Major Donor Review and Coaching for Capital Appeal

Money Tree Fundraising was asked to assess the potential for major donor fundraising at The Proud Trust, in the short and long-term. The most pressing need was to raise an estimated £400k towards the rebuild of a £1.6m LGBT+ Centre in Manchester. To do this Money Tree assessed major donor prospects provided by the Proud Trust and interviewed supporters, trustees and Patrons to understand the charity’s network and major donor potential.

It became clear that the network was limited so Money Tree worked with prospect research agencies to increase the potential pool of supporters for the capital appeal. Money Tree identified a key Patron to lead the appeal and worked with that individual to map out connections to the major donor prospect list, leading to a cultivation event with prospects in attendance.

A case for support was developed to strengthen the need for the refurbished centre, with a list of funding options, including room sponsorship. Prior to cultivation activity, Mike from Money Tree ran a training session for staff and trustee at the Proud Trust to increase confidence in asking for significant donations. This was followed by a 6-month period of ongoing coaching to keep major donor cultivation plans on track. With Money Tree Fundraising’s support the Proud Trust:

  • Secured new prospects
  • Made connections with new major donor prospects
  • Planned approaches with potential major donors
  • Mapped out a list of fundable opportunities for donors

Some of the new relationships have significant potential for corporate income in addition to personal income. This work was carried out alongside a Corporate Fundraising Consultant who led on the cultivation event and establishing new relationships with companies and businesses.

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“The Proud Trust now has a list of prioritised major donor prospects, plans for individuals where a connection has been established and ongoing meetings with very high value prospects.

Engaging our lead Patron with a confirmed prospect list allowed the Proud Trust to plan and deliver a cultivation event for both major donor and corporate prospects, which Money Tree Fundraising advised should be the public launch stage of the capital appeal.”

Dr Ali Hanbury

LGBT+ Centre Manager, The Proud Trust