Professional Fundraising in Education and Science

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Professional Fundraising in Education & Science
A Way to Raise Intellectual Capital
Dr. Patrick Roy
Partner and Head of Consulting actori GmbH
“Humboldt 2.0”: 3rd International University-Business Workshop
Berlin, 18 September 2008
Dieses Dokument wurde zur ausschließlichen Nutzung für die Klienten der actori GmbH erstellt. Es ist ohne die zu Grunde liegenden
Detailanalysen und den mündlichen Vortrag nicht vollständig. Eine Weitergabe an Dritte ist nur mit ausdrücklichem Einverständnis
18gestattet.
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The actori business model is based on three pillars and three areas of activity
actori
Strategy Consulting
Fundraising & Sponsoring
Ventures & Investments
Education & Science
Culture
Sports
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actori moves markets through consistent application of the highest
professional standards and innovative ideas
Fundraising
Education
Culture
Sponsoring
Ventures & Investments
From incidental donations to
systematic campaigning
and education sponsorship
From classic patronage to
modern arts & culture sponsorships
for private and corporate sponsors
From traditional sports marketing to
innovative financial instruments
Sports
Consulting
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Raising intellectual capital by fundraising / sponsoring with the support of
actori: an efficient approach to an ever more important task
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Private donations and sponsorships play an ever more important role in the
funding of higher education in Europe
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Universities have started to realize the need to develop a brand and to compete
for private and corporate donors and sponsors – also because of a still limited “market size”
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At the same time, professional and systematic large-scale fundraising is still a
“black box” for most universities on the European continent
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With its strategy consulting and fundraising background, actori develops customized fundraising strategies for
leading educational institutions and drives the trend towards more professionalism
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actori helps to easily and efficiently overcome structural deficits and difficulties in start-up investment by also
offering an entrepreneurial solution to implement university fundraising as a day-to-day business
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Top executives in German companies put an ever increasing importance to
sponsoring of education and science institutions
Sponsoring of education & science of German companies
[% active companies and % of sponsoring budget]
56,7%
48,2%
35,1%
31,2%
30,1%
Expected trend of educational & scientific
sponsoring
Importance of educational &
scientific sponsoring will...
...decrease 2% no idea 2%
27,9%
12,3%
9,9%
7,3%
5,7%
7,4%
6,4%
1998
2000
2002
2004
Share of companies
with educational &
scientific sponsoring
2006
...level off
22%
2008
... grow
73%
Share of educational &
scientific sponsoring
on total sponsoring
budget
Source: PLEON studies 1998-2008, n = 391 top executives (2008)
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Some typical structural deficits impend tapping the full potential and illustrate
the need for more professionalism within university fundraising in Germany
DEFICITS
Organisation
Approach
• Inefficient, often too decentralized fundraising structures
• No clear responsibilities
• Insufficient involvement
• ..
• Insufficient integration
• Non-systematic
approach in offerings
Support & Relations
• Low or no support of existing
partners
• Hardly defined cases for support
• Missing relationship
management
• ...
• ...
