DEVELOPING EXTERNAL RELATIONS
OFFICE FOR FUNDRAISING
C Randall Powell, PhD
Prof. Emeritus of Business
Administration
Indiana University
Kelley School of Business
Bloomington, Indiana
May, 2009
MY BACKGROUND INTRODUCTION
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Indiana University-43 years
Professor of Business Administration-Human Resources
Teaching-Research and Writing-Career Services
Assistant Dean for Corporate Relations: Responsible for
Career Center-30 Years - www.UCSO.Indiana.edu
Alumni Association-20 yearswww.Kelley.Indiana.edu/alumniglobal
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Corporate Relations-10 yearswww.Kelley.Indiana.edu/development
• Board of Directors-Minority Fellowship Program-20
years- www.CGSM.org
ROLE IN THIS PROGRAM
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Not a Policymaker
Managed Functions and Staff
Called on Corporations-One Third of My Time
Colleagues Will Focus on Policy Issues
Focused on Operational Policies And
Procedures-Technology
MY GOAL
• Motivate You to Consider Enhancing Your
Fundraising Efforts
• Prove to You That You Can Generate Financial
Support
• Provide Ideas on How to Implement a
Program
WHAT DID I DO?
• Help Foster External and Internal
Relationships
• Organize Colleagues-Internal/External
• Plan Programs for External Partners
THE FUND-RAISING OFFICE
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Development
Advancement-Engagement
Public Relations
University Communications
Various Names -Translate to Fund-Raising
www.Kelley.Indiana.edu/about/admin
CREATE AN INSTITUTIONAL IMAGE
• Why Do Corporations Invest in Universities?
• Create Your Image
• Support/Prove Your Image
WHAT MATTERS TO DONORS?INSTITUTIONAL QUALITY
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Curriculum
Faculty
Student Body
Alumni Success
Rankings-Supported by Supported by
Graduate Success
• www.Kelley.Indiana.edu/about/rankings
MUST PROVE YOUR QUALITY LEVEL
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More Than Words
Recognize Successful Alumni
Recruit Students and Faculty
Recognize Exceptional Students
Market Faculty Reputation
COMMUNICATIONS OFFICE
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Ceremonies/Speechwriting
News Bureau
Media Relations
Economic Development
Public Relations
www.Indiana.edu or www.IU.edu/about
PROMOTE YOUR INSTITUTION
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Brochures
Websites
News Releases
Recognitions (Given/Received)
Success Stories
www.innovate.Indiana.edu
ESTABLISH RELATIONSHIPS FOR FUNDRAISING
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Alumni
Students
Faculty
Corporate/Business
Government/Public Institutions
FUNDRAISING BASICS
• Purpose: Raise Money for Institution
• Motivate Constituencies/Partners
• How: Contact All Constituencies (Calling on
Clients)
• Asking: Requesting Support (in Writing/in Person)
• Fund-Raising Starts with Treating Students Well
• www.IUF.Indiana.edu
WHY DOES THE UNIVERSITY WANT TO
DO THIS?
• Assist Faculty in Teaching Efforts (Request
Time)
• Provide Needed Resources for Students
(Scholarship/Assistantships)
• Contribute to General Society (Service)
• Generate a Steady Income Stream (Money)
• Aid in Transfer of Technology (Research)
• Recognition and Reputation (Image)
WHY WILL EXTERNAL COMMUNITY
WANT TO PARTICIPATE?
• Desire to Hire the Best Talent to Create
Growth
• Foster Altruism: Contribute to the Country If
Successful
• Gain Recognition among Peers (Pride)
• Believe in Higher Education
• Desire for Technology and Research
WRITING THE FUND-RAISING
PROPOSAL
• Formulating the Appeal (Addressing the
Motivation of Donor)
• Identifying Target Audiences
• Delivering the Request (in Writing and in
Person)
• Importance of Personal Contact
• Sell the Ideas Based on Quality Image
THE DEVELOPMENT OFFICE
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Outreach to Potential Donors
Identifying Potential Contributors
Creating Fundable Projects Based on Need
Makes Fundraising Requests (Proposals)
Nurture and Follow up With Donors
Manage Information and Publicity
TYPES OF RESOURCES REQUESTED
• Financial Assets: (Everyone's Preference)
• Equipment: Computers, Lab, Tools, Etc.
• Facilities: Buildings, Factories, Farms, Etc. (OnCampus/Off-Campus)
• Services: Executive in Residence/Professionals
Teaching
• Scholarships/Assistantships: (Student Financial
Need)
• Faculty Research Support (Financial and
Cooperative)
FUNDRAISING PROCESSES
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Systematize and Computerize the Process
Establish Databases of Potential Contributors
Create Database of Potential Projects/Needs
Identify Services for Sale
Importance of Website-Communication
Developing Preestablished Proposals (Not
Always Customized) (adapt)
MAKING THE REQUEST
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Who? Senior Leadership
How? Written Request Followed by Personal Visit
When? Depends on the Relationship
Plan? Follow-Up Carefully and Thoughtfully
Flow? Process Needs Nurturing
Frequency? May Take Multiple Visits
Recognition? A Continuous Process (Donor
Driven)
• www.Kelley.Indiana.edu/spotlights
MANAGING THE GIFT
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Good Stewardship Is Critical
Do What You Promised!
