Key note Miles Stevenson

Alumni CongressUtrechtKey note session:Measuring successMiles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom10th November 2011

What is success?08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Sophocles “Success is dependent on effort”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”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.”08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Sheffield08/11/2011 © The University of Sheffield / Department of Marketing and Communications

The University of Sheffield Founded in 190508/11/2011 © The University of Sheffield / Department of Marketing and Communications

Utrecht08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Beguine - begijntje08/11/2011 © The University of Sheffield / Department of Marketing and Communications

The Dutchman’s Dream08/11/2011 © The University of Sheffield / Department of Marketing and Communications

The home of Nijntje - Miffy08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Measuring SuccessHard TargetsTarget-centricProfessional not soft …… 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Measuring Success08/11/2011 © The University of Sheffield / Department of Marketing and Communications

CASE-Ross Survey of UK University Philanthropy08/11/2011 © 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?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 State08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Royal Visit – 18/11/2010 Press coverage08/11/2011 © The University of Sheffield / Department of Marketing and Communications

What do we measure?Are there themes whichare applicable to theNetherlands?

Encouraging investmentWith measurable targets, you will …persuade your Rector and the Board to …give you their timeand “institutional buy-in”a larger budgetmore staff and resourcesa longer time-frame with which to plan… and to take you very seriously 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

A typical early alumni officeEvents – reunions - partiesPublications – electronic and magazinesSome speakersSpecial offers/discountsLife-long learning opportunities… and my favourite …. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

NetworkingHow do you measure it – and who is it for? For your University or the alumni? 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 vulnerable08/11/2011 © The University of Sheffield / Department of Marketing and Communications

It’s a bit like marketing“We have a (small) alumni office becauseother universities have one!”It can be seen as:OptionalLow ProfileNot business criticalNot delivering tangiblesand therefore vulnerable … 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

How is the Euro/Economy? 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?08/11/2011 © The University of Sheffield / Department of Marketing and Communications

What is success? 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 Donations08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Fundraising … consider it08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Nobel Prize-winners Sir Harry Kroto and Sir Richard Roberts08/11/2011 © The University of Sheffield / Department of Marketing and Communications

League Tables The operation of a global market08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Brand - ReputationPride and PrestigeEnriching the experiencePublic perception of yourUniversity

Branding You will have heard of all these “brands”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 participation08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Hard and soft benefits Reputation Word of Mouth Speakers Visiting30% Professorsendorsement 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Hard and soft benefits AmbassadorsAdvisoryPanels Donations Recruiters 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Alumni - Staff - Students A huge untapped resource A stronger University08/11/2011 © 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!)08/11/2011 © The University of Sheffield / Department of Marketing and Communications

What makes a difference?If this stopped – whatwould be therepercussion?Get your Rector toappreciate how importantalumni relations is.

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 08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Utopia?Let me sketch out a thriving office08/11/2011 © The University of Sheffield / Department of Marketing and Communications

Discussion and Questions

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Key note Miles Stevenson

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Key note Miles Stevenson — Presentation Transcript