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National Army Museum

Leading the final stages of a £23m capital project and providing interim cover for the Director of Development role.

About the National Army Museum

The National Army Museum in Chelsea is a leading authority on the British Army and its impact on society past and present.

They examine the Army's role from the British Civil Wars to the modern day. Through their collections they preserve and share stories of ordinary people with extraordinary responsibilities. They explore the role of the Army and its relevance today.

What we did for them

We were appointed by the Museum in August 2015 to put a robust strategy in place to enable them to complete their capital appeal for their major £23.75 million redevelopment project. IFCo identified the issues that were preventing the successful conclusion of the appeal and looked at where the opportunities lay to build strong relationships with potential donors. We were then appointed to oversee the fundraising campaign during this twelve-month period and assigned a senior consultant to work as Appeal Director at the Museum. The target set was exceeded and the museum re-opened to the public in 2017.

We were also asked to assist with providing an innovative approach to individual giving when the Museum reopened. We worked with the Museum to provide an interactive contactless donation system. The screen was able to recognise the donor walking towards it and engaged with the visitor asking for a gift. With a simple tap of the donor’s bank card a person on a giant TV screen would interact with the donor, thanking them and explaining the impact of their donation.

We were approached by the museum again later that year to provide interim cover for the Development Director role, until a permanent appointment could be made.

“The Consultant acting as the Appeal Director, Sarah Gray, hit the ground running; very quickly picked up all aspects of the Museum's appeal, stakeholders, contacts and fundraising opportunities; developed a one-year programme and organised a number of high profile events as well as a number of grant applications in order to secure the funds required. Sarah worked extremely well with an appeal group drawn from the Museum's governing committee and developed excellent working relations with all of the individuals with whom she had contact. Sarah inspired great confidence in those she worked with and was entirely professional throughout in her approach to individuals and organisations. ”
Janice Murray Director General | National Army Museum
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