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National Arts Fundraising School


2-7 APRIL 12-17 NOVEMBER Book with confidence: full money-back guarantee Photo courtesy of Red Earth Theatre. Photography by Robert Day.

T RA NS F OR MI N G YO UR F UN D RAI SI N G POT E NTIA L The National Arts Fundraising School is the UK’s leading fundraising training programme designed exclusively for the arts and cultural sector. More than 1,300 orchestras, museums, galleries, theatres, community arts companies, festivals and dance companies have benefited from the School. So far the learning they’ve gained has helped them raise over £300M. As arts organisations look to adapt to ongoing arts and other public funding bodies cuts, the ability to raise money from trusts, individuals and companies becomes ever more important. Whether you are a full-time fundraiser, a senior manager or board member with some responsibility for fundraising – or somebody that has never fundraised before – the National Arts Fundraising School is designed to help you know where to look and how to ask. For 29 years former participants have shown that the skills and know-how we share deliver success. More than that, we guarantee success. Read alumni testimonials and success stories at Over six intensive, challenging days you’ll increase your knowledge of different funding sources, including individual giving, major donors, trusts and foundations, online engagement, corporate sponsorship and legacies. Whether you’re experienced or new to fundraising, you’ll access innovative ideas, invigorate familiar approaches and tap into fundraising opportunities you’ve never considered before. You’ll also develop skills in powerful communication with donors. Above all you’ll build a rigorous, resilient fundraising strategy.

“The School will transform the way you think about fundraising. It’s a brilliant programme delivered by very impressive people. A must for all fundraisers in the arts. David Nelson, Development & Sponsorship Co-ordinator, Scottish Chamber Orchestra

FI V E T H IN GS YO U WON’T G E T AN Y W H E R E ELSE… 1. Enjoyable, memorable, intensive learning Every session is carefully designed to stay with you long after the School. We use a mix 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.

2. Outstanding programme leaders

“Six years on from attending I’d raised my first £million, thanks in no small way to the know-how and skills I gained on the School.” Deborah Parker, Chief Executive, Cinema For All

The School is led by Bernard Ross, Philly Graham, Jules Bellingham, David Burgess and Laurence Brady – five top fundraising consultants with over 70 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 raising money from HNWIs. And you’ll have the chance to share knowledge and experience with your fellow participants.

3. Putting theory into practice The School’s approach is deeply practical. We’ll show you how the models and approaches we cover are relevant to your organisation and how best to use them to overcome challenges and build on opportunities. Building your strategy and portfolio as you go along, you leave the School with a well-developed action plan to put into place on your return to work.

4. Outstanding back-up resources We reinforce the programme content to help you consolidate your learning in the weeks, months, and even years to come.You will get a comprehensive 350-page workbook, a range of online resources and the chance to attend regular alumni events. During the School you have access to our extensive fundraising reference library – including databases of major fundgivers and key texts from the UK, USA and Europe.

5. Money-back guarantee

We’re so confident that what you learn will bring tangible results that we offer you a unique money-back 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.

L EA D IN G EX PERT I SE The National Arts Fundraising School is run by The Management Centre (=mc), the UK’s leading consultancy working to transform the performance of ethically-driven organisations worldwide. Bernard Ross is a Director of =mc and Director of the National Arts Fundraising School. For over 35 years, he has acted as a fundraising consultant to a wide range of arts and cultural bodies, ranging from the National Gallery to Scottish Opera, and from Holburne Museum, Bath to York Early Music Festival. He is co-author of several award-winning books: The Influential Fundraiser, Breakthrough Thinking, and editor of Global Fundraising. Philly Graham is a Senior Learning and Development Consultant at =mc and Deputy Director of the School. She brings to the event significant fundraising experience, especially in commercial sponsorship and CSR gained while working at Alzheimer’s Society where she handled partnerships with major companies such as Tesco and Homebase. Since joining =mc she’s worked with large charities like Macmillan Cancer Support, ActionAid and WWF-UK. Jules Bellingham is a Senior Partner Consultant at =mc and Deputy Director of the School. She originally came from a commercial background and was then Deputy Director for Fundraising at one of the UK’s largest children’s charities, Action for Children. She brings a wealth of knowledge and experience in fundraising and specialises in foundations, sponsorship and communication skills. Jules coaches fundraisers in presentation, communication and influencing skills. Her current =mc customers range from Marie Curie to the Museums Development Network. David Burgess is a Partner Fundraising Consultant at =mc and Deputy Director of the School. Before joining =mc David worked for a range of UK arts organisations, including the Royal Exchange Theatre, Manchester, English Touring Opera and Glyndebourne. David brings a wealth of knowledge in fundraising and specialises in legacies and developing individual giving programmes. At =mc David’s recent customers range from Blackpool Museum to Babcock University in Nigeria Laurence Brady is a Senior Partner Consultant at =mc with more than 25 years of fundraising experience. He has specialist knowledge of major gift fundraising from individuals and foundations. Laurence’s =mc customers include Manchester City Galleries and the Tamasi Arts Collective in the Middle East and North Africa. He has also worked as an adviser and consultant for Scottish Ballet and the National Trust For Scotland’s Robert Burns Birthplace Museum Campaign.

