How to raise money by making relationships

‘Fundraising is all about relationships, David.’ Sitting over a coffee with Brian Willetts soon after he started and I agreed to be the PCC lead on ‘Development’ (jargon for what used to be just called fundraising), I first heard his approach­, delivered in the soft Welsh accent of a voice formed by chapel-singing in the valleys.

Like many in the congregation, I was sceptical of the ambition. Twenty million pounds. TWENTY MILLION POUNDS! An unimaginable sum, and much of the visible side of this sort of fundraising has been very good dinners, sometimes in the church, or in other beautiful locations that the relationships built by the Development team have conjured up. Not to mention the fact that because we have a royal patron, we are able to hold two events a year in a royal residence. So how was that going to raise money for the Wren Project?

The proof is in the result. At those dinners (and other events, it’s not all about food) the story of St James’s vision of a just society rooted in God’s earth touched people, inspiring them to open their wallets. St James’s clergy, wardens, PCC, and others are at every event—passionate about this way of being church. Our model of a creative, open-hearted church goes against so much of the negative image of modern Christianity in Britain caused by the ideas and actions of some in the wider church. That’s why Brian has been able to call on high profile people who support us such as Adjoa Andoh, Stephen Fry, Helena Bonham Carter, Simon Callow, and Sophie Raworth, and it is easier to sell tickets for events if they are on the bill.

Our patron Prince Edward, the Duke of Edinburgh, has been energetic and very supportive. We had a full room at St James’s Palace for the launch of the Changemakers programme, and for a dinner at Windsor castle—both hosted by him. He came to New York with us, met young people at our partner church St Barts, attended an event with our historic Charter at Christie’s (Christie’s London is in our parish), and spoke at a gala dinner. His team have indicated that maybe we could do it all again next year.

Familiar as we are with Wren’s magnificent building, courtyard and garden, it is easy to forget what an extraordinary landmark the church is, beautifully set back from Piccadilly behind the finest magnolia in central London, with that axis from St James’s Square now open again through the south door.

Our neighbours know it. And one of the consequences of the Wren project has been to deepen and enrich our relationship with the immediate parish, not just for fundraising but to engage in what we do. They may have known of the building before, but now know more of our vision.

It is a curious thing about having an event connected with ‘church’ that the quality of conversation is different. At the occasional Wren dinner that I have been to—not in the church, but a secular setting like Spencer House—people open up in a different way from a non-church event.

And they have become engaged, in supporting the music, or in staff volunteering for Feast, as the relationship-building goes on—funding what we do because they feel part of the story. St James’s clubs give space for receptions, Christies for a charity auction, and our local pharmacy, D.R. Harris, has been an outstanding supporter, continuing to give a proportion of the profits for their bestselling ‘1684’ scent, created from the fruits and flowers in the Grinling Gibbons reredos.

I was not part of the volunteer team for the Chelsea Flower Show, but I heard that members of the congregation who staffed the garden had the same experience of conversations that were more meaningful than they expected for the location as we widen the aperture of what is perceived by ‘church.’ The relationships built there and at the big dinners are still making a difference to St James’s, and in some very large donations.

Donors have come for other reasons too. Remember that St James’s offers spiritual support well beyond the congregation or people who pray in a conventional sense (whatever that is, subject of a longer discussion). One of our wealthy supporters told me that he first encountered the church when he had an office close by and needed a place to think alone. So he was open to the idea of supporting us when Brian came to knock on the door.

Not everything worked, some ideas failed. We spent money on some things that did not cover their cost. And we need to continue to be vigilant to ensure that this whole enterprise, especially the dynamic of fundraising from neighbours who are very wealthy, doesn’t lead to us losing our ethical way. We have tight parameters for due diligence, not pursuing some donations on grounds of ethical concern. But there is no way of raising the money we need to be the kind of church we want to be without building relationships with wealthy people and well-funded foundations. For example, our ambition, as we face the climate emergency, is to make the Wren Project construction an exemplary and significant contribution to net zero by 2030. These plans, including the air-source heat pump in the spire, are expensive, as is rebuilding the rectory with modern insulation. So the Development team have needed to engage wealthy people where they are to make the site fit for purpose for the heated world we live in.

For all that relationship-building—and at a tough time for fundraising for charities, heritage projects and most especially for a church—the results so far are remarkable. Brian and his team have significantly more than we need ‘in play,’ meaning there have been conversations where people might support the project.

Getting them over the line from verbal hope to serious conversation to payment schedule is another matter. We are now at a real deadline of November when our application finally goes into the Heritage Fund (formerly the National Lottery Heritage Fund). They gave us funding after a phase one application to help work on the bid. But we need matched funding of sixteen million to put in this second round application, and it is not there yet with three months to go.

If we do get that matched funding, the exciting thing about the Heritage Fund support is that it is not just for building work. They have already supported the launch of Changemakers, to support young people working in music, arts and heritage, business, the environment and civil society. We have appointed a Director and the scheme will start soon. And a successful application will fund ambitious plans for discussion and debate, under the heading ‘Conversations under Trees.’ This is a step forward in our commitment to be inclusive, creative and influential, and many members of the congregation were part of the consultation process to ensure the plan was aligned with St James’s. The Heritage Fund activity plan is one of the most exciting parts of the whole scheme, so it will transform not just the buildings and open space of the site, but the life that courses through it.

None of this will happen without the final push. So keep the Development team in your prayers as Brian and his colleagues turn those relationships into commitments, and we move one step closer to making the Wren Project a reality.