Miles stevenson 2010 presentie naar utrecht 1

FORMEDIA CongressUtrechtOpening PlenaryMiles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom4th November 2010

UtrechtPride and belief1579 – Union of UtrechtBeginning of the Dutch Republic 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

The home of Nijntje - Miffy01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What’s been happening in the UKover the last twenty years or so?Are there themes which areapplicable to the Netherlands?

I’m not here to preach!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Concerns “We have no alumni of interest or importance!”01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What is your ambition?Think BIG – Have vision – Build a programme You do not have to “convert” everyone!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Alumni - Staff - Students A huge untapped resource A stronger University01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Where has it been happening01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Some examples …And what about here? … and here? 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What is your priority area? Alumni Relations? Alumni chapters Marketing? Public Relations? Database? Events? On-line? Magazine? Fundraising? Some of them? All of them?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Moving to …01/11/2010 © The University of Sheffield / Department of Marketing and Communications

“… the dark side of the force”01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Taking you back in time to 1828 … and then to 1974, then 1982, then 2010 and then to 1993!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Sheffield 1828The funding ofHigher Education 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Portugal 1974 Growth in the number of students/alumni; how they fund their studies and their expectations01/11/2010 © The University of Sheffield / Department of Marketing and Communications

UK c. 198201/11/2010 © The University of Sheffield / Department of Marketing and Communications

Tony Blair Tuition fees brought in Expansion in numbers – aim for 50% Matched Funding Scheme … worth £200 million over 3 years01/11/2010 © The University of Sheffield / Department of Marketing and Communications

UK 2010 Lord Browne’s Independent Review of Higher Education Funding Tuition fees to rise01/11/2010 © The University of Sheffield / Department of Marketing and Communications

League Tables The operation of a global market01/11/2010 © The University of Sheffield / Department of Marketing and Communications

League Tables 2 United States 54 Sweden 5 United Kingdom 29 France 4 Canada 11 South Korea 4 Japan 11 Denmark 3 Netherlands 11 Israel 3 Germany 10 New Zealand 3 Australia 9 India 2 Switzerland 7 Ireland 2 China 6 Norway 2 Belgium 5 Russia 2 Hong Kong 5 Singapore 2 Source - Times Higher League Tables 2009 Country breakdown for top 20001/11/2010 © The University of Sheffield / Department of Marketing and Communications

Bristol 1993 The establishment of professional offices01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Technological changes• When I started …• Internet• Facebook - LinkedIn• Email• CD-Roms• Video links• Google• Immediacy 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Massive changes• Growth in size of offices• The number of offices• Budgets• Changing political landscape• Matched Funding Scheme• Professionalisation• A change in what people think and say both internally and externally 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

CASE-Ross Survey of UK University Philanthropy01/11/2010 © The University of Sheffield / Department of Marketing and Communications

This will never happen here!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

SITraN£9 million in donations for MND01/11/2010 © The University of Sheffield / Department of Marketing and Communications 27

Is it coming your way?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Philanthropia“Philos” for love“Anthropos” for humankindPhilanthropy = Love of humankind 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What is Philanthropy?Francis Bacon (1561-1626)Of Goodness & Goodness of Nature “Goodness answers to the theological virtue charity … In charity there is no excess: neither can angel, nor man, come in danger by it. The inclination to goodness, is imprinted deeply in the nature of man. “ 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What is Philanthropy?Sir Francis Bacon (1561-1626)Of Goodness & Goodness of Nature “I take goodness in this sense, the affecting of the weal of men, which is that the Grecians call philanthropia … Goodness I call the habit, and goodness of nature, the inclination. This of all virtues, and dignities of the mind, is the greatest; being the character of the Deity: and without it, man is a busy, mischievous, wretched thing; no better than a kind of vermin. “ 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Danger ZoneHij heeft de klok wel horen luidenMaar weet niet waar de klepel hangt. 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

It can only work inthe United States?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Carnegie – Rockefeller - Getty even Gates!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

USA alumni01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Penn State01/11/2010 © 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 State01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Harvard University01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Princeton UniversityAlumni Magazine –Regular Communication“brand” reinforcement 62% 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Princeton University Weekly!!!!!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

British Universities01/11/2010 © The University of Sheffield / Department of Marketing and Communications

UK alumni01/11/2010 © The University of Sheffield / Department of Marketing and Communications

How are you feeling?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

This isn’t America you know...• we don’t have the tradition• we don’t have the wealth• we don’t have the tax incentives• it’s the government’s business• it’s all very well for Oxford or Harvard…• this isn’t what we appoint our Rectors to do• we can’t get the staff• we already tried this and it didn’t work!

