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Strategy report and

recommendations AIESEC Alumni International

Agenda

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Executive Summary

Objectives

Proposed Strategy

£  Sustainable

£  Scalable

£  Efficient

£  Effective

Action Plan

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E xecutive summary

Executive Summary

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MCI has been tasked to run a fundraising campaign for AIESEC Alumni

International. In order to ensure the success of the fundraising campaign, MCI has

conducted 17 interviews with AAI members and non-members of all age groups and

from all continents served by AAI. This Voice of Customer report serves as the basis

for the outlined strategy and recommendations covering the following points:

£  Increasing AAI‘s value proposition to ensure best possible fundraising outcomes

£  Optimising existing services to create revenue channels

£  Develop new services with high potential for revenue creation

£  Approach on increasing member base (membership as a product and therefore a revenue channel)

£  Approach on fundraising from corporates

£  Approach on fundraising from alumni

£  Approach on fundraising with the general public

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O bjectives – The aim of this report

Aim of the strategy report

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One of AAI‘s current top priorities is to run an effective fundraising scheme to be

able to sustain and grow the association by developing new tools like AlumNet. As

the Voice of Customer survey has shown, in order to convince potential donors to

invest their money in AAI, a holistic approach has to be taken, looking at increasing

the value of AAI membership, products and services overall to convince people that

their money is well invested in AAI. This strategy report outlines how this may be

achieved.

Objectives of the strategy report:

£  Outlining foundations required for effective fundraising

£  Proposing a long-term, integrated fundraising approach

£  Pointing out opportunities, making aware of threats

£  Suggesting an implementation plan

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P roposed strategy

Capitalizing on value created

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1) Listen to your key stakeholders, understand their needs

2) Deliver tailored services to your target audience

3) Capitalize on the created value

As professional worlds change and communities evolve, you need to be aware of your audience‘s needs in order for your organisation to remain sustainable. With the help of an integrated

fundraising professional drive forward the fundraising effort, made effective by having created the ideal AAI sponsor through the previous 2 steps. The ideal AAI sponsor: •  Emotional attachement to AAI •  Confidence in AAI‘s ability to

deliver •  Awareness around AAI‘s value

proposition

Focus on the services that are truly needed by your community in order to create stable / lasting revenue channels. Simplify and streamline to be able to drive initiatives forward and build a scalable organisation.

Voice of Customer Interviews conducted

by MCI

Capitalizing on value created

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The main outcome of the Voice of Customer interviews is that there is a perceived lack of value.

1)  AIESEC alumni do not feel that their needs are adressed through the AAI service offering

2)  Alumni do not feel sufficiently informed about AAI‘s activities

1) Listen to your key stakeholders, understand their needs

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2) Deliver tailored services to your target audience

Main products to be prioritised based on interviewees‘ favourites

Networking Exchanging Ideas Advice / Mentoring

•  AlumNite •  AlumNet

•  International Conference

•  “Heading for the Future”

conference

•  Career advice through

webinars, forums and A-groups

•  Startup advice through ISUM and webinars

Capitalizing on value created

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3) Capitalize on the created value

AlumNet Give access to corporates for recruitment and promotional purposes. 1)  incorporate a button

on the AlumNet to allow people to choose whether they want to be searchable by corporates for job opportunities

2)  be selective; match companies values with those of AAI as shared values are important for creating / maintaining the AAI community.

“Heading for the Future“ conference Revenue opportunities: •  Registration fees •  Exhibition space for companies

wanting to recruit •  Sponsorship opportunities for

corporates •  Workshops by firms targeting

AIESECers

Startup advice AAI consultancy services: Alumni offering advisery services (which have been organised / facilitated by AAI) against a small fee

Examples for how these products can be turned into revenue channels and sponsorship / fundraising opportunities:

Capitalizing on value created

The power of creating the ideal AAI sponsor

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Increased value of AAI

membership

Increased participation and

visibility

Increased willingness to

fund AAI Increased funds

Increased capability to drive forward

initiatives

The AAI fundraising initiative with alumni is only going to be truly successful if we can ensure that the alumni fulfil the three criteria for an ideal AAI sponsor as outlined below. Currently alumni have mainly sponsored due to the first aspect of emotional attachment as the latter two are currently lacking within the AAI community. These aspects need to be developed through concrete actions + results and strategic communication. As shown through the Voice of Customer interviews, emotional attachment to AAI is highest with the category dubbed „the givers“, therefore, we propose to focus on this group first.

The ideal AAI sponsor

Emotional attachment to

AAI Awareness

around AAI‘s value

proposition

Confidence in AAI‘s ability to

deliver

Fundraising with alumni

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Fundraising with alumni has to be carefully communicated. There are several aspects which have become apparent through the Voice of Customer interviews which need to be kept in mind to ensure a successful fundraising campaign with the various groups of alumni (Givers and Takers, including Freshers and Climbers – please see VoC report for definitions). •  Emotional attachment mainly given with group of “Givers“ •  Younger groups of AAI target audience believe alumni should not invest money but

time and energy; financial support should come from corporates •  Potential sponsors argue that the value of AAI needs to be clear for them to consider

investing in AAI to sustain the organisation for future generations •  Highly individualized approach needed to activate alumni sponsors (personal e-mails

and direct phone calls)

As a consequence, we will have to limit our fundraising in a first time to the group of “Givers” willing to support AAI solely on the basis of emotional attachment. Before addressing the other alumni sponsors, key initiatives like AlumNet have to be put in place, the value proposition of AAI needs to be clearly communicated and the identity of AAI defined.

