The In perpetuity approach to fundraising is to build a case for support which encompasses the whole institution, rather than just addressing individual stand-alone projects. Targets such as building facilities, scholarships and endowed posts will have many times stronger appeal when placed in the context of an all-embracing development plan, typically with a time horizon of five to ten years. The six steps to undertake a case document of this nature, are illustrated below.
The core values of the institution are listed to canvas support for its mission, and to set the parameters within which future development plans will be formulated. Individual proposals should be supporting at least one core value and, collectively, contribute to the fulfilment and enhancement of them all.
A detailed and comprehensive development plan lists the essential programmes to sustain and enhance the institution in line with core values. Each proposal is time-scheduled, costed and compellingly evaluated on its own merit, and for its contribution to the whole.
The financial implications of the plan are consolidated into an aggregate income and expenditure projection for the entire operation. The residual annual funding gap demonstrates and quantifies the need for additional income sources and, in particular, philanthropic support.
Bite-sized fundraising targets are identified, categorised and solicited in line with anticipated donor preferences. Donors have the option to allocate gifts to the particular elements which resonate most strongly with their individual values, such as scholarships, posts, fabric etc. The holistic approach offers a two-tier motivation to give; individually to underwrite a valued element in the mix; and collectively to contribute towards eliminating the funding gap in perpetuity.
Endowment is clearly desirable as a permanent part of the long term funding mix, and critical for an enduring perpetuity solution. In addition to very major gifts, bite-sized endowment of key functions can be encouraged as a focus for giving circles, where a group of eight or ten may achieve the same result as a single much larger donation. Bite-sized endowment opportunities widen the scope for making a minor-major gift (£25,000-£50,000) both impactful and rewarding.
Gift amounts and allocations are supported by donor recognition, carefully designed to meet targets across the board. Alumni and other engagement is geared and customised to support the development plan over time.
