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FORMEDIA CongressUtrecht
“Bezint eer gij begint”
“Think before you start …”
Miles Stevenson
Director of Development
The University of Sheffield, United Kingdom
4th November 2010
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
I aim to cover …
• Building a Development and Alumni Relations office
• Using Sheffield as a case study – successes, achievements and lessons
• Questions and discussion
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Congratulations!
You have responsibility for a
fascinating area of work
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Your aim is to create …
• a successful office
• builds a strong alumni family and brand
• pleases your Rector
• helps your institution
• makes supporters happy
• (maybe) which raises money and
• … and gives you fulfilment
Marco Van Basten
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Your University is sceptical/nervous
• Can it succeed?
• How much will it cost?
• Can you recruit good staff?
• Will you raise any support?
• Realistically, what can be achieved in the short-term?
• Is it essential?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
And you are nervous!
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Dutch Proverbs
• Als je moet, dan kun je veel.
“Necessity is the mother of invention”
• De kost gaat voor de baat uit
You have to invest time, effort or money before you can
expect anything
• Een brutaal mens heeft de halve
wereld
“A cheeky person has more opportunities”
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Dutch Proverbs 2
• Een goed begin is het halve werk.• “If you start something off well, you're already half on
your way.“
• Geen geld, geen Zwitsers.
(“No money, no Swiss.”!!!!!!)
“Don't expect something for nothing”
• Niet geschoten is altijd mis
"Nothing ventured, nothing gained."
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Institutional Audit 1
• Check out the history – why haven’t they
had one before?
• Who is the head of the institution?
• What is his/her (real!) commitment?
• How much charisma?
• Are senior management keen?
• What is your reporting structure?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Institutional Audit 2
• What resources are available?
• What is the institution good at?
• Unique selling points – if any
• What is its reputation?
• How many alumni, how old, how famous?
• What is the group feeling?
• Any focus groups?
• Who will really back you?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Institutional Audit 3
• What do they really want?
• Is it connections or money .. or what?
• How “savvy” are they?
• What are the expectations?
• How reasonable are their expectations?
• If you haven’t taken the job yet – then know your
new institution before you jump
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
William Squire
• You need processes
• You need a little luck
• You can create luck
• You don’t need to convert everyone
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Key Objectives
• Building the
processes
• Building the
communications
• Building participation
• Defining targets
• Achieving results
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building the processes
Stewardship
• Effective mechanisms to thank supporters
• Effective mechanisms to recognise supporters
• Regular cultivation devices
• Validation tools (newsletter)
• Thank, thank, THANK
• Your most likely future donor is a past donor
Hartelijk dank
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Saying thank you
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Recognition
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Gift Clubs
Donor Pin Badges
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building the processes 2
Your database
• The database is your most important resource –it is crucial for “corporate memory”
• Buy an “off the shelf model” – resist in-house designs
• Send out questionnaires
• Link your website to the database
• Use it to record information, gifts, stewardship and events
• Track and record affinity - attendance
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building the processes 3
Prospect Management
• Build a prospect identification process
• Establish rigorous and thorough prospect cultivation and tracking processes
• Prospect profiles, meeting reports and data collection methods
• Programme of prospect cultivation meetings
• Prepare ways to invite prospects back (dinners, lectures, careers advice, mentor)
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building the processes 4
Finance and gift tracking
• Make friends with the Finance Office or Bursar
• Clear guidelines for responsibility and actions
• Appropriate gift aid reclamation processes
• Agreement on who deals with general donations
• Agreement on who deals with bequests/queries
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building the communications
Your Alumni Magazine
• Establish a brand identity
• Make it interesting – not just propaganda!
