Principles Andtechniques of
(fundraising)Advancement: an African perspective.
Ahmad Shehu
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Introduction
In Beginning...
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Perceptions of Advancement
Majorly fundraising; Cultivation, Solicitation,
Stewardship
Alumni relations: Independent pursuit
Communications: function of PR unit
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Perceptions of Fundraising
Forceful act of asking for money
(refined way of begging)
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)
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Advancement; 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;
- Use of time for other support such as mentoring
- Developing goodwill ambassadors
- Creating contacts that can open more doors for support
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Advancement; CASE Definition
Advancement is a strategic, integrated method of managing relationships to increase understanding and support among an educational institutions’ key constituents including alumni, friends, government policy makers, the media, members of the community and philanthropic entities of all type.
Source: Council for the Advancement and Support of Education, CASE
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Components of Advancement
Development ( fundraising)
Alumni Relations
Communications
Advancement Services; Research
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Sources of Donation
• 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 involvedin 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) Advancement
Unstructured giving
Giving for recognition and prestige
Donor Solicitation usually by the Vice-Chancellor
Concerned with Major gifts
Use of Special events for fund-raising; convocations
Communications Strategy of Univ. is a one-way approach
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Pattern of African (Fundraising)Advancement; 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 (until lately)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
(current effort by SU and AAU commendable)
Lack of experience on Alumni giving; annual fund
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Challenges to Fundraising in Africa; contd
Limited revenue base; in Institutions
Little experience with writing funding proposals to specialized corporations, Foundations
Non-involvement and utilization of volunteers
General lack of policy/administrative frameworks regulating and directing Advancement activity; by Govts & Institutions
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Constraints to (Fundraising) Advancement 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• Partly seen as an all-comers affair
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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!
Contact details:
Ahmad Shehu
Director,
Advancement Office,
Office of the Vice-Chancellor,
Bayero University,
PMB 3011, Kano. Nigeria.
+2348035879917
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