Miles stevenson 2010 presentatie naar utrecht 2

FORMEDIA CongressUtrecht“Bezint eer gij begint”“Think before you start …”Miles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom4th November 2010

I aim to cover …• Building a Development and Alumni Relations office• Using Sheffield as a case study – successes, achievements and lessons• Questions and discussion 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Congratulations! You have responsibility for a fascinating area of work01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Your aim is to create …• a successful office• builds a strong alumni family and brand• pleases your Rector• helps your institution• makes supporters happy• (maybe) which raises money and• … and gives you fulfilment Marco Van Basten01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Your University is sceptical/nervous• Can it succeed?• How much will it cost?• Can you recruit good staff?• Will you raise any support?• Realistically, what can be achieved in the short-term?• Is it essential? 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

And you are nervous!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Dutch Proverbs• Als je moet, dan kun je veel. “Necessity is the mother of invention”• De kost gaat voor de baat uit You have to invest time, effort or money before you can expect anything• Een brutaal mens heeft de halve wereld “A cheeky person has more opportunities”01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Dutch Proverbs 2• Een goed begin is het halve werk.• “If you start something off well, youre already half on your way.“• Geen geld, geen Zwitsers. (“No money, no Swiss.”!!!!!!) “Dont expect something for nothing”• Niet geschoten is altijd mis "Nothing ventured, nothing gained."01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Institutional Audit 1• Check out the history – why haven’t they had one before?• Who is the head of the institution?• What is his/her (real!) commitment?• How much charisma?• Are senior management keen?• What is your reporting structure?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Institutional Audit 2• What resources are available?• What is the institution good at?• Unique selling points – if any• What is its reputation?• How many alumni, how old, how famous?• What is the group feeling?• Any focus groups?• Who will really back you?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Institutional Audit 3• What do they really want?• Is it connections or money .. or what?• How “savvy” are they?• What are the expectations?• How reasonable are their expectations?• If you haven’t taken the job yet – then know your new institution before you jump01/11/2010 © The University of Sheffield / Department of Marketing and Communications

William Squire• You need processes• You need a little luck• You can create luck• You don’t need to convert everyone01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Key Objectives• Building the processes• Building the communications• Building participation• Defining targets• Achieving results01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building the processes Hartelijk dank Stewardship• Effective mechanisms to thank supporters• Effective mechanisms to recognise supporters• Regular cultivation devices• Validation tools (newsletter)• Thank, thank, THANK• Your most likely future donor is a past donor 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Saying thank you01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Recognition01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Gift ClubsDonor Pin Badges 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building the processes 2 Your database• The database is your most important resource – it is crucial for “corporate memory”• Buy an “off the shelf model” – resist in-house designs• Send out questionnaires• Link your website to the database• Use it to record information, gifts, stewardship and events• Track and record affinity - attendance01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building the processes 3 Prospect Management• Build a prospect identification process• Establish rigorous and thorough prospect cultivation and tracking processes• Prospect profiles, meeting reports and data collection methods• Programme of prospect cultivation meetings• Prepare ways to invite prospects back (dinners, lectures, careers advice, mentor)01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building the processes 4 Finance and gift tracking• Make friends with the Finance Office or Bursar• Clear guidelines for responsibility and actions• Appropriate gift aid reclamation processes• Agreement on who deals with general donations• Agreement on who deals with bequests/queries01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building the communications Your Alumni Magazine• Establish a brand identity• Make it interesting – not just propaganda!• Regular publishing• Ensure a mention of philanthropy/beneficiaries Your Website• Websites do not replace magazines – they complement them• Websites can provide information/new/services• Use it to collect information - link to your database 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Alumni Publications01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Centenary DVD to 25,00001/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building the communications 2 Donor Publications• Donor newsletter – validates and motivates• Legacy/Bequest guide – important to attain big gifts (Amsterdam example)• Guides to giving – avoid one size fits all – tailor each one• Project/Campaign publications – avoid over- reliance on expensive productions01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Blow your own trumpetBuilding personal rapport with key people01/11/2010 © The University of Sheffield / Department of Marketing and Communications

