Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Reimagining trust fundraising: Taking a major donor approach to cultivation
Journal of Education Advancement & Marketing,
8
(1),
69-75
(2023)
Abstract
This paper focuses on cultivating trusts and foundations using methods more closely associated with individual major donors. It describes how the current fundraising landscape lends itself well to this kind of approach and how the real-life experience of working in a small team led to the development of the methods described. The paper then focuses on key areas, including making first contact, developing a relationship, different ways to make connections with trusts and ‘value added’ cultivation. It provides guidance and examples of how to operationalise aspects of this approach.
Keywords: fundraising; trusts and foundations; cultivation; networks
The full article is available to subscribers to the journal.
Author's Biography
Peter Lock is Senior Development Officer (Trusts & Foundations) at the University of Bradford. He has worked in trust fundraising for seven years and has led on successful applications for projects as diverse as capital development, cancer research, marine archaeology and scholarships. Peter facilitated a session on reimagining trust fundraising at the 2022 CASE Europe Annual Conference, which formed the basis of this paper. Peter holds an MA in modern history from Durham University and is currently studying for a postgraduate certificate in philanthropic studies at the University of Kent.
Lyndsey Robinson is Senior Development Manager at the University of Bradford and leads philanthropic activity across the institution. As the Development Team's leader, she has extensive experience in high-value and transformational fundraising from individuals, trusts and foundations and corporate partnerships in the higher education and arts/culture sectors, both in the UK and internationally. Lyndsey's experience is working and leading small fundraising teams, where the adoption of a relationship fundraising approach has been essential in growing the income and reputation of fundraising operations. Lyndsey holds a BA in French-politics from the University of Leeds and a diploma in fundraising from the Chartered Institute of Fundraising.
