“The greatest challenge was to try to change the existing culture from one that was transactional to philanthropic, removing the need for tiers and associated benefits. The Directors’ Circle was our upper-level membership scheme, designed with its own set of tiers (silver, gold and platinum) and associated benefits. The scheme itself had been relatively successful, particularly in the development of our Sponsor a Dancer appeal. The drawback to the scheme was that it was not cost-effective if supporters drew on all of their benefits. This meant that rather than creating a community of supporters we were at risk of turning those closest to us into transactional givers.”