Short Term Objectives 2010 – 2012
Aim 1 - To establish and maintain positive relationships with alumni and other prospects, to generate good will, philanthropic gifts and
enhance the University’s reputation.
Objective
How achieved and measured
Time frame
Increase levels of
communication with
graduates by utilising a
cost effective and
targeted approach.
Maximise the use of the new ThankQ CRM database to improve
tracking of communications with alumni, and build personal and
professional profiles.**
Ongoing
Pro-actively boost the number of email addresses we hold for
graduates by targeting students at the end of their studies,
offering incentives at award ceremonies, capitalising on
information from the First Destination survey and from academic
Schools. Measured by the percentage increase of email
addresses on the system year on year.
Ongoing with a
target of an extra
2,000 per year by
2012
Investigate the cost and options available to host an online
database that graduates can access, then survey graduates re
paying an access fee based on the information
End 2010/11
Promote links to other online University publications, ie News &
Views, Annual Report, research publications, etc.
End 2010/11
Produce and maintain an interesting and up-to-date alumni
Facebook page and use as a catalyst to increase alumni email
addresses. Use statistics from the site to evaluate success.
June 2010 and
ongoing
Supply regular Twitter messages to update graduates on
June 2010 and
Increase the use of
electronic media and
social networking,
therefore reducing cost
and impact on the
Related
Corporate
Aim(s) *
Aim 3,5,6
Aim 4, 5, 6
Objective
How achieved and measured
Time frame
environment.
University news and research.
ongoing
Foster networking
opportunities for UK
based graduates
Arrange small local and regional networking and social events,
in co-operation with the Academic Schools.
2011 and ongoing
Encourage networking
opportunities for
overseas graduates
Providing access to
graduate records in
Academic Schools for
ease of communication
and profile building
Piggy-back onto appropriate University organised lectures,
careers events, exhibitions, music and theatre productions – free
or payable.
Support and promote in-country chapters.
Related
Corporate
Aim(s) *
Aim 1,4,5
Ongoing
Ongoing
In line with the University’s International Ambassadorial Scheme,
publicise small events that can be hosted by visiting university
senior management nominees, academics or international office
staff in co-operation with the in-country chapters to minimise
centrally organised large and expensive events.
2011 onwards
Investigate the Elluminate online conferencing system with a
view to promoting virtual meetings and get-togethers for
graduates using Illuminate facilities
Organise training for all alumni champions in Academic Schools
on the ThankQ database and set up access and updating rights.
Publicise end
2010/11
Provide up-to-date graduate data including contact and
employment information via the ThankQ database.
Daily data
updating
Promote and administrate the Alumni User Group, and work with
Schools to populate the database.
Early 2010 and
ongoing
June 2010
Aim 1,4,5
Aim 4,5,6
Objective
How achieved and measured
Time frame
Helping to promote
postgraduate study
Publicise School research, new courses and ‘good news’ stories
in Alumni communications and events.
2010 and ongoing
Provide graduate profiles for use in prospectuses, course
literature and for School web use.
2011/12
Related
Corporate
Aim(s) *
Aim 5,6
2010 ongoing
2011 and ongoing
Aim 1,5,6
2010 and ongoing
Aim 4,5
Ensure that prospects meet with SMT on one-to-one basis and
at events as appropriate. Ensure that SMT have necessary
training, prospect profiles, etc to maximise on this.
2010 and ongoing
Aim 4,5
Communications – N&Vs, Annual Report, Braduate Magazine.
Events – Gala Dinner, and other appropriate prestigious events
and lectures for their areas of expertise or interest. Measured by
level of commitment offered and number of active relationships.
Ongoing
Ongoing
Encourage mentoring
and student placement
participation
Cultivate potential
donors by building
mutually-beneficial
prospect relationships
with the University
Use our existing communication channels to source graduate
mentors and appropriate student placement opportunities in
Alumni communications.
Research and identify prospects from existing and new data and
involve them in a tailored programme of involvement in the
University community. Measured by number of viable
“prospects” on ThankQ database.
