Major Donor Masterclass for Heritage Organisations Workshop

Wednesday 7th Dec
Elizabeth Gaskell House
09:45 – 17:00

This one-day workshop will provide previous attendees of the Giving to Heritage Major Donor workshop and more experienced fundraisers with an in-depth understanding of Major Donor fundraising and the tools and techniques to achieve greater success in this area.

This course is designed for fundraisers, trustees or volunteers working in the heritage sector who already have an understanding and some experience of Major Donor Fundraising.

Learning Outcomes

On completion of this workshop, it is expected that participants will:

  • Gain an in-depth understanding of Major Donor Fundraising and how it fits into an integrated fundraising strategy, alongside other fundraising methods.
  • Understand the importance of donors giving in a tax-effective way and how it can benefit both the donor and the organisation.
  • Gain an awareness of how to access Major Donors
  • Understand what motivates a Major Donor to give and what they need to do to manage the donor’s expectations.
  • Be aware of the importance of the donor cycle and what their role is in the process.
  • Review case studies of some of the UK’s recent Major Donors.
  • Put together a plan for one of their organisation’s Major Donor prospects or existing donors.

Outline of Content

  • Overview of the Giving to Heritage Major Donor course
  • The definition of a Major Donor
  • Understanding how donors can give in a tax efficient way
  • Tax effective giving –  quiz
  • Donor motivations
  • The process – Cultivation, Recruitment, Stewardship
  • Case studies
  • Putting a plan together for your Major Donor

Masterclasses are suitable for more experienced fundraisers and delegates as well as those who have already attended the same subject earlier in the Giving to Heritage programme.

Giving to Heritage is funded by the Heritage Lottery Fund under the Catalyst initiative. The Project is run in partnership with the Heritage Alliance and The Institute of Fundraising.

Who should attend this Workshop?

Any member of staff, volunteer, committee member or trustee from a heritage organisation, community group or organisation that manages heritage assets with responsibility for developing and delivering fundraising activities for a heritage project or organisation.

In addition, applicants should be:

  • Actively engaged in fundraising
  • Willing to cascade the learning within their organisation
  • Willing to demonstrate how their organisation would benefit from the fundraising training

Learning Outcomes


Eric has been involved in the Voluntary Sector for almost 30 years.  He decided to start at the bottom after selling his interest in an arts business.  His first task was to run an appeal for the Church Urban Fund and he admits that he was surprised when the appeal succeeded because,  with the benefit of hindsight,  he made almost every basic error that a novice fundraiser can make.  Over the years he has been engaged with some 400 charities dealing with the arts,  education, health, heritage, old age, religion, research, social welfare, sports and youth.

In the past fifteen years he has been the National Director of Appeals at Marie Curie Cancer Care,   and the Director of Fundraising and International Development at Sue Ryder Care.  He has run his own consultancy business since 1986.  His special interests are governance, developing the potential of individuals and tax efficiency.

We strongly recommend that you bookmark the Training and Events Calendar for further Heritage related workshops and other learning opportunities.

The workshops on the Giving to Heritage programme are heavily subsidised by the Heritage Lottery Fund as and a result cost just £20 per person per workshop.

Giving to Heritage course fees can be taken by ONLINE payment only via credit or debit card and all fees are non-refundable; if you are unable to attend on the date booked please ensure your place is taken by a colleague.

Please note: places on Heritage Workshops are strictly limited to those actively involved in a Heritage group or organisation. They are NOT open to Consultants.

All bookings are actively monitored to ensure only individuals representing Heritage organisations benefit from the training opportunities provided by the Giving to Heritage programme. If you are in doubt about your eligibility to attend please contact the Team on 0207 840 3791 or at

For further details please see the Heritage Programme booking terms and conditions.


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