A focus on what has been happening and what is currently taking place in the UK Miles Stevenson Director of Development University of Sheffield, United Kingdom 9 th March 2011

02/05/2015© The University of Sheffield / Department of Marketing and Communications “A bombshell” “The most astonishing rapidity of changes in government policy.” “The government has turned its back on the idea of a publicly funded University”

02/05/2015© The University of Sheffield / Department of Marketing and Communications Durham University

02/05/2015© The University of Sheffield / Department of Marketing and Communications Durham in 1990 Student composition Funding Expectations Job opportunities Debt? Availability of information Technology

02/05/2015© The University of Sheffield / Department of Marketing and Communications Technological Changes Facebook – 30 million Blogging andTwitter Even my Vice-Chancellor has one! “Corridor meet-up”

02/05/2015© The University of Sheffield / Department of Marketing and Communications UK to America????? Tuition?

02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition fees c. 1780

02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition fees 1828

02/05/2015© The University of Sheffield / Department of Marketing and Communications Penn State President Dr Graham Spanier Has a personal target of $1 million …. every day for Penn State

02/05/2015© The University of Sheffield / Department of Marketing and Communications Penn State

02/05/2015© The University of Sheffield / Department of Marketing and Communications USA alumni

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications CASE-Ross Survey of UK University Philanthropy

What’s been happening in the UK over the last twenty years or so? Are there themes which are applicable?

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications What trends do I anticipate? The beginnings of a “real” market – highly competitive A reduction in government funding A reliance on tuition fees from overseas students UK students paying increasing tuition fees More links with business Expansion in fundraising offices

What are the key areas?

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Key overarching factors Change in scale and complexity in the sector Government “interference” The student as “customer” A decline in traditional funding Market forces – internal and global What is a University degree for? Diversification of funding

Government “interference”

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Taking you back in time c. 1982

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications The first big cuts

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications A change in attitude?

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Student Maintenance Dilution in size of grants from mid 1980s Scrapping of grants in 1998 by Tony Blair Creation of Student Finance England to assess student/parental income Introduction of Maintenance Loans Creation of the Student Loans Company to manage loans and repayments

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Maintenance 2 Students can now borrow c. £4,000 p.a. for living costs They will need to repay this when they are earning more than £15,000 – at a rate of 9% of earnings above this figure. If you were earning £20,000 p.a. this would equate to c. £35 per month The debt is written off after 25 years

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Maintenance 3 But £4,000 p.a. is not enough to live on! Expectation that parents will pay something, students will live at home, find work, run up debts Concern for poorer students. So in 2006 some grants (non repayable) were introduced £2,906 p.a. if parental income is under £25K; something between £25,001 and £60,005; nothing above £60,005

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition fees The Dearing Report into the future funding of Higher Education - 23 July The Education Secretary David Blunkett introduced means- tested tuition fees to begin in September 1998 with students being required to pay up front £1,000 p.a. for tuition.

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition fees 2 In January 2004, universities were allowed to charge £3,000 p.a. for tuition fees – rising with inflation (now £3,375 p.a.)

02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition Fees 3 Lord Browne’s Independent Review of Higher Education Funding Tuition fees to rise

02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition Fees 4 Nick Clegg’s pledge The decision makers got their time at University for free

02/05/2015© The University of Sheffield / Department of Marketing and Communications Tuition fees 5 The cap will rise to £6,000 p.a. and universities can charge up to £9,000 p.a. – with some conditions Payment starts when you earn £21,000.

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Conditions on raising higher tuition fees Access to Higher Education for lower socio-economic groups State/Private school split in student recruitment Widening access proposals - monitoring The provision of scholarships OFFA (the Office of Fair Access) – which can fine (£500K)

Demographics and market forces

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Targets and changes In 1992, the former polytechnics were all changed into universities Number of student in HE – from 10% in c to an aim of 50% of 18 years olds “Education, education, education” T. Blair 1960 – 50,000 applications Today – 700,000 applications Choice (and confusion)

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Targets and changes A customer focused environment Creation of marketing offices Guides on universities – books, newspapers, “University of the Year” Student expectations start to rise National Student Satisfaction Survey (This year Sheffield came 2 nd out of 115 uni’s)

02/05/2015© The University of Sheffield / Department of Marketing and Communications League Tables The operation of a global market

