More Related Content Similar to 2011 presentation to dutch visitors case study of sheffield small Similar to 2011 presentation to dutch visitors case study of sheffield small (20) More from Hans Hoornstra (20) 1. Alumnirelaties:een blik in de
toekomst
A case study of the University of
Sheffield
Miles Stevenson
Director of Development
The University of Sheffield, United Kingdom
19th May 2011
2. Welcome Welkom
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. The University of Sheffield
Founded in 1905
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
6. 18 November 2011
An active
alumni
programme
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
7. Building a pipeline
Rome is niet op één dag gebouwd
Keulen en Aken zijn niet op één dag
gebouwd
A good team
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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 money
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. The office of Optimism
Have a vision of what could be achieved
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
11. Why Education is Important
Ricketts – Penicillin – Viagra!
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
12. Why Education is Important 2
Bailey Bridge – Stainless Steel – London Eye
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. 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. 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. 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. 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
20. The University of Sheffield
Founded in 1905
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. Starting point
Lack of clarity of purpose
Proper objectives
How to measure
success?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
25. Things to think about
Is it just a social thing – a sort of fun club?
Is it o.k. to lose money in this process? Subsidising
events and branches?
Is the benefit for the alumni solely? (not for the
University)
Are measureable things of any relevance?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
26. Objectives
Communication – the University’s
brand/reputation
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
27. Objectives
Information/data collection on alumni
– who is out there who could help
Participation – events; talks; work
placements; careers service
Income generation – recruitment;
future courses; philanthropy
What is the benefit?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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 plan
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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 interest
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
30. Essential stakeholders
You need key constituents on your team
1. Your Vice-Chancellor/your Rector
2. The senior managers
3. Your staff
4. Your supporters/donors
5. The academic champions
6. Existing alumni groups …
and they may/will be sceptical!
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. Teams
• Database and Research
• Alumni Relations
• Fundraising – Annual Fund
Telephone and direct mail
• Fundraising – Projects/Major Gifts
• Fundraising - Legacies
• Finance and Stewardship
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. Sowing the seeds
Alumni Relations prepares
the ground for increased
reputation, brand
recognition, better
recruitment and ultimately
donations.
Don’t treat alumni as a
“cash cow”
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
37. Now worth $73 billion (ish)
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
38. Hard and soft benefits
Reputation
Word of
Mouth Donations
Speakers
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
39. Famous Alumni
David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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
849
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
44. The Caribbean
St Lucia – Her
Excellency Dame
Pearlette Louisy
Hon LLD 2003
Trinidad & Tobago
His Excellency
George Maxwell Dominica – His
Richards Excellency Dr
Hon LittD 2005 Nicholas Liverpool
PhD 1965
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
46. Princeton University
Alumni Magazine –
Regular
Communication
“brand” reinforcement
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
47. Princeton University
Weekly!!!!!
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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. Centenary DVD to 25,000
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
50. Events and reunions
Retired
Staff
Dinner
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
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 - attendance
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
52. Visibility
The Alumni Office must be
visible
People must be able to find this
office – and quickly
You must inspire trust and
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
55. Some recent successes
at Sheffield
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
60. SITraN
It is the research that counts …
24/05/2011 © The University of Sheffield / Department of Marketing and Communications 60
