Individual Giving Friends and Patrons Schemes 14 March 2013
The Ashmolean s membership schemes Friends of the Ashmolean 35 per year individual 50 per year couple 2317 memberships (3259 members) The Tradescant Patrons Group 150 per year individual 250 per year couple 103 memberships (164 members) The Elias Ashmole Group 1,000 per year individual or couple 99 memberships (152 members) September 2009
Benefits of the Friends of the Ashmolean Free entry to all the Ashmolean s paying exhibitions A varied programme of activities each year including Private Views, lectures by Ashmolean experts and visits to important collections within Oxford University and around Britain (an average of 35 events per year) Free copies of the Ashmolean Magazine and What s On E-newsletters and access to online exhibitions 10% discount in the Ashmolean café, Dining Room and Museum shop Christmas party
Materials are distributed: Across the Museum At the Information Desk In the shop Special recruitment events General Museum events External events
Benefits of the Tradescant Patrons Group Invitations to private views at the Museum with curators, tours of the galleries including behindthe-scenes access to the collections, handling sessions, access to the print room and special events The Annual Director s Study Day with behind-the-scenes tours and lectures with key curators Unlimited free entry to all major temporary exhibitions Priority booking on Friends events and activities A complimentary publication each year 10% discount in the Ashmolean Dining Room, café and on all purchases in the Museum shop
Benefits of the Elias Ashmole Group An invitation to the Annual Patrons Dinner The Annual Spring Trip, accompanied by Professor Christopher Brown and other curators The Annual Director s Study Day Invitations to the Ashmolean s major exhibitions, receptions, and special events with the Museum s curators, visits to private collections, other museums and houses, behind-the-scenes tours and handling sessions A complimentary publication each year Unlimited free entry to all major temporary exhibitions 10% discount in the Ashmolean Dining Room, Café and all purchases in the Museum Shop
Elias Ashmole Group events Annual Patrons Dinner Annual Spring trip this year to Vienna. Previous spring trips have included: Berlin St Petersburg Verona Stockholm Lisbon Director s Study Day This year focussed around the Xu Bing Landscape and Landscript exhibition and China Special external events e.g. Strawberry Hill House Sir Michael Butler s private collection A reception at Two Temple Place, London A visit to Amsterdam and the Rijksmuseum Manet: Portraying Life at the Royal Academy of Arts
Communications Friends 4 mailings per year including: What s On Programme of activities and registration forms Communications from the Chairman Ashmolean Magazine Other information and invitations as required Patrons 4 mailings per year including Personalised letters Programme of events and registration forms Ashmolean Magazine Complimentary publications Special invitations for events
Who are our potential Friends? Existing donors and supporters of the Museum University of Oxford alumni Students of Oxford and other Universities Friends and family of existing Friends and Patrons Casual visitors and tourists who are interested in making regular trips to the Museum Members of the public who attend public events such as Winter Light Festival or Museums at Night Visitors to the café, Dining Room and shop Friends and Patrons of other organisations through partnerships e.g. The Art Fund Volunteers at the Museum and ex-staff
Who are our potential Tradescants? Existing Friends and higher level donors to the Museum Prospective donors to the Museum Contacts of our existing supporters that we would like to build a longerterm relationship with Long standing volunteers and supporters University academics
Who are our potential Elias Ashmole Group members? Existing Tradescants and top- level donors to the Museum Fellows of the Ashmolean Members of the Board of Visitors Friends and contacts of the Chairman of the Museum and the Board of Visitors, and members of staff Introductions made by existing Patrons University of Oxford Alumni High-level prospects University academics
Why have membership schemes? To invite others to celebrate the Ashmolean Museum To generate income for the Trusts which can be applied to for grants towards acquisitions, temporary exhibitions, conservation, education and curatorial posts To create a community of supporters that we can call upon to help us in a variety of ways As a captive audience for special launches and events To encourage further giving To generate interest in the Museum more widely through their contacts
Managing Friends and Patrons schemes Friends Friends primarily run by volunteers Membership administration all managed via Raiser s Edge Separate activities and membership teams Renewal letters and membership packs Subscriptions taken by Direct Debit, credit card and cheque
Managing Friends and Patrons Schemes Patrons Personalised communications Dedicated Friends and Patrons Manager who develops personal relationships with all Patrons and is directly available by phone or email Administration provided by the Ashmolean team to ensure high quality communications Programme of events delivered to a high standard to ensure Patrons want to remain part of the groups and encourage their friends to join.
