Inspiring a Culture of Philanthropy
Glossary of fundraising terms
1st, 2nd and 3rd tier contacts – Describes how connected the contact already is to the organisation. 1 st tier is
a contact known by the organisation/an individual there, 2nd tier is a contact who can be introduced via
someone else but is not known to the organisation at present, 3 rd tier would be cold contact of someone
not known or connected to the organisation.
Ambassadors – a group of people either already part of the organisation (development board, fundraising
committee) or those who are interested in the organisation and are likely to be a donor, who support
fundraising work as required.
Capital Appeal – A carefully organised, highly structured fundraising campaign for an identified project –
usually a new building. To raise specific funds for specific needs to be met in a specific time frame, with a
specific financial target.
Case for Support – Carefully prepared reasons what a charitable organisation merits support, including its
resources, its potential for greater service, the needs of its beneficiaries and its future plans.
Charitable Trust – A body usually constituted as a charity, whose express purpose is to give money away to
other voluntary sector bodies across a wide range of needs. Also known as a grant-making Trust or
Foundation.
Competitor Landscape – activity that other organisations which may be your competitors in terms of
fundraising (or any other aspect) are doing. Can be useful when planning fundraising appeals to be aware
of what others are doing (value of appeal, timescales, activities etc).
Corporate Foundation – The philanthropic arm created by a corporation to deal with requests for
contributions from whatever agencies – locally, regionally or nationally.
Corporate Social Responsibility Schemes – The requirement on business to act, and be seen to act, in
support of its community.
Development Board – Group of people connected to the organisation (usually staff and trustees) who take
a lead on fundraising planning and strategy.
Donor database – collection of contact names and information on those that have given or shown interest
in the organisation. Can be a simple Excel or Word sheet or a relational database.
Earned income – Income generated through sale of goods, activities or services, either primary purpose
trading i.e. in line with your charitable purposes, or trading for profit.
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Endowment – Investment held in a permanent fund to provide income for general or restricted use by an
organisation, institution or project.
Fundraising strategy – document which sets out strategically what the organisation plans to do to raise
funds in order to meet specific objectives/outcomes. Details totals to me raised, methods, timescales. It
will fit alongside other strategic plans of the organisation.
Large business – major corporations with national head quarters or significant regional offices to be
targeted for major corporate social responsibility partnerships or sponsorship.
Legacy – An amount of money, or a bequest of personal property, left in a will.
Major Donor – term used to signify gifts in the upper ranges, the precise limits varying from organisation
to organisation. Often a high net worth individual or family with the potential to make a significant gift to
the museum.
Modest Donor – term used to signify smaller gifts, the precise range can vary depending on the amounts
the organisation is looking to raise; can include donation box contributions, membership schemes, small
one-off donations. Often those without substantial wealth but willing to give one-off or regular smaller
gifts to support the museum’s work.
Patron – Someone, often with no legal status or obligations, who lends their name to the cause as a
hallmark of credibility and stature.
Philanthropist – Broadly speaking, anyone who makes a gift; but usually used to describe a wealthy
individual known for their exceptional generosity in support of charitable causes.
Philanthropy – Volunteer action for the public good, including voluntary service, voluntary association, and
voluntary giving.
Prospect – any logical source of support that has not yet become a donor for that organisation – individual,
company, trust, foundation, local or central government etc.
Small business – small and medium sized enterprise more likely to support the museum through low level
sponsorship of an event or programme.
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