Professional Fundraising in Education and Science
Transcrição
Professional Fundraising in Education and Science
18 September 2008 | 1 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. September 2008 | 2 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 18 September 2008 | 3 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 18 September 2008 | 4 Raising intellectual capital by fundraising / sponsoring with the support of actori: an efficient approach to an ever more important task 1 Private donations and sponsorships play an ever more important role in the funding of higher education in Europe 2 1 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” 3 1 At the same time, professional and systematic large-scale fundraising is still a “black box” for most universities on the European continent 1 4 With its strategy consulting and fundraising background, actori develops customized fundraising strategies for leading educational institutions and drives the trend towards more professionalism 1 5 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 18 September 2008 | 5 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) 18 September 2008 | 6 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 18 September 2008 | 7 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 18 September 2008 | 8 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 18 September 2008 | 9 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 18 September 2008 | 10 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. 18 September 2008 | 11 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 18 September 2008 | 12