“It was the best professional training I’ve been on and for me it was a fantastic overview of all aspects of fundraising and funding sources. The trainers were absolutely fantastic, so knowledgeable and engaging – and really welcoming and friendly.” Daisy Jayes, Development Coordinator, Green Man Trust Photo by Daniel Alexander Harris. Courtesy of Green Man Trust

KEY MODULES 21 different modules available in 6 intensive days For a session-by-session, day-by-day breakdown of the outline programme, see the-programme.You’ll also find more detailed information about each of the modules on our website. The exact content of the programme depends on the pre-programme questionnaire, which all participants complete. This ensures each School matches the specific requirements of the participants. In 2017 we also have seven updated modules.

Behavioural economics and psychology: understand how your donors make decisions and the implications this has for fundraisers.


Supporter journeys and stewardship: developing a strategy to engage and develop donors so you too can be successful in the individual donor space.


Maximising major donors: exploring how to identify and engage with major donors – the fastest growing source of philanthropic funds.

Making the ask: practise skills and tactics which will allow you to influence others in 1-2-1 high pay-off settings.


Social media and online fundraising: find out how digital channels can support and improve your fundraising.


Developing a fundraising strategy: at the core of the programme is an emphasis on developing a long-term strategic approach – focusing on high pay-off streams. Principles of fundraising: successful fundraising is underpinned by principles from disciplines as varied as psychology, sociology and marketing. Discover what they are. Choosing a fundraising structure: often the way you’re organised can make a massive difference to your fundraising. We’ll look at the options available.

Researching sources: introducing donor research techniques and discovering the pros and cons of all the major databases.


Major appeals and how to run them: clarify the specific tactics needed to run a major appeal over a fixed timescale.

Setting up a development board: development boards need careful management and a clear brief. How to keep them on track and getting them to raise money.

Raising money for local authorities: if you’re a local authority there are specific challenges you face. We’ll explore how to work with these challenges.

Making your case: You need to align everyone internally and engage external donors. Learn the four key frameworks and increase your chances of success by 25%.

Touring and non-venue based organisations: what are the challenges for organisations that don’t have access to ticket data and how can you overcome them?



Legacies: as baby boomers reach legacy age they can be a major source of income. Learn how to create a legacy programme that helps engage older supporters.

Crowdfunding: does crowdfunding really work for the arts? We’ll look at examples of what does and what doesn’t – helping you to avoid expensive mistakes.

Making an impact with donors: you’ll have the opportunity to be filmed ‘pitching’ for money in front of an audience – and then to be coached on your effectiveness.

Writing a fundraising plan: discover the key elements in a strategic plan to win support internally for your ideas.

Action planning: the final module will help you crystalise practical steps to ensure your learning is turned into action back at work and you can align colleagues.

Foundation fundraising: they contribute up to £2billion to charities with significant sums to the arts. Find out how foundations work and the secret of successful proposals. Commercial investment – sponsorship to CSR: companies are still investing. How do you maximise your chances of success with corporates? Discover the ‘support spectrum’.

O U TS TAN DI N G CO MPA NY Is it for me?

