Principles And
techniques of fundraising:
an African perspective.
Ahmad Shehu
Bayero University, Kano.
Nigeria.
6th September, 2012
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Perceptions of Fundraising
Forceful act of asking for money
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)
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Fundraising; 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;
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Essentials of Fundraising
 Strategic Plan: Vision, Mission, Objectives, SWOT.
 Case for Support: Why your development projects
are important to advancing the cause of your
institution and why should donor, investors support
you
 Fundraising Plan: what are you prepared to spend
on Fundraising? How much do you need to raise?
Over what time? What is your strategy and methods
for cultivation and solicitation?
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Sources of Donation
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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 involved
in 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
Unstructured giving
Giving for recognition and prestige
Donor Solicitation usually by the ViceChancellor
Concerned with Major gifts
Use of Special events for fund-raising;
convocations
Communications Strategy of Univ. is a oneway approach
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Pattern of African Fundraising; 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 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
 Lack of experience on Alumni giving
 General lack of policy/administrative frameworks regulating
and directing Advancement activity; by Govts & Institutions
 Limited revenue base; in Institutions
 Little experience with writing funding proposals to World
Bank, African Dev Bank, Foundations
 Non-involvement and utilization of volunteers
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Constraints to Fundraising 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
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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!
Presenter contact details:
Academy contact details
Ahmad Shehu
Director,
Advancement Office,
Office of the Vice-Chancellor,
Bayero University,
PMB 3011, Kano. Nigeria.
ahmadshehu2006@yahoo.com.
+2348035879917
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