Institute of FundraisingNorth West Conference 2015

The Art and Science of Donor Stewardship

A presentation by Bill Bruty

4th November 2015

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The Art and Science of Donor StewardshipWe will look at:• The five pathways for securing new high value gifts• The 14 components of a well managed relationship • A strategy for long term management – based upon

traditional farming techniques.

This toolkit will work with all high value donors, from wealthy individuals, to Foundations, government departments and companies.

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Bill Bruty

Started fundraising career in 1984, now a Fellow of the Institute of Fundraising in the UK.

Successful in fundraising from major foundations, international governments, companies and wealthy individuals

Has worked with over 100 organisations during the last two years, including: Cancer Research UK, Sightsavers, British Red Cross, as well as Porticus UK, Asia and Africa, Calvert Trust, ActionAid, The Samaritans, The African Women’s Development Fund and other local NGOs across Africa.

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Who starts the dance?

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The Five Pathways1. a Unsolicited, with no known previous contact – little or no management

required to secure the gift

b Unsolicited – complex, multi-faceted management secures the gift

2. a Donor invites the approach, after low level previous contact – little or no management required to secure the gift

b Donor invites the approach, after low level previous contact – complex, multi-faceted management secures the gift

3 a Peer introduction - little or no management required to secure the gift

b Peer introduction – complex, multi-faceted management secures the gift

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The Five Pathways

4 a Donor attends an event, then initiates the process – little or no management required to secure the gift

b Donor attends an event, then initiates the process – complex, multi-faceted management secures the gift

5 a Uninvited by donor - little or no management required to secure the gift

b Uninvited by donor – complex, multi-faceted management secures the gift.

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The Fourteen Attributes of a Well-Managed Relationship1. Muscular Dystrophy Campaign2. Help the Hospices3. UNICEF UK4. The National Trust5. The Samaritans6. Diabetes UK7. British Association for

Adoption and Fostering8. St Mungo’s9. Parkinson’s UK10. Multiple Sclerosis Society11. Mencap12. The Brooke13. RSPB14. The Scout Association15. Crisis16. Sustrans

17. Alzheimer’s Society18. Centrepoint19. Platform 51 (formerly YWCA

England and Wales)20. Concern Worldwide UK21. Sightsavers22. Fauna and Flora International23. World Society for the

Protection of Animals24. Freedom from Torture

(formerly Medical Foundation for the Victims of Torture)

25. Thrive26. Arthritis Care27. Cancer Research UK28. YMCA England29. Breast Cancer Care30. Family Holiday Association

31. Action for ME32. Ambitious About Autism33. Amnesty International UK34. Guide Dogs for the Blind35. ACET International36. Spana37. CPRE38. Refuge39. Mines Advisory Group40. British Tinnitus Association41. Friends of the Elderly42. Orbis43. Dyslexia Action44. AMREF UK45. World Cancer Research Fund46. Practical Action47. Cancer Research UK

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The Fourteen Attributes of a Well-Managed Relationship1. Beyond basic research2. Known link with your cause3. Easy to access and use record keeping4. Donor has attended a general event (where they can hide in the shadows)5. Donor has visited a project or your HQ6. You have visited the donor7. They have taken part in a bespoke meeting with you either as a 121 or in a small group,

ideally at a ‘neutral venue’8. You have appropriately followed-up, after a rejected proposal9. Proposals have been developed in consultation with the donor10. You have met their reporting requirements11. You have been sending them useful information without being asked12. You have unpublished information about the donor which has been used to enrich the

relationship13. Your CEO or trustees have made proactive contact with the funder14. You have up to three levels of contact with the donor

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Fundraising Training Ltd

Bill Bruty: bill.bruty@fundraisingtraining.co.ukwww.fundraisingtraining.co.uk

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