Is it working? Nicholas J. Miller March 2015

Transcription

1 Is it working? Nicholas J. Miller March 2015 Association Française des Fundraisers

2 Clear, specific measurable aims We aim to engage our global community of alumni to maintain lifelong connections with the University and to encourage graduates to support institutional objectives We will engage 15% of our global alumni community, demonstrating that they have a meaningful connection with the University that adds value to them and; We will facilitate contributions from alumni that make significant contributions to the institution s strategic objectives, including: 1. Driving up international and Home/EU recruitment 2. Improving employability through careers networking and mentoring, and internships for students 3. Enhancing teaching and learning through guest lectures / masterclasses and case studies

3 All Alumni Aware (understand the value) Engaged (receive value) Contributing (give value) Aligned with the interests and needs of alumni Aligned with the needs of institution

4 All Alumni Aware (understand the value) Engaged (receive value) Contributing (give value) How engaged are our alumni? What impact are they having on the institution s success?

5 Why should we bother measuring engagement and contributions? To understand and demonstrate the value of alumni relations programmes To assist in evidence-based decision making and deploy resources effectively To motivate engagement from staff, volunteers and internal stakeholders To secure internal support To promote collaboration To benchmark over time and against peers To enable / support stewardship of non-financial alumni contributions To elevate the profession!

6 Why does participation start? Ranked by order of importance IVR (2014) 6 Helping others Perception of impact Developing relationships Exercising values and beliefs Have influence For personal benefit Being part of something exciting

7 Lost Aware (understand the value) Engaged (receive value) Contributing (give value) Aligned with the interests and needs of alumni Aligned with the needs of institution

8 Alumni Relations What do alumni want from your institution? What does the university want from its alumni?

9 Areas of Impact of Effective Alumni Relations Student Recruitment Student Employability Financial Support Research Widening Participation and Social Mobility Teaching and Learning Industry Relations Public Relations And League Table Rankings Miller and Peterson

10 All Alumni Aware (understand the value) Engaged (receive value) Contributing (give value) Aligned with the interests and needs of alumni Aligned with the needs of institution

11 All Alumni Aware (understand the value) Engaged (receive value) Contributing (give value) How engaged are our alumni? What impact are they having on the institution s success?

12 Share Knowledge Care Identify Inform Make Aware Involve Steward Commit Relationship Cycle

13 Engagement Level Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Description University of Liverpool Dormant alumni Have notified change of address, receive e-news (i.e. address provided), confirmed receipt of communications Contact with an Association, made enquiry or donation Pro-active contact, non-requested information Has completed profile or questionnaire Online community user, applied as volunteer Attended one free event Attended more than one free event, attended one paid event Holds own peer group reunions Low level volunteer (case study, overseas contact) Regular donor 5 years + Attended more than one paid event Active volunteer in informal position (e.g. placements, mentor, guest speaker) Active volunteer in formal position: e.g Board, Ambassador, Association Committee

14 Engagement Total alumni % Level UoL Engagement Scale Level 1 30, Level 2 50, Level 3 28, Level 4 2,068 2 Level Level

15 Engagement Level Total alumni No. donors Total donated Average gift size UoL Engagement Scale Level 1 30,688 n/a n/a n/a Level 2 50, , Level 3 28,115 1, , Level 4 2, , Level , , Level , ,482.36

16 Increasing value Our metrics supporter pyramid Campaign leadership, highest value donors Principle gifts, volunteer chairs, academic leads for major crossuniversity initiatives Board members, major donors, high value Legators Increasing volume Low-level major gifts, volunteer project leads, external networks, in-country representatives Lower-level and/or annual fund gifts, volunteer speakers, volunteer student mentors, student activities Event attendees, Survey responders

17 All Alumni Aware (understand the value) Engaged (receive value) Contributing (give value) How engaged are our alumni? What impact are they having on the institution s success?

18 Programme Results Programme Delivery Inputs What we need: those resources that are required to deliver the programme, e.g. staff, funding, facilities, internal engagement etc. Activities and Outputs What we do: actions taken in order to deliver the products and services, e.g. event planning, communications design etc. What we deliver: products and services that are produced as a result of the inputs and activities. This is typically a measure of the volume of activity. Outcomes The effects: the results derived from the delivery of the output

19 International Ambassador Programme: Rationale 1. International alumni disengaged outside main urban areas overseas 2. University weak at recruitment (conversion) in some established and emerging markets 3. Insufficient resource to reach some areas for recruitment 4. A need to keep newly graduating international students engaged 5. A need for a programme with scale that can be varied according to the market 6. A strong enthusiasm from alumni to contribute in this way status 7. The powerful influence of alumni

20 Programme Results Programme Delivery Inputs What we need: Budget, staff time, collaboration from international recruitment, international relations and academic colleagues. Activities and Outputs What we do: Design of programme, and training materials. Design of marketing to alumni and to schools / universities, recruitment drive to finished postgraduates What we deliver: Training materials and event, business cards, agreements, visits from alumni to schools/universities, contact with applicants at conversion time Outcomes The effects: The impact of the activity on international recruitment, impact on alumni, impact on the incoming students

21 Conversion rate (%) 40% Actual conversion 260,000 Expected conversion 159 0% /10 10/11 11/12 12/13 13/14 Recruitment Season

22 Reporting on the international ambassador programme Overall cost Number of training events Programme Delivery Number of offers to volunteer Number of actual volunteers Number of visits to schools / universities Number of contacts with applicants Impact on recruitment ( and in under-represented areas) Programme Results Impact on transition Impact on students future engagement 22

23 + Did you know...?

24 + Percentage of institutions offering particular types of How we use them volunteer programmes %

25 + Did you know? Measure Median Mean Number of constituents who have OFFERED support as volunteers 880 2,142 Number of constituents who have PARTICIPATED As a sector we are only making use of ~10% of our willing volunteers