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15-20 APRIL 11-16 NOVEMBER














TRANSFORMING YOUR FUNDRAISING POTENTIAL The National Arts Fundraising School is the UK’s leading fundraising training programme exclusively for the arts, heritage and cultural sector. We have one simple overarching aim – to create a revolution in the way the sector raises money. And more than that, a revolution in results.


More than 1,800 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 £350M. Why do we want a revolution? With public funding cuts, the ability to raise money from trusts, individuals and business has become a necessity. Anyone can become a revolutionary: whether you are a full-time fundraiser, a keen-as-mustard newbie, a senior manager or even a board member with some responsibility for fundraising – or someone who’s never fundraised before – the National Arts Fundraising School is designed to help you know where to look and how to ask BIG. Over 30 years, former participants have shown that the skills and know-how we share deliver results. More than that, we guarantee success. Read alumni testimonials and success stories from previous revolutionaries at In 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. More than that you’ll discover how to combine them into an integrated strategy that can kick start your funding revolution. 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.

“Less than 6 weeks after attending, we successfully won a £20K grant – thanks in no small part to the learning gained on NAFS. Now we’re up to £141K and it’s only been 5 months! Proof that the School works.” Alison King, Chief Executive, Turtle Key Arts Photo courtesy of Northern Broadsides. © Nobby Clark

FIVE THINGS YOU WON’T GET ANYWHERE ELSE… 1. Enjoyable, memorable, intensive learning Every single 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 an intense period of time.

2. Outstanding programme leaders The School is led by Bernard Ross, Philly Graham, Jules Bellingham and Dana Segal – four top fundraising consultants with over 70 years’ experience between them, in both UK and international fundraising – in the arts and wider. There are guest speakers sharing insights on issues like legacygiving. And you’ll have the chance to share knowledge and experience with your fellow participants.

“Not only did I gain a huge amount of knowledge, but also the practical steps to implement it, so I hit the ground running as soon as I got back to work.” Oliver Raud, Strategic Funding Manager, Plymouth College of Art

3. Putting theory into practice

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 300-page workbook, a range of online resources, access to email support and the chance to attend regular alumni events. During the School you have access to our extensive fundraising reference library – with key texts from the UK, USA and Europe.

5. Money-back guarantee

Courtesy of Plymouth College of Art. Photo by Dom Moore

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. The revolution starts on day one.

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.

LEADING EXPERTISE The National Arts Fundraising School is run by The Management Centre (=mc), 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 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 Bath’s Holburne Museum to York Early Music Festival. He is co-author of several award-winning books: The Strategy Workout, The Influential Fundraiser, Breakthrough Thinking, and Global Fundraising. Global Fundraising is the first fundraising book to be published in China.

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 business sponsorship and CSR, gained while working at Alzheimer’s Society where she handled commercial 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 sales background and was then Deputy Director for Fundraising at one of the UK’s largest children’s charities, Action for Children. Jules specialises in foundations, sponsorship and communication skills. She coaches fundraisers in presentation, communication and influencing skills. Her current =mc customers range from Marie Curie to the Museums Development Network.

Dana Segal is a Partner Consultant at =mc. She has specialist knowledge of legacy and major gift fundraising from individuals and heads up =mc’s work on helping local authorities (such as Rotherham) to secure funds. Her =mc customers include Amber Film & Photography Collective, Scottish Book Trust, and the Dickens Museum. She has also worked as a consultant for UNICEF International on innovation.

“I want to thank the whole =mc team for such a brilliant week! To say it was life-changing might sound a bit clichéd, but it really was for me. I left the School with a clear way forward in terms of rewriting fundraising strategies and implementing more inventive ways of doing things. What’s more it has also given me confidence in my own long-term professional goals.” Vicky Tremain, Children & Young People’s Co-ordinator, Brighton & Hove Libraries

“Since attending I’ve raised £31K with another £48K waiting for decisions. Prior to the course I raised precisely £0.”


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“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.” ns












Daisy Jayes, Development Coordinator, Green Man Trust



21 different modules in 6 intensive days: all designed around you For a session-by-session, day-by-day breakdown of the outline programme, see You’ll also find more detailed information about each of the modules on our website. Together they form the basis for the transformation in your fundraising. To ensure the School meets your unique needs (and those of everyone participating), you’ll be asked to complete a detailed questionnaire before attending. This informs the programme design for each and every School. In 2018 we have one new and nine updated modules. NEW! Storytelling for fundraisers: we’ll show you how to shape your philanthropic ask with a powerful story. Principles of fundraising: successful fundraising is underpinned by principles from disciplines as varied as psychology, sociology and marketing. Discover what they are. UPDATED! Supporter journeys and stewardship: developing a framework to engage and develop donors so you too can be successful in the individual donor space. 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. UPDATED! Maximising major donors: exploring how to identify and engage with major donors – the fastest growing source of philanthropic funds.

UPDATED! Making the ask: practice skills and tactics which will allow you to influence others in 1-2-1 high pay-off settings. Touring and non-venue based organisations: what are the challenges for organisations that don’t have access to a regular audience and how can you overcome them? UPDATED! Social media and online fundraising: find out how digital channels can support and improve your fundraising. 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. UPDATED! 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.

