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The National Arts Fundraising School 2014 Transforming your fundraising potential

30 March-4 April 9-14 November Book with confidence: full money-back guarantee KNEEHIGH, PHOTOGRAPHY: STEVE TANNER

Transforming your fundraising potential The National Arts Fundraising School is the UK’s only residential fundraising training programme designed exclusively for the arts and cultural sector. More than 1,200 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 £200M. Last year we saw some of the harshest ever cuts to the arts. To survive and thrive, you must be able to tap into the whole range of sources that are available. You need to know where to look and you need to know how to ask. That’s what the National Arts Fundraising School is designed to help you with. For over 25 years former participants have shown that the skills and know-how we share deliver success. More than that we guarantee success. Read and view 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’d never have considered before. You’ll also develop skills in powerful communication with donors. Above all you’ll build a rigorous, resilient fundraising strategy.

“The thing I’ve enjoyed the most about this week is the all-encompassing nature of it. The inclusivity of the subjects covered has been phenomenal. Brought together as one package, they give you so much space to think about the whole fundraising process.” Chris Drake Museums Development Officer Museums Development Service, Surrey & Sussex

Five things you won’t get anywhere 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

The School is led by Bernard Ross, Julia Bellingham and Cathy Anderson – three top fundraising consultants with over 65 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, gaining support for touring companies, and researching donors. 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. A key learning element is a comprehensive 350-page workbook and a range of online resources. 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.

“My attitude towards commercial sponsorship has completely changed. Having largely ignored it as a funding channel in the past, I now think it’s very much an area for us to explore. We’ll be looking at it in a whole new way.” David Duchin General Manager and Company Secretary, People Show Limited WE DO CREATIVITY, PHOTOGRAPHY: SAMANTHA BRYAN

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 30 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 The Influential Fundraiser: Using the Psychology of Persuasion to Achieve Outstanding Results, and editor of Global Fundraising.

Julia Bellingham is a Senior Learning and Development Consultant at =mc and Deputy Director of the School. Before joining =mc Julia was Deputy Director for Fundraising at Action for Children – one of the UK’s largest children’s charities. She brings a wealth of knowledge and experience in fundraising and specialises in foundations, sponsorship and communications skills. At =mc Julia coaches fundraisers in presentation, communication and influencing skills. Recent customers range from The British Council to Thackray Museum, Leeds.

Cathy Anderson is a Senior Consultant at =mc and Senior Tutor at the School. Before joining =mc Cathy was Fundraising Director at Greenpeace UK where she led an ambitious growth programme to secure funds from individuals. Greenpeace is one of the UK’s most successful agencies in engaging young people to both actively support and donate to the cause. Cathy is looking forward to bringing that expertise in growing individual giving into the arts and cultural space, especially through direct response and digital.


“I went on the School 17 years ago, two others in my team have benefited from the experience, and now I’m keen for our Head of Individual Giving to have the same opportunity. The National Arts Fundraising School is still the most comprehensive course around. And fun. I almost wish it was me going again.” Penny Lewis, Director of Fundraising & Sponsorship, Scottish Opera PHOTOGRAPHY: ROB KENNEDY

Key Modules 22 different modules in 6 days 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. The exact content of the programme for each School depends on the pre-programme questionnaire, which each participant completes. This ensures each School delivers to participants’ specific requirements. In 2014 we also have six new modules. • NEW! Maximising major donors: exploring how to identify and engage with major donors – and how to decide who’s best to approach them. • NEW! Endowments: structuring and organising to make endowments achievable – even if you’re a smaller organisation. • NEW! Fundraising in a crisis: looking at the key elements in crisis management – and how to turn a crisis to your advantage. • NEW! Making the Ask: skills and tactics which will allow you to influence others in 1-2-1 settings. Includes feedback on your impact. • NEW! Stewardship: developing a strategy to engage and develop donors so you too can be successful in the individual donor space. • NEW! Funding for touring companies: David Burgess, from English Touring Opera, shares success secrets for touring companies. • UPDATED! Major appeals and how to run them: the specific tactics needed to run a major appeal over a fixed timescale. • UPDATED! Researching sources: introducing donor research techniques and discovering the pros and cons of all the major databases. • UPDATED! Relationship fundraising with individuals: identifying and engaging individuals who could offer support at a low level.

• Developing a fundraising strategy: at the core of the School is an emphasis on a strategic approach – focusing on high pay off streams. • Principles of fundraising: successful fundraising is underpinned by principles from disciplines as varied as psychology and marketing. Find out what and how. • 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. • Raising money for local authorities: if you’re a local authority there are specific challenges you have to face. We’ll explore how to work with these challenges. • Online fundraising and social media: the next big thing or… a diversion? An insight into what is working in social media terms. • Making an impact: the opportunity to be filmed ‘pitching’ for money in front of an audience – and then to be coached on your effectiveness. • F  oundation fundraising: they contribute up to £2B to charities with significant sums to the arts. You have to understand how foundations work. • Commercial investment – sponsorship to CSR: companies are still investing. How to maximise your chances of success with corporates. • Setting up a development board: development boards need careful management and a clear brief. How to keep them on track. • Making your case: for when you can only communicate with a donor in writing. Increasing your chances of success by 25%. • L  egacies: an older audience can be a major source of income. How to create a legacy programme that’s not too cold and calculating. • Writing a fundraising plan: identifying how to write a plan to win support internally for your ideas. • Action planning: the final module of the week helping you crystalise the practical steps to take to ensure your learning is turned into action back at work...

