2011 presentation to dutch visitors case study of sheffield small

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2011 presentation to dutch visitors case study of sheffield small

  1. 1. Alumnirelaties:een blik in detoekomstA case study of the University ofSheffieldMiles StevensonDirector of DevelopmentThe University of Sheffield, United Kingdom19th May 2011
  2. 2. Welcome Welkom24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  3. 3. I aim to cover …• Background on the Sheffield office• What an alumni relations programme aims to achieve – setting objectives• Interacting with existing alumni groups/building trust and respect amongst University colleagues 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  4. 4. The University of Sheffield Founded in 190524/05/2011 © The University of Sheffield / Department of Marketing and Communications
  5. 5. 5 June 200224/05/2011 © The University of Sheffield / Department of Marketing and Communications
  6. 6. 18 November 2011 An active alumni programme24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  7. 7. Building a pipeline Rome is niet op één dag gebouwd Keulen en Aken zijn niet op één dag gebouwd A good team24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  8. 8. Our aim was to create …• a successful office• which builds a strong alumni family and brand• supports my Vice- Chancellor and the University• enthuses supporters• and raises profile … and money24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  9. 9. 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?• … therefore you need a plan and business case 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  10. 10. The office of OptimismHave a vision of what could be achieved24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  11. 11. Why Education is Important Ricketts – Penicillin – Viagra!24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  12. 12. Why Education is Important 2 Bailey Bridge – Stainless Steel – London Eye24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  13. 13. 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?• Unique selling points – if any!• What is the institution good at?24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  14. 14. Institutional Audit 2• What resources are available?• Are senior management keen?• What is your reporting structure?• How many alumni, how old, how famous?• What is the appetite to do this?• Any focus groups to test this?• What other supporters exist?24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  15. 15. Institutional Audit 3• What does the institution really want?• What are the expectations?• How reasonable are these expectations?24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  16. 16. The Strategic Plan A plan will involve the whole range of activity• Database• Publications – e-bulletins• Events/Reunions• Volunteers• Alumni Ambassadors• Prospect research, identification• Fundraising? 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  17. 17. Basic Ingredients• Database• Staff• Time to embed• Backing from the top• Direction• Training• Energy and enthusiasm• A budget 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  18. 18. The University ofSheffield: a case study
  19. 19. Sheffield24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  20. 20. The University of Sheffield Founded in 190524/05/2011 © The University of Sheffield / Department of Marketing and Communications
  21. 21. Sheffield - 190424/05/2011 © The University of Sheffield / Department of Marketing and Communications
  22. 22. Back to 198424/05/2011 © The University of Sheffield / Department of Marketing and Communications
  23. 23. What went wrong? Unrealistic expectations Lack of commitment at the top It cost a lot Was it succeeding? Alumni groups preserving independence Ownership – “has it raised anything yet?” Too many parties and publications No early successes = destroying confidence Staff not really believing in it - apologetic Ultimately the cost – benefit ratio 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  24. 24. Starting pointLack of clarity of purposeProper objectivesHow to measuresuccess? 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  25. 25. Things to think aboutIs it just a social thing – a sort of fun club?Is it o.k. to lose money in this process? Subsidisingevents and branches?Is the benefit for the alumni solely? (not for theUniversity)Are measureable things of any relevance? 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  26. 26. ObjectivesCommunication – the University’sbrand/reputation 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  27. 27. ObjectivesInformation/data collection on alumni– who is out there who could helpParticipation – events; talks; workplacements; careers serviceIncome generation – recruitment;future courses; philanthropyWhat is the benefit? 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  28. 28. What did I do first?• Scoping – pause for thought• Database – expensive• Questionnaire and research• Internet site (with donation form)• Quality publications• Alumni Relations programme• Agreed projects• Fundraising priorities and plan24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  29. 29. 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 interest24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  30. 30. Essential stakeholders You need key constituents on your team1. Your Vice-Chancellor/your Rector2. The senior managers3. Your staff4. Your supporters/donors5. The academic champions6. Existing alumni groups … and they may/will be sceptical! 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  31. 31. My 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 from the past 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  32. 32. Teams • Database and Research • Alumni Relations • Fundraising – Annual Fund Telephone and direct mail • Fundraising – Projects/Major Gifts • Fundraising - Legacies • Finance and Stewardship24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  33. 33. Development and Alumni Relations Office Office established June 2002:• To reconnect with alumni, staff and friends of the University• To raise profile and donations Now 17 staff 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  34. 34. Sowing the seedsAlumni Relations preparesthe ground for increasedreputation, brandrecognition, betterrecruitment and ultimatelydonations.Don’t treat alumni as a“cash cow” 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  35. 35. Our AlumniFormerstudents, staffand friends130,000 +
  36. 36. Ordinary alumni?24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  37. 37. Now worth $73 billion (ish)24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  38. 38. Hard and soft benefits ReputationWord ofMouth Donations Speakers 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  39. 39. Famous Alumni David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  40. 40. 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 Caribbean 443 S. Asia 1,194 S.E. Asia 5,345 Africa S. America 1,497 338 Australasia 84924/05/2011 © The University of Sheffield / Department of Marketing and Communications
  41. 41. Flags of which countries?
  42. 42. Flags of these countries St. LuciaTrinidad & Tobago Dominica
  43. 43. The Caribbean24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  44. 44. The Caribbean St Lucia – Her Excellency Dame Pearlette Louisy Hon LLD 2003Trinidad & TobagoHis ExcellencyGeorge Maxwell Dominica – HisRichards Excellency DrHon LittD 2005 Nicholas Liverpool PhD 1965 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  45. 45. Alumni Publications24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  46. 46. Princeton University Alumni Magazine – Regular Communication“brand” reinforcement 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  47. 47. Princeton University Weekly!!!!!24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  48. 48. 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 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  49. 49. Centenary DVD to 25,00024/05/2011 © The University of Sheffield / Department of Marketing and Communications
  50. 50. Events and reunions Retired Staff Dinner24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  51. 51. Building the processes 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 - attendance24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  52. 52. VisibilityThe Alumni Office must bevisiblePeople must be able to find thisoffice – and quicklyYou must inspire trust and 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  53. 53. Get measuringYou musthavenon-financialmeasureables 24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  54. 54. Recognition24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  55. 55. Some recent successes at Sheffield24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  56. 56. The Alumni Foundation24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  57. 57. Exhibition Space24/05/2011 © The University of Sheffield / Department of Marketing and Communications 57
  58. 58. Pro Bono Law24/05/2011 © The University of Sheffield / Department of Marketing and Communications 58
  59. 59. Scholarships24/05/2011 © The University of Sheffield / Department of Marketing and Communications
  60. 60. SITraNIt is the research that counts …24/05/2011 © The University of Sheffield / Department of Marketing and Communications 60
  61. 61. Discussion and Questions

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