VisibilityYou, your office and your staffmust be visiblePeople must be able to find you– and quicklyYou need to know all tax issuesand documentation perfectlyYou must inspire trust andconfidence – some people areactually just “testing” you 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Building participation• Leadership to agree on objectives• Case for support• Communication to departments and faculties• Champions – internal and external• Determine past and current supporters• Find new supporters• Create gift clubs and donor recognition points01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Defining targets• Set time frame over next 4 – 5 years• “10p to gain £1” or 20p or 30p …• Establish key stages when budget/staff can be increased• Track and measure donations and legacy pledges• Improve accuracy of database (fewer returns)• Improve database content (emails, phone numbers)• Growth in number of donors and value of gifts 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You should be able to count it

Get measuringYou must alsohavenon-financialmeasureables 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

The Strategic Plan A plan will involve the whole range of activity• Prospect research, identification and cultivation• Publications – e-bulletins• Volunteers• Events/Reunions• Database• Alumni Ambassadors• Legacies/Major gifts• Annual Fund• Mailshots and tele-campaigns 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

All shapes and sizes – accept it Het gras zal altijd groener zijn aan de andere kant van de heuvel01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Oxford and CambridgeNine in ten DON’T give

Lots of different options01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Gurus/Charlatans?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Basic Ingredients• Database• Time• Direction• Support – budget• Support – staff• Backing from the top• Training• Energy and enthusiasm 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You need a budget Al draagt een aap een gouden ring, het is en blijft een lelijk ding "Even if a monkey wears a gold ring, it is and remains an ugly creature“ You cannot make a silk purse from a sow’s ear"01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You mix the ingredients01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Obvious points• Visibility - make it easy to find you (and give to your institution)• You must ask people to help• You must cultivate• Persistence and patience• What will be your first supporter or gift?• Where are your allies?• Where are your threats?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You MUST …1. Believe in the cause– this will give youconviction and passion2. Make your own gift– you can look thedonor in the eye3. Get out of the officeand meet people 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Why Education is Important Ricketts – Penicillin – Viagra!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Why Education is Important 2 Bailey Bridge – Stainless Steel – London Eye01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Go out and cultivate people Show them you are not like this!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Skills of persuasion - conversion01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You MUST …1. Know your University inside out – history, facts, achievements2. Identify what makes your University special – its U.S.P. (Unique selling point/s)3. Win the trust (and time) of the senior management and academics 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You MUST …1. Have good“saleable” projects –on two sides of paper!2. Put these through avigorous testing3. Identify andresearch who mightsupport you4. Get out and “sell” 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You MUST …1. “Chase” the opportunity2. Follow your gut instincts/integrity3. Don’t waste time on silly projects or time wasters4. Assessment of impact – what is a good use of time? 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You are notsuperhuman …but expectationscan be very highManage expectations 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What’s your boss like?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

The right to say “No”01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Explain that things do go wrong01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Ordinary alumni?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Now worth $73 billion01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Short-term gains versus long-term planning“We build long-termfundraisingrelationshipsin institutions that thinkshort-term.” Scott Nichols Harvard Law School01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Sowing the seedsAlumni Relations preparesthe ground for increasedreputation, brandrecognition, betterrecruitment and ultimatelydonations. 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Quotation “I like to think that our alumni relations programme is laying the foundations for a successful programme … in twenty years time.”01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Confront The “B” word - Begging01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Fundraisers and fundraising?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

It is not just about fundraisingPure Development –short-term resultsAlumni are not “cashcows” - if everyapproach is justabout money, they’llrun awayYou must treat themas individuals01/11/2010 © The University of Sheffield / Department of Marketing and Communications

The University ofSheffield: a case study

Sheffield01/11/2010 © The University of Sheffield / Department of Marketing and Communications

The University of Sheffield Founded in 190501/11/2010 © The University of Sheffield / Department of Marketing and Communications

