Miles stevenson 2010 presentie naar utrecht 1

FORMEDIA CongressUtrecht

Opening Plenary

Miles Stevenson

Director of Development

The University of Sheffield, United Kingdom

4th November 2010

01/11/2010 © The University of Sheffield / Department of Marketing and Communications01/11/2010 © The University of Sheffield / Department of Marketing and Communications

Utrecht

Pride and belief1579 – Union of UtrechtBeginning of the Dutch Republic

01/11/2010 © The University of Sheffield / Department of Marketing and Communications

The home of Nijntje - Miffy

http://en.wikipedia.org/wiki/File:Miffy_Statue_in_Utrecht.jpg

What’s been happening in the UK over the last twenty years or so?

Are there themes which are applicable to the Netherlands?

http://www.popandpolitics.com/wp-content/uploads/2008/05/crystal-ball.jpg


I’m not here to preach!


“We have no alumni

of interest or importance!”

Concerns


What is your ambition?

Think BIG – Have vision – Build a programme

You do not have to “convert” everyone!


Alumni - Staff - Students

A huge

untapped

resource

A stronger

University


Where has it been happening


Some examples …

And what about here?

… and here?


What is your priority area?

Alumni Relations?

Alumni chapters

Marketing?

Public Relations?

Database?

Events?

On-line?

Magazine?

Fundraising?

Some of them?

All of them?


Moving to …


“… the dark side of the force”


Taking you back in time to 1828 … and then to 1974, then 1982, then 2010 and then to 1993!


Sheffield 1828

The funding of

Higher Education

http://en.wikipedia.org/wiki/File:Sheffield_Music_Hall.jpg


Portugal 1974

Growth in the

number of

students/alumni;

how they fund

their studies

and their

expectations


UK c. 1982


Tony Blair

Tuition fees brought inExpansion in numbers – aim for 50%Matched Funding Scheme … worth £200 million over 3 years


UK 2010

Lord Browne’s

Independent Review

of Higher Education

Funding

Tuition fees to rise


League Tables

The operation of a global market

http://browse.guardian.co.uk/education?SearchBySubject=true&Subject=Computer+sciences+and+IT


League Tables 2

United States 54

United Kingdom 29

Canada 11

Japan 11

Netherlands 11

Germany 10

Australia 9

Switzerland 7

China 6

Belgium 5

Hong Kong 5

Sweden 5

France 4

South Korea 4

Denmark 3

Israel 3

New Zealand 3

India 2

Ireland 2

Norway 2

Russia 2

Singapore 2

Source - Times Higher League Tables 2009

Country breakdown for top 200


Bristol 1993

The establishment of professional offices


Technological changes

• When I started …

• Internet

• Facebook - LinkedIn

• Email

• CD-Roms

• Video links

• Google

• Immediacy


Massive changes

• Growth in size of offices

• The number of offices

• Budgets

• Changing political landscape

• Matched Funding Scheme

• Professionalisation

• A change in what people think and say both internally and externally


CASE-Ross Survey of UK University Philanthropy


This will never happen here!

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SITraN

£9 million in donations for MND


Is it coming your way?


Philanthropia

“Philos” for love

“Anthropos” for humankind

Philanthropy =

Love of humankind


What is Philanthropy?

Francis Bacon (1561-1626)

Of Goodness & Goodness of Nature

“Goodness answers to the

theological virtue charity … In

charity there is no excess:

neither can angel, nor man,

come in danger by it. The

inclination to goodness, is

imprinted deeply in the nature

of man. “


What is Philanthropy?

Sir Francis Bacon (1561-1626)

Of Goodness & Goodness of Nature

“I take goodness in this sense, the affecting of the weal of men, which is that the Grecians call philanthropia …

Goodness I call the habit, and goodness of nature, the inclination.

This of all virtues, and dignities of the mind, is the greatest; being the character of the Deity: and without it, man is a busy, mischievous, wretched thing; no better than a kind of vermin. “


Danger Zone

Hij heeft de klok wel horen luiden

Maar weet niet waar de klepel hangt.


It can only work inthe United States?


Carnegie – Rockefeller - Getty

even Gates!