Work closely with
Senior Management to
cultivate major donors.
Involve potential
donors in the life and
aims of the University
through events, one-toone communication
and committees
Aim 2 - To seek regular feedback from alumni, prospects and donors and act on it to ensure that we are delivering professional and
customer-focussed services and an appropriate and supportive infrastructure.
Objective
How achieved and measured
Time frame
Provide effective
services which are
important to our
graduates
Produce regular questionnaire to survey alumni expectations,
and provision requirements. Commit the resources to feed back
to respondents on ideas and comments.
Ongoing
Reduce the yearly printed Braduate magazine in pagination and
from A4 to A5 giving a 50% reduction in print, production and
UK postal costs. On-line link only to be emailed to overseas
graduates unless a printed copy specifically requested.
Produce regular e-newsletters in a professional format with
tracking facilities to gauge effectiveness and ascertain what are
the main areas of interest to graduates.
2009/10
Make greater use of online communities for regular cost
effective communications and networking.
2010 and ongoing
Keep up-to-date with developing communication methods and
adapt as appropriate.
Ongoing
Promote virtual meetings and get-togethers
2011/12
Reduce the monetary
cost and impact on the
environment
Related
Corporate
Aim
Aim 5, 6
2010/11
Aim 6
Aim 3 - To enhance our relationship with alumni and prospects and effectively steward all donors through targeted events and
communications and face-to-face involvement such as committee membership and speaker opportunities.

Objective
How achieved and measured
Time frame
Maintain regular
communication with
Honorary Graduates
and cultivate their
involvement to promote
a Bradford education
and contribute to the
University’s financial
well-being
Communications – N&Vs, Annual Report, Braduate Magazine,
subject to available resources.
2010 and ongoing
Events – Annual Gala Dinner, Bi-annual Honorary Graduate
Dinner (London) and other appropriate prestige events and
lectures for their areas of expertise or interest. Measured by
level of commitment offered.
2010/11
Maintain
communication with
friends of the University
to encourage support
and donations, and
create positive publicity.
Steward existing and
future donors in
partnership with
Schools / Departments
/ SMT
Communications – Establish a donor newsletter to send to
donors and key prospects as appropriate. Plus use
News & Views, Annual Report, case studies on website and
publications
2010/11
Engage prospects
through a programme
of regular and wellattended events
Related
Corporate
Aim
Aim 1, 4,5
Aim 1,4,5
2010 and ongoing
Events – Gala Dinner, Scholarship event, other prestige events,
launches and lectures appropriate to their area of interest. Oneto-one meetings. Involvement in University committees and in
consultative roles.
Measured by the increase in active donor / friend relationships,
and the goodwill we can maintain through stewardship.
Activities such as reunions, dinners, receptions and invitations
to non-alumni University / School events (in partnership with the
Corporate Events Team). Measured by number of events and
attendance (key targets as well as volume of attendees),
2011/12 and
ongoing
Aim 1,3,4

Develop an active
network of graduates
who support each other
and the University as
ambassadors for
recruitment, research,
mentoring, career
advice and fundraising
initiatives
subject to available resources.
Encourage graduates to network with each other, for
professional and social reasons. Activities could include local
chapters, special interest groups, reunions and advising
students, as preferred by the organisers.
2011/12
Aim 1,4,5
Aim 4 – To encourage all alumni and other prospects to give, in whatever way they can, to strengthen the future well being of the
University and provide financial help which improves the student experience, helps widen participation and supports University
activities.
Objective
Objective
How achieved and measured
Time frame
Build on the success of
the Braduate Fund and
holding an annual
telethon
2nd Braduate Fund telethon to be run over 3 weeks by
consultants in February/March 2011. **
Early 2011
Investigate most cost-effective way to run future telethons.
Late 2011
Related
Corporate
Aim
1,4
Target to raise total of £183.280 by 2015, including Gift Aid and
(for 2010 and 2011) Matched Funding. Pledges for money after
2014 not included.
