Principles And techniques of (fundraising)Advancement: an...

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Principles And techniques of (fundraising)Advancement: an African perspective. Ahmad Shehu Copyright Advancement Academy 1

Transcript of Principles And techniques of (fundraising)Advancement: an...

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Principles Andtechniques of

(fundraising)Advancement: an African perspective.

Ahmad Shehu

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Introduction

In Beginning...

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Perceptions of Advancement

Majorly fundraising; Cultivation, Solicitation,

Stewardship

Alumni relations: Independent pursuit

Communications: function of PR unit

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Perceptions of Fundraising

Forceful act of asking for money

(refined way of begging)

Money raised are used for personal gain(prospective donors suspicion)

Costs of fundraising are usually high

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Main Funding Sources to Universities

Government (Federal &State)

Tuition

Subsidies (Religious Organizations)

Foundations (Lately)Copyright Advancement Academy 5

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Advancement; meaning

The art of establishing and strengthening relationships between prospective donors and an Institution.

Management of relationships between a charitable organization and its donor publics;

Practices beyond the mere technical skills to ask for money;

- Use of time for other support such as mentoring

- Developing goodwill ambassadors

- Creating contacts that can open more doors for support

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Advancement; CASE Definition

Advancement is a strategic, integrated method of managing relationships to increase understanding and support among an educational institutions’ key constituents including alumni, friends, government policy makers, the media, members of the community and philanthropic entities of all type.

Source: Council for the Advancement and Support of Education, CASE

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Components of Advancement

Development ( fundraising)

Alumni Relations

Communications

Advancement Services; Research

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Sources of Donation

• Individuals

• Companies / Corporations

• Trusts & Foundations

• Governments (National & Foreign Aid)

• Alumni

• Investment income

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Types of Fundraising

• Annual Giving Fund

• Major Gift

• Capital Campaign

• Legacies / Bequests

• Sponsorship

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Process of Fundraising

Identification; their connection to, interest in, and ability to give to your organization

Information; about your organization

Interest; familiarity engendering interest in the success of the Institution

Involvement; People tend to become involvedin that which interests them.

Investment; based on ability to support the Institution

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Principles of Fundraising

TRUST; need to trust the recipients and want to feel involved or have some sort of personal connection with the individuals or organizations

INFORMATION; need to be kept up to date and to feel informed and connected

TRANSPARENCY AND ACCOUNTABILITY; need to feel empathy with the focus and values of the organization and be provided with proof of transparency and accountability; an aspect of integrity.

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Principles of Fundraising; Contd

PROGRESS REPORT; need for donors to relate interventions to benefits and demonstrate how lives have been changed.

INSPIRING THE FEELING OF GRATITUDE; Expressions of gratitude are expressions of respect; ‘’Acknowledge of Donation’’ and ‘’Thank you’’.

POSITIVE ATTITUDE; You may experience rejections, do not give up, do not allow yourself to be discouraged

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Methods of Fundraising

• Special Events (Launching)

• Face-to-face

• Sponsorships

• Direct mail

• Merchandising

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Pattern of African (Fundraising) Advancement

Unstructured giving

Giving for recognition and prestige

Donor Solicitation usually by the Vice-Chancellor

Concerned with Major gifts

Use of Special events for fund-raising; convocations

Communications Strategy of Univ. is a one-way approach

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Pattern of African (Fundraising)Advancement; Contd

Articulated Advancement functions lacking

Multiple fund-raising ( absence of coordination)

Use of Consultants in Fundraising

Its about fundraising not relationship building

No much Alumni giving

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Challenges to Fundraising in Africa

University leadership (until lately)not familiar with ways to attract funding

In-adequate understanding of and resistance to advancement activities by the University Community

Lack of information on available sources of funds/Foundation

Lack of Institutional Collaboration on Advancement

(current effort by SU and AAU commendable)

Lack of experience on Alumni giving; annual fund

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Challenges to Fundraising in Africa; contd

Limited revenue base; in Institutions

Little experience with writing funding proposals to specialized corporations, Foundations

Non-involvement and utilization of volunteers

General lack of policy/administrative frameworks regulating and directing Advancement activity; by Govts & Institutions

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Constraints to (Fundraising) Advancement in Africa

• High poverty levels • Lack of culture for institutional support• Fear of rejection or fear of offending people

by asking them for a contribution • Lack of well defined needs and articulated

visions; by Institutional leaderships • Corruption• Absence of supportive media• Partly seen as an all-comers affair

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Strategies for Advancement Services

• Advancement should feature prominently in the University's’ Strategic plan;

• Involvement and integration of Advancement in structures of the university;

• Identify and prioritize sources of funds and other resources;

• Key Messages to be developed and conveyed to all concerned

• Use University Structures: Committee System, Senate, Congregation, Governing Council, Staff Unions, students Unions.

• Involve the Alumni

• Identify and use individuals that are ready to accept and adopt Advancement as catalysts of change (volunteers)

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Role of the Vice-Chancellor

• Create a compelling vision

• Liaison at all levels and with all the stake holders

• Epitomize vision and mission of University Advancement

• Demonstrate good Relationship and Management

• Integrity; build trust and earn confidence of all

• Devote time to cultivating major donors

• Ensure high academic standards, peaceful, stable academic programme

• Be patient

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Caution?

• Can conduct multiple fund-raising due to stakeholders full involvement

• Major risk of uncoordinated activities is the impression of the University as being chaotic and can lead to donor fatigue

• There must be a system of reporting, monitoring and coordinating all fundraising activities

• Clear (written) guidelines on acceptable fundraising activities

• Stewardship; key for today and tomorrow’s gift

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Thank you!

Contact details:

Ahmad Shehu

Director,

Advancement Office,

Office of the Vice-Chancellor,

Bayero University,

PMB 3011, Kano. Nigeria.

[email protected].

+2348035879917

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