A springboard for success, and the rigour to manage the inherent risks

How to plan for a Major Appeal

A major fundraising campaign can offer much to a charity: the opportunity to create a new facility, to service better its beneficiaries, and to harness all the goodwill and support it has generated to date. Completed, it will leave the charity stronger, more effective, better networked and prepared for the future. There is much to gain, but a campaign that falters or fails to meet its target can leave an organisation exposed, with goodwill used up and a lack of confidence for the future.

Tarnside fundraising consultants offer a structured process that will create the cornerstones for success:

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Core messages that are compelling and persuasive

The campaign’s ‘Case for Support’ needs to tell an irresistible story, backed up by unquestionable logic and figures.

Evidence of potential funding

Thorough research of possible funders assesses what is available, what kind of pledges the campaign could secure, and how much time it might take. Targets are clear and timescales realistic.

Champions

Who are the influential people that can act as advocates for your cause, building credibility and ‘opening doors’ to potential funders.

Organisational readiness

Building consensus in, and hunger for the appeal within your organisation, and building the competence and capacity that will be needed to service champions, make bids and meet ongoing reporting requirements.

Outcome

The outcome is a comprehensive plan, with clear recommendations, comprehensive research and a proposed process for the appeal. Tarnside can offer a spectrum of support from providing occasional coaching and support to taking a ‘hands on’ fundraising role and running the appeal.

Tarnside's Step Change Workshop and Feasibility Review has given focus and a clear path ahead. Definitely worthwhile.

Julian Hartley
Chief Executive, Leeds Teaching Hospitals NHS Trust