What is your level of commitment?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Johns Hopkins Data01/11/2010 © The University of Sheffield / Department of Marketing and Communications 47

Johns Hopkins Data01/11/2010 © The University of Sheffield / Department of Marketing and Communications 48

Caveat!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

It is working in Europe!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Support for education• Chalmers, Karolinska Institutet• INSEAD, ESSEC, ESCP-EAP• Ecole Polytechnique, Toulouse• Lille, Louvain• Bocconi, Milano, Bologna• Groningen, Erasmus, Amsterdam• Oxford, Cambridge, Edinburgh, LSE, Bristol, Sheffield• CEU, Bremen…01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Let’s got to Poland!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

University of Krakow01/11/2010 © The University of Sheffield / Department of Marketing and Communications

University of Krakow - 1364 Blessed St. Queen Jadwiga01/11/2010 © The University of Sheffield / Department of Marketing and Communications

A leapof faith?orWhy Not?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Case study of Bristol 3 staff to …??????01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Case study of Bristol 3 staff to … 45 now!01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Nervous – my first post• Can it succeed?• How much will it cost?• Will alumni want to help?• Will you raise anything?• Will anyone help?• Realistically, what can be achieved in the short- term?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Creating an Alumni Network A life-changing experience Altruism Belonging Putting something back Pride/Responsibility01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Hard Work Nelson Armstrong, Dartmouth College the best job in the world … probably01/11/2010 © The University of Sheffield / Department of Marketing and Communications

“You don’t make a gherkin by occasionally squirting vinegar on a cucumber.” Scott Nichols Harvard Law School01/11/2010 © The University of Sheffield / Department of Marketing and Communications

It is a managed process – so measure it Communication Regular contact Events/invitations Opportunities to help Asking and involving It requires an excellent database 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

What support is coming from your University? 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Cultivation Programme Prospective Student ARRIVAL Freshers’ Fair Alumni Foundation Legacy GRADUATION Major Gift Receptions Social Events Regular Gift Departmental Newsletter Initial Gift Email Newsletters Their Someone Else’s Money Money (Company / 5 YEARS ONTheir Time Trust) STEADY First approach for money Their Advice Expertise CULTIVATION 01/11/2010 © 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

Our AlumniFormerstudents, staffand friends130,000 +

Hard and soft benefits Reputation Word of Mouth Speakers Visiting30% Professorsendorsement 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Hard and soft benefits AmbassadorsAdvisoryPanels Donations Recruiters 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Famous Alumni David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Addressable Alumni (02/02/2009) UK Russia & Central 98,308 Asia - 28 N. America 2,601 Europe 9,546 E. Asia Middle 4,580 East/Gulf 1,888 Caribbea n S. 443 Asia S.E. 1,194 Asia Africa 5,345 S. America 1,497 338 Australasia 84901/11/2010 © The University of Sheffield / Department of Marketing and Communications

Brand - ReputationPride and PrestigeCompetitionRecruitmentPhilanthropyEnriching the experience

What is holding you back? • Barriers to overcome • Leadership support • Staff • Databases • Alumni Programme does not exist • Cost • Results? • Pipeline for donors • Logical methologyPractical things which make a difference 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Key things to get right• Commitment from the top• Clarity of academic strategy• Invest and professionalise: are we “fundraising ready”?• Seek institutional understanding• Grow your pool of supporters• The student experience?01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Why are we doing this?• Enhancing the student experience• Educating the poor and disadvantaged• Solving a technological/social problem• Providing a cultural experience• Curing the sick• Making the world a better place 01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Discussion and Questions

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Miles stevenson 2010 presentie naar utrecht 1

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