Arts Council England
Fundraising Capacity – Six Top Tips
To coincide with the release of the 2019 Private Investment in Culture Survey, BOP Consulting share their lessons from the latest evaluation of the Catalyst: Evolve programme about how organisations can build their fundraising capacity.
Fundraising requires time and effort, and building enough capacity is critical. So how can it be done? Here’s what we learned from Catalyst: Evolve grantees:
1. Make it integral to the culture of the organisation
Organisations typically only start succeeding in fundraising once they have developed an “internal culture of fundraising”. What might this mean? To us, it boils down to three points:
- Staff members and the board regard fundraising as a valuable and legitimate function that aligns with the organisation’s mission, and not as an isolated, secondary activity.
- All staff help promote fundraising as part of their roles:
- Staff at points of sale tell visitors about fundraising objectives
- The artistic director invites supporters to rehearsals and other back-stage events
- The marketing team integrates fundraising messages across all communication channels
- Everyone in the organisation acts as an ambassador, building relationships with supporters and prospective supporters through whatever channels are appropriate. This might be in person at shows, exhibitions or events, on social media, or using marketing and Customer Relationship Management systems.
2. Make it interesting and clear
People are likely to engage in a task if they understand it and find it interesting, so getting your staff and volunteers on board is crucial. Events such as away days can help build a positive attitude towards fundraising, and help your team understand why it matters. A good away day will:
- Clarify why fundraising is important for your organisation
- Outline the strategy including targets and objectives
- Convey what fundraising involves
- Show everyone how they can play an important role
3. Make it fun
Fundraising should reflect your distinctive style. If you are all about pushing boundaries and creating bold, innovative work, then plan a cutting-edge, underground gala, rather than a traditional formal dinner. Having a strategy that fits your organisation will be more effective, and more enjoyable – when fundraising is seen as fun and creative, it will be much easier to get members of the team to launch and run new, exciting initiatives.
Breakin' Convention, Sadlers Wells © Belinda Lawley
4. Get help and improve your skills – but be smart
When bringing in outside help and training, make sure you’re being effective (and cost effective). If you bring in consultants, ask them to transfer knowledge to staff through in-house coaching sessions, rather than just devolving responsibility to them. Make sure training is relevant to your size and circumstances – the experiences of another institution may not necessarily be the most relevant to your situation.
5. Design new roles…
If you have enough capacity, you can design new, fundraising-specific roles and recruit staff, but be thoughtful about the scope of the work they will undertake and where they are best positioned. Do you need a senior fundraiser, or an administrator, or a manager? What makes sense for your organisation at this stage?
6. …and be ready to train existing staff
Remember, fundraising is a skill shortage area. If recruiting someone new doesn’t work out, be prepared to invest in training an existing member of staff who shows potential.
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