DEVELOPING EXTERNAL RELATIONS OFFICE FOR FUNDRAISING

C Randall Powell, PhD

Prof. Emeritus of Business Administration

Indiana UniversityKelley School of Business

Bloomington, IndianaMay, 2009

MY BACKGROUND INTRODUCTION

• Indiana University-43 years• Professor of Business Administration-Human Resources• Teaching-Research and Writing-Career Services• Assistant Dean for Corporate Relations: Responsible for• Career Center-30 Years -

www.UCSO.Indiana.edu• Alumni Association-20 years-

www.Kelley.Indiana.edu/alumniglobal• Corporate Relations-10 years-

www.Kelley.Indiana.edu/development• Board of Directors-Minority Fellowship Program-20

years- www.CGSM.org

ROLE IN THIS PROGRAM

• Not a Policymaker• Managed Functions and Staff• Called on Corporations-One Third of My Time• Colleagues Will Focus on Policy Issues• Focused on Operational Policies And

Procedures-Technology

MY GOAL

• Motivate You to Consider Enhancing Your Fundraising Efforts

• Prove to You That You Can Generate Financial Support

• Provide Ideas on How to Implement a Program

WHAT DID I DO?

• Help Foster External and Internal Relationships

• Organize Colleagues-Internal/External• Plan Programs for External Partners

THE FUND-RAISING OFFICE

• Development• Advancement-Engagement• Public Relations• University Communications• Various Names -Translate to Fund-Raising• www.Kelley.Indiana.edu/about/admin

CREATE AN INSTITUTIONAL IMAGE

• Why Do Corporations Invest in Universities?• Create Your Image• Support/Prove Your Image

WHAT MATTERS TO DONORS?-INSTITUTIONAL QUALITY

• Curriculum• Faculty• Student Body• Alumni Success• Rankings-Supported by Supported by

Graduate Success• www.Kelley.Indiana.edu/about/rankings

MUST PROVE YOUR QUALITY LEVEL

• More Than Words• Recognize Successful Alumni• Recruit Students and Faculty• Recognize Exceptional Students• Market Faculty Reputation

COMMUNICATIONS OFFICE

• Ceremonies/Speechwriting• News Bureau• Media Relations• Economic Development• Public Relations• www.Indiana.edu or www.IU.edu/about

PROMOTE YOUR INSTITUTION

• Brochures• Websites• News Releases• Recognitions (Given/Received)• Success Stories• www.innovate.Indiana.edu

ESTABLISH RELATIONSHIPS FOR FUND-RAISING

• Alumni• Students• Faculty• Corporate/Business• Government/Public Institutions

FUNDRAISING BASICS

• Purpose: Raise Money for Institution• Motivate Constituencies/Partners• How: Contact All Constituencies (Calling on

Clients)• Asking: Requesting Support (in Writing/in Person)• Fund-Raising Starts with Treating Students Well• www.IUF.Indiana.edu

WHY DOES THE UNIVERSITY WANT TO DO THIS?

• Assist Faculty in Teaching Efforts (Request Time)

• Provide Needed Resources for Students (Scholarship/Assistantships)

• Contribute to General Society (Service)• Generate a Steady Income Stream (Money)• Aid in Transfer of Technology (Research)• Recognition and Reputation (Image)

WHY WILL EXTERNAL COMMUNITY WANT TO PARTICIPATE?

• Desire to Hire the Best Talent to Create Growth

• Foster Altruism: Contribute to the Country If Successful

• Gain Recognition among Peers (Pride)• Believe in Higher Education• Desire for Technology and Research

WRITING THE FUND-RAISING PROPOSAL

• Formulating the Appeal (Addressing the Motivation of Donor)

• Identifying Target Audiences• Delivering the Request (in Writing and in

Person)• Importance of Personal Contact• Sell the Ideas Based on Quality Image

THE DEVELOPMENT OFFICE

• Outreach to Potential Donors• Identifying Potential Contributors• Creating Fundable Projects Based on Need• Makes Fundraising Requests (Proposals)• Nurture and Follow up With Donors• Manage Information and Publicity

TYPES OF RESOURCES REQUESTED• Financial Assets: (Everyone's Preference)• Equipment: Computers, Lab, Tools, Etc.• Facilities: Buildings, Factories, Farms, Etc. (On-

Campus/Off-Campus)• Services: Executive in Residence/Professionals

Teaching• Scholarships/Assistantships: (Student Financial

Need)• Faculty Research Support (Financial and

Cooperative)

FUNDRAISING PROCESSES

• Systematize and Computerize the Process• Establish Databases of Potential Contributors• Create Database of Potential Projects/Needs• Identify Services for Sale• Importance of Website-Communication• Developing Preestablished Proposals (Not

Always Customized) (adapt)

