FORMEDIA CongressUtrechtOpening PlenaryMiles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom4t...
UtrechtPride and belief1579 – Union of UtrechtBeginning of the Dutch Republic    01/11/2010 © The University of Sheffield ...
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/...
What is your ambition?Think BIG – Have vision – Build a programme   You do not have to “convert” everyone!01/11/2010 © The...
Alumni - Staff - Students     A huge     untapped     resource     A stronger     University01/11/2010 © The University of...
Where has it been happening01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Some examples …And what about here?                                                                  … and                ...
What is your priority area?                                                   Alumni Relations?                           ...
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,                           ...
Sheffield 1828The funding ofHigher Education 01/11/2010 © The University of Sheffield / Department of Marketing and Commun...
Portugal 1974                                                                                    Growth in the            ...
UK c. 198201/11/2010 © The University of Sheffield / Department of Marketing and Communications
Tony Blair                                   Tuition fees brought in                                   Expansion in number...
UK 2010                                                                       Lord Browne’s                               ...
League Tables                The operation of a global market01/11/2010 © The University of Sheffield / Department of Mark...
League Tables 2        United States 54                                                     Sweden 5        United Kingdom...
Bristol 1993   The establishment of professional offices01/11/2010 © The University of Sheffield / Department of Marketing...
Technological changes•   When I started …•   Internet•   Facebook - LinkedIn•   Email•   CD-Roms•   Video links•   Google•...
Massive changes• Growth in size of offices• The number of offices• Budgets• Changing political  landscape• Matched Funding...
CASE-Ross Survey of UK                               University Philanthropy01/11/2010 © The University of Sheffield / Dep...
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...
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 ...
What is Philanthropy?Francis Bacon (1561-1626)Of Goodness & Goodness of Nature  “Goodness answers to the  theological virt...
What is Philanthropy?Sir Francis Bacon (1561-1626)Of Goodness & Goodness of Nature  “I take goodness in this sense, the  a...
Danger ZoneHij heeft de klok wel horen luidenMaar weet niet waar de klepel hangt.    01/11/2010 © The University of Sheffi...
It can only work inthe United States?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Carnegie – Rockefeller - Getty                                                                                        even...
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                          ...
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 Shef...
Princeton University                                                        Weekly!!!!!01/11/2010 © The University of Shef...
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
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• i...
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, Lou...
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 M...
A leapof faith?orWhy Not?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Case study of Bristol                                                                                        3 staff to   ...
Case study of Bristol                                                                                        3 staff to   ...
Nervous – my first post• Can it succeed?• How much will it cost?• Will alumni want to help?• Will you raise anything?• Wil...
Creating an Alumni Network                                                                        A life-changing         ...
Hard Work                           Nelson Armstrong, Dartmouth College                             the best job in the wo...
“You don’t make a    gherkin by occasionally    squirting vinegar on a    cucumber.”    Scott Nichols    Harvard Law Schoo...
It is a managed process – so measure it   Communication   Regular contact   Events/invitations   Opportunities to help   A...
What support is coming from your University? 01/11/2010 © The University of Sheffield / Department of Marketing and Commun...
Cultivation Programme                        Prospective                          Student                                 ...
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 / Depa...
Our AlumniFormerstudents, staffand friends130,000 +
Hard and soft benefits                                                               Reputation Word of Mouth             ...
Hard and soft benefits                                              AmbassadorsAdvisoryPanels                             ...
Famous Alumni        David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard01/11/2010 © The University of Shef...
Addressable Alumni (02/02/2009)                                                         UK                                ...
Alumni Publications + email01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Dr Nicholas Liverpool01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Events and reunions01/11/2010 © 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 Pro...
Key things to get right• Commitment from the top• Clarity of academic strategy• Invest and professionalise: are we  “fundr...
Why are we doing this?• Enhancing the student experience• Educating the poor and disadvantaged• Solving a technological/so...
