peter reader, director of marketing and communications charlie mccallum head of alumni &...

Peter Reader, Director of Marketing and Communications

Charlie McCallum Head of Alumni & Development

Fundraising for the University of Bath


1 Where we were

2 Initial work

3 First results

4 Working with you


Key principles of fundraising:

• to support excellence and success

• to build the commitment of

stakeholders to this success

• NOT a substitute for other funds


Essentials for success:• strong institutional leadership• committed and involved academic staff

and lay members• a professional and well run fundraising

office


1 Where we were

• previous record of investment but only modest success

• few staff, and more leaving

• commissioned report from Iain More Associates


Report from Iain More Associates:

• articulate fundraising goals and integrate with University priorities

• identify and cultivate potential donors

• reinvigorate regular giving programmes


Report from Iain More Associates:• set up a Development Planning

Group, chaired by the Vice-Chancellor• involve lay members and key

‘academic champions’ • spend previous donations


Our assets:

• an excellent database of alumni

• a pool of previous alumni donors

• a newly recruited and enthusiastic development team


Our weaknesses:

• no track record of asking

• no track record of thanking

• no continuity with the previous development team


2 Initial work:

• re-start fundraising from individuals, particularly alumni

• research & approach philanthropic Trusts and Foundations

• set up ad hoc development group


Alumni fundraising: initial plans

• telephone campaign, spring 2005

• direct mail, spring to autumn 2005

• telephone campaign, autumn 2005

Target: £50k by July 2005


Individual fundraising:

• face-to-face approaches to key individuals

• continue to ‘friend-raise’

• develop our recognition and stewardship programmes


Trusts and foundations:• initial concentration on key trusts

and foundations• build relationships • understand their interests and

match with our own


Establish Development Group:• to articulate the University’s

fundraising priorities• to agree key projects • to ensure they are recognised as

institutional priorities


3 First results

• 18 per cent response to survey of alumni

• target for alumni fundraising of £50k by July 2005 already met

• further £75k raised from key individuals


Further work:

• initial meetings with key trusts

• ad hoc development group set up; two meetings to date

• first two projects agreed


4 Working with you

• the Development Office exists to support you in raising funds for your projects

• we can only do this well if we are the central point of co-ordination


Agreeing projects

• Development Group will agree priorities BUT

• anyone can put forward projects

• Deans and Heads of Department will be involved in process


Types of project to be considered

• capital projects (buildings, etc)

• posts (chairs, lectureships, etc)

• scholarships, bursaries & prizes

but NOT research projects


Putting forward a project

• application form online

• submitted to Development Office for initial evaluation at any time

• Development Group makes recommendations to Executive Committee


Role of Heads of Department:• to put forward & prioritise projects• to ensure projects are ‘owned’ and

have ‘champions’ • to share information, so that the

chances of success are greater


Role of Development Office:• to co-ordinate approaches to possible

funders• to provide you with expertise and information • to increase the value of cash donations (tax

reclaims)


Some examples of good practice:• access for Management to the

alumni database • participation in the Sport

Development sponsorship group • support for international alumni

events


More examples of good practice:• technical advice in securing a

possible legacy • setting up a bursary for Electrical

Engineering • reclaiming tax on donations to a

prize fund


Examples of bad practice:

• multiple applications to the same potential funder

• low asking

• chopping and changing of priorities


Some misconceptions:

• alumni are only interested in their academic department

• the best person to make ‘an ask’ is from the Development Office—it could be you or your ‘project champion’, but we can help you


Is it worth it?• £100k invested should lead to £600k

to £1m return• in 2002/3, 29 universities raised cash,

philanthropic and associated gifts to the value of £140m, an average of £4.8m


Potential risks:• lack of agreed projects for which to

fundraise• lack of real engagement with fundraising• failure to create and manage a

professional and well-run office


Further Reading:

• ‘Increasing voluntary giving to higher education’ (The Thomas Report), DfES, May 2004

• ‘First, find your millionaire’, Harriet Swain, The Guardian, 26 March 2005

Peter Reader, Director of Marketing and Communications

Charlie McCallum Head of Alumni & Development


peter reader, director of marketing and communications charlie mccallum head of alumni &...

Documents

university of bath slide

fundraising office slide

university of bath trusts

university of bath report

university of bath essentials

development group slide

university priorities

funds slide