Needs-led: Fundraising for sustainability

The Chartered Institute of Fundraising presents a webinar to help heritage organisations avoid mission drift in fundraising.

This webinar is also available as a written resource on fundraising, updated for 2022. Read the resource here.

When looking to secure funding many organisations and businesses can be tempted to enter dangerous waters and become funding-driven rather than needs-led. They may find themselves inventing projects just to access funding, an approach that, without due care, can lead to mission drift in fundraising  that causes them to stray from their core purpose and values.

This webinar advocates for a reset. It will demonstrate how a needs-led approach can help you to seek and secure the right kind of funding support for your heritage organisation or business.

It will encourage you to focus on why you do what you do, and what you achieve. Funders and supporters like to know that their donation will make a difference and bring about change. Far too often, however, proposals and “asks” are unclear or become bogged down in the nitty-gritty of how a project will be delivered. Your funders and supporters need to be inspired and enabled to buy-in to your mission.

This 60-minute webinar with a further 30 min Q&A session will cover:

  • What funders are looking for
  • Aligning your work with the funders requirements – the difference between matching and inventing
  • Sharing key parts of your message – identifying what funders need and want to know
  • The importance of being ‘needs led’ to avoid ‘mission drift’
  • Applying the ‘so what?’ test

This webinar, led by fundraising expert Gill Jolly, will help you understand what funders are looking for in proposals and give you plenty of practical hints and tips on what to share to convince them that they should support you.

Meet the Speaker

Gill Jolly

Director, Achieve Consultants

Gill Jolly is passionate about the not-for profit sector and helping it thrive. She has a background in psychology and over 30 years’ experience in the charity sector working as a fundraiser, manager, director and trainer of fundraisers and support teams with a wide variety of sizes and types of organisation. She runs her own consultancy Achieve-Consultants Ltd and works with not-for-profit organisations across the UK, Europe and beyond providing a wide range of bespoke fundraising and management consultancy services. Gill is a Fellow of the Chartered Institute of Fundraising and has worked with them since 2000 delivering fundraising’s professional qualifications and leading courses on strategy, management and implementation.

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