Counterculture 50 Group. Photo by Alex Beckett Courtesy of Ovalhouse

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

Writing a fundraising plan: discover the key elements in a strategic plan to win support internally for your ideas. UPDATED! Major appeals + endowments and how to run them: discover the specific tactics needed to run a major appeal – capital or revenue – over a fixed timescale. Commercial investment – sponsorship to CSR: companies cash is getting harder to secure. How do you maximise your chances of success? Discover the ‘support spectrum’.

“I now understand why the Arts Council were happy to fund my place. The week was very well devised, with an excellent and engaging pace. I’d say it was essential to anyone who wants to survive in the arts!” Hannah Mason, Change Makers Associate, The Art House

UPDATED! Behavioural economics and fundraising: understand how your donors make decisions and the implications this has for fundraisers. 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. 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%. UPDATED! 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. 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. 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. UPDATED! 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.

Dreamers by Anton Lachky, image by Brian Hartley

JOIN YOUR FELLOW REVOLUTIONARIES Is it for me? If you’re just beginning in fundraising, the 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 on them. Whatever your job title, if you are involved in fundraising, you’ll find the programme inspiring and engaging, and the networking opportunities invaluable.

Over 1,800 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. The funding revolution is growing. See below for just some of our past attendees: • Arts Council England


• Arts Marketing Association

• Liverpool Festival of Contemporary Art

• Barbican

• Manchester Art Gallery

• Battersea Arts Centre

• National Centre for Circus Arts

• Birmingham Museums Trust

• National Gallery

• Bournemouth Symphony Orchestra

• National Library of Scotland

• Brighton and Hove Libraries

• Norfolk Museums Service

• British Film Institute

• Opera North

• British Motor Museum

• Ovalhouse

• Disability Arts Cymru

• The Poetry Archive

• Donmar Warehouse

• Regent’s Park Open Air Theatre

• Edinburgh Festival Fringe Society

• Royal Liverpool Philharmonic

• Epping Forest District Council

• Royal Opera House

• Glyndebourne

• Scottish Ballet

• Great North Run Culture

• Spitalfields Music

• Hackney Empire

• Nottinghamshire County Council

• Hull Truck Theatre

• Tate Liverpool

• marketing managers

• Hallé

• Turtle Key Arts

• local authority arts and cultural officers

• Hofesh Shechter Company

• Scottish Youth Dance

• Imperial War Museum

• Welsh National Opera

• Kala Sangam

• York Theatre Royal

Our pre-programme 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: • fundraising directors, managers and officers

• communications directors • chief executives • sponsorship managers • artistic directors • festival organisers

Need to know more? To find out more about the programme, or read alumni testimonials and success stories visit: or email

“Following the School, I completely redrafted a grant application I’d been turned down for twice. I’ve just heard it’s been successful. And I’m delighted I’ve been able to turn the advice we were given to good effect so quickly!” Gillian Bardsley, Archivist, British Motor Museum


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“NAFS does what it says. Without doubt it has been the best training I have ever accessed and worth every penny. I have quite a critical eye and am hard to please, but the training, programme and content all exceeded my expectations.�





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MORE THAN JUST TRAINING 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 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 300-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.)

“The ongoing support since attending the School has been very useful. The tutors have been on hand to answer my questions as I try things out, and I’m looking forward to my first Alumni event in a few weeks.” Sarah Beaumont Liberti, Development Officer, National Centre for Circus Arts

Follow up advice After the School you can contact the programme leaders for advice on ideas you have, feedback on proposals you’ve written, or help with handling a tricky situation with a donor. We only ask that you’re a reasonable revolutionary in your demands…

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

Win an award =mc organises The Emcees Arts & Culture Awards for Excellence in Fundraising every year. You’ll be able to enter for an award, showcasing your achievements, and have priority to attend the prestigious awards ceremony in London.

PRACTICAL DETAILS When? 15–20 April 2018 11–16 November 2018

Where? 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. (Yes, the revolution starts in the South Downs National Park.)

“Amazing to be out of the way and focused completely on what we were learning. Loved the balance between formal and informal sessions.” Robyn Donoghue, Development Officer, Dundee Rep & Scottish Dance Theatre

How much? £1,950 + VAT This includes • five nights’ accommodation • all meals • the 300-page National Arts Fundraising School handbook • electronic back-up materials

Help to pay? The 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:

“One of the things I valued most was that the programme was tailored to make it useful to everyone, whatever their experience/background/aims/art form. It was a great balance of big picture strategy and practical, detailed advice.” Dominic Haddock, Director of Development, Spitalfields Music

Don’t forget the money back guarantee 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.

Don’t miss out! 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.

2018 DATES 15-20 APRIL 11-16 NOVEMBER “I advise everyone I know in development – at whatever level they work – to either go, or send a colleague, on the National Arts Fundraising School. I gained a wealth of transferable skills and networking opportunities, which I’ve since used to strategise and steer colleagues and the team to raise over £3M.”



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Katie Milton, Development Director, Ovalhouse

The Management Centre The Brew at Eagle House 163 City Road, London EC1V 1NR Tel: 020 7978 1516

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The National Arts Fundraising School 2018  

30th anniversary brochure for the UK's foremost fundraising training programme for arts & culture organisations.

The National Arts Fundraising School 2018  

30th anniversary brochure for the UK's foremost fundraising training programme for arts & culture organisations.