1. Using Trust Fundraising
within a Capital Appeal
Francis Webster
Capital Appeal Manager
Marie Curie Cancer Care

2. Marie Curie BIG Build Appeal
• £7m appeal to build a brand new Marie
Curie Hospice in the West Midlands

3. Introduction
• What’s different about a capital appeal?
• Challenges and opportunities
• Essentials
– Cause
– Leadership
– Strategy

4. The four stages of an appeal
• Research and planning
• The private phase
• The public phase
• Consolidation

5. Stage 1. Research and planning
• BROADSWORD (Marion Allford)
• Research your constituency
• Recruit a strong committee
• Case for support
• Draw up an approach list
 Fundraising strategy

6. BROADSWORD
Background
Role
Others
Aims
Distinguished supporters
Sticking point
Way out
Operational expertise
Revenue
Delivery of funds

7. Stage 1. Research and planning
• BROADSWORD (Marion Allford)
• Research your constituency
• Recruit a strong committee
• Case for support
• Draw up an approach list
 Fundraising strategy

8. Stage 1. Research and planning
• BROADSWORD (Marion Allford)
• Research your constituency
• Recruit a strong committee
• Case for support
• Draw up an approach list
 Fundraising strategy

9. The Chair
• Close to the charity
• Influence and leverage
• From a profitable sector
• Active
• Respected or liked?
• Not recently involved in another
appeal

10. The Committee
• Influence and contacts
• Spread of industries
• Should they give?
• Terms of reference

11. Stage 1. Research and planning
• BROADSWORD (Marion Allford)
• Research your constituency
• Recruit a strong committee
• Case for support
• Draw up an approach list
 Fundraising strategy

12. The case for support
• Compelling need
… and a convincing way out
• Wider context
• Solid figures
• Emotive and inspiring
• Shopping list

13. Shopping list
£4,500 In-patient bed and mattress
£10,200 Specialist bath tub
£51,000 Day therapy room
£103,000 In-patient bedroom
£590,225 Central day services area

14. Stage 1. Research and planning
• BROADSWORD (Marion Allford)
• Research your constituency
• Recruit a strong committee
• Case for support
• Draw up an approach list
 Fundraising strategy

15. The gift chart
Gift level (£) Prospects Donors Subtotal (£) Cumulative
Total (£) Percentage
1,000,000 4 1 1,000,000 1,000,000 20%
500,000 8 2 1,000,000 2,000,000 40%
200,000 12 3 600,000 2,600,000 52%
100,000 24 6 600,000 3,200,000 64%
50,000 28 7 350,000 3,550,000 71%
25,000 56 14 350,000 3,900,000 78%
10,000 100 25 250,000 4,150,000 83%
5,000 160 40 200,000 4,350,000 87%
2,500 400 100 250,000 4,600,000 92%
Under 2,500 1600 400 400,000 5,000,000 100%
Totals 2392 598 5,000,000

16. Stage 2. The private phase
• Why?
• How much of your target?
• Conditional gifts
• Project visits
• Use your committee
• “No not now”

17. Project visits

18. Stage 2. The private phase
• Why?
• How much of your target?
• Conditional gifts
• Project visits
• Use your committee
• “No not now”

19. Using the committee effectively
• How often to meet (and when?)
• Sharing networks
• Who to make the ask?
• Meeting prospective donors
• Motivating the committee

20. Motivating the committee

21. Stage 2. The private phase
• Why?
• How much of your target?
• Conditional gifts
• Project visits
• Use your committee
• “No not now”

22. Stage 3. The public phase
• Something to shout about
• Coordination with marketing
… and within fundraising
• Small trusts
• Quality stewardship

23. Something to shout about

24. Stage 3. The public phase
• Something to shout about
• Coordination with marketing
… and within fundraising
• Small trusts
• Quality stewardship

25. Stewardship

26. Stage 4. Consolidation
• The final push
• Recognition
• Celebrate success
• Transition

27. Recognition

28. Stage 4. Consolidation
• The final push
• Recognition
• Celebrate success
• Transition

29. Some final points
• Sometimes it’s down to chance
• Be dogged
• Be personal

30. Thank you
• For more information:
Charity Appeals: The Complete Guide to Success
by Marion Allford
www.sofii.org
francis.webster@mariecurie.org.uk