2011 presentation to dutch visitors case study of sheffield small

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


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


The University of SheffieldFounded in 1905


5 June 2002


18 November 2011

An activealumni programme


Building a pipeline

A good team

Rome is niet op één dag gebouwd

Keulen en Aken zijn niet op één dag

gebouwd


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


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


The office of Optimism

Have a vision of what could be achieved


Why Education is Important

Ricketts – Penicillin – Viagra!


Why Education is Important 2

Bailey Bridge – Stainless Steel – London Eye


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?



• 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?



• What does the institution really want?

• What are the expectations?

• How reasonable are these expectations?


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?


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


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


Sheffield - 1904


Back to 1984


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


Starting point

Lack of clarity of purpose

Proper objectives

How to measure

success?


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?


Objectives

Communication – the University’s

brand/reputation

http://www.harvard.edu/


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?


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


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


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!


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


Teams

• Database and Research

• Alumni Relations

• Fundraising – Annual Fund

Telephone and direct mail

• Fundraising – Projects/Major Gifts

• Fundraising - Legacies

• Finance and Stewardship


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


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 +


Ordinary alumni?


Now worth $73 billion (ish)


Hard and soft benefits

Word of Mouth Donations

Reputation

Speakers


Famous Alumni

David Blunkett, Sir Harry Kroto, Sir Richard Roberts, Eddie Izzard


Addressable Alumni (02/02/2009)


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


The Caribbean


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


Alumni Publications


Princeton University

Alumni Magazine –Regular

Communication

“brand” reinforcement


Princeton University

Weekly!!!!!


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


Centenary DVD to 25,000


Events and reunions

Retired

Staff

Dinner


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


Visibility

The Alumni Office must be visible

People must be able to find this office – and quickly

You must inspire trust and


You must havenon-financialmeasureables

Get measuring


Recognition


Some recent successes at Sheffield


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


Pro Bono Law

24/05/2011 © The University of Sheffield / Department of Marketing and Communications24/05/2011 © The University of Sheffield / Department of Marketing and Communications

Scholarships


SITraN

It is the research that counts …

Discussion and Questions

Documents

2011 presentation to dutch visitors case study of sheffield small