MAKING THE REQUEST

• Who? Senior Leadership• How? Written Request Followed by Personal Visit• When? Depends on the Relationship• Plan? Follow-Up Carefully and Thoughtfully• Flow? Process Needs Nurturing• Frequency? May Take Multiple Visits• Recognition? A Continuous Process (Donor Driven)• www.Kelley.Indiana.edu/spotlights

MANAGING THE GIFT

• Good Stewardship Is Critical• Do What You Promised!• Provide Regular Updates to Donor• Past Contributors Frequently Become Future

Donors• Prepare Regular Reports-Openness Is

Essential-Transparency• Stay in Touch: Don't Forget Graciousness

CREATE PLANS FOR CONSTANT PROFESSIONAL RELATIONSHIP

DEVELOPMENT• Set Your Objectives (Long-Term and Short-

Term)• Create a Methodology of Identifying

Relationship Partners• Institutionalized the Relationship Creation

(Different People Host Relationships)• Review Fundraising Plans Regularly with

Advisers

WHO ARE YOUR CONSTITUENCIES?

• Successful Professionals • Don't Forget Students• Alumni-Most Support Comes from an Alumni

Connection• Faculty and Staff (Full-Time/Part-Time)• Community Leaders and Influencers• www.Kelley.Indiana.edu/spotlights

MOVING FROM GOALS TO ACTION

• Set up Partnership Candidates• Identify All Potential Relationships• Create Activities Designed to Reach Partners• Involve Partners in Various Programs• Cleverly Manage Relationships

START WITH SERVICES FOR POTENTIAL CONTRIBUTORS

• Community and Professional Leaders with Financial Capital

• Who Are Your Customers?• What Services/Products Are You Capable of

Delivering?• Involve Faculty-Students-Alumni in Delivering

Services• How Can You Bring Your Contributors and

Supporters Together?

FOCUS ON METHODS

• Establish Advisory Boards (Dean/Faculty/Professionals/Students)

• Establish Service Related Offices:• Alumni Associations• Development Office• Career Center Services• Communication Office (help)• Continuing Education

ADVISORY BOARDS DEFINITION

• Aid and Advise in Long Range and Short Range Plans

• Institutional Level and Local Economic Level• Create an Interface with Professional Community• Assist in Promoting Institution/Academic Units• Assistant Fundraising Initiatives• Facilitate Networking Relationships• www.innovate.Indiana.edu

ADVISORY BOARD MEMBERSHIP

• Senior Business and Professional Leaders• Chief Public Officials• Focus on Senior Levels

ROLE OF ADVISORY BOARDS

• Create Direction and New Ideas• Focus on Brainstorming and Blue Sky• Not Decision-Making but Participate in Policy

Setting• Commit to the Institution-Prove It by

Contributions

ADVISORY BOARD GOALS

• Generate New Ideas and Future Direction Possibilities

• Review Potential New Proposed Initiatives of Institution

• Open Invitation Routes• Add Credibility to the Institution• Assistant Fundraising• Support and Present proposals To Their

Constituencies• www.Kelley.Indiana.edu/development/DC

ADVISORY BOARD CHALLENGES

• Desire to Vote and Desire to Initiate• Pressure to Implement• Not Often Good Listeners• Deference to Strong Leaders• Junior/Senior Membership Participation

ADVISORY BOARD MEETINGS

• Regular Meetings-At Least Two Times per Year• Required Attendance to Continue

Participation• Regular Member Rotation• Senior Counselor/Coach Status Rotation

CAREER SERVICES: STUDENT/ALUMNI/PROFESSIONALS

• Important Vehicle to Serve Constituents• Creates Relationships• Keeps Relationships Involved on a Regular

Basis• Organizes Events to Serve All Parties• Events Initiate Follow-Ups

SERVICES TO VARIOUS CONSTITUENCIES

• Employers: Access to Students, Graduates, and Alumni

• Students: Access to Employer Resumes• Career Education Participation• Alumni: Involvement As Job Candidates and

Employers

IMPORTANT SERVICES

• Internships and Cooperative Education• Graduate Placement• Alumni Networking Facilitation• Event Management• www.UCSO.Indiana.edu

INTERNSHIPS

• 12-15 Week (Semester) Work Time Frames• Student Earns Credit• Sometimes Paid by Employer • Student Graded by Faculty/Employers• Junior/Senior Year Participation

INTERNSHIP PURPOSE

• Real-World Experience in Future Profession• Test of Skills for Both Sides• Typically Leads to Full-Time Job Offer After

Graduation• Academic/Business Partnership Training• Share Education with Colleagues

COOPERATIVE EDUCATION

• Semester Work/Study Rotation• Starts at Second Year Of Academic Program• Student Earns Credit and Money• From Project Work to Independent Work• Maintains Close Liason Was Supervising

