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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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Alumni Congress Utrecht Prioritising when fundraising Where to focus your resources?
Miles Stevenson
Director of Development
The University of Sheffield, United Kingdom
10th November 2011
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Sheffield
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
The University of Sheffield Founded in 1905
08/11/2011 © 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.'
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Balancing time
Investment of time
Investment of energy
Investment of resource
Persistence
Patience
Perserverance
Passion
Risk versus opportunity
Long term nature
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Dr The Hon Sir Sze-yuen Chung
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
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
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My impression of fundraising in Europe
This is focused on corporate giving from
big companies
…and not much on individuals
Is this the case … and, if so, why is it the case?
If we are thinking about “target groups” for fundraising, why are corporates/business gifts o.k. but individuals are not?
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
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 Sheffield
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Jessica Ennis
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Why do corporates give?
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Why do corporates give?
Corporate social responsibility
Seen to be cultured/caring
Visibility
Brand association - badging opportunities
Corporate giving to UK universities is hard unless you are based in London
And especially so for the Arts in UK provinces
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Why do corporates give?
Privileged access/snobbishness
Mixing with the in-crowd
Corporate entertainment
Self interest
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Similarities
Applying to a company is via an individual
… but it is not their personal money
… and they may have share holders who have a view
Value for money is critical.
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Individual Giving
Caveman fundraising
I want money… He is rich… He will give me money!
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Why do people give?
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
People give because:
•They are asked
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
People give because:
•They are asked
•They believe
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Why don’t people give?
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Why don’t people give?
They haven’t been asked!
Ignorance – selfishness - doubts
The state should provide – not my responsibility
Millionaires should provide i.e. no role for me
I’m not wealthy!
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Why don’t people give?
Universities have lots of money
Students are not worthy of support
All ivory tower nonsense
Other causes are better
They simply don’t understand what goes on in a University
A lot is about marketing, confidence and repositioning
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Individual Giving
What 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?
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Individual Giving
What about legacy giving?
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
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
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Don’t judge by appearance
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Prioritising resources 1
Clearly you must put resources where results can be obtained
In the UK, the key growth areas have been:
Applications to charitable trusts and foundations
Major giving from individuals
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Prioritising resources 2
Mass giving in annual telephone/direct mail
Reunion/Class Gifts – and departmental approaches
Legacy giving – in a will
E-giving
Parental giving is emerging
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How do you like to be approached for a gift?
Have you made a gift?
How did the organisation approach it?
Size required
Purpose of project
Worthiness of project – local/national
Tone/approach – quality of publications
One-off or open-ended gift?
Recognition
The best approach
Face to face – one to one - highly personal
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Inclination and Capacity
Remember – giving is voluntary
Capacity + Inclination = Gift
Don’t forget the inclination. They must care for the cause!
Do you start with Capacity or Inclination?
Alumni / Friends
• Stronger likelihood of inclination
• So start with capacity
Unconnected
• Billions have the capacity
• So start with inclination…..
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Capacity
A 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 Months
2 – Hot 6-12 Months
3 – Warm 12-18 Months
4 – Cool 18-24 Months
5 – Cold - More than 2 Years
6 – Frozen – Requiring substantial pre-cultivation
Prospect Research helps identify:
The best person to ask …
the best prospect for …
the best need at …
the best time.
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Who is this? What is he using?
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
Information sources
08/11/2011 © The University of Sheffield / Department of Marketing and Communications
The Giving Cycle
42
Graphic copyright of Grenzebach Glier & Associates
42
No interest
Initial contact
Acknowledgment
The ask
SOLICITATION
(gift phase)
CULTIVATION
(pre-gift phase)
STEWARDSHIP
(post-gift phase)
IDENTIFICATION
(the research phase)
Interest
No contact
Additional Interest
Continuing Involvement
Yes,
gift made The
decision
Increasing engagement
& involvement
Discuss the gift
No Interest
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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
Case Study
Who is this?
Lee Child
Lee Child
Involve all of these!
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7 keys stages - strategy
Building a culture of giving
Cases for giving
Research
Timing
The ask
Recognition
Thanking
Discussion and Questions