Provide Regular Updates to Donor
Past Contributors Frequently Become Future
Donors
• Prepare Regular Reports-Openness Is
Essential-Transparency
• Stay in Touch: Don't Forget Graciousness
CREATE PLANS FOR CONSTANT
PROFESSIONAL RELATIONSHIP
DEVELOPMENT
• Set Your Objectives (Long-Term and ShortTerm)
• Create a Methodology of Identifying
Relationship Partners
• Institutionalized the Relationship Creation
(Different People Host Relationships)
• Review Fundraising Plans Regularly with
Advisers
WHO ARE YOUR CONSTITUENCIES?
• Successful Professionals
• Don't Forget Students
• Alumni-Most Support Comes from an Alumni
Connection
• Faculty and Staff (Full-Time/Part-Time)
• Community Leaders and Influencers
• www.Kelley.Indiana.edu/spotlights
MOVING FROM GOALS TO ACTION
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Set up Partnership Candidates
Identify All Potential Relationships
Create Activities Designed to Reach Partners
Involve Partners in Various Programs
Cleverly Manage Relationships
START WITH SERVICES FOR POTENTIAL
CONTRIBUTORS
• Community and Professional Leaders with
Financial Capital
• Who Are Your Customers?
• What Services/Products Are You Capable of
Delivering?
• Involve Faculty-Students-Alumni in Delivering
Services
• How Can You Bring Your Contributors and
Supporters Together?
FOCUS ON METHODS
• Establish Advisory Boards
(Dean/Faculty/Professionals/Students)
• Establish Service Related Offices:
• Alumni Associations
• Development Office
• Career Center Services
• Communication Office (help)
• Continuing Education
ADVISORY BOARDS DEFINITION
• Aid and Advise in Long Range and Short Range
Plans
• Institutional Level and Local Economic Level
• Create an Interface with Professional Community
• Assist in Promoting Institution/Academic Units
• Assistant Fundraising Initiatives
• Facilitate Networking Relationships
• www.innovate.Indiana.edu
ADVISORY BOARD MEMBERSHIP
• Senior Business and Professional Leaders
• Chief Public Officials
• Focus on Senior Levels
ROLE OF ADVISORY BOARDS
• Create Direction and New Ideas
• Focus on Brainstorming and Blue Sky
• Not Decision-Making but Participate in Policy
Setting
• Commit to the Institution-Prove It by
Contributions
ADVISORY BOARD GOALS
• Generate New Ideas and Future Direction
Possibilities
• Review Potential New Proposed Initiatives of
Institution
• Open Invitation Routes
• Add Credibility to the Institution
• Assistant Fundraising
• Support and Present proposals To Their
Constituencies
• www.Kelley.Indiana.edu/development/DC
ADVISORY BOARD CHALLENGES
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Desire to Vote and Desire to Initiate
Pressure to Implement
Not Often Good Listeners
Deference to Strong Leaders
Junior/Senior Membership Participation
ADVISORY BOARD MEETINGS
• Regular Meetings-At Least Two Times per Year
• Required Attendance to Continue
Participation
• Regular Member Rotation
• Senior Counselor/Coach Status Rotation
CAREER SERVICES:
STUDENT/ALUMNI/PROFESSIONALS
• Important Vehicle to Serve Constituents
• Creates Relationships
• Keeps Relationships Involved on a Regular
Basis
• Organizes Events to Serve All Parties
• Events Initiate Follow-Ups
SERVICES TO VARIOUS
CONSTITUENCIES
• Employers: Access to Students, Graduates,
and Alumni
• Students: Access to Employer Resumes
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Career Education Participation
• Alumni: Involvement As Job Candidates and
Employers
IMPORTANT SERVICES
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Internships and Cooperative Education
Graduate Placement
Alumni Networking Facilitation
Event Management
www.UCSO.Indiana.edu
INTERNSHIPS
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12-15 Week (Semester) Work Time Frames
Student Earns Credit
Sometimes Paid by Employer
Student Graded by Faculty/Employers
Junior/Senior Year Participation
INTERNSHIP PURPOSE
• Real-World Experience in Future Profession
• Test of Skills for Both Sides
• Typically Leads to Full-Time Job Offer After
Graduation
• Academic/Business Partnership Training
• Share Education with Colleagues
COOPERATIVE EDUCATION
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Semester Work/Study Rotation
Starts at Second Year Of Academic Program
Student Earns Credit and Money
From Project Work to Independent Work
Maintains Close Liason Was Supervising
Faculty
COOPERATIVE EDUCATION PURPOSE
• Real Work Experience
• Test of Skill Development And New Skill
Learning
• Typically Leads to Full-Time Job after
Graduation
• Very Strong Partnership:
Faculty/Student/Employer
• Powerful Classroom Contributions Later
PROFESSIONAL PROJECTS IN THE