• Regular publishing
• Ensure a mention of philanthropy/beneficiaries
Your Website
• Websites do not replace magazines – they complement them
• Websites can provide information/new/services
• Use it to collect information - link to your database
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Alumni Publications
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Centenary DVD to 25,000
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building the communications 2
Donor Publications
• Donor newsletter – validates and motivates
• Legacy/Bequest guide – important to attain big
gifts (Amsterdam example)
• Guides to giving – avoid one size fits all – tailor
each one
• Project/Campaign publications – avoid over-
reliance on expensive productions
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Blow your own trumpet
Building personal rapport with key people
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Visibility
You, your office and your staff must be visible
People must be able to find you – and quickly
You need to know all tax issues and documentation perfectly
You must inspire trust and confidence – some people are actually just “testing” you
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Building participation
• Leadership to agree on objectives
• Case for support
• Communication to departments and faculties
• Champions – internal and external
• Determine past and current supporters
• Find new supporters
• Create gift clubs and donor recognition points
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Defining targets
• Set time frame over next 4 – 5 years
• “10p to gain £1” or 20p or 30p …
• Establish key stages when budget/staff can be
increased
• Track and measure donations and legacy pledges
• Improve accuracy of database (fewer returns)
• Improve database content (emails, phone
numbers)
• Growth in number of donors and value of gifts
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You should be able to count it
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You must also havenon-financialmeasureables
Get measuring
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
The Strategic Plan
A plan will involve the whole range of activity
• Prospect research, identification and cultivation
• Publications – e-bulletins
• Volunteers
• Events/Reunions
• Database
• Alumni Ambassadors
• Legacies/Major gifts
• Annual Fund
• Mailshots and tele-campaigns
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Het gras zal altijd groener zijn aan de
andere kant van de heuvel
All shapes and sizes – accept it
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Nine in ten DON’T give
Oxford and Cambridge
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Lots of different options
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Gurus/Charlatans?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Basic Ingredients
• Database
• Time
• Direction
• Support – budget
• Support – staff
• Backing from the top
• Training
• Energy and enthusiasm
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You need a budget
Al draagt een aap een gouden ring,
het is en blijft een lelijk ding
"Even if a monkey wears a gold ring,
it is and remains an ugly creature“
'You cannot make a silk purse
from a sow’s ear"
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You mix the ingredients
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Obvious points
• Visibility - make it easy to find you (and give to your institution)
• You must ask people to help
• You must cultivate
• Persistence and patience
• What will be your first supporter or gift?
• Where are your allies?
• Where are your threats?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You MUST …
1. Believe in the cause – this will give you conviction and passion
2. Make your own gift – you can look the donor in the eye
3. Get out of the office and meet people
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Why Education is Important
Ricketts – Penicillin – Viagra!
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Why Education is Important 2
Bailey Bridge – Stainless Steel – London Eye
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Go out and cultivate people
Show them youare not like this!
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Skills of persuasion - conversion
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You MUST …
1. Know your University inside out – history, facts, achievements
2. Identify what makes your University special –its U.S.P. (Unique selling point/s)
3. Win the trust (and time) of the senior management and academics
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You MUST …
1. Have good “saleable” projects –on two sides of paper!
2. Put these through a vigorous testing
3. Identify and research who might support you
4. Get out and “sell”
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You MUST …
1. “Chase” the opportunity
2. Follow your gut instincts/integrity
3. Don’t waste time on silly projects or time wasters
4. Assessment of impact – what is a good use of time?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You are notsuperhuman …but expectationscan be very high
Manage expectations
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
What’s your boss like?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
The right to say “No”
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Explain that things do go wrong
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Ordinary alumni?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Now worth $73 billion
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Short-term gains versus long-term planning
“We build long-termfundraising relationshipsin institutions that think short-term.”
Scott NicholsHarvard Law School
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Sowing the seeds
Alumni Relations prepares the ground for increased reputation, brand recognition, better recruitment and ultimately donations.
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Quotation
“I like to think that our alumni
relations programme is laying
the foundations for a
successful programme …
in twenty years time.”
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Confront The “B” word - Begging
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Fundraisers and fundraising?
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
It is not just about fundraising
Pure Development –short-term results
Alumni are not “cash cows” - if every approach is just about money, they’ll run away
You must treat them as individuals
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The University of Sheffield: a case study
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Sheffield
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
The University of SheffieldFounded in 1905
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Sheffield - 1904
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Sheffield’s first office closed in 1994
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
What went wrong?
Unrealistic expectations
Lack of commitment at the top
Ownership – “someone else will provide the money”
Parties and publications versus fundraising
Ever growing costs
No early successes = destroying confidence
Too much “choice” for donations
Alumni groups preserving independence
Staff not really believing in it - apologetic
Ultimately the cost – benefit ratio
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Starting point
• Some data – no database
• 1 ½ alumni relations staff
• No magazine – limited website
• 6 regular donors – c. £100 p.a.
• No organised fundraising
• But … evidence of
philanthropy
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Starting point
No one was asking
No Development Office
– so no co-ordination
No thanking of existing
donors = withering away
No publicity to raise any
awareness of why
someone should give
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Development and Alumni Relations Office
Office established June 2002:
• To reconnect with alumni, staff and
friends of the University
• To raise donations
• To build up endowments
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
What did I do first?
• Scoping – pause for thought
• Database – expensive
• Questionnaire and research
• Internet site – with donation form
• Quality publications
• Fundraising priorities and plan
• Alumni Relations programme
• Agreed projects
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Public backing by Vice-Chancellor
Talk to all heads of department on my second day
Support from Vice-Chancellor
Acknowledgment of difficulties
Immediate expressions of interest
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Essential stