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Asking People for Money

Enrolment in this course is by invitation only

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We are delighted to pilot our first programme with Arts Fundraising & Philanthropy funded by Arts Council England. This short course provides an introduction to individual giving, covering the basics of setting up an individual giving strategy, cultivating relationships, communicating with supporters, and managing donation schemes and events.

The course consists of three modules:

1. Creating a Culture of Giving for Your Organisation or Project
2. Making it Work for You
3. Ways of Asking

The highly interactive format allows participants to hear from a wide range of practitioners leading fundraising in the arts and culture sector, as well as to benefit from a range of up-to-date statistics and case studies about the state of individual giving in the UK.


This short fundraising course is aimed at anyone working within the arts and cultural sector who may engage in fundraising. This includes artists, leaders, managers, trustees and volunteers.


This course will enable participants to create an individual giving strategy that can be practically implemented in their own arts or cultural organisation. Each chapter tests learning via friendly multiple choice type questions as well as practical based examples to take back into your organisation.


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Michelle Wright

Michelle Wright is Chief Executive of Cause4. Michelle trained at the Guildhall School of Music & Drama and played the violin professionally. A chartered marketer, manager and fundraiser, Michelle set up B Corporation and social enterprise Cause4 in May 2009 and since then has undertaken major strategic and business development projects, including campaign developments with a number of national charities and consultancy work for FTSE 100 brands developing their cultural sponsorship programmes.
Michelle is the Director of the Arts Fundraising & Philanthropy Programme funded by Arts Council England which she set up in partnership with the Arts Marketing Association and the University of Leeds in 2013, looking to develop and professionalise fundraising and philanthropy practice across the arts in England.
In 2015 Michelle was voted by Salt Magazine as one of the top five compassionate business leaders in the UK, alongside leaders such as Richard Branson. Cause4 was voted one of the top 50 scale-ups in the UK by Silicon Valley Comes to the UK in 2016 and one of the top 10 philanthropic companies in the UK in 2017.
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Pamela Johnson

Pamela is Head of the Arts Fundraising & Philanthropy programme. Pamela is an experienced, versatile senior cultural professional with over 25 years’ experience across both arts and academic environments.
Pamela originally trained in the Performing Arts and then worked as a lecturer in the higher education sector, and she still regularly delivers cultural management, fundraising and audience engagement training. She is skilled in developing effective learning programmes and combines theoretical concepts with a practical, hands-on and creative approach. Pamela spent several years within the arts funding system for Arts Council England and then as senior consultant for The Audience Agency, leading their fundraising project work. Pamela has also been a trustee for the last 10 years and is currently a board member for Babylon Arts in Ely, where she leads their fundraising activity.


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Paul Amadi

Paul is Director of Engagement and Fundraising at the MS Society and a Non-Executive Director of the Arts Fundraising & Philanthropy Programme. He is a highly regarded, knowledgeable and progressive fundraiser with over two decades of experience in the sector. Over his fundraising career, Paul has improved the performance of some of the UK’s most high-profile charities. He joined the MS Society in 2015 and is leading the organisation to double investment in MS Research. Prior to this Paul was Director of Fundraising at Diabetes UK where he increased income by over 25% during his three-year tenure. Before this, he was Director of Fundraising at NSPCC where he led a team of 400, raising in excess of £130m per annum.
Paul has always made a contribution to the sector, both as a speaker and most notably as Chairman of the Institute of Fundraising, the representative body for professional fundraisers. More recently he has been Chair of the International Fundraising Congress – Europe’s largest gathering of fundraising professionals and suppliers.

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Rachel Cockett

Rachel is Director of Development at Birmingham Museums Trust, where she has worked in a variety of collections, programme and development roles since 2000. Rachel has many years’ experience as a charity trustee and company director for museum and heritage organisations.
She is a Regional Coordinator for the Arts Fundraising & Philanthropy Programme, a Fellow of the Museums Association (FMA), mentor for the Museums Association's AMA scheme, and Museum Mentor for Museum Accreditation.

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David Byrne

Artistic and Executive Director of New Diorama Theatre, David Byrne is a playwright and theatre director, whose first play won a Writers’ Guild and List Magazine Award for Drama. Since, his work has been presented as part of the Arts Council England’s Escalator showcase, received the Charlie Hartill Fund for emerging artists and won the 2014 Les Enfants Terribles Prize, amongst other awards.
David is a trustee of True Heart Theatre (chair), a Chinese language theatre company, Spinning Wheel Theatre (chair), and Idle Motion, a total-theatre, British Council theatre company. David regularly speaks about leadership, fundraising and artist development strategies, most recently at AMA Conference (Bristol), Baltic Centre for Contemporary Art (Newcastle) and for Arts Council England’s philanthropy partners Cause4, as part of the Catalyst Programme.


Do I need any previous knowledge of individual giving to enrol in this course?

You will not need any previous knowledge of individual giving to enrol in this course. The content is structured to be relevant to those individuals with some knowledge of fundraising, as well as the experienced fundraising practitioner wanting to refresh their skills and awareness of current case studies.

For how long does this course run?

This course will run over six weeks.

Can I access this course using my smartphone or tablet?

Yes. This course is available on both desktop and mobile. If you would like to take the course on a smartphone or tablet, you will need to download the Cause4 app for either Android or iOS, depending on your device.

Is there any accreditation linked to this course?

Our e-learning courses for Arts Fundraising & Philanthropy are not currently accredited; however, each chapter tests learning via friendly multiple choice type questions as well as practical based examples to take back into your organisation.

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  4. Estimated Effort

    2 Hours