peter reader, director of marketing and communications charlie mccallum head of alumni &...
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![Page 1: Peter Reader, Director of Marketing and Communications Charlie McCallum Head of Alumni & Development Fundraising for the University of Bath](https://reader035.vdocument.in/reader035/viewer/2022081515/5515e08455034638038b4bd4/html5/thumbnails/1.jpg)
Peter Reader, Director of Marketing and Communications
Charlie McCallum Head of Alumni & Development
Fundraising for the University of Bath
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Fundraising for the University of Bath
1 Where we were
2 Initial work
3 First results
4 Working with you
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Fundraising for the University of Bath
Key principles of fundraising:
• to support excellence and success
• to build the commitment of
stakeholders to this success
• NOT a substitute for other funds
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Fundraising for the University of Bath
Essentials for success:• strong institutional leadership• committed and involved academic staff
and lay members• a professional and well run fundraising
office
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Fundraising for the University of Bath
1 Where we were
• previous record of investment but only modest success
• few staff, and more leaving
• commissioned report from Iain More Associates
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Fundraising for the University of Bath
Report from Iain More Associates:
• articulate fundraising goals and integrate with University priorities
• identify and cultivate potential donors
• reinvigorate regular giving programmes
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
Our assets:
• an excellent database of alumni
• a pool of previous alumni donors
• a newly recruited and enthusiastic development team
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Fundraising for the University of Bath
Our weaknesses:
• no track record of asking
• no track record of thanking
• no continuity with the previous development team
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Fundraising for the University of Bath
2 Initial work:
• re-start fundraising from individuals, particularly alumni
• research & approach philanthropic Trusts and Foundations
• set up ad hoc development group
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Fundraising for the University of Bath
Alumni fundraising: initial plans
• telephone campaign, spring 2005
• direct mail, spring to autumn 2005
• telephone campaign, autumn 2005
Target: £50k by July 2005
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Fundraising for the University of Bath
Individual fundraising:
• face-to-face approaches to key individuals
• continue to ‘friend-raise’
• develop our recognition and stewardship programmes
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Fundraising for the University of Bath
Trusts and foundations:• initial concentration on key trusts
and foundations• build relationships • understand their interests and
match with our own
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Fundraising for the University of Bath
Establish Development Group:• to articulate the University’s
fundraising priorities• to agree key projects • to ensure they are recognised as
institutional priorities
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
Further work:
• initial meetings with key trusts
• ad hoc development group set up; two meetings to date
• first two projects agreed
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
Agreeing projects
• Development Group will agree priorities BUT
• anyone can put forward projects
• Deans and Heads of Department will be involved in process
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Fundraising for the University of Bath
Types of project to be considered
• capital projects (buildings, etc)
• posts (chairs, lectureships, etc)
• scholarships, bursaries & prizes
but NOT research projects
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Fundraising for the University of Bath
Putting forward a project
• application form online
• submitted to Development Office for initial evaluation at any time
• Development Group makes recommendations to Executive Committee
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
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)
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Fundraising for the University of Bath
Some examples of good practice:• access for Management to the
alumni database • participation in the Sport
Development sponsorship group • support for international alumni
events
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
Examples of bad practice:
• multiple applications to the same potential funder
• low asking
• chopping and changing of priorities
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
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
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Fundraising for the University of Bath
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
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Peter Reader, Director of Marketing and Communications
Charlie McCallum Head of Alumni & Development
Fundraising for the University of Bath