Workshop fundraising Miles Stevenson

Alumni CongressUtrechtPrioritising when fundraisingWhere to focus your resources?Miles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom10th November 2011

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

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

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 versus opportunityLong term nature 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 6

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 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

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

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

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 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

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

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

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 Communications

People give because: •They are asked •They believe08/11/2011 © The University of Sheffield / Department of Marketing and Communications

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 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

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

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

Individual Giving What about legacy giving?08/11/2011 © The University of Sheffield / Department of Marketing and Communications 26

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

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

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 been:Applications to charitable trusts and foundationsMajor giving from individuals 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 30

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

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

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 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…..

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

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

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

Prospect Research helps identify:The best person to ask …the best prospect for …the best need at …the best time.

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

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

Case Study

Who is this?

Lee Child

Involve all of these!

7 keys stages - strategyBuilding a culture of givingCases for givingResearchTimingThe askRecognitionThanking 08/11/2011 © The University of Sheffield / Department of Marketing and Communications 49

Discussion and Questions

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Workshop fundraising Miles Stevenson

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Workshop fundraising Miles Stevenson — Presentation Transcript