? Each year the Schools quickly become fully booked so reserve your place in the first instance by making a provisional booking at www.nationalartsfundraisingschool.com/ reserve_your_place – and if you cancel your place more than 28 days before the School, there’s no charge. 9
2013 dates: y a 28 April-3 M er b m e v o N 5 1 10 Book now For tips and tools for people working in the arts and cultural sector, see www.nationalartsfundraisingschool.com – yours to download.
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mi Photo by Benja Amure © 2012
www.nationalartsfundraisingschool.com The Management Centre Mill House, 8 Mill Street, London, SE1 2BA Tel: 020 7978 1516 www.managementcentre.co.uk Cover image: Theatre Royal Stratford East, photographer Paul Ross This brochure is printed on recycled paper The Management Centre (UK) Ltd trading as The Management Centre Company registration: 4663203 VAT No: 813 9204 44 © The Management Centre 2012