Gordonstoun, Campaign Feasibility Study
A Feasibility Study delivering not only best-in-class campaign advice, but also a comprehensive campaign roadmap and an outstanding Case for Support
Voted the best boarding school in 2021 and described as ‘outstanding’ and ‘sector-leading’ in its most recent inspection, Gordonstoun is one of the UK’s top independent schools for boarding and day pupils aged 4½ to 18.
The School’s ambitious 10-year Master Plan is heavily reliant on external investment. Having already established a longstanding relationship over the past five years through our interim support and mentorship, they came to us to help them understand the feasibility of their fundraising plans. Building on existing fundraising success, the School’s leadership expressed a wish to professionalise the fundraising team, grow the number of bursaries and legacies, grow their major gift potential and further embed development and philanthropy within the School - all in support of delivering the Master Plan.
The Cairney & Co approach
Our existing relationship with Gordonstoun served as an excellent foundation on which to approach this feasibility study. After reviewing key materials, we consulted with internal and external stakeholders to understand wider perceptions of the institution and its fundraising. We also reported on sectoral fundraising trends, carried out a review of similar institutions and their fundraising to identify areas of best practice, and performed an in-depth assessment of Gordonstoun’s current prospect portfolio.
We developed a Case for Support that accurately reflected the nostalgia and warmth that those connected with Gordonstoun felt, and that also concisely conveyed the Master Plan and the School’s ambitions. The Case was rated as either ‘good’ or ‘excellent’ by 85% of those we interviewed, and it later prompted a £1m gift from an existing donor who we spoke to - given as a ‘challenge’ gift to raise another million.
Our findings
We recommended an adjustment to the fundraising target over the next five years, which was realistic yet challenging enough, and based on solid evidence. We highlighted the strength of their relationships and advised them on how best to build on this affinity. Through our external stakeholder conversations, we discovered that 96% of interviewees were prepared to give a gift to Gordonstoun - an astonishingly high number which has given the School more confidence in its outreach.
The outcome
Gordonstoun now has a much clearer picture of where it is with its fundraising, and where it needs to go next as it approaches its centenary. We continue to mentor the Head of Development as they lead on a successful campaign for the Master Plan, and Karen Cairney is serving as Campaign Director. Our 125-page final report was much more than simply a set of recommendations; it provided a comprehensive analysis, fundraising best practice examples and evidence-based intelligence to inform Gordonstoun’s campaign planning.
The result?
A comprehensive feasibility study
A clear recommendation to begin planning for a phased campaign
Competitor benchmarking and prospect portfolio analysis
A tested Case for Support, with feedback from stakeholders
A review of internal resources, systems and processes
A revised organisational chart for the Development team
A deeper understanding of international fundraising potential
A campaign plan, serving as a roadmap to the School’s centenary in 2034
Ongoing support and mentoring from Karen Cairney as Campaign Director
Our client’s view:
“Gordonstoun has had a long-standing relationship with Cairney & Company - in particular Karen Cairney and Colin McCallum, Cairney Partner. They have worked and engaged directly with me as Principal, the senior team, governors and the development team. They have helped to shape our thinking around our key priority areas with a strong focus on the Prince Philip Gordonstoun Foundation, bursaries, and our campus masterplan. They have been integral in shaping our philosophical approach towards our engagement with high-net-worth individuals, guiding and shaping donor cultivation plans as a trusted friend of the School. They have built trust and confidence throughout the School and have a core understanding of our values and ethos. Cairney & Co are our partners in a shared vision of success, while challenging our thinking each step of the way.” - Lisa Kerr, Principal - Gordonstoun
Our view:
“Our trusted, personal and long-term connection with Gordonstoun has become part of the DNA of Cairney & Co. Our work with the team is enabling them to steadily grow their philanthropic income, and perhaps more importantly, believe in their own ability as a team to achieve great success. As their motto - ‘Plus est en vous’ (more is in you) says, there is so much more that Gordonstoun can achieve and we’re thrilled to be with them on that journey.” - Karen Cairney - CEO & Project Director, Cairney & Company