Cancer Research UK

A feasibility study for a major campaign for the Crick Institute on behalf of Cancer Research UK – whose work has saved millions of lives


Cancer Research UK is one of the world’s biggest healthcare charities.


The organisation was raising nearly half a billion pounds a year. Yet, excluding legacies, over 90% of donations were for £10 or less. With a big capital campaign on the horizon it was time to undertake a significant feasibility study if the number of major gifts was to grow.

Project dates
2010 to 2014 (and ongoing)

Russell Delew, former Director of Major Giving and Appeals, says:
Simon had already done a one-off training session for our team on ‘making the ask’. To be very honest, we were great at relationship building but not so confident when it came to asking for large gifts. We noticed the benefits straight away. There was less fear of failure and people in the team seemed happier to share their experiences (good and bad) for others to learn from.

“So, a year later, when we were about to launch the largest appeal in our history, we invited More Partnership to tender. While other consultancies came in with very set ideas, Simon and his team listened. Their experience and professionalism also made them credible with our senior management. They won the pitch hands down.

“Through the feasibility study, More Partnership helped us to understand the motivations of our major-gift prospects. They told it like it was, rather than giving us what we wanted to hear. I was also bowled over by Patricia in the More Partnership head office. I’m sure her tenaciousness in organising 45 external interviews in just a few months contributed to the extraordinary speed of this huge project.

“Meanwhile, back in London, Simon and his colleagues felt like an extension of our own team. I look forward to us working together again as we develop our campaign strategy.”

What happened next

More Partnership continues to advise CRUK and has also carried out a campaign feasibility study for the CRUK Manchester Institute.