Necessity of professionalisation in university fundraising
=
Main efficiency levers within actori’s consultancy projects
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In addition to structural deficits, universities typically encounter difficulties in
start-up financing and in building the base for long-term success
CHALLENGE
Financing the start of fundraising:
Estimate an
provide
required
funds
Secure a longrun success
Universities need to provide funds for establishing a
professional fundraising, meaning an upfront
investment over a period of 3 years
SOLUTION by actori
• actori-paid personnel,
long-term cooperation
• Success-related
compensation
Re-investing appropriate amounts :
• Own budget planning
Need-oriented and realistic budgets have to be
made early, revenues have to be partly re-invested
• Compensation model
incentivizing to
minimize cost
Assigning and coaching sufficient and welltrained personel:
• Systematic actori
recruiting process
Adequate fundraiser need to be found, motivated,
and supported: costs of recruiting, training etc
• Training and
development by actori
Securing Integrity and sustainability:
• Support in installing
Contact Management
Both have to be preserved in acquisition and
maintenance of partnerships
• Existing network
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actori delivers measurable success by development and implementation of
professional concepts
EXAMPLE
CULTURE
746%
Fundraising and sponsoring for the biggest German
opera house: Bavarian State Opera
Increased fundraising and sponsoring revenue of more
than 600% in five years
100%
2002
2007
EXAMPLE
SPORT
155%
Sponsoring for the biggest federal sports association
in Germany: Bavarian Football Association
100%
Increased sponsoring revenue of more than 50% after
six month of cooperation
EXAMPLE
PUBLIC SECTOR
07/2007
01/2008
145%
Fundraising and sponsoring for Germany’s biggest
city birthday in 2008: 850th anniversary of Munich
100%
Exceeding the agreed target, set in 2006, by about 45%
within 18 months of project duration
Target 2006
04/2008
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EXAMPLES
OPERATIONAL
FUNDRAISING
MISCELLANEOUS
FUNDRAISING
CONSULTANCY
Development and implementation of individual fundraising / sponsoring
concepts is one of actori’s core competencies
ESCP-EAP European School of
Management Berlin:
Optimisation concept for sponsoring
and private fundraising
University hospital and
medical faculty of TU Dresden:
Acquisition strategy for private
funding including campaign
LMU Munich –
Entrepreneurship Center:
Development of a fundraising
concept including implementation
Zeppelin University:
Conception and implementation of
fundraising and special campaign
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DISCLAIMER
Die Ausführungen der actori GmbH beruhen auf Annahmen, die aufgrund des zugänglichen Datenmaterials und der Auskünfte der jeweiligen
Ansprechpartner im Unternehmen für richtig erachtet werden. Gleichwohl übernimmt die actori GmbH für die Richtigkeit der gemachten Annahmen
sowie die darauf aufbauenden Aussagen keine Haftung.
All the statements and recommendations of actori GmbH are based on assumptions that are considered as correct with respect to the available data
and the information given by the contact persons of the client or other sources. Nevertheless actori GmbH does not take liability for the correctness of
the assumptions and the statements and recommendations based upon.
COPYRIGHT
Alle in dieser Dokumentation enthaltenen Strategien, Modelle, Konzepte, Ideen, Berechnungen und Schlußfolgerungen sind ausschließliches geistiges
Eigentum (Ausnahme: Quellenangaben) der actori GmbH und urheberrechtlich geschützt. Sie werden dem Auftraggeber zu dessen ausschließlicher
Nutzung zeitlich unbefristet überlassen. Alle hierin enthaltenen Informationen unterliegen der Geheimhaltung und sind nur für den Auftraggeber
bestimmt. Der Auftraggeber ist nicht berechtigt diese Dokumentation zu verändern oder außerhalb seines Unternehmens zu veröffentlichen oder zu
verbreiten. Diese Bestimmung kann ausschließlich mit schriftlicher Zustimmung der actori GmbH abgeändert oder widerrufen werden. Mündliche
Vereinbarungen besitzen keine Gültigkeit.
All the strategies, models, concepts, ideas, calculations and conclusions incorporated into this documentation are the exclusive intellectual property
(except sources are referenced) of actori GmbH and are protected under copyright. They have been turned over to the client exclusively for his own use
for an unspecified period. All information included in them is to be kept confidential and is intended for the client’s eyes only. The client is not permitted
to change this documentation, make it public outside his own company or disseminate it in any way. This rule may only be amended or revoked with the
express written consent of actori GmbH. Verbal agreements shall not be deemed valid.
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MISCELLANEOUS
EDUCATION
Specific development of Fundraising-/ Sponsoring-Potentials is one of actori’s
core competencies
ESCP-EAP European School of
Management Berlin:
Optimisation of the sponsoring
and private fundraising
LMU Munich –
Entrepreneurship Center:
Development of a fundraising
concept including implementation
University medical center and
medical faculty of TU Dresden:
Acquisition strategy for private
subsidies including campaign
850th anniversary of Munich:
Development and implementation
of sponsoring concept
Bavarian Football-Association:
Conception and implementation of
the sponsoring and marketing of
advertising rights
Bavarian State Opera House:
Conception and implementation of
the sponsoring and event
marketing
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