Alumni CongressUtrechtPrioritising when fundraisingWhere to focus your resources?Miles StevensonDirector of DevelopmentThe...
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 / Depar...
Development and Alumni                                     Relations Office  Office established  June 2002:• To reconnect ...
Je moet niet op één paard wedden.08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Balancing timeInvestment of timeInvestment of energyInvestment of resourcePersistencePatiencePerserverancePassionRisk vers...
Dr The Hon Sir Sze-yuen Chung08/11/2011 © The University of Sheffield / Department of Marketing and Communications   7
I aim to make this session …• Interactive• To tease out where you feel  comfortable fundraising• To talk about how you  ap...
My impression of fundraising                                     in EuropeThis is focused on corporate giving frombig comp...
Corporate Giving                                                   Is this philanthropy or                                ...
Corporate Giving at Sheffield08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Jessica Ennis08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Why do corporates give?08/11/2011 © The University of Sheffield / Department of Marketing and Communications   13
Why do corporates give?Corporate social responsibilitySeen to be cultured/caringVisibilityBrand association - badging oppo...
Why do corporates give?Privileged access/snobbishnessMixing with the in-crowdCorporate entertainmentSelf interest 08/11/20...
SimilaritiesApplying to a company is via an individual… but it is not their personal money… and they may have share holder...
Individual Giving08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Caveman fundraisingI want money… He is rich…   He will give me money!
Why do people give?08/11/2011 © The University of Sheffield / Department of Marketing and Communications   19
People give because:      •They are asked08/11/2011 © The University of Sheffield / Department of Marketing and Communicat...
People give because:      •They are asked      •They believe08/11/2011 © The University of Sheffield / Department of Marke...
Why don’t people give?08/11/2011 © The University of Sheffield / Department of Marketing and Communications   22
Why don’t people give?They haven’t been asked!Ignorance – selfishness - doubtsThe state should provide – not my responsibi...
Why don’t people give?Universities have lots of moneyStudents are not worthy of supportAll ivory tower nonsenseOther cause...
Individual GivingWhat target groups should we focus on?How do we define these groups?How do we connect with them?What prio...
Individual Giving    What about legacy giving?08/11/2011 © The University of Sheffield / Department of Marketing and Commu...
Obvious starters• Links to the University or college• Graduates, alumni, supporters• Former or current staff• Family links...
Obvious starters• Previous donors• Your board• Doctors/Lawyers• Bankers• Departments where there is  pride/success• Emotio...
Don’t judge by appearance08/11/2011 © The University of Sheffield / Department of Marketing and Communications   29
Prioritising resources 1Clearly you must put resources where resultscan be obtainedIn the UK, the key growth areas have be...
Prioritising resources 2Mass giving in annual telephone/direct mailReunion/Class Gifts – and departmentalapproachesLegacy ...
How do you like to be                                    approached for a gift?Have you made a gift?How did the organisati...
The best approachFace to face – one to one -     highly personal
Inclination and Capacity08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Remember – giving is voluntary               Capacity + Inclination = GiftDon’t forget the inclination. They must care for...
CapacityA simple rating system• Capacity (all over three years):A = £1M+B = £100,000+C = £20,000+D = £5,000+ 08/11/2011 © ...
Inclination• How do we assess Inclination?• Inclination to give is born out of interest in  the cause.• No better way than...
Putting it all together• Inclination rating:1 – Boiling 0-6 Months2 – Hot 6-12 Months3 – Warm 12-18 Months4 – Cool 18-24 M...
Prospect Research helps     identify:The best person to ask …the best prospect for …the best need at …the best time.
Who is this?                                         What is he using?08/11/2011 © The University of Sheffield / Departmen...
Information sources08/11/2011 © The University of Sheffield / Department of Marketing and Communications
The Giving Cycle                                    No Interest  IDENTIFICATION                                        Int...
Building a culture of giving  Raise awareness of the  effect of philanthropic giving• Publicise gifts and what they achiev...
Case Study
Who is this?
Lee Child
Lee Child
Involve all of these!
7 keys stages - strategyBuilding a culture of givingCases for givingResearchTimingThe askRecognitionThanking 08/11/2011 © ...
