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
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Sheffield
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The University of Sheffield Founded in 1905
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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
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'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
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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?
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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?
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Corporate Giving at Sheffield
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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.
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Individual Giving
Caveman fundraising
I want money… He is rich… He will give me money!
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Why do people give?
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People give because:
•They are asked
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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?
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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
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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
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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…..
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Capacity
A simple rating system
• Capacity (all over three years):
A = £1M+
B = £100,000+
C = £20,000+
D = £5,000+
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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.
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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.
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Who is this? What is he using?
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Information sources
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The Giving Cycle
42
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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