Discussion and Questions
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Miles stevenson 2010 presentie naar utrecht 1

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Miles stevenson 2010 presentie naar utrecht 1

  1. 1. FORMEDIA CongressUtrechtOpening PlenaryMiles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom4th November 2010
  2. 2. UtrechtPride and belief1579 – Union of UtrechtBeginning of the Dutch Republic 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  3. 3. The home of Nijntje - Miffy01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  4. 4. What’s been happening in the UKover the last twenty years or so?Are there themes which areapplicable to the Netherlands?
  5. 5. I’m not here to preach!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  6. 6. Concerns “We have no alumni of interest or importance!”01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  7. 7. 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
  8. 8. Alumni - Staff - Students A huge untapped resource A stronger University01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  9. 9. Where has it been happening01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  10. 10. Some examples …And what about here? … and here? 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  11. 11. 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
  12. 12. Moving to …01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  13. 13. “… the dark side of the force”01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  14. 14. 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
  15. 15. Sheffield 1828The funding ofHigher Education 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  16. 16. 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
  17. 17. UK c. 198201/11/2010 © The University of Sheffield / Department of Marketing and Communications
  18. 18. 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
  19. 19. 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
  20. 20. League Tables The operation of a global market01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  21. 21. 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
  22. 22. Bristol 1993 The establishment of professional offices01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  23. 23. 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
  24. 24. 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
  25. 25. CASE-Ross Survey of UK University Philanthropy01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  26. 26. This will never happen here!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  27. 27. SITraN£9 million in donations for MND01/11/2010 © The University of Sheffield / Department of Marketing and Communications 27
  28. 28. Is it coming your way?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  29. 29. Philanthropia“Philos” for love“Anthropos” for humankindPhilanthropy = Love of humankind 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. It can only work inthe United States?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  34. 34. Carnegie – Rockefeller - Getty even Gates!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  35. 35. USA alumni01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  36. 36. Penn State01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  37. 37. 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
  38. 38. Harvard University01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  39. 39. Princeton UniversityAlumni Magazine –Regular Communication“brand” reinforcement 62% 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  40. 40. Princeton University Weekly!!!!!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  41. 41. British Universities01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  42. 42. UK alumni01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  43. 43. How are you feeling?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  44. 44. How are you feeling?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  45. 45. 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!
  46. 46. What is your level of commitment?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  47. 47. Johns Hopkins Data01/11/2010 © The University of Sheffield / Department of Marketing and Communications 47
  48. 48. Johns Hopkins Data01/11/2010 © The University of Sheffield / Department of Marketing and Communications 48
  49. 49. Caveat!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  50. 50. It is working in Europe!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  51. 51. 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
  52. 52. Let’s got to Poland!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  53. 53. University of Krakow01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  54. 54. University of Krakow - 1364 Blessed St. Queen Jadwiga01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  55. 55. A leapof faith?orWhy Not?01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  56. 56. Case study of Bristol 3 staff to …??????01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  57. 57. Case study of Bristol 3 staff to … 45 now!01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  58. 58. 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
  59. 59. 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
  60. 60. Hard Work Nelson Armstrong, Dartmouth College the best job in the world … probably01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  61. 61. “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
  62. 62. 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
  63. 63. What support is coming from your University? 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  64. 64. 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
  65. 65. Sheffield01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  66. 66. The University of Sheffield Founded in 190501/11/2010 © The University of Sheffield / Department of Marketing and Communications
  67. 67. Our AlumniFormerstudents, staffand friends130,000 +
  68. 68. Hard and soft benefits Reputation Word of Mouth Speakers Visiting30% Professorsendorsement 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  69. 69. Hard and soft benefits AmbassadorsAdvisoryPanels Donations Recruiters 01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  70. 70. Famous Alumni David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  71. 71. 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
  72. 72. Alumni Publications + email01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  73. 73. Dr Nicholas Liverpool01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  74. 74. Events and reunions01/11/2010 © The University of Sheffield / Department of Marketing and Communications
  75. 75. Brand - ReputationPride and PrestigeCompetitionRecruitmentPhilanthropyEnriching the experience
  76. 76. 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
  77. 77. 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
  78. 78. 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
  79. 79. Discussion and Questions
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