Mission-Led Fundraising: A Values Based Approach

Ben Walmsley & David Johnson: Mission-Led Fundraising: A values based approach

This inspiring session will discuss why fundraisers and charity leaders need to focus on their mission and values when raising money, and how being authentic and mission-led can strengthen your fundraising.

Ben and David argue that we need to move away from relying on “charisma” in fundraising and focus on our core purpose – why do you do what you do. They’ll cover the theory behind this, share some practical ways to implement this, and present a case study of how David approached this at medium-size charity the Albany Theatre, increasing staff buy-in and income at the same time.

About Ben Walmsley

Ben Walmsley is an Associate Professor in Audience Engagement in the School of Performance and Cultural Industries at the University of Leeds. Since 2014 Ben has directed the National Summer School for Arts Fundraising and Leadership and he is currently evaluating the National Theatre’s Theatre Nation audience development programme. Ben is the Co-Editor of the peer-reviewed journal Arts and the Market and has published widely on aspects of arts marketing and audience research.



About David Johnson

David joined Cause4 in April 2018 as Head of Programme for Arts Fundraising & Philanthropy, an Arts Council England Sector Support organisation within the National Portfolio. From 2011 David was Head of Development at the Albany, an arts centre in South East London and was responsible for earned and raised income generation, partnership development and contract management. During his tenure the Albany more than doubled its turnover. He also oversaw the strategic leadership of the national Family Arts Campaign.

Prior to this, he worked in the Cultural Development team for the London Borough of Hackney, supporting the development of 2012 Cultural Olympiad projects and producing the borough’s key youth arts festival – Discover Young Hackney; and as Company Manager for outdoor arts organisation, Emergency Exit Arts. He sits on the board of Babylon Arts in Ely and is a member of the Institute of Fundraising.

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