Sheffield - 190401/11/2010 © The University of Sheffield / Department of Marketing and Communications

Sheffield’s first office closed in 199401/11/2010 © The University of Sheffield / Department of Marketing and Communications

What went wrong? Unrealistic expectations Lack of commitment at the top Ownership – “someone else will provide the money” Parties and publications versus fundraising Ever growing costs No early successes = destroying confidence Too much “choice” for donations Alumni groups preserving independence Staff not really believing in it - apologetic Ultimately the cost – benefit ratio 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Starting point• Some data – no database• 1 ½ alumni relations staff• No magazine – limited website• 6 regular donors – c. £100 p.a.• No organised fundraising• But … evidence of philanthropy 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Starting point No one was asking No Development Office – so no co-ordination No thanking of existing donors = withering away No publicity to raise any awareness of why someone should give01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Development and Alumni Relations Office Office established June 2002:• To reconnect with alumni, staff and friends of the University• To raise donations• To build up endowments 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What did I do first?• Scoping – pause for thought• Database – expensive• Questionnaire and research• Internet site – with donation form• Quality publications• Fundraising priorities and plan• Alumni Relations programme• Agreed projects01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Public backing by Vice-Chancellor Talk to all heads of department on my second day Support from Vice- Chancellor Acknowledgment of difficulties Immediate expressions of interest01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Essential stakeholders You need key constituents on your team1. Your Vice-Chancellor/your boss2. The senior managers3. Your staff4. Your supporters/donors5. The academic champions 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Teams • Database and Research • Alumni Relations • Fundraising – Annual Fund • Fundraising – Projects • Fundraising – Major Gifts • Finance and Stewardship01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Make your gift first!The number one rule …If you can’t persuadeyourself, you won’tpersuade anyoneGifts that “hurt” – nottoken giftsAll part of the training 01/11/2010 © The University of Sheffield / Department of Marketing and Communications 73

Light a fire• Go and see people• Get the senior people to give• Demonstrate results 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Sort out publicity!You need to start workingon all your audiencesimmediately – everymediumSwitchboardHome web pageDonation FormCases for givingYou need a success story 01/11/2010 © The University of Sheffield / Department of Marketing and Communications 75

Andrew Carnegie (1835–1919) “The rich man who dies rich dies disgraced.” “I resolved to stop accumulating and begin the infinitely more serious and difficult task of wise distribution.”01/11/2010 © The University of Sheffield / Department of Marketing and Communications 76

People invest in success My first donor01/11/2010 © The University of Sheffield / Department of Marketing and Communications 77

Collective donations mount up into something impressive01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Gifts and Pledges £24 million raised since 2002 Funds raised for every faculty 8,500 donors c. 90% of the gifts were “untied” 421 legacies confirmed 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

University of Sheffield Donations 2008/09 Donor Proportions Source of Funds Alumni 91.13% Alumni 19.78% Parents and guardians Parents and guardians 0.91% 0.09% Friends and other Friends and other individuals 5.86% individuals 8.95% Companies 0.51% Companies 12.70% Foundations and other Foundations and other organisations 1.02% organisations 15.60% Legacies 0.57% Legacies 42.88%Donor Proportions represents the percentage of each donor group giving to the UniversitySource of funds represents the percentage of funds contributed by each donor group.1,681 individuals gave £1.3 million in cash (£5.6 million raised in pledges that year)01/11/2010 © The University of Sheffield / Department of Marketing and Communications

SITraNIt is the research that counts …01/11/2010 © The University of Sheffield / Department of Marketing and Communications 84

Legacy figures• 421 confirmations that Sheffield is remembered in a will• A further 1,370 people have requested a legacy brochure• Since 2000, we have received legacies from 41 individuals worth: £3,395,776 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

You will need …• Process• Staff and resources• Early successes• Steady nerves• Belief in the cause• Patience• And a bit of luck01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What can you expect in the Advancement profession? Meeting remarkable people Making things happen Making a difference01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Discussion and Questions

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Miles stevenson 2010 presentatie naar utrecht 2

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