Case StudyCatalyst funding in ManchesterBy Marla Cunningham, Emsy Consulting

Purpose of Today

• Learning from three of Manchester’s cultural organisations who received Catalyst Funding

• In-depth look at the Royal Exchange Theatre’s Capacity Building activity and match funding progress

• Q&A about how to share further information and apply learning to your organisation

Catalyst- What it is

• Catalyst is a £100 million culture sector wide private giving investment scheme aimed at helping cultural organisations diversify their income streams and access more funding from private sources

– Awards• Capacity Building/Match Funding- announced May 2012• Endowment – Dec 2012• Capacity Building –(consortia)- May 2013

– Catalyst Arts is just one part of measures the Arts Council is putting in place to help create a more sustainable, resilient and innovative arts sector, which is Goal 3 of Achieving great art for everyone.

Three Cultural Organisations

• Whitworth Art Gallery/Manchester Museums

• Halle Concerts Society • The Royal Exchange Theatre

Catalyst and Whitworth Art Gallery - Manchester Museums

• Manchester Museums is Manchester Art Gallery Whitworth Art Gallery and The Costume Gallery. Whitworth was principal applicant

• Size of Grant = £240,000 • Target= building capacity across the group-

streamlining • To increase income from Trusts and Foundations

• .

Thanks to Jo Beggs, Head of Development at Manchester Art Gallery

Catalyst and Whitworth Art Gallery - Manchester Museums

• Results– Unchartered territory– New leadership– Council led– Streamlined Fundraising across the group– Still building capacity- finding it difficult-– Match funding challenge– Major gifts/Screening an area for learning

• No data, no board/peers • Board/volunteer development is also an area for

development

• External consultant from Clore – Opportunity to refine roles and membership

Thanks to Jo Beggs, Head of Development at Manchester Art Gallery

Catalyst and the Halle Orchestra

• 18 successful arts organisations have been granted £30,500,000 in total. These include:

• – The Orchestra of the Age of Enlightenment (£500,000)– Halle Concerts Society (£1 million)– City Of Birmingham Symphony Orchestra (£1 million)– Opera North (£3 million)– Serpentine Gallery (£3 million)– The Old Vic Theatre (£5,000,000).]

• .

Catalyst and the Halle

• The Halle

– Primarily match funding– Opportunity to move a major sponsor up to Principal

Sponsor level– Another opportunity for major donors to make an

impact through giving– DCMS/Arts Council changed their mind– The power of legacy fundraising!

Catalyst and the Royal Exchange Theatre

• £236,500 (May 2012)– £160,000 match funding– £76,500 capacity building investment

(over two years)

– In our application, we concentrated on:• Building a stronger fundraising team

• Building a stronger fundraising board

• Engendering fundraising in the whole of the organisation

• Increasing our individual giving income, particularly major gifts

The Royal Exchange TheatreCapacity Building Achievements

We’ve increased knowledge and improved the departmental structure

Developmental Department review•Development Staff Training •Wider Senior Management Team and Board of Directors workshopping

Capacity Building Report SummaryWhat have we achieved

Our understanding of our donors and potential donors is greatly increased

• We surveyed 13,000 of our audience members

• We profiled our existing donor base• Wealth Screening -186 HNW

individuals have been identified with approximately 50% researched

• Database knowledge is strong• Inroduced microcampaigns

Capacity Building Report Summary What have we achieved

We’ve started a Board Development programme

A environmental scan of best practice in arts/fundraising boards

Creation of an informal fundraising subgroup A significant gift from a board member

(£10,000) to kick start our Major Gift Strategy Identified opportunities for board members to

become engaged Recruitment for two additional board members

with experience in fundraising and major gifts is underway

Capacity Building Report Summary What have we achieved

We’ve taken new approaches to embed fundraising in the whole of the organisation.

Our first Christmas Appeal= raised over £5,000 with the buckets alone and a further £3,000 from people donating at point of ticket sale. Our first Challenge event. The Royal Exchange Theatre submitted a team of 20 staff members, young company members, sponsors and ticket buyers to run the Manchester 10k . To date we’ve raised over £4,000.

Capacity Building Report Summary What have we achieved

We’ve worked on marketing ourselves as a charity

• Worked with marketing/fundraising copywriter for RATS’ TALES Christmas Campaign

• Clarification of our marketing, charity message communication and institutional marketing to help us form the case for support with individual givers.

• New Catalyst logo designed to give an identity to our fundraising campaigns to highlight the match giving opportunity.

• We’ve been able to take risks– In May 2012, we embarked on a telephone

campaign to raise funds from 1,400 people screened and deemed “ready for an ask”

– Results• Investment £15,000• £62,000 pledged (over 4 years)• Cross departmental co-operation highest ever• Expanding pool of regular givers by 125+• Opportuntity to test fundraising messages with A

Script and B script

Capacity Building Report Summary What have we achieved

Capacity Building Report Summary

• Video for Toolkit produced - http://vimeo.com/65151174

• For further development- refining our case for support

Support the Royal Exchange Theatre and make the transformative power of live performance available to everyone in Greater Manchester -for existing audiences and

those yet to discover us.

Participation: New

Expressions The Building

Wide range of work we do to offer deeper engagement

New ways of working, new writing and talent development

Capital Improvements and Content to animate the space for visitors

Building Capacity- how others do it

• Freelance consultants– Manchester Museums and Galleries – Royal Exchange Theatre

• Increasing/developing roles within departments• Increasing Chief Executive/Artistic Directors involvement/time dedicated to fundraising related activity

• Looking within the organisation for transferable skills

– Marketing– Box Office

Match Funding

Budgeted Income Years

1 &2 Jan end May

2014)1:1 match

Actual (confirmed)

Budgeted Income to Year 3 June 2014-end

May 3:2 match

Notes

81,000 £98,529 £82,375to drawdown £61,471

*

* If we didn’t raise anything else til May 2014

Questions/Comments

Marla CunninghamMarla Cunningham

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www.emsyconsulting.comwww.emsyconsulting.com

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