CLASSROOM
• Real World Assignments Made by Professors
• Consulting with Employer CommunityCollaboration
• Usually Team Projects
• Both Written and Verbal Reports/Presentations
• Creates Strong Ties between
Faculty/Professionals
• Student Sharing of Experiences
RESULTS OF PROJECT ASSIGNMENTS
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Major Benefits to Employers
Significant Benefits to Students
Report Sharing in Classroom
Enhanced Learning
Valuable in CV Presentation for Students
CAREER PLACEMENT
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Entry into Profession at Graduation
Minimal Academic Relationship
Faculty Assistant Assignments
Management of Selection Process
THE CAREER CENTER
• Manages Relationships with Constituencies
• Student/Faculty/Employers/Administration
Involvement
• Helps Create New Relationships
• Maintains Database of Students
• Maintains Databases of Employers
• Maintains Databases of Career Options
CAREER CENTER SERVICES
• Job Listings for Internships, Co-Ops, and Full-Time
Opportunities
• Development of Student CVs
• Refers CVs
• Organizes Career Fairs-Focused by Profession
• Schedules Interviews
• Teaches Career Development Courses
• Follows up Placement Reporting
• Leads to Strong Alumni Relationships
• www.UCSO.Indiana.edu
CAREER CENTER RELATIONSHIPS
• Manages Links with Faculty, Students, Alumni
and Professionals
• Teaches Career Education Courses
• CV Preparation-Job Leads DevelopmentNetworking-Interviewing-Etc.
• Involves Professionals in Career Courses
• Organizes Recruiting Fairs
ALUMNI ASSOCIATIONS
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Membership
Professional Employment Groups
Continuous Education
Alumni Database Services
Professional Communication with Alumni
Networking Facilitation
www.Kelley.Indiana.edu/alumniglobal
www.alumni.Indiana.edu
ALUMNI ASSOCIATION PROGRAMS
• Short-Term Seminars and Conferences
• Many Luncheon and Evening Receptions to
Facilitate Networking
• Discount Travel Programs
• Clubs Organized by Location or by Profession
• Activities Facilitate Networking-Social and
Professional
ALUMNI ASSOCIATION SERVICES
• Maintains Highly Communicative WebsiteStays in Touch
• Focuses on Fun Raising Versus Fundraising
• Maintains Alumni Database
• Manages Interesting Alumni Programs
• Facilitates Career Services for Alumni
TRAINING CONFERENCES
• Specialized Education Themes
• Draws Heavily on Real-World Experiences and
Examples
• Involves Faculty and Students with Alumni
Programs
• Can Be Profit Potentials
• Showcases Faculty and Students and
Institutional Reputation
FUNDRAISING INITIATIVES
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Services to Alumni
Services to Students
Services to Faculty
Services to Professional Communities
Service to Local Community
Result: Institutional Appreciation and
Reputation Enhancement
STUDENT AND ALUMNI SERVICES
SUMMARY
• Offer Financial Aid-Scholarships, Assistantships, Internships,
Part-Time Jobs, Etc.
• Recognize Superior Performance of Students and Alumni
• Create Student and Alumni Affiliations: Social and
Professional Networking
• Provide Placement Services for Students to
Employers/Alumni
• Manage Fair Judicial Treatment for Students
• Develop Ethical Policies and Behaviors for Students and
Alumni
• Office Career Coaching to Students And Alumni
• Create a Welcome Environment
FACULTY INVOLVEMENT AND SERVICES
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Encourage Classroom Involvement with Practitioners
Provide Competitive Pay Performance-Based Plans
Support Research Efforts with Funding
Reward Publishing Efforts with Pay and Recognition
Encourage Creative Research and Teaching and
Technology Transfer
• Support Participation with Professional Colleagues
• Offer Resources for Practitioner Classroom
Participation
COMMUNITY INVOLVEMENT AND
SERVICES
• Communicate Value of Institution
• Education Attracts Technology and Economic
Growth
• Offer Broad Based Degree and Non-Degree
Educational Programs
• Assist Community Leaders and Invest Time and
Money in Community
• Encourage Students to Volunteer Services
• Host Community Programs at the Institution
FUNDRAISING SUCCESS
• Results from Relationships
• Relationships Grow through Mutual Involves
• Well-Educated Students Become Successful
Alumni
• Happy and Successful Alumni Financially
Support Institutions
FOLLOW-UP RESOURCES FROM
INDIANA UNIVERSITY
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www.Kelley.IU.edu
www.kelley.iu.edu/development/
www.kelley.indiana.edu/alumniglobal/
www.ucso.Indiana.edu
www.Indiana.edu
www.alumni.indiana.edu/
http://iufoundation.iu.edu/