Saint Francis Hospice

Major Donor Kickstart


The Brief:

Saint Francis Hospice had several major donors, but no dedicated major donor programme. Resources allocated to this area are very limited, with one fundraiser responsible on a part-time basis. Some prospect research had been carried out recently, with limited follow up. The hospice wished to develop a fully functioning and sustainable major donor programme, with engagement from senior leadership, fundraising team members and trustees.

Action Taken:

Money Tree Fundraising reviewed
1) projects requiring funding and visionary ambitions
2) donor prospects and individual potential
3) organisational commitment and resources

  • Drafted a strategic case for support
  • Provided templates for prioritising donors
  • Discussed individual plans for key donors
  • Presented on Major Donor fundraising to the Fundraising Team and Trustee Board
  • Engaged CEO in process
  • Interviewed donors to understand motivations for supporting the hospice

Difference Made:

We did not fully understand the process for identifying, prioritising and engaging major donors or their motivations. Our staff time was limited and we needed outside expertise to educate and engage our Senior Leadership Team and Board members.


Our top major donor became more engaged and offered to work more closely with the fundraising team and become more involved as a lead donor with prospects. The Case for support has identified priority service areas and gives us projects to put in front of donors Our trustee board are more engaged, with several willing to meet and engage donor prospects. We have a better understanding of the motivations of our major donors and how they would like to be communicated with. We have a prioritised prospect list and improved systems for flagging and managing donors on our database in future.

“Going through the Money Tree Fundraising major donor kick start process has enabled us to better identify prospects, seek out new donor networks, engage our ambassadors, sharpen our proposition and put in places plans and processes to embed major donor fundraising within the organisation. This has galvanised our staff and trustees, giving us a platform from which we expect to significantly grow our major donor income over the coming years. Our less experienced staff have been fast-tracked and are now actively building relationships with potential major donors and high value donations are starting to be made.”

Jane Frame