Discussion and Questions
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Workshop fundraising Miles Stevenson

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Miles Stevenson wordt gezien als een van de meest toonaangevende alumniprofessionals uit Groot Brittannië. Miles Stevenson werd Directeur van het bureau fondsenwerving en alumnirelaties van de Universiteit van Sheffield in Juni 2002, op dat moment een belangrijke Britse onderzoekuniversiteit, die echter geen bureau voor alumnirelaties en fondsenwerving had en slechts sporadisch giften ontving. Het eeuwfeest van de universiteit in 2005 bood, door een jaarprogramma van festiviteiten, een perfecte mogelijkheid om met oudstudenten opnieuw een relatie aan te gaan en fondsenwerving te bevorderen. In de loop van de laatste negen jaar is het bureau tot een team van 17 medewerkers gegroeid, is er een succesvol jaarlijks fondsenprogramma opgestart en worden regelmatig zes en zeven cijferige donaties en zijn meer dan 1.700 legaten ontvangen.
Voorafgaand aan Sheffield, werkte Miles negen jaar bij de Universiteit van Bristol, waar hij succesvolle telefoon- en legaatcampagnes opzette. Miles werden opgeleid aan de Universiteit van Durham waar hij een Bachelor in Geschiedenis en een Master in Middeleeuwse Geschiedenis behaalde. Hij sprak eerder op alumnicongressen in Ierland, Duitsland, Italië, Portugal en Slovenië en is de voorzitter van het jaarlijkse ‘CASE Europe Spring Institute’ in Groot Brittannië. Miles behoort steevast tot de meest gewaarde sprekers op de congressen waar hij spreekt.

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Workshop fundraising Miles Stevenson

  1. 1. Alumni CongressUtrechtPrioritising when fundraisingWhere to focus your resources?Miles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom10th November 2011
  2. 2. Sheffield08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  3. 3. The University of Sheffield Founded in 190508/11/2011 © The University of Sheffield / Department of Marketing and Communications
  4. 4. 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 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  5. 5. Je moet niet op één paard wedden.08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  6. 6. Balancing timeInvestment of timeInvestment of energyInvestment of resourcePersistencePatiencePerserverancePassionRisk versus opportunityLong term nature 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 6
  7. 7. Dr The Hon Sir Sze-yuen Chung08/11/2011 © The University of Sheffield / Department of Marketing and Communications 7
  8. 8. I aim to make this session …• Interactive• To tease out where you feel comfortable fundraising• To talk about how you approach different groups for support• To talk about methods of approach• Questions and discussion 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  9. 9. My impression of fundraising in EuropeThis is focused on corporate giving frombig companies …and not much on individualsIs this the case … and, if so, why is it the case?If we are thinking about “target groups” forfundraising, why are corporates/business giftso.k. but individuals are not? 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 9
  10. 10. Corporate Giving Is this philanthropy or sponsorship? Sponsorship is different – they get something in return Is it for research, equipment, for staff, for special access, for training?08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  11. 11. Corporate Giving at Sheffield08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  12. 12. Jessica Ennis08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  13. 13. Why do corporates give?08/11/2011 © The University of Sheffield / Department of Marketing and Communications 13
  14. 14. Why do corporates give?Corporate social responsibilitySeen to be cultured/caringVisibilityBrand association - badging opportunitiesCorporate giving to UK universities is hardunless you are based in LondonAnd especially so for the Arts in UK provinces 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 14
  15. 15. Why do corporates give?Privileged access/snobbishnessMixing with the in-crowdCorporate entertainmentSelf interest 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 15
  16. 16. SimilaritiesApplying to a company is via an individual… but it is not their personal money… and they may have share holders who havea viewValue for money is critical. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 16
  17. 17. Individual Giving08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  18. 18. Caveman fundraisingI want money… He is rich… He will give me money!
