When Lorraine Devereux, Fundraising Relationship Manager at Toybox Charity, applied for a partnership opportunity with an international company, she recognised something important: Toybox is a wonderful charity, but it doesn’t have the kind of household name recognition that some other causes enjoy. She would need an effective strategy if her funding application was to succeed.
The process was competitive, but Lorraine entered anyway. And four months later, Toybox was successful, alongside three other charities, each with a partnership worth £25,000.
How did she do it? The answer lies in hard work and two powerful principles she applied at each stage of the competitive three-step process.
Lorraine is currently a participant on Major Gifts Mastery, and she recently fed back to the rest of the group that two key themes that she learned on the programme had been fundamental to her successful approach: the importance of understanding the funders’ perspective, and the disproportionate power of storytelling to inspire your audience. In this blog I’ll share how she applied both.
Stage One: The Application – Lead with Story, Not Stats
The application form was fairly broad. In this situation most charities lead with programme details and statistics, covering a lot of information. Lorraine made a different choice.
She decided to open with the story of a girl supported by Toybox – her journey as she made use of Toybox’s education services, which takes teaching out onto the streets to reach children who might otherwise have no schooling at all.
This more human, concrete way of bringing to life the amazing difference the charity makes, paid off. Toybox was invited to the next stage.
Stage Two: The Interview – Carry the Story Through
At interview, Lorraine had the chance to present in person. She carried the same storytelling approach through – leading with the girl’s journey and what it revealed about the difference a partnership with the company would make.
Of course, she was able to answer questions about anything the panel wanted to ask her. But a key element of her presentation was again the story of the people the charity serves.
It worked again. Hers was one of a handful of charities invited through to the final stage, which was a staff vote.
Stage Three: The Vote — Make Hard Choices
Once shortlisted, the decision went out to employees across 18 global sites who would vote for their preferred charity.
The criteria as strict – Lorraine knew she had only one page to make the case. It had to be very focused.
She did her best to understand the perspective of, and the limited time available to those who would be voting.
She kept the girl’s story at the centre. She included what was essential about the education project.
The flier she created gave busy people – most of whom had never heard of the charity before – all they needed to understand the difference they would make if they chose Toybox.
What Made the Difference
On the courses I teach that to inspire donors / partners / funders to choose you, the first step is to ‘understand and appreciate their world’.
I also show you how to use the power of stories to win more partnerships, grants and major gifts.
Lorraine skilfully applied both principles to fabulous effect and deservedly won a truly valuable partnership.
If you’d like to learn these and dozens of other strategies for growing high value fundraising income, join us for our next Major Gifts Mastery or Corporate Partnerships Mastery.
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