Regarding the last point in the list, this will have an impact on the time spent per individual sponsor and indicates that continuous relationship management is key to activating funds from alumni. Existing strong relationships should therefore be leveraged.

Fundraising with alumni

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Based on our long experience in fundraising, we can see a general need for making fundraising campaigns fun in order to capture the attention of the target sponsors and to activate them – especially with younger audiences. For the Freshers we propose put t ing in p lace fundrais ing activities like viral fundraising Suggestion for viral fundraising: post a picture of your favourite AIESEC / AAI experience on Facebook, saying why you loved it so much and why you care to support AAI with your donation, tag your AIESEC friends and nominate 1 alumni to post the next photo

10 for 10k challenge, 10 step challenge Business value Gamefication

Givers Climbers Freshers

Focus first on those Givers who are avid AIESECers and still well connected / active within the alumni community. Use 1k lifetime member package, 5k entrepreneurs circle and 10k leaders circle as follows:

Climbers are hybrids; they can be targeted for both Givers and Freshers campaigns as well as the following campaigns outlined below r e l a t e d p r i m a r i l y t o t h e i r professional career and therefore offering a gateway to corporate sponsorship which will be a second focus in our fundraising strategy.

Please note: Even though the opportunities are categorized by group for better understanding, as the groups belong to a unified AAI community, all groups could be interested in any of the outlined opportunities.

Fundraising Packages

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Lifetime Member €1k donation Benefits: Become an AAI member for life Honorary Member €5k donation Benefits: lifetime membership + Free entrance to 1 AAI International Congress Emeritus Member €10k donation Benefits: lifetime membership + Free entrance to 1 AAI International Congress + Special mention in the AAI newsletter Entrepreneurs Circle €5k donation Benefits: Promote your company with a (1) 300 word advertorial in 1 AAI newsletter, special mention as AAI sponsor on AAI website Leaders Circle €10k donation Benefits: Promote your company with a (1) 300 word advertorial in 1 AAI newsletter, special mention as AAI sponsor on AAI website, recruiters access to AlumNet during 1 year

Fundraising with corporates AAI Strategic Partner €25.000 sponsorship* £  One full attendance at AAI International Congress

£  One 30 min slot for organising a workshop at AAI „GALI“ Conferences

£  One table top at exhibition area of the AAI GALI Conferences

£  One pop-up banner at main entrance of GALI exhibition (to be provided by sponsor)

£  One 300 word advertorial in one AAI newsletter

£  Company logo and link to company website on AAI IC / GALI website and AAI website

AAI AlumNet Sponsor €10.000 sponsorship* £  Restricted promotional access to AlumNet for 6 months (sending informative non-commercial posts to related pre-

defined AlumNet forums) for a type of business (consulting, computers, financial services, etc) with banner advertising and the ability to search/contact alumni

£  Company logo, description and link on AlumNet sponsors page and on AAI website

AAI AlumNet Recruiter €5.000 sponsorship* £  Restricted recruiter access to AlumNet for 4 months (right to browse AlumNet to identify and contact alumni

willing to be contacted by recruiters)

£  Company logo, description and link on AlumNet sponsors page and on AAI website

*Note: all amounts are for an annual sponsorship

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Fundraising with the general public

Crowdfunding £  Position as fundraising for AAI in general rather than a specific service, pointing towards the good

AAI can do in the world

£  extensive marcom actions needed, including promotional videos, pictures, testimonials, story telling, etc.

£  Risk: 7.5% goes to the platform which manages the crowdfunding à negotiate this

£  MCI to work very closely with AAI marketing team and outsourced digital marcom provider to achieve results

Charitable Causes

Slogans which could be used to touch the heart and the pocket

“Invest in the leaders of tomorrow and ensure a bright future for the younger generations and us all”

“Help us ensure that great talent has the same chances in each country world wide”

“Support us in bringing global communities together, celebrating diversity and ensuring world peace”

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A ction plan

High-level overview of actions

Targeted Donors

General Alumni Corporations

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•  Corporate sponsorship •  Crowdfunding challenge to match the 10 X €10K

•  Fundraising games, including the 10 X €10k challenge, the 10 step challenge,

•  Viral fundraising

The AAI fundraising effort will be managed in three main steps. First we will contact targeted high net-worth alumni, then the general alumni population and at a later stage we will reach out to corporate sponsors.

Starting in March 2016 Starting partly in May, full focus as of June 2016

Starting in Sept 2016

Detailed overview of actions

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Givers Climbers Freshers

Activating corporate sponsors in part through referrals from Climbers and Givers

Once AlumNet has been established as a fully functional tool actively used by over 2.000 alumni

Once fundraising approach has been confirmed

Once ideas have been full developed and agreed; For gamefication in conjunction with the International Congress 2016 in Warsaw

ALU

MN

I C

OR

PO

RAT

ES

Corporate Sponsors

Gen

eral

Alu

mni

Once AlumNet has been established as a fully functional tool actively used by over 2.000 alumni

Crowdfunding

Once the identity of AAI has been clearly defined and the value and aims successfully communicated. This is to be monitored through continuous contact / interviews with alumni.

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Annemarie Weise

Business Development Manager Association Management & Consulting

MCI Brussels Direct number: +32 (0)2743 44 15

annemarie.weise@mci-group.com

Web: www.mci-group.com