  19. 19. Why do people give?08/11/2011 © The University of Sheffield / Department of Marketing and Communications 19
  20. 20. People give because: •They are asked08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  21. 21. People give because: •They are asked •They believe08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  22. 22. Why don’t people give?08/11/2011 © The University of Sheffield / Department of Marketing and Communications 22
  23. 23. Why don’t people give?They haven’t been asked!Ignorance – selfishness - doubtsThe state should provide – not my responsibilityMillionaires should provide i.e. no role for meI’m not wealthy! 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 23
  24. 24. Why don’t people give?Universities have lots of moneyStudents are not worthy of supportAll ivory tower nonsenseOther causes are betterThey simply don’t understand what goeson in a University A lot is about marketing, confidence and repositioning08/11/2011 © The University of Sheffield / Department of Marketing and Communications 24
  25. 25. Individual GivingWhat target groups should we focus on?How do we define these groups?How do we connect with them?What priorities do we set?How do we get started?How do we go about engaging with them?What is Prospect Research? 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 25
  26. 26. Individual Giving What about legacy giving?08/11/2011 © The University of Sheffield / Department of Marketing and Communications 26
  27. 27. Obvious starters• Links to the University or college• Graduates, alumni, supporters• Former or current staff• Family links – parents• People living locally• Business links• Emotional links – e.g. patient at hospital 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  28. 28. Obvious starters• Previous donors• Your board• Doctors/Lawyers• Bankers• Departments where there is pride/success• Emotionally engaging projects 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  29. 29. Don’t judge by appearance08/11/2011 © The University of Sheffield / Department of Marketing and Communications 29
  30. 30. Prioritising resources 1Clearly you must put resources where resultscan be obtainedIn the UK, the key growth areas have been:Applications to charitable trusts and foundationsMajor giving from individuals 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 30
  31. 31. Prioritising resources 2Mass giving in annual telephone/direct mailReunion/Class Gifts – and departmentalapproachesLegacy giving – in a willE-givingParental giving is emerging 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 31
  32. 32. How do you like to be approached for a gift?Have you made a gift?How did the organisation approach it?Size requiredPurpose of projectWorthiness of project – local/nationalTone/approach – quality of publicationsOne-off or open-ended gift?Recognition 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 32
  33. 33. The best approachFace to face – one to one - highly personal
  34. 34. Inclination and Capacity08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  35. 35. Remember – giving is voluntary Capacity + Inclination = GiftDon’t forget the inclination. They must care for the cause! Do you start with Capacity or Inclination? Alumni / Friends Unconnected • Stronger likelihood • Billions have the of inclination capacity • So start with • So start with capacity inclination…..
  36. 36. CapacityA simple rating system• Capacity (all over three years):A = £1M+B = £100,000+C = £20,000+D = £5,000+ 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  37. 37. Inclination• How do we assess Inclination?• Inclination to give is born out of interest in the cause.• No better way than the right person getting face to face. 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  38. 38. Putting it all together• Inclination rating:1 – Boiling 0-6 Months2 – Hot 6-12 Months3 – Warm 12-18 Months4 – Cool 18-24 Months5 – Cold - More than 2 Years6 – Frozen – Requiring substantial pre-cultivation 08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  39. 39. Prospect Research helps identify:The best person to ask …the best prospect for …the best need at …the best time.
  40. 40. Who is this? What is he using?08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  41. 41. Information sources08/11/2011 © The University of Sheffield / Department of Marketing and Communications
  42. 42. The Giving Cycle No Interest IDENTIFICATION Interest CULTIVATION(the research phase) Initial (pre-gift phase) No contact contact Increasing engagement Additional Interest & involvement Discuss the gift Continuing The ask Involvement STEWARDSHIP SOLICITATION (post-gift phase) (gift phase) Yes, The gift made decision Acknowledgment No interestGraphic copyright of Grenzebach Glier & Associates 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 42
  43. 43. Building a culture of giving Raise awareness of the effect of philanthropic giving• Publicise gifts and what they achieve• Publicise donors and their giving• Celebrate philanthropy to your own organisation 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 43
  44. 44. Case Study
  45. 45. Who is this?
  46. 46. Lee Child
  47. 47. Lee Child
  48. 48. Involve all of these!
  49. 49. 7 keys stages - strategyBuilding a culture of givingCases for givingResearchTimingThe askRecognitionThanking 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 49
  50. 50. Discussion and Questions
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