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

Fundraising for the University of Bath

1 Where we were

2 Initial work

3 First results

4 Working with you

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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)

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

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

Fundraising for the University of Bath

Examples of bad practice:

• multiple applications to the same potential funder

• low asking

• chopping and changing of priorities

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

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

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

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

Peter Reader, Director of Marketing and Communications

Charlie McCallum Head of Alumni & Development

Fundraising for the University of Bath