Case Study : The Knowledge is Power Campaign. Louise Giroux Stéphane Chennec

Transcription

1 Case Study : The Knowledge is Power Campaign Louise Giroux Stéphane Chennec Philanthrôpia Université de Montréal Istanbul Workshop - 7 February 2006

2 Outline of the presentation. Context of the fundraising initiative 2. Campaign positioning, structure and logistics 3. Key issues and tremendous challenges for UdeM Istanbul Workshop - 7 February 2006

3 . Context () 878 : Founding of Université de Montréal («UdeM») Mission of UdeM : Theology, Law, Science, Medicine, Arts, Social Science More than Students including foreign students As well as employees Second largest university in Canada / most prominent in Québec Structure : UdeM (2 Faculties) HEC Montréal s Business School Ecole Polytechnique Istanbul Workshop - 7 February 2006

4 . Context (2) Canadian political, cultural and academic perspective : The Canadian philanthropic culture is 70 years old As for other universities in the world, UdeM had to secure its future in a competitive global environment The third capital campaign in the history of the University First one to be a campaign of projects A private University The mission of the University Fund is to collect donations from private sector, in order to assure the development of its priority activities in education and research. Campaign booklet Istanbul Workshop - 7 February 2006

5 2. Campaign positioning, structure and logistics () At stake: Work on shaping a new image and create an awareness to get recognition as a natural social partner Provide a unique positioning as a world class institution of higher learning in the heart of the City... with a muticultural brand Participate to the development priorities of both Canadian and Quebec communities with an international perspective Embrace the new Knowledge-Based Economy Manage diversity and complexity : 2 Schools, 2 Faculties Istanbul Workshop - 7 February 2006

6 2. Campaign positioning, structure, logistics (2) Strategic components: Ambitious and innovative financial objective : $ 25 million Multi-year Capital Campaign consisting of 75 projects to fund highly targeted needs: Chairs, Scientific complex, Scholarships Market segmentation : local, national, international Implementation of a comprehensive capital campaign process : Feasibility Study Cultivation, Recruitment and Solicitation Loyalty Program and Donor Recognition Plan Istanbul Workshop - 7 February 2006

7 2. Campaign positioning, structure and logistics (3) Why retaining fundraising professionals? To help UdeM develop the best framework from strategic planning to operations To benefit from their high level of expertise in : Monitoring properly each step of the Campaign Conducting the Feasibility Study Managing the volunteer effort (primarily the Campaign Cabinet) and the stakeholders Providing the necessary liaison between UdeM, civil society and business community Istanbul Workshop - 7 February 2006

8 4. Key issues and tremendous challenges Stake : Governance of stakeholders ( Faculties and Schools : HEC, Ecole Polytechnique and the 2 Faculties) How did UdeM manage? Definite leadership of the 30 Campaign Cabinet members Strong relationship between the Cabinet key players and the senior management of the University and the two Schools Devoted committee of high level volunteers to each Faculty Twelve dedicated consultants to each of the 2 Faculties in order to assume an essential pivotal role between the campus, its various constituencies and the business leaders Istanbul Workshop - 7 February 2006

9 Stake 2 : Build Well-designed Projects to ensure Success! How did UdeM manage? Envision two levels of solicitation : - the global multi-campus projects for the UdeM - the 75 specific projects to each Faculty Create opportunity for corporations and foundations to provide feedback, validate, help formulate and finalize priorities Maintain uniqueness of each institution and protect its own priorities Have a strong and efficient communication program to ensure visibility within in the different constituencies of Montreal Istanbul Workshop - 7 February 2006

10 Stake 3 : Make it a Success Story! How did UdeM manage? Leadership of the CEOs of University and Schools Relentless effort and devotion of the two Campaign Co-Chairmen Global and detailed coordination of logistics Ongoing budgetary control Breakdown formula for donations to be split fairly between institutions on campus Enlist top leadership: campus, alumni and corporate partners Communications : make the campaign a public marketing event in the Montréal Community Istanbul Workshop - 7 February 2006

11 Conclusion Results exceeded the campaign goal (Total raised: $ 27 million) The next capital campaign was already «in the making»! : Loyalty programs and high quality communications ensure CONTINUITY A campaign never comes to an end! Université de Montréal is on the move! Istanbul Workshop - 7 February 2006