These figures are estimated based on 2010 results and
dependent on Investment fund support .**

Give overseas
graduates the
opportunity to donate.
A limited postal fundraising initiative will be organised to run
concurrently with the 2nd telethon.**
Early 2011
1,4
Work with the Press,
Marketing and
Academic teams to
identify potential donors
and promote giving /
publicise gifts
Regular communication between the Alumni and Development
Office and the Communications Team, to ensure exchange of
information and ideas.
Ongoing
Aim 4,6
“Open-door” attitude to encourage partnership working with
Schools. Information about services and advice available to
Schools.
Ongoing
Campus-wide dissemination of fundraising messages,
information and strategy to inform and assist Departmental
2010/11 onwards
fundraising.


Increase legacy gifts
Promote University legacy brochure through tailored mailings,
events and face-to-face as resources will allow.**
Ongoing
Supply legacy brochures to Schools for their use.
Currently 2 legacies pledged to the University. Target of
securing 10 legacies by 2014.
2010/11
Aim 4,5,6
Aim 5 – Help improve the student learning experience and employability of Bradford graduates through fundraising and the alumni
community
Objective
How achieved and measured
Time frame
Related
Corporate
Aim
Promote graduate
involvement with current
students’ learning
experiences by
supporting existing
mentoring schemes
within the University
Contact graduates who have indicated on the recent survey
that they would be interested in mentoring and providing
career advice to students and ascertain their area of
expertise.
2011 and ongoing
1,4
2011/12
1,4
Ongoing
1,3,5
Encourage graduates to
share their professional
experience with current
students
Raise funds for
scholarships and
hardship funds for
students in need
Liaise with staff running schemes already across the
University – such as the Career Development Services
Mentoring programme and the Summer Experience
Programme to offer alumni support.
Work with schools to see what other programmes exist that
would benefit from alumni input.
Investigate running small complimentary evening events on
the University campus for a talk by a graduate(s) on a specific
profession (subject to resources). Work with schools to offer
events which appeal to busy graduates.
Raise funds through annual alumni telethon**
Explore other prospects who may wish to support
scholarships or the hardship fund
Aim 6 - To build fundraising and alumni relations capacity and understanding throughout the University, cultivate a culture internally
that supports the University’s fundraising and alumni activity.
Objective
How achieved and measured
Time frame
Ensure that a culture of
giving and alumni
engagement is
encouraged and enabled
throughout the
organisation and that
SMT are informed and
involved
Administrate the Fundraising Steering Group, Fundraising
Action Group and Alumni User Group. Submit reports to
Council and ASPC as required. Measured by number of
meetings and increase in understanding throughout the
organisation.
Ongoing
Related
Corporate
Aim
Aim 6
Respond to all alumni,
School and Departmental
queries, providing
fundraising advice to
staff, students, prospects,
donors and alumni.
Support School /
Department / UBU
fundraising activities to
develop staff / student
fundraising capacity
“Open-door” attitude to encourage enquiries and requests for
assistance. Make available information about services
available to Schools and Departments.
Ongoing
Aim 6
Submit Fundraising Project / Naming Proposals to the Action
and Steering Groups on behalf of Schools / Departments and
advise on University policy in relation to these.
Ongoing
Share fundraising and alumni strategy and policy documents,
and tools such as gift tables, case studies, gift agreement
forms, etc
Ongoing
Measured by increase in use of ThankQ database and sharing
of information.
Maintain alumni and
fundraising database to
track alumni
Actively seek updated contact details and use returned post
from mailings to improve data quality.
Ongoing
Aim 5, 6
communications and
prospects / donors
through the solicitation /
stewardship cycle
Add all relevant correspondence and other information to
ThankQ and encourage others on campus to do the same.
Late 2010
onwards
Liaise regularly with the Systems and Policy Manager and
Alumni User Group regarding ThankQ usage, updates,
improvements, data sharing and user policies.