02/05/2015© The University of Sheffield / Department of Marketing and Communications League Tables 2 United States 54 United Kingdom 29 Canada 11 Japan 11 Netherlands 11 Germany 10 Australia 9 Switzerland 7 China 6 Belgium 5 Hong Kong 5 Sweden 5 France 4 South Korea 4 Denmark 3 Israel 3 New Zealand 3 India 2 Ireland 2 Norway 2 Russia 2 Singapore 2 Source - Times Higher League Tables 2009 Country breakdown for top 200

Student Viewpoint

02/05/2015© The University of Sheffield / Department of Marketing and Communications Students

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Key overraching factors Students want choice and value for money Contact hours from teaching staff In the UK “2012” is coming Going away to study – declining? Competition on student accommodation Our new student village – what is our core business? (Not teaching them to appreciate a good claret!)

02/05/2015© The University of Sheffield / Department of Marketing and Communications Sheffield Student Village £160 million Public Private Initiative The biggest and the quickest We look after grounds; they look after buildings – back to us in 40 years

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Our students Need for differentials – a language, a year abroad, a placement, skills – competition for jobs. What sort of subject of degree? Parental power and influence at open days and beyond More interaction with business – enterprise centres A need for better student support – IT, libraries and facilities

02/05/2015© The University of Sheffield / Department of Marketing and Communications Sheffield - new buildings

International Students

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Our students Internationalisation 11.8% of Sheffield’s income came from overseas tuition last year We have students from 137 countries – and staff from 87 We would be in difficulty without this Markets – India and China

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications International students “A total of 408,685 students were studying overseas with UK universities in , against 2,493,420 enrolments at institutions in the UK” Times Higher Education 20 January 2011

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications International students The University of Nottingham has campuses in Malaysia and the Chinese city of Ningbo, and plans to open a third campus in Shanghai. Middlesex University has campuses in Dubai and Mauritius and plans to launch a branch in India Times Higher Education 20 January 2011

Government Cuts

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Key figures Hefce (Higher Education Funding Council for England) announcement - 2 February /12 £6,507 million for the sector – down by £940 million (12.9% cut) Massive cuts in teaching budgets – hence need to charge for tuition Capital funding cut by 58% to £223 million in 2011/12

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications New focus The government’s proposal of 2 year non residential degrees by new private institutions The need to engage more with the EU – the only sector where we are increasing our grant income Concentration of research with fellow universities (e.g. The White Rose Group) and with businesses

02/05/2015© The University of Sheffield / Department of Marketing and Communications Links to business Rolls Royce - Boeing Siemens Wind Partnerships

Philanthropy

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Key overarching factors CASE – The Council for the Advancement and Support of Education CASE Europe and CASE Asia Edinburgh 1990 – 50 delegates Fundraising offices Training professional fundraisers

02/05/2015© The University of Sheffield / Department of Marketing and Communications The Thomas Report on increasing voluntary giving to Higher Education Matched Funding

02/05/2015© The University of Sheffield / Department of Marketing and Communications Donor growth Matched Funding Year 1 Universities received £511m in philanthropic cash income in 2008/09, up from £430m the previous year

02/05/2015© The University of Sheffield / Department of Marketing and Communications Thames Valley University Donor v New Funds Matched Funding Year 1 Source: Thames Valley University

02/05/2015© The University of Sheffield / Department of Marketing and Communications Massive changes Professionalisation The number of offices Growth in size of offices Budgets Changing political landscape A change in what people think and say both internally and externally

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications CASE-Ross Survey of UK University Philanthropy

02/05/2015© The University of Sheffield / Department of Marketing and Communications02/05/2015© The University of Sheffield / Department of Marketing and Communications Development A total of 163,547 people gave to universities in 2008/09, a 12% increase on 2007/08 and a rise of 24% on 2006/07 Universities also saw a rise in the numbers of major cash gifts worth £500, in total up from 119 two years ago. This includes 22 institutions that received a cash donation of £1m or more, and four that received gifts of over £4m each..

02/05/2015© The University of Sheffield / Department of Marketing and Communications Gifts to education Oxford, Cambridge, Edinburgh, LSE, Bristol Chalmers, Karolinska Institutet INSEAD, ESSEC, ESCP-EAP Ecole Polytechnique, Toulouse Lille, Louvain Bocconi, Milano, Bologna Groningen, Erasmus, Amsterdam CEU, Bremen…

Discussion and Questions