Faculty

COOPERATIVE EDUCATION PURPOSE

• Real Work Experience• Test of Skill Development And New Skill

Learning• Typically Leads to Full-Time Job after

Graduation• Very Strong Partnership:

Faculty/Student/Employer• Powerful Classroom Contributions Later

PROFESSIONAL PROJECTS IN THE CLASSROOM

• Real World Assignments Made by Professors• Consulting with Employer Community-

Collaboration• Usually Team Projects• Both Written and Verbal Reports/Presentations• Creates Strong Ties between

Faculty/Professionals• Student Sharing of Experiences

RESULTS OF PROJECT ASSIGNMENTS

• Major Benefits to Employers• Significant Benefits to Students• Report Sharing in Classroom• Enhanced Learning• Valuable in CV Presentation for Students

CAREER PLACEMENT

• Entry into Profession at Graduation• Minimal Academic Relationship• Faculty Assistant Assignments• Management of Selection Process

THE CAREER CENTER

• Manages Relationships with Constituencies• Student/Faculty/Employers/Administration

Involvement• Helps Create New Relationships• Maintains Database of Students• Maintains Databases of Employers• Maintains Databases of Career Options

CAREER CENTER SERVICES

• Job Listings for Internships, Co-Ops, and Full-Time Opportunities

• Development of Student CVs• Refers CVs• Organizes Career Fairs-Focused by Profession• Schedules Interviews• Teaches Career Development Courses• Follows up Placement Reporting• Leads to Strong Alumni Relationships• www.UCSO.Indiana.edu

CAREER CENTER RELATIONSHIPS

• Manages Links with Faculty, Students, Alumni and Professionals

• Teaches Career Education Courses• CV Preparation-Job Leads Development-

Networking-Interviewing-Etc.• Involves Professionals in Career Courses• Organizes Recruiting Fairs

ALUMNI ASSOCIATIONS

• Membership• Professional Employment Groups• Continuous Education• Alumni Database Services• Professional Communication with Alumni• Networking Facilitation• www.Kelley.Indiana.edu/alumniglobal• www.alumni.Indiana.edu

ALUMNI ASSOCIATION PROGRAMS

• Short-Term Seminars and Conferences• Many Luncheon and Evening Receptions to

Facilitate Networking• Discount Travel Programs• Clubs Organized by Location or by Profession• Activities Facilitate Networking-Social and

Professional

ALUMNI ASSOCIATION SERVICES

• Maintains Highly Communicative Website-Stays in Touch

• Focuses on Fun Raising Versus Fundraising• Maintains Alumni Database• Manages Interesting Alumni Programs• Facilitates Career Services for Alumni

TRAINING CONFERENCES

• Specialized Education Themes• Draws Heavily on Real-World Experiences and

Examples• Involves Faculty and Students with Alumni

Programs• Can Be Profit Potentials• Showcases Faculty and Students and

Institutional Reputation

FUNDRAISING INITIATIVES

• Services to Alumni• Services to Students• Services to Faculty• Services to Professional Communities• Service to Local Community• Result: Institutional Appreciation and

Reputation Enhancement

STUDENT AND ALUMNI SERVICES SUMMARY

• Offer Financial Aid-Scholarships, Assistantships, Internships, Part-Time Jobs, Etc.

• Recognize Superior Performance of Students and Alumni• Create Student and Alumni Affiliations: Social and

Professional Networking• Provide Placement Services for Students to

Employers/Alumni• Manage Fair Judicial Treatment for Students• Develop Ethical Policies and Behaviors for Students and

Alumni• Office Career Coaching to Students And Alumni• Create a Welcome Environment

FACULTY INVOLVEMENT AND SERVICES

• Encourage Classroom Involvement with Practitioners• Provide Competitive Pay Performance-Based Plans• Support Research Efforts with Funding• Reward Publishing Efforts with Pay and Recognition• Encourage Creative Research and Teaching and

Technology Transfer• Support Participation with Professional Colleagues• Offer Resources for Practitioner Classroom

Participation

COMMUNITY INVOLVEMENT AND SERVICES

• Communicate Value of Institution• Education Attracts Technology and Economic

Growth• Offer Broad Based Degree and Non-Degree

Educational Programs• Assist Community Leaders and Invest Time and

Money in Community• Encourage Students to Volunteer Services• Host Community Programs at the Institution

FUNDRAISING SUCCESS

• Results from Relationships• Relationships Grow through Mutual Involves• Well-Educated Students Become Successful

Alumni• Happy and Successful Alumni Financially

Support Institutions

FOLLOW-UP RESOURCES FROM INDIANA UNIVERSITY

• www.Kelley.IU.edu• www.kelley.iu.edu/development/• www.kelley.indiana.edu/alumniglobal/• www.ucso.Indiana.edu• www.Indiana.edu• www.alumni.indiana.edu/• http://iufoundation.iu.edu/