Ongoing
Measured by improvement in quality of data each year and
positive reports from Departmental staff with database access.
Maintain an online alumni
and development
presence and develop
this to enable online
ticketing and event
promotion, more efficient
updating of alumni
contact details and more
streamlined web
donations
Add news, positive stories and invitations to events and
activities to Facebook, and the University alumni /
development websites on a regular basis.
Ongoing
Liaise regularly with the Systems and Policy Manager about
additions and improvements to ThankQ, such as a web
ticketing system that is integrated with University events and
finance systems.
Late 2010
onwards
Work towards an online giving system that is integrated with
the E5 finance system.**
Late 2011
Encourage Schools /
Departments to share
information about
contacts and fundraising
projects to avoid conflicts
of interest / duplicate
approaches
Share policy and procedure documents, including a User
Guide to ThankQ.
End 2010
Lead by example, keeping ThankQ up to date and logging mailings,
event attendance, etc promptly.
Ongoing
Keep in touch with Schools about their fundraising and alumni plans,
to ensure a coordinated approach.
Ongoing
Aim 5
Aim 5,6
Aim 7 - To undertake the following Priority Fundraising Projects.
i.
ii.
iii.
iv.
Scoping a 50th Anniversary Appeal **
The Braduate Fund **
The Sir Titus Salt building
The Legacies programme
Objective
How achieved and measured
Time frame
Related
Corporate
Aim
Aim
1,2,4,5
Scope a 50th Anniversary
Appeal
Hold a consultation dinner for people previously involved in a
UoB feasibility study
November 2010
Work with Compton Fundraising to create a draft case for
support, timescale and resources study for the campaign
(subject to funding). **
2011
Research potential prospects and board members for this
campaign **
2011
Establish a campaign fundraising board, including senior
internal and external lead donors **
2011 - 2012
Raise funds through The
Braduate Fund
Raise funds for The Sir
Titus Salt building
See aim 4
Ongoing
Aim 1,4,5
Work with the Dean of Management to identify and meet
prospects with an affinity to the new building, especially
alumni. Measured by income.
Ongoing
Aim 5,6
Secure new legacy
pledges
Build relationships with potential legators and use the legacy
brochure to discuss potential gifts.
2011
Aim
1,2,4,5
Enable School representatives to also supply prospects with
brochures and ensure that the brochure is available on the
website.
Late 2010
Promote legacy giving at events and on Gift Agreement forms.
Ongoing
Measured by number of legacies – aim to secure 5 by 2012
and 10 by 2014.
Aim 8 - To undertake (in partnership with the University’s Finance team) financial management of philanthropic gifts, including the
processing of donations and relevant reporting to HEFCE, HMRC, etc.
Objective
How achieved and measured
Time frame
Effectively process all
philanthropic gifts to the
University
Encourage the use of Gift Agreement forms, Gift Aid, and Matched
Funding where appropriate, both internally and externally.
Ongoing
Register gifts and all related communication the ThankQ database.
Ongoing
Advise the Finance team as to where gifts should be directed, in
accordance with the donor’s wishes and University policy.
Ongoing
Administrate the Braduate Fund Committee, and promote
opportunities for grant applications, using case studies where
possible to raise awareness and increase donations.
Ongoing
Report back to donors about the impact of their gifts, through online
communications, The Braduate, Braduate Fund materials, enewsletter and a donor’s newsletter as resources allow.
2011
Ensure that donors can give in whichever way is most
convenient for them, within HEFCE / HMRC rules and
University policy.
Ongoing
Work towards a more integrated and less labour-intensive
Late 2011
Manage the distribution
of funds raised,
especially through The
Braduate Fund
Committee
Manage gift vehicles
such as payroll,
telephone and online
giving
Related
Corporate
Aim
Aim 4,5,6
Aim 6
Aim 5,6
online giving system, incorporating elements of E5 and
ThankQ.**
Report relevant
donations to the Finance
team for Matched
Funding / Gift Aid claims
Ensure that relevant individual / corporate gifts are directed to
D-code accounts, which Finance use for Gift Aid / Matched
Funding claims.