“Not only has the course given me a 360º insight into arts fundraising, but it’s since enabled me to work with my colleagues to put strategies and systems in place that have really helped us step up in a short space of time. Personally, it’s also been a huge confidence boost and has changed my perspective and made me more focused on the cause than myself when pitching and giving presentations.” Sarah Johnston Development Officer, Milapfest PHOTOGRAPHY: KABILAN RAVIRAJ

Outstanding Company Is it for me? If you’re just starting out 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 have responsibility for 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 1,200 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: • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Aldeburgh Music Arts and Minds Artichoke Battersea Arts Centre Belfast City Council Bletchley Park Museum Chichester Festival Theatre Edinburgh Festival Fringe Society Dance in Devon Glyndebourne Hallé Orchestra Imperial War Museum Jane Austen’s House Jersey Arts Centre Leeds Museums and Galleries Lyric Theatre Hammersmith Manchester Art Gallery National Gallery Poetry Society Royal Academy of Dance Royal Liverpool Philharmonic Royal Opera House Scottish Ballet Tate Liverpool The Young Vic UNESCO Weald & Downland Open Air Museum Welsh National Opera

Need to know more? To find out more about the programme, or read alumni testimonials and success stories visit www.nationalartsfundraisingschool. com/the-programme

“The environment for fundraising is changing, and so is the fundraising climate. The School has helped me not just to be on top of the change, but to be ahead of the game.” Kevin Walsh Buildings Facilities Manager, Graeae Theatre Co

“I just started my current job four months ago and it’s the first I’ve had that’s full-time fundraising. I’m in a really small development team so we need to do everything. Now I’m equipped with the right tools, I’m confident not only that I can do fundraising, but that I have the potential to be good at it.” Gemma Rooke Business Development & Fundraising, Harris Museum and Art Gallery PHOTOGRAPHY: HARRIS MUSEUM & ART GALLERY

Guest Speakers Each School benefits from the outside expertise of guest speakers. For the 2014 Schools, we are delighted to welcome:

Mair Bosworth is a Director of fundraising research consultancy Giving Insight and a specialist in major gifts fundraising and research. She will share ideas on how to research more effectively to identify individual high value donors and how to use the various research tools there are available – from databases to magazines to establish new sources.

“I would not hesitate to recommend this course to anyone wanting to develop or hone their fundraising skills. The quality of the training was excellent and colleagues in the group were wonderful to work with.” Joanna Jones Director of Canterbury Museums and Galleries

Howard Lake is Director of Fundraising UK, the UK’s leading internet fundraising consultancy. He will offer two high level sessions on the different social media techniques and their relative value; how to link marketing and fundraising in social media; and how to maximise returns on a small budget.

David Burgess is Head of Partnerships and Development at English Touring Opera. He is responsible for the whole range of income generation activities from corporates to HNWI. Prior to joining ETO he was responsible for trusts and foundations development at Glyndebourne the UK’s largest and most successful unsubsidised arts company.

Find out more about each of the guest speakers at

Practical Details When? 30 March-4 April 2014 9-14 November 2014

Where? At the tranquil Dean’s 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? £1,785 + VAT. For the fifth and final year running, we’re keeping the price of the School the same. This includes • five nights’ accommodation • all meals • the 350-page National Arts Fundraising School handbook • electronic back-up materials

Each year the Schools quickly become fully booked. (For 2013 we had a waiting list of 10 for the November programme.) To ensure you don’t miss out reserve your place in the first instance by making a provisional booking at:

“It was both a pleasure and fabulous learning experience – a rare combination. I feel as if I have been well and truly equipped to get on with the job at hand. The tutors were excellent (and entertaining!). And the apparent effortlessness with which they delivered the programme belies the complexity of the task. The fact that so much of the School is writ large in my head is testimony to their abilities as trainers.” And don’t worry, if you cancel your place more than 28 days before the School, there’s no charge.

Deborah Munt Director, We Do Creative

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?

BOOK NOW – 2014 dates: 30 March-4 April 9-14 November

FREE tips and tools: for free fundraising tips and tools for people working in the arts and cultural sector, see www.nationalartsfundraisingschool. com/downloads – yours to download and use.

“The course was brilliant. We have already commissioned a very successful volunteer training session, put up a new ladder of ‘what your donations pay for’ and commissioned new donation boxes – with great results. We have also implemented a new Patrons’ Circle and Development Group – getting our board to ask their powerful friends to participate. All good!”

“The course was absolutely fantastic. It highlighted common mistakes and bad practices, whilst also providing new strategies. I have gone on to successfully implement the ideas and methods here at ATC and our donated income is now increasing exponentially.” Tiru Thiruvilangam Development Manager, Actors Touring Company

Marisa Sutherland-Brown Development Assistant, Kettle’s Yard, University of Cambridge.

The Management Centre Mill House, 8 Mill Street, London, SE1 2BA Tel: 020 7978 1516 This brochure is printed on recycled paper

The Management Centre (UK) Ltd trading as The Management Centre

Co reg: 4663203 VAT No: 813 9204 44

© The Management Centre 2014


National Arts Fundraising School 2014 brochure

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