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Alumnirelaties:een blik in de toekomst
A case study of the University of Sheffield
Miles Stevenson
Director of Development
The University of Sheffield, United Kingdom
19th May 2011
Welcome Welkom
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
I aim to cover …
• Background on the Sheffield office
• What an alumni relations programme aims to achieve – setting objectives
• Interacting with existing alumni groups/building trust and respect amongst University colleagues
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
The University of SheffieldFounded in 1905
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
5 June 2002
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
18 November 2011
An activealumni programme
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Building a pipeline
A good team
Rome is niet op één dag gebouwd
Keulen en Aken zijn niet op één dag
gebouwd
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Our aim was to create …
• a successful office
• which builds a strong alumni family and brand
• supports my Vice-Chancellor and the University
• enthuses supporters
• and raises profile … and money
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Your University is sceptical/nervous
• Can it succeed?
• How much will it cost?
• Can you recruit good staff?
• Will you raise any support?
• Realistically, what can be achieved in the short-term?
• Is it essential?
• … therefore you need a plan and business case
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
The office of Optimism
Have a vision of what could be achieved
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Why Education is Important
Ricketts – Penicillin – Viagra!
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Why Education is Important 2
Bailey Bridge – Stainless Steel – London Eye
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Institutional Audit 1
• Check out the history – why haven’t they
had one before?
• Who is the head of the institution?
• What is his/her (real) commitment?
• How much charisma?
• Unique selling points – if any!
• What is the institution good at?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Institutional Audit 2
• What resources are available?
• Are senior management keen?
• What is your reporting structure?
• How many alumni, how old, how famous?
• What is the appetite to do this?
• Any focus groups to test this?
• What other supporters exist?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Institutional Audit 3
• What does the institution really want?
• What are the expectations?
• How reasonable are these expectations?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
The Strategic Plan
A plan will involve the whole range of activity
• Database
• Publications – e-bulletins
• Events/Reunions
• Volunteers
• Alumni Ambassadors
• Prospect research, identification
• Fundraising?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Basic Ingredients
• Database
• Staff
• Time to embed
• Backing from the top
• Direction
• Training
• Energy and enthusiasm
• A budget
The University of Sheffield: a case study
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Sheffield
24/05/2011 © The University of Sheffield / Department of Marketing and Communications24/05/2011 © The University of Sheffield / Department of Marketing and Communications
The University of SheffieldFounded in 1905
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Sheffield - 1904
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Back to 1984
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
What went wrong?
Unrealistic expectations
Lack of commitment at the top
It cost a lot
Was it succeeding?
Alumni groups preserving independence
Ownership – “has it raised anything yet?”
Too many parties and publications
No early successes = destroying confidence
Staff not really believing in it - apologetic
Ultimately the cost – benefit ratio
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Starting point
Lack of clarity of purpose
Proper objectives
How to measure
success?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Things to think about
Is it just a social thing – a sort of fun club?
Is it o.k. to lose money in this process? Subsidising
events and branches?
Is the benefit for the alumni solely? (not for the
University)
Are measureable things of any relevance?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Objectives
Communication – the University’s
brand/reputation
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Objectives
Information/data collection on alumni
– who is out there who could help
Participation – events; talks; work
placements; careers service
Income generation – recruitment;
future courses; philanthropy
What is the benefit?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
What did I do first?
• Scoping – pause for thought
• Database – expensive
• Questionnaire and research
• Internet site (with donation form)
• Quality publications
• Alumni Relations programme
• Agreed projects
• Fundraising priorities and plan
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Public backing by Vice-Chancellor
Talk to all heads of department on my second day
Support from Vice-Chancellor
Acknowledgment of difficulties
Immediate expressions of interest
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Essential stakeholders
You need key constituents on your team
1. Your Vice-Chancellor/your Rector
2. The senior managers
3. Your staff
4. Your supporters/donors
5. The academic champions
6. Existing alumni groups …
and they may/will be sceptical!
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
My starting point
• Some data – no database
• 1 ½ alumni relations staff
• No magazine – limited website
• 6 regular donors – c. £100 p.a.
• No organised fundraising
• But … evidence of
philanthropy from the past
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Teams
• Database and Research
• Alumni Relations
• Fundraising – Annual Fund
Telephone and direct mail
• Fundraising – Projects/Major Gifts
• Fundraising - Legacies
• Finance and Stewardship
24/05/2011 © 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 profile and donations
Now 17 staff
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Sowing the seeds
Alumni Relations prepares the ground for increased reputation, brand recognition, better recruitment and ultimately donations.
Don’t treat alumni as a “cash cow”
Our Alumni
Former students, staffand friends
130,000 +
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Ordinary alumni?
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Now worth $73 billion (ish)
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Hard and soft benefits
Word of Mouth Donations
Reputation
Speakers
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Famous Alumni
David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Addressable Alumni (02/02/2009)
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Africa1,497
Russia & Central Asia - 28
Europe 9,546
Middle East/Gulf 1,888
N. America 2,601
S. America338
S. Asia1,194 S.E. Asia
5,345
E. Asia4,580
Caribbean443
Australasia849
UK 98,308
Flags of which countries?
Flags of these countries
St. Lucia
DominicaTrinidad & Tobago
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
The Caribbean
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Trinidad & Tobago His Excellency George Maxwell RichardsHon LittD 2005
St Lucia – Her Excellency Dame Pearlette LouisyHon LLD 2003
The Caribbean
Dominica – His Excellency Dr
Nicholas LiverpoolPhD 1965
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Alumni Publications
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Princeton University
Alumni Magazine –Regular
Communication
“brand” reinforcement
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Princeton University
Weekly!!!!!
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Building the communications
Your Alumni Magazine
• Establish a brand identity
• Make it interesting – not just propaganda!
• Regular publishing
• Ensure a mention of philanthropy/beneficiaries
Your Website
• Websites do not replace magazines – they complement them
• Websites can provide information/new/services
• Use it to collect information - link to your database
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Centenary DVD to 25,000
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Events and reunions
Retired
Staff
Dinner
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Building the processes
Your database
• The database is your most important resource –it is crucial for “corporate memory”
• Buy an “off the shelf model” – resist in-house designs
• Send out questionnaires
• Link your website to the database
• Use it to record information, gifts, stewardship and events
• Track and record affinity - attendance
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Visibility
The Alumni Office must be visible
People must be able to find this office – and quickly
You must inspire trust and
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
You must havenon-financialmeasureables
Get measuring
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Recognition
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
Some recent successes at Sheffield
24/05/2011 © The University of Sheffield / Department of Marketing and Communications
The Alumni Foundation
24/05/2011 © The University of Sheffield / Department of Marketing and Communications24/05/2011 © The University of Sheffield / Department of Marketing and Communications 57
Exhibition Space
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Pro Bono Law
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Scholarships
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SITraN
It is the research that counts …
Discussion and Questions
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