graeme williamson presentation
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RSC February 2013
INDIVIDUAL GIVING
AT THE RSC
Graeme Williamson
Director of Development
Joe Foulsham
Major Gifts Manager
RSC
January – 2013
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
RSC
January – 2013
RSC
January – 2013
A HEALTHY ECONOMY
PublicSelf-generatedPrivate
Proportion
RSCPublic 40%Self-generated 50%Private 10%
RSC Private 2011-12, £5.1m
Self-generated
Private
Annual Gifts &
Sponsorship
Major GiftsResearch Stewardship
Director of Development
Box Office/Online giving
Individual giving - SE
Trust and Foundation
Corporate
Individual giving UK/US
Trust and Foundation
RSC Development Structure
§
RSC
January – 2013
•
RSC Partner
January – 2013
THE IMPACT OF TRANSFORMATION ON INDIVIDUAL GIVING
•Board giving
•Profile and awareness of charitable status
•Audience research and intelligence
•Moves management
•Top-up donations
CEO/ED/AD
RSC Partner
January – 2013
A SUCCESFUL TEAM
DevelopmentBoardCEO
OrganisationCEO/ED/AD
BOARD/
TRUSTEES
DEVELOPMENT
TEAM
RSC
January 2013
1. Identify Prospect
2. Research
3. Plan
4. Involve5. Ask
6. Close
7. Thank & Steward
§
RSC
January – 2013
A MAJOR GIFT CASE STUDY
IdentifyResearchPlanEngageAskThank and StewardRecognise
RSC Partner
January – 2013
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 Circlemember and Major Donor
-annual value was £1,000,220
Total lifetime giving was £1,225,870
RSC Partner
January – 2013
BUILDING THE LADDER
From top-up donor – to legator
RSC Partner
January – 2013
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)
Audience
(Ticket buyers only)
Top-up donations
RSC
January – 2013
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
BE PREPARED
Identify your strong offersPrepareCapitalise!
Winter 2013 RII
3,000 new members250 new supporters
in 96hrs!
Keep them and upgrade them
RSC Partner
January – 2013
RSC
January – 2013
RSC
January – 2013
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 Partner
January – 2013
MANAGING THE CYCLE IN PRACTICE
• Database – Tessitura at RSC
• Regular major gift ask meetings
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
Is it easy to give?
7. How will I be treated?
8. Will I have a say over how you use my gift?
9. How will you measure results?
9 QUESTIONS DONORS ASK
6. Is it easy to give?
7. How will I be involved?
8. Will I have a say over how
you use my gift?
9. How will you measure
results?
RSC Partner
January – 2013
RSC
January 2013
RSC
January 2013
1. Begin conversation– Talk about why you are personally involved… beprepared to tell of your own support as evidence of yourcommitment2. 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 backwith an answer
RSC
January 2013
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
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
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
Working with your Board /Trustees
Audience data
Jaguar: A RSC Partner
January – December 2011
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