Turning the Dream into Reality
Inspire Antarctic Expedition
Benjamin Lane
2041 Inspire Antarctic Expedition – Fund Raising
How to Get There
This is short report complied after my return from the great white continent, sharing what I would
have done, in hindsight, to make my life a lot easier in the months preparing for the expedition.
Please Note: There will be a huge amount of preparation, effort and dedication you will have to
invest into this expedition, but if you still need a little bit more persuasion - trust me… It’s worth it.
It will be the most unbelievable journey you will ever experience in your life.
It will be the most inspiring, career motivating, jaw dropping, unparalleled personal
devolvement adventure you could ever be part of.
It will surpass all expectations.
You will live the dream!
More people fly through Heathrow in 1 hour than have ever stepped foot on the Antarctic Continent.
Stand out from the crowd - be part of the fight against climate change, take on the challenge, take
responsibly and act now.
“Antarctica - The last great wilderness on Earth”
Benjamin Lane
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2041 Inspire Antarctic Expedition – Fund Raising
My Story
My journey began with an email in my university inbox: ‘Visit Antarctica’. It was a link to a BP
application form offering the once in a life time opportunity to be part of an international expedition
to the Antarctic continent, with questions such as: Why do you want to participate in the expedition?
What can you offer to expedition? How will you share your experience?
Hugely drawn to the image of me turning up to
Antarctica, surrounded by penguins, I completed the
form trying to stand out from the 1000’s of other
worldwide applicants. One month on and I got the
‘thanks for coming’ rejection email, however I chose
to pursue my quest to be part of the Antarctic elite. As
a complete stab in the dark I decided to email Robert
Swan direct – what’s the worst that could happen? I
knew of his legendary globe trotting antics and at the
very most I was expecting a short note of dismissal.
However a week later I got a reply from Robert,
‘Ahoy Ben, Robert here. Come join us for the next
expedition, get fund raising.’
In shock I replied with an email of appreciation and inquired about the next steps to seal the deal. I
started to go about the initial stages of fund raising, expecting every one I approached to be
captivated by the expedition, like myself, and support me in my mission. First I went to the people I
regarded as my ‘bankers’. I went to Siemens, the company I was undergoing a placement year with,
who straight away opted out due to recession cuts and no scope in the financial budget. This was
quickly followed by two more rejections from what I was expecting to be dead certain sponsors. I
discovered very rapidly that the middle of a credit crisis was not the best time to seek any sort of
financial enthusiasm for the expedition.
Just as all was looking grim, Wellstream, a company whom I previously joined for summer work, put
an incredibly generous offer on the table. Now with a big player on board finally my trip could carry
some weight and hold the credibility I needed.
With all but one of my ‘Plan A’ potential sponsors out of the picture, I moved onto organisations
with Education in their interest. I approached my old school, Oundle, my current university, Bath,
and the Institute of Mechanical Engineers (IMechE) for some prospective funding. After getting my
University lectures on board and filling in a number of timely application forms all three offered me
a valuable contribution towards my final total. Always looking for more, I then re-approached the
Royal Academy of Engineers, who had originally refused my funding application, who agreed to reconsider their stance and match the contribution of the IMechE.
Wanting to try and get some good ‘stash’ for the expedition I approached an old friend who was
involved in the marketing of a new clothing brand, Jeff Green, to supply me with the suitable gear
required for the journey. In return I offered him an incredible advertising opportunity, getting Robert
Swan and the rest of the 2041 team involved with the brand to maximise exposure and promotion.
With the majority of my funding now covered and some warm clothes secured I could start to relax
and look forward to the prospects of venturing to the driest, coldest, windiest and southernmost
continent on the Earth.
Benjamin Lane
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2041 Inspire Antarctic Expedition – Fund Raising
Fund Raising Tips
Approach the Easiest First:
Friends and Family – Don’t be afraid to ask and use their contacts.
University or School – They have money set aside for such projects and love to see their
students succeeding in something different.
Reach Out:
University Connections – Partner companies, names on your campus, department
connections.
Organisation in Your Field – For example the IMechE for engineering students.
Organisations Relevant to Sustainability Living/Energy – Appeal to their ‘green’ conscience.
Local Companies – Go and visit them in person, offer them extensive promotion.
The Government – Go check out the various local and national grants available for youth
projects.
Know your Sponsor:
What’s in it for them? What can they gain from sponsoring you? How would the expedition
appeal to their line of work?
This could be promotion of their green credentials, it could be to gain access to the legendary
Robert Swan, it could be that they have a big heart and just want to help.
Be Organised:
Start Early and get it out of the way so you can relax and look forward to your expedition.
Plan your angle of attack and set realistic obtainable targets from each sponsor/activity.
Keep all correspondence and emails and get a guarantee on paper from sponsors.
Create a separate bank account for the funds. It’s easy to keep track of the money and means
you won’t spend it.
Have a plan B
Have a plan C.
Seek Attention:
The more awareness the better: for you, for 2041 and for the cause.
Approach local Media – The BBC, Local Radio, Newspapers and Magazines.
Fund Raising Events – Raffles at the local fair, Marathons, Sporting events. These all raise
money and spread awareness.
Think out side the box - Make sure to incorporate something fun for you and fun for others.
Benjamin Lane
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2041 Inspire Antarctic Expedition – Fund Raising
Grab their Attention and Keep it:
These are busy people you approaching, you need to grab their attention and quickly.
Prepare a short, snappy, to the point email with a document attached to provide further
information.
Keep it formal, Keep it professional:
What you are doing and why – 2041 mission, raise awareness, take action.
What you want from them – Funding, support.
Why they should invest in you personally – Experiences, accolades, creditability.
What will they gain from supporting you – Advertising, promotion, networking.
Before to expedition - Keep them updated on your totals, departure times, pictures.
During the expedition – They can keep track on the 2041 Blog. Promotion during ‘Flag Day’,
get their logos printed on clothing, ask for promotion goodies.
After the expedition – Link with future events. Deliver presentations, articles and promises.
Once you have got a couple of companies on board, advertise this to their competitors and
others. It will give your expedition credibility and people will not want to miss out.
If you’re still short at the end, go back to the original sponsors offering them more –
another talk, article etc for increased funding.
Don’t make promises you can’t keep.
BE PERSISTANT, don’t give up and keep the end goal in sight.
And remember - If you never ask, you will never know. What’s the worst that could
possibly happen?
“The greatest threat to our planet
is the belief that
someone else will save it”
Robert Swan OBE
Benjamin Lane
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