USA alumni


Penn State


Penn State President

Dr Graham Spanier

Has a personal target of $1 million …. every day for Penn State


Harvard University


Princeton University

Alumni Magazine –Regular Communication

“brand” reinforcement

62%


Princeton University

Weekly!!!!!


British Universities

http://web.comlab.ox.ac.uk/oxinfo/


UK alumni


How are you feeling?


How are you feeling?

This isn’t America you know...

• we don’t have the tradition

• we don’t have the wealth

• we don’t have the tax incentives

• it’s the government’s business

• it’s all very well for Oxford or Harvard…

• this isn’t what we appoint our Rectors to do

• we can’t get the staff

• we already tried this and it didn’t work!


What is your level of commitment?

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Johns Hopkins Data

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Johns Hopkins Data


Caveat!


It is working in Europe!


Support for education

• Chalmers, Karolinska Institutet

• INSEAD, ESSEC, ESCP-EAP

• Ecole Polytechnique, Toulouse

• Lille, Louvain

• Bocconi, Milano, Bologna

• Groningen, Erasmus, Amsterdam

• Oxford, Cambridge, Edinburgh, LSE, Bristol, Sheffield

• CEU, Bremen…


Let’s got to Poland!


University of Krakow

http://en.wikipedia.org/wiki/Image:Krakow_univesity_of_economics_main_building.JPG


University of Krakow - 1364

Blessed St. Queen Jadwiga


A leapof faith?

or

Why Not?


Case study of Bristol

3 staff to

…??????


Case study of Bristol

3 staff to

… 45 now!


Nervous – my first post

• Can it succeed?

• How much will it cost?

• Will alumni want to help?

• Will you raise anything?

• Will anyone help?

• Realistically, what can

be achieved in the short-

term?


Creating an Alumni Network

A life-changing

experience

Altruism

Belonging

Putting something

back

Pride/Responsibility


Nelson Armstrong, Dartmouth College

the best job in the world … probably

Hard Work


“You don’t make a

gherkin by occasionally

squirting vinegar on a

cucumber.”

Scott Nichols

Harvard Law School


It is a managed process – so measure it

Communication

Regular contact

Events/invitations

Opportunities to help

Asking and involving

It requires an excellent

database


What support is coming from your University?


Cultivation Programme

ARRIVALProspective

Student Freshers’ Fair

Alumni Foundation

GRADUATION

Receptions

Social Events

Departmental Newsletter

Email Newsletters

5 YEARS ON

First approach for moneySTEADY

CULTIVATION

Someone Else’s

Money (Company /

Trust)

Their Advice

Expertise

Their Time

Their

Money

Initial Gift

Regular Gift

Major Gift

Legacy


Sheffield


The University of SheffieldFounded in 1905

Our Alumni

Former students, staffand friends

130,000 +


Hard and soft benefits

Word of Mouth

Reputation

Speakers

Visiting

Professors30% endorsement


Hard and soft benefits

Advisory Panels Donations

Ambassadors

Recruiters


Famous Alumni

David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard


Addressable Alumni (02/02/2009)


Africa

1,497

Russia & Central

Asia - 28

Europe

9,546Middle

East/Gulf 1,888

N. America

2,601

S. America

338

S.

Asia

1,194

S.E.

Asia

5,345

E. Asia

4,580

Caribbea

n

443

Australasia

849

UK

98,308


Alumni Publications + email


Dr Nicholas Liverpool


Events and reunions

Brand - ReputationPride and PrestigeCompetitionRecruitmentPhilanthropyEnriching the experience


What is holding you back?

Practical things which make a difference

• Barriers to overcome

• Leadership support

• Staff

• Databases

• Alumni Programme does not exist

• Cost

• Results?

• Pipeline for donors

• Logical methology


Key things to get right

• Commitment from the top

• Clarity of academic strategy

• Invest and professionalise: are we

“fundraising ready”?

• Seek institutional understanding

• Grow your pool of supporters

• The student experience?


Why are we doing this?

• Enhancing the student experience

• Educating the poor and disadvantaged

• Solving a technological/social problem

• Providing a cultural experience

• Curing the sick

• Making the world a better place

Discussion and Questions