Alumni Congress
Utrecht
Key note session:
Measuring success
Miles Stevenson
Director of Development
The University of Shef...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
What is success?
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Sophocles
“Success is
dependent on
e...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Sir Winston Churchill
“Success consi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Margaret Thatcher
“What is success?
...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Beguine - begijntje
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
The Dutchman’s Dream
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
The home of Nijntje - Miffy
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Measuring Success
Hard Targets
Targe...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Measuring Success
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Measuring Success
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
What are you measuring?
in alumni re...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Penn State President
Dr Graham Spani...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
What do we measure?
Are there themes which
are applicable to the
Netherlands?
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Encouraging investment
With measurab...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
A typical early alumni office
Events...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Networking
How do you measure it – a...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
The Land of Hugs - perception
This i...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
“We have a (small) alumni office bec...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Nobel Prize-winners
Sir Harry Kroto ...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
League Tables
The operation of a glo...
Brand - Reputation
Pride and Prestige
Enriching the experience
Public perception of your
University
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Branding
You will have heard of all ...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Other areas of alumni relations
Bran...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Hard and soft benefits
Word of
Mouth...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Hard and soft benefits
Advisory
Pane...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Alumni - Staff - Students
A huge
unt...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
What makes a difference?
If this stopped – what
would be the
repercussion?
Get your Rector to
appreciate how important
alu...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffi...
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Utopia?
Let me sketch out a thriving...
Discussion and Questions
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Key note Miles Stevenson

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Transcript of "Key note Miles Stevenson"

  1. 1. Alumni Congress Utrecht Key note session: Measuring success Miles Stevenson Director of Development The University of Sheffield, United Kingdom 10th November 2011
  2. 2. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications What is success?
  3. 3. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Sophocles “Success is dependent on effort”
  4. 4. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Sir Winston Churchill “Success consists of going from failure to failure without loss of enthusiasm”
  5. 5. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Margaret Thatcher “What is success? I think it is a mixture of having a flair for the thing that you are doing; knowing that it is not enough, that you have got to have hard work and a certain sense of purpose.”
  6. 6. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Sheffield
  7. 7. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications The University of Sheffield Founded in 1905
  8. 8. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Utrecht
  9. 9. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Beguine - begijntje
  10. 10. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications The Dutchman’s Dream
  11. 11. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications The home of Nijntje - Miffy
  12. 12. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Measuring Success Hard Targets Target-centric Professional not soft ……
  13. 13. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Measuring Success
  14. 14. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Measuring Success
  15. 15. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications CASE-Ross Survey of UK University Philanthropy
  16. 16. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications What are you measuring? in alumni relations? in participation? in communication? in reports? in fundraising? in engagement with your institution? in volunteers? in speakers? In enrolments?
  17. 17. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Penn State President Dr Graham Spanier Has a personal target of $1 million …. every day for Penn State
  18. 18. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Royal Visit – 18/11/2010 Press coverage
  19. 19. What do we measure? Are there themes which are applicable to the Netherlands?
  20. 20. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Encouraging investment With measurable targets, you will … persuade your Rector and the Board to … give you their time and “institutional buy-in” a larger budget more staff and resources a longer time-frame with which to plan … and to take you very seriously
  21. 21. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications A typical early alumni office Events – reunions - parties Publications – electronic and magazines Some speakers Special offers/discounts Life-long learning opportunities … and my favourite ….
  22. 22. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Networking How do you measure it – and who is it for? For your University or the alumni?
  23. 23. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications The Land of Hugs - perception This is all very nice – but without statistics, evidence and proof, you are vulnerable
  24. 24. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications “We have a (small) alumni office because other universities have one!” It can be seen as: Optional Low Profile Not business critical Not delivering tangibles and therefore vulnerable … It’s a bit like marketing
  25. 25. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Do you think government cuts are more or less likely? Do you think governments will be increasing university budgets? Do you think there will be a greater reliance upon the own efforts of universities? How is the Euro/Economy?
  26. 26. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Demonstrable figures of participation in terms of: Response rates Attendance Offers of help Number of actual meetings Number of proposals sent Level of real interest Donations What is success?
  27. 27. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Fundraising … consider it
  28. 28. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Nobel Prize-winners Sir Harry Kroto and Sir Richard Roberts
  29. 29. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications League Tables The operation of a global market
  30. 30. Brand - Reputation Pride and Prestige Enriching the experience Public perception of your University
  31. 31. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Branding You will have heard of all these “brands”
  32. 32. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Other areas of alumni relations Brand and reputation High profile speakers Contribution to the University and the economy Links to Industry Alumni Boards/Advisory Panels Benefit to students (careers advice/placements) Student recruitment Widening participation
  33. 33. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Hard and soft benefits Word of Mouth Reputation Speakers Visiting Professors30% endorsement
  34. 34. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Hard and soft benefits Advisory Panels Donations Ambassadors Recruiters
  35. 35. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Alumni - Staff - Students A huge untapped resource A stronger University
  36. 36. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications What are you measuring? • The database is key • Questionnaires returned and proceeded – hard copy and on-line • Email addresses collected • E-bulletins – open rates, who reads, which story is most popular? • Alumni boards – activity and membership • High profile speakers - attendance • Event participation – and feedback forms • A logical methodology • … and donations (but of course!)
  37. 37. What makes a difference? If this stopped – what would be the repercussion? Get your Rector to appreciate how important alumni relations is.
  38. 38. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications08/11/2011 © The University of Sheffield / Department of Marketing and Communications Alumni Engagement Survey • How do you feel about the University of Sheffield? • Three groups: • Not engaged – 3.5% - £10 • In the middle – 88% - £15 • Engaged – 8.5% - £90
  39. 39. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications Utopia? Let me sketch out a thriving office
  40. 40. Discussion and Questions

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