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Diving into Fundraising for The LTA Foundation

15 April 2025

Challenge

The LTA Tennis Foundation wanted to explore whether it could expand beyond its role as a grant-making charity and generate additional funds to support its mission. The organisation needed a clear understanding of the opportunities and challenges in becoming a fundraising entity, as well as a structured plan for sustainable growth. Key questions included how this shift would impact its positioning, what types of funders might engage, and what internal capabilities would be required to support this transition effectively.

Response

We conducted a comprehensive Fundraising Feasibility Report, delivered in January 2023, which assessed the viability of this expansion. Our work included a review of other tennis-focused charities, an analysis of how fundraising could align with The LTA Tennis Foundation’s existing structure, and recommendations on potential projects and funding sources. We explored the appeal of the Foundation to different types of funders, including individuals, trusts, corporates, and legators. We also provided guidance on staffing, proposition development, CRM and data management, website positioning, regulatory considerations, and insights into ethical gift acceptance policies, cryptocurrency and Gift Aid. This culminated in a four-year roadmap outlining the steps needed to establish a fundraising programme, including a phased resourcing plan and sequencing of income generation.

Impact

  • Identified key areas for diversification and long-term growth.
  • Developed a case for support and tested it through interviews with stakeholders.
  • Provided practical guidance on balancing commercial and charitable initiatives.
  • Delivered a 4-year strategic plan, including a phased approach for resourcing fundraising.
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