ALUMNI RELATIONS & FUNDRAISING The challenges and the successes

WHY HAVE ALUMNI RELATIONS? Alumni Relations can play key role in underpinning your institutional effort Alumni Relations can play key role in underpinning your institutional effort Alumni are ready and waiting to be engaged – a wonderful time, advocacy and funding resource Alumni are ready and waiting to be engaged – a wonderful time, advocacy and funding resource The more alumni feel engaged and in touch the more inclined they are to donate and to open their networks The more alumni feel engaged and in touch the more inclined they are to donate and to open their networks

KEY INGREDIENTS Know and understand your audience – (research and data, data, data!!) Know and understand your audience – (research and data, data, data!!) Have a plan to keep alumni in touch Have a plan to keep alumni in touch It’s all about being flexible and thinking laterally – can’t do it all in isolation It’s all about being flexible and thinking laterally – can’t do it all in isolation Have a balanced programme – events, communications, volunteering, benefits and services Have a balanced programme – events, communications, volunteering, benefits and services

THE ALUMNI COMMUNITY 150,000 alumni who live in 180 countries. This will rise to c.175,000 by Two thirds of alumni live in the UK. 150,000 alumni who live in 180 countries. This will rise to c.175,000 by Two thirds of alumni live in the UK. It is estimated that UCL is in touch with 70% of all living UCL alumni It is estimated that UCL is in touch with 70% of all living UCL alumni Over 50% of all alumni graduated within the last 15 years. Top three largest departments – Faculty of Laws, Faculty of Built Environment and School of Life and Medical Sciences Over 50% of all alumni graduated within the last 15 years. Top three largest departments – Faculty of Laws, Faculty of Built Environment and School of Life and Medical Sciences

CONTACTABLE ALUMNI BY DECADE OF GRADUATION

ALUMNI CONNECTIONS Myriad of different motivating factors that drive ongoing alumni connections to UCL Myriad of different motivating factors that drive ongoing alumni connections to UCL These factors range from a connection to courses/departments, clubs and societies, halls of residence and classmates through to academic staff. These factors range from a connection to courses/departments, clubs and societies, halls of residence and classmates through to academic staff.

EXAMPLE: STUDENT / YOUNG ALUMNI ACTIVITY To develop a supportive alumni community you need to start with the student experience and develop a habit of involvement immediate after graduation To develop a supportive alumni community you need to start with the student experience and develop a habit of involvement immediate after graduation Dominant aim is to weave alumni and alumni relations into the fabric of student life Dominant aim is to weave alumni and alumni relations into the fabric of student life Experience has shown that success in this area is derived from providing tangible benefits to the student community Experience has shown that success in this area is derived from providing tangible benefits to the student community

ALUMNI RELATIONS & FUNDRAISING It is a two way relationship – both need one another to be a success It is a two way relationship – both need one another to be a success Interest, involve and commit - the more engagement alumni feel the more inclined they are to give money/time to an institution Interest, involve and commit - the more engagement alumni feel the more inclined they are to give money/time to an institution It’s a long-term business It’s a long-term business Team work – shared objectives and goals – Alumni team needs to consider fundraising as part of their activities and fundraisers must think about alumni and wider school activities Team work – shared objectives and goals – Alumni team needs to consider fundraising as part of their activities and fundraisers must think about alumni and wider school activities

EXAMPLES Fundraising messages are integrated into UCL alumni communications and events Fundraising messages are integrated into UCL alumni communications and events Academic speakers at events will ask alumni to consider donating to UCL Academic speakers at events will ask alumni to consider donating to UCL Alumni contacts can provide opportunities to engage key donors and prospects Alumni contacts can provide opportunities to engage key donors and prospects Alumni can also identify ‘lost’ class mates who may be good prospects Alumni can also identify ‘lost’ class mates who may be good prospects

NETWORKING Clubs and societies Clubs and societies Award-winning professional networking events Award-winning professional networking events Alumni-led reunions Alumni-led reunions Departmental events Departmental events International events International events

COMMUNICATIONS Redesigned ‘UCL People’ - backbone of printed communication which all alumni receive Redesigned ‘UCL People’ - backbone of printed communication which all alumni receive Alumni newsletters, the Alumni Web Community, Alumni Website, Social networking presences and Online Surveys Alumni newsletters, the Alumni Web Community, Alumni Website, Social networking presences and Online Surveys

VOLUNTEERING Careers mentoring – over 300 alumni currently act as a careers mentor and speak at UCL events (e.g. graduation ceremonies) Careers mentoring – over 300 alumni currently act as a careers mentor and speak at UCL events (e.g. graduation ceremonies) 250 alumni act as International Contacts – involves them in acting as a local contacts for alumni, organising local alumni groups and assisting with student recruitment 250 alumni act as International Contacts – involves them in acting as a local contacts for alumni, organising local alumni groups and assisting with student recruitment

REGULAR GIVING Why engage alumni? Why engage alumni? To translate engagement into multiple levels that includes giving to your university To translate engagement into multiple levels that includes giving to your university But why do alumni give? But why do alumni give?

What motivates giving Pride Pride Acknowledgement for what they gained from their experience at UCL Acknowledgement for what they gained from their experience at UCL Desire to protect what they value Desire to protect what they value Commitment to social mobility and how education is the key to this Commitment to social mobility and how education is the key to this Commitment to the transformational impact of education Commitment to the transformational impact of education

A Case Study Ralph – donor, volunteer and son studying at UCL today Ralph – donor, volunteer and son studying at UCL today Initially identified by regular giving as a donor with capacity to give more Initially identified by regular giving as a donor with capacity to give more Engaged by alumni relations as a mentor Engaged by alumni relations as a mentor Asked to sign appeal letters and attend a CASE event to provide a donor testimonial Asked to sign appeal letters and attend a CASE event to provide a donor testimonial Started giving £40 pm – now giving £2K per year Started giving £40 pm – now giving £2K per year

Fundraising is telling stories We use students and key members of staff to tell stories to our alumni about the need for their support (using the hooks of what we know motivates giving) We use students and key members of staff to tell stories to our alumni about the need for their support (using the hooks of what we know motivates giving) Ask multiple times throughout the year – telling different stories and using different signatories Ask multiple times throughout the year – telling different stories and using different signatories People give to people – for us we have found that students receiving scholarships and key academics generate the most response from alumni People give to people – for us we have found that students receiving scholarships and key academics generate the most response from alumni What is your university’s story – where do the key relationships with alumni lie? What is your university’s story – where do the key relationships with alumni lie?

Get them while they’re young

QUESTIONS?