Ongoing
Supply information about Braduate Fund donors to Finance.
Ongoing
Work towards using ThankQ to generate Gift Aid claims,
reducing the workload for the Finance Team.
Late 2011
Aim 6
Long-term Objectives 2013 – 2015
HEFCE funding cuts have impacted on the alumni and development budget, meaning that we have had to be selective in our ambitions for the shortterm. In addition, the recession may mean that our student body is made up of more local students living at home, resulting in less affiliation to the
University and reduced interaction / donations. The University has co-located the Alumni and Development Office although this is still underresourced if we want to achieve similar fundraising results to other, similar institutions.
There are therefore some objectives that we are not currently including in our strategy for 2010-2013, as additional financial and staff resources would
be required in the Alumni and Development Office to manage them. We hope that these activities will become viable after 2013:
1. The setting up of a formal mentoring initiative where students can harness the experience of our graduate body.
2. Evolving a system of relationship management by building links between the staff of the Alumni Office and students at the beginning of their
studies in order to encourage loyalty after graduation
3. Organising a scheme to encourage parents to become involved with the University, becoming ambassadors and donors, and possible
providing mentoring and employment opportunities to students
4. Building on the in-house services we currently offer to graduates and extending these services to include discounts from external providers
for the benefit of our graduates and the University
5. A Corporate Fundraising programme encouraging gifts from local / regional businesses
6. Promotion of staff and payroll giving – this is not on hold due to resource but due to the current environment of Managing Staff Reductions
and impending cuts (the systems have already been created). The environment will be reviewed and a roll-out considered when the timing
is right.
7. Prospect screening of our alumni database, to identify high-net-worth individuals and a dedicated Major Gifts programme to pursue these **
In addition, the 50th Anniversary Appeal planning will begin long before 2016, with a significant planning period, and a “silent” phase where we would
hope to raise half of the target amount, prior to making the appeal public. We will take advice from a Fundraising Consultancy from late 2010 and a
professional feasibility study will be required to enable the University to set appropriate targets, timescales and a case for support for this appeal. **
This strategy sets out objectives and plans primarily for the academic years 2010/11 and 2011/12. After this period activity will be reviewed, analysed
and new priorities and objectives will be set. This will also be a chance to reflect and look at the operating environment to see what we may need to
adjust.
To give a flavour of the ‘road map’ for the next 18 months, below is a timing plan with the key milestones.
Key Milestones – January 2011 – August 2012
Quarter
Activity
January – April 2011
Braduate Fund Telethon and overseas postal appeal takes place
Second call for applications and dispersal of the Braduate fund to applicants
Scoping for anniversary appeal **
Alumni e-newsletter created and emailed out
May-August 2011
Resources Study interviews carried out by consultants and administered by Development Manager **
Produce and mail out The Braduate magazine to 35,000 alumni
Scholarships Reception and Gala Dinner (tbc)
Summer Award Ceremonies
SeptemberDecember 2011
– Third call for applications and dispersal of the Braduate Fund to applicants
Tender for external campaign management for Anniversary Appeal,
subject to resource study findings* *
Planning for third Braduate Fund telethon
FSG meeting
Winter Award Ceremonies
Alumni e-newsletter created and emailed out
January – April 2012
Braduate Fund telethon
Fourth call for applications and dispersal of the Braduate Fund to applicants
Approaches for lead gifts and involvement from potential Anniversary Appeal Executive Committee Chair
and Members *
Inaugural meeting of Anniversary Appeal Executive Committee (AAEC) **
Alumni e-newsletter created and emailed out
May – August 2012
Scholarships Reception and Gala dinner
Launch of silent phase of Anniversary Appeal **
Summer Award Ceremonies
Fifth call for applications and dispersal of the Braduate Fund to applicants
**These activities are dependent on Investment Plan funding being available, as they are not covered by the Alumni
and Development budget.