Charitable trusts - Raising your game

(Item 2 - Building your contacts)

Like it or not, the reality in trust fundraising is one of increasing competition, as more organisations seek their share of the £1.25 billion distributed by UK trusts each year.

So how can you keep ahead of the game?

• Today, most charities (and especially the smaller ones) still rely on the paper submission approach. An appeal letter is sent, with annual report and  appendages, possibly preceded by a telephone call. While a lot can still be achieved by this approach, if it is done well, more sophisticated methods are available, which seek to develop a relationship with trusts.

• In the first instance, the fundraiser must try to nurture trust administrators. In addition though, it is important to identify any existing links the charity may have with its trust targets.

• This is simply done by circulating lists of their trustees to the charity's contacts - to its own trustees, patrons, staff, volunteers and major donors.

• If this fails too, identify any valuable contacts, the charity needs to go back a step and build up its own contact base, perhaps by recruiting new trustees and patrons.

• Once identified, trust contacts can be nurtured and developed in a variety of ways, such as inviting them to visit projects or to attend special events (e.g. those hosted by a celebrity in an unusual venue). This then gives the opportunity to talk face to face and build the relationship, which in time can significantly increase results.