Tailored, personalised communications
Key points for successful membership schemes Friends A well managed database is key A high quality, varied programme of activities and events Ensure the benefits are worth the price Well-designed, interesting, attractive materials which are informative Regular communications with words from the Chairman or Director to keep members engaged Patrons Make Patrons feel valued and recognise their contributions through personalised communications Encourage strong involvement from the Director wherever possible Deliver high quality events Keep the programme varied and respond to their interests Create a warm, inviting atmosphere to encourage people to come back and bring their friends
Thank you and questions
ABOUT US Verity Slater Director Development & Communications Katherine Proudlove Development & Communications Assistant New Generation, 1966
FUNDRAISING THROUGH THE PROGRAMME Andre Flavin, Sculpture, Prints and Drawings, 1976
FRIENDS Reconstructions, Avant-Garde Art in Japan, 1985
PATRONS Gary Stevens, AND, 1998
QUICK WINS & LEARNING CURVES Tracey Emin, This is Another Place, 2002
QUESTIONS? Graham Sutherlnad, An Unfinished World, 2012
Introduction to Major Gifts: Tips of the Trade for Those New to Major Gift Fundraising
Identifying Major Donors Where Do You Find Them? Cull your database Ask your network Be a consummate networker Read the newspaper Google The Artist's Father, Reading, Paul Cézanne (1866) Archive, Thomas Demand (1995)
Making People Prospects: Who Makes the Cut? Inclination Capacity
Anatomy of a Major Gift Relationship Prospect pool Cultivation Strategy The Ask Stewardship Time Management De humani corporis fabrica libri septem, Andreas Vesalius (1543)
Cultivation: Getting Them Through the Door Marcel Duchamp playing chess Top tip: craft your strategy moves
Getting the Appointment Phone vs email Open ended invitations Who makes the call Befriending gatekeepers Intelligence gathering Lobster Telephone (also known as Aphrodisiac Telephone), Salvador Dali (1936)
Moving Them Through the Prospect Pipeline Specific to your organisation Visit of Queen Victoria to Paris in 1855, the supper offered by Napoleon III to Queen Victoria in the Royal Opera of the palace of Versailles, on 25 August 1855, Eugène Lami (1800 1890) Luncheon of the Boating Party, Renoir (1881)
Solicitation So they came to lunch. They had a good time. They seem engaged. What next? TOP TIP: Follow up straight away Apollo chasing Daphne, Francesco Albani, c. 1615 1625
The Ask/Solicitation 4 rights ask yourself before you ask them 1) Right project? 2) Right amount? 3) Right solicitor? 4) Right time? The Thinker, Auguste Rodin (1902)
Possible Responses 1) Great! Love your work here s a cheque 2) Sorry I m committed to other projects at this time 3) No response Amazing! Mel Bochner (2011) Ohhh Alright, Roy Lichtenstein (1964)
Top Tips: Management Development is a juggling act Plan your timeframe Time Transfixed, Rene Magritte (1938)
Top Tip: Get Out There Spend 40% of your time on the road Research is absolutely necessary but will not result bring in the donation ASK! If you don t ask you don t get Napoleon Crossing the Alps, Jacques Louis David (1800)
Final Top Tips Be Yourself Work together Getting institutional buy in La danse, Henri Matisse (1909 10)
Questions Disks of Newton (Study for "Fugue in Two Colours"), Frantisek Kupka (1912)