If you’re just beginning 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 are involved in 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 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 and cultural officers development officers communications directors chief executives sponsorship managers artistic directors festival organisers

Over 1,300 organisations have already benefited from the School. They include large national institutions, leading edge arts agencies, local authorities and smaller local or community bodies keen to become more sustainable or replace cuts. See below for just some of our past attendees: • Arts Council England • Artichoke • Battersea Arts Centre • Birmingham Museums Trust • Bournemouth Symphony Orchestra • Brighton Dome and Festival • Donmar Warehouse • Edinburgh Festival Fringe Society • Glyndebourne • Great North Run Culture • Hackney Empire • Hull Truck Theatre • Imperial War Museum • LAMDA • Manchester Art Gallery • National Centre for Early Music • National Gallery • National Theatre Wales • Norfolk Museums Service • Opera North • Peter Pan Moat Brae Trust • Poetry London • Royal Liverpool Philharmonic • Royal Opera House • Scottish Ballet • Spitalfields Music • Nottinghamshire County Council • Tate Liverpool • Scottish Youth Dance

Need to know more?

To find out more about the programme, or read alumni testimonials and success stories visit:

“The documentation is immensely useful and I will be using it as a bible for years to come.” Arabella McKessar, Development Officer, Gainsborough’s House

“Others in the sector should definitely attend the School – particularly those running small organisations who may think this is not the right investment for them. It’s crucial for everyone, regardless of size, to benefit from gold standard training opportunities in fundraising.” Wendy Rouse, Artistic Co-Director, Red Earth Theatre Photo of Green Man Sessions, courtesy of Green Man Trust.

MO R E THAN J U ST T RA INING Even a week-long intensive learning event isn’t quite enough to solve all the fundraising challenges you will face in your career. So the School offers you a lifetime of support.

Join an elite alumni

As a graduate of the School you join a small group of high achievers.You will be able to contact other members of your group and some previous Schools to share experiences, ask questions, and solve challenges. We’ll help you to keep in touch through our Facebook and LinkedIn groups.

A comprehensive set of learning materials

Every participant on the School gets a 350-page manual and a data stick with examples, background information and a range of planning charts and support materials. (You even get a special fundraiser’s mug to drink your coffee from.)

Follow up advice

After the School you can contact the tutors for advice on ideas you have, feedback on proposals you’ve written, or help with handling a tricky situation with a donor. The only constraint is that you should make reasonable use of this…

Alumni events

Past participants are encouraged to meet at least twice a year at events organised by =mc. We offer the opportunity for individuals to share ideas and also learn a new piece of thinking or a latest approach in fundraising.

The Emcees Arts & Culture Awards for excellence in fundraising

=mc organises this national fundraising award ceremony every year. You will be able to enter for an award, and have priority to attend the prestigious awards ceremony in London.

“The aftercare following the School is second to none. Not only am I linked in with my fellow Alumni, but also have a hotline to the School leaders, who have been an invaluable source of advice and support since attending.” Mary Cloake, Chief Executive, The Bluecoat


2–7 April 2017 12–17 November 2017


At the tranquil Deans 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 surroundings. All of the bedrooms have en-suite facilities, TV and telephone.

How much? £1,950 + VAT

“I would strongly recommend the National Arts Fundraising School. It’s very comprehensive – covering all aspects of fundraising, is excellently structured and left me feeling incredibly inspired.” Nicola Wheldrake, Marketing & Development Manager, The Poetry Archive

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: Don’t forget that your place at the National Arts Fundraising School comes with a unique money-back 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 the whole fee.

How to book?

Each year the Schools quickly become fully booked. To ensure you don’t miss out reserve your place in the first instance by making a provisional booking at: And don’t worry, if you cancel your place more than 42 days before the School, there’s no charge.

FREE tips and tools: For free fundraising tips and tools for people working in the arts and cultural sector see – yours to download and use.

“ In just 7 months since attending, we have made applications to four major funds, attracting more than £85,000 to support our pioneering work with children and young people. Thank you for all your invaluable guidance both during – and after – the course.” Bev Briggs, Creative Producer, The Forge

“Without a doubt the most consistently well taught and beneficial course I have been on.” Nick Gordon, Cultural Services Manager, Northampton Borough Council

2017 DATES: 2-7 APRIL 12-17 NOVEMBER The Management Centre The Brew at Eagle House 163 City Road, London EC1V 1NR Tel: 020 7978 1516

Photo courtesy of Scottish Chamber Orchestra. Photography SCO 2016 © Marco Borggreve The Management Centre (UK) Ltd trading as The Management Centre

Co reg: 4663203 VAT No: 813 9204 44

© The Management Centre 2016

National Arts Fundraising School 2017  

2017 brochure for the UK's preferred development course for arts & culture fundraising professionals.

National Arts Fundraising School 2017  

2017 brochure for the UK's preferred development course for arts & culture fundraising professionals.