St Mungos

Major Donor Development

The IFC began St Mungos’ first major donor development programme and high value direct mail approaches. We first set out a comprehensive strategy based on a programme of research, cultivation and asking.

We then took St Mungos through the first research phase and set up a series of high profile events in such venues as City boardrooms, the Merchant Taylor’s Hall, the Bank of England etc. from this process gradually emerged a number of wealthy and committed supporters for whom individual approach strategies were created. These fell into four categories which were then approached using differing techniques from personal asks to pledge cards.

Many donors were taken on emotive visits to St Mungos amazing hostels which clearly demonstrated the power of their approach to the homeless. Other donors were approached face to face for a gift or other assistance.

All this was backed by a strong case for support, with new cases being developed over the years. Major donors are now a key source of funds for St Mungos.