Marketing SIG: One Million a day and rising 10 strategic principles for fundraising growth

Event factfile

Date of event: 28 February 2017
Event ends: 28 February 2017
Marketing SIG: One Million a day and rising 10 strategic principles for fundraising growth

With a full house over 40 alumni and guests joined us for the latest Marketing SIG yesterday evening.

Last night we were joined by over 40 Henley Business School alumni and guests at Olswang in London for an insightful presentation from Anthony Newman, Brand, Marketing and Communications Director of Cancer Research UK on how to manage and implement a successful fundraising campaign, sharing his core principles of success.

With Cancer Research UK funding over 4,000 scientists, doctors and nurses researching prevention, diagnosis, treatment and cures for all cancers. Their work is implicated in over half of all lives saved from cancer in the UK, as well as having a dramatic international impact. 

But progress doesn’t come cheap, and the organisation receives no government funding. Fundraising, and continued growth in income, is absolutely essential in the fight against cancer. Last year fundraising income totalled a record breaking £521M (£1M a day net), growing from £177M in 2002. 

Last night Anthony shared his insight from studying Cancer Research UK's fundraising strategies over the last 15 years, drawing up 10 consistently successful principles that have underpinned the growth they have achieved:

  1. Diversification 
  2. Long-term propositions 
  3. Short-term propositions
  4. Capability 
  5. Culture 
  6. Brand 
  7. Innovation 
  8. Data 
  9. Portfolio management
  10. Investment

Anthony offered clear and insightful observations in to the fundraising strategy at Cancer Research UK which has helped it successfully ensure that the majority of all the organisation’s income supports its core aim; cancer research. Anthony highlighted his key principles in delivering a successful fundraising campaign, including the importance of thinking both long and short term; creating a cohesive brand and message, organisational culture and very importantly - don't to be afraid of failure!

Further sharing how strategically applying these principles to any fundraising operation, whether large or small, will underpin income growth over the long term. 

For further insight you can review his presenation here

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