Income Generation and Fundraising Training Programme

This five-part online training programme is designed to help museums take a more strategic, confident and practical approach to income generation and fundraising.

Across the series, participants will explore how to prioritise income generation activity, understand and communicate with audiences, approach trusts, foundations and major funders, develop individual giving, and build partnerships and earned income opportunities.

The sessions are linked, but each one is designed to work as a stand-alone training session. Delegates are welcome to book onto individual sessions that are most relevant to them and do not need to attend the full series.

The programme is aimed at museums that want to strengthen their financial resilience by making better use of the assets, relationships, stories and opportunities they already have. Sessions will combine practical guidance, examples from the sector, guest speaker input, discussion and peer learning.

Participants will be encouraged to think about what is realistic for their own organisation, where the best opportunities may lie, and how to develop income generation and fundraising activity that is manageable, ethical and sustainable.

Tickets for sessions will be released approximately eight weeks before each session.

The programme includes five online sessions:

Session 1: Income Strategy and Prioritisation Book Now
Wednesday 1 July 2026, 10:00–12:30
Exploring how to find and prioritise the income generation opportunities that are most relevant and achievable for your museum.

Session 2: Audience Insight and Income-Focused Messaging 
Wednesday 14 October 2026, 10:00–12:30
Looking at how audience knowledge, clear messaging and compelling stories can support income generation.

Session 3: Trusts, Foundations and Major Funders 
Wednesday 11 November 2026, 10:00–12:30
Considering how to find suitable funders, understand their priorities and develop stronger funding applications.

Session 4: Individual Giving 
Wednesday 13 January 2027, 10:00–12:30
Exploring how museums can encourage donations, build donor relationships and develop individual giving in a proportionate and ethical way.

Session 5: Partnerships and Earned Income 
Wednesday 10 February 2027, 10:00–12:30
Looking at how museums can develop income through partnerships, sponsorship, commercial activity and other earned income opportunities.

By the end of the sessions, participants will have a clearer understanding of the main income generation and fundraising routes available to museums and how to decide which approaches are most appropriate for their organisation.

For more information contact programme lead Alan Bentley alan.bentley@museumdevelopmentnorth.org.uk