RSC February 2013

INDIVIDUAL GIVING

AT THE RSC

Graeme Williamson

Director of Development

Joe Foulsham

Major Gifts Manager

RSC

January – 2013

The Royal Shakespeare Company is a world leading theatre company, presenting

bold productions of Shakespeare, classical and

new plays. We are based in Stratford upon Avon

and perform in London, across the UK and

around the world for over 1,000,000 people per

year.

RSC

January – 2013

RSC

January – 2013

RSC

January – 2013

A HEALTHY ECONOMY

PublicSelf-generatedPrivate

Proportion

RSCPublic 40%Self-generated 50%Private 10%

RSC Private 2011-12, £5.1m

Self-generated

Private

Annual Gifts &

Sponsorship

Major GiftsResearch Stewardship

Director of Development

Box Office/Online giving

Individual giving - SE

Trust and Foundation

Corporate

Individual giving UK/US

Trust and Foundation

RSC Development Structure

§

RSC

January – 2013

•

RSC Partner

January – 2013

THE IMPACT OF TRANSFORMATION ON INDIVIDUAL GIVING

•Board giving

•Profile and awareness of charitable status

•Audience research and intelligence

•Moves management

•Top-up donations

CEO/ED/AD

RSC Partner

January – 2013

A SUCCESFUL TEAM

DevelopmentBoardCEO

OrganisationCEO/ED/AD

BOARD/

TRUSTEES

DEVELOPMENT

TEAM

RSC

January 2013

1. Identify Prospect

2. Research

3. Plan

4. Involve5. Ask

6. Close

7. Thank & Steward

§

RSC

January – 2013

A MAJOR GIFT CASE STUDY

IdentifyResearchPlanEngageAskThank and StewardRecognise

RSC Partner

January – 2013

VALUE OF DONOR X TO RSC

In 2002 she was an associate member and frequent ticket buyer

- annual value was £115

In 2003 she was an associate member, frequent ticket buyer and Project Donor

- annual value was £25,151

In 2006 she was a frequent ticket buyer, Shakespeare Circlemember and Major Donor

-annual value was £1,000,220

Total lifetime giving was £1,225,870

RSC Partner

January – 2013

BUILDING THE LADDER

From top-up donor – to legator

RSC Partner

January – 2013

Major

Donors

Big project gifts

(corporate, trust, individual)

Premium annual fund/Mid level campaign gifts

(Artist’s Circle/TYS Gifts)

Annual fund/Smaller campaign gifts

(SC, Patrons/SAB, one–off gifts

Membership

(Associate, Full & Friend)

Audience

(Ticket buyers only)

Top-up donations

RSC

January – 2013

Level Price Benefits

Associate Member £18 RSC Updates

2 weeks Priority

Booking

Full Member £40 4 weeks Priority

Booking

Shakespeare’s Circle £100 Priority Plus (48 hours

before everyone else)

Events programme

Patrons’ Circle Silver £1,000 Acknowledgement in

theatre programme

Access to sold out

shows

Patrons’ Circle Gold £5,000 Invitations to exclusive

events. Meeting cast

Artists’ Circle £10,000 Overseas events

Exclusive events

Personalised journey

One to one experiences

BE PREPARED

Identify your strong offersPrepareCapitalise!

Winter 2013 RII

3,000 new members250 new supporters

in 96hrs!

Keep them and upgrade them

RSC Partner

January – 2013

RSC

January – 2013

RSC

January – 2013

MAJOR GIFT HEALTHCHECK

•Solid profile

•Trust in governance

•Well conceived ‘transformational projects’

with donor/prospect input and buy in

•Board, CEO ‘askers’

•Development team with a ‘major gift outlook’.

•Senior fundraisers with personal credibility

•A culture of ‘moves management’ and review

•Research and stewardship support

RSC Partner

January – 2013

MANAGING THE CYCLE IN PRACTICE

• Database – Tessitura at RSC

• Regular major gift ask meetings

9 QUESTIONS DONORS ASK

1. Why me?

2. Why are you asking me?

3. Do I respect you?

4. How much do you want?

5. Is there an urgent reason to

give?

RSC Partner

January – 2013

Is it easy to give?

7. How will I be treated?

8. Will I have a say over how you use my gift?

9. How will you measure results?

9 QUESTIONS DONORS ASK

6. Is it easy to give?

7. How will I be involved?

8. Will I have a say over how

you use my gift?

9. How will you measure

results?

RSC Partner

January – 2013

RSC

January 2013

RSC

January 2013

1. Begin conversation– Talk about why you are personally involved… beprepared to tell of your own support as evidence of yourcommitment2. Share news about your organisation’s case– How compelling and urgent is your case?3. Handle Questions as you go– Accept questions– Answer what you know– Record what you don’t know and promise to get backwith an answer

RSC

January 2013

4. Thank prospect

– Thank them for taking the time out of their busy schedule

to meet with you to discuss this great opportunity

You can’t thank a donor too much

5. Set the stage for the ask

Paint the vision to set the stage for the ask

– Sell the case

– A vibrant ambitious vision like this one, will require

investment

RSC

January 2013

6. Ask

– To make this new vision a reality, we are counting on

individuals like you to consider making a gift to the RSC

– I would like you to consider a gift of £……

RSC

January 2013

7. Wait for reply

– Listen, listen, listen and then be silent

– Let the silence be broken by the prospect. This may

take time

– It may feel like an eternity to you, but this is a crucial

stage… don’t rush it

8. Negotiate Obstacles

– Timing

– Amount

– Case

RSC

January 2013

Working with your Board /Trustees

Audience data

Jaguar: A RSC Partner

January – December 2011