An ambitious fundraising appeal is a substantial step for any charity. A fundraising appeal strategy should be in place to ensure the project is feasible and that the foundations are in place for success. But what happens to the strategy when a fundraising appeal encounters a sudden storm?
“Kites fly the very highest against the wind”
When the global financial crisis blew up a storm, The Lake District Calvert Trust (LDCT)’s £1.6m appeal for new and improved facilities took a catastrophic nosedive.Funders were in place already yet, in the face of unprecedented financial uncertainty, some withdrew their support. Others who continued to support the fundraising appeal, substantially reduced their offer.
With Tarnside’s guidance, LDCT radically revised its vision and strategy, doubled its appeal target, and focused on specific statutory funds alongside charitable trusts. This required a different approach, with a focus on business development, generating jobs, and bringing income and visibility to the region. Carefully researched contacts opened doors and leveraged support from each other, and the strategy was continually adapted to respond to a rapidly changing world.
Within four years Lake District Calvert Trust’s management raised £3.3 million, 82% of it from just ten grants. Its new facilities have grown capacity by 50% and support more complex disabilities, while an outreach programme creates a geographical multiplier. Lake District Calvert Trust reached the target of their fundraising appeal, increased their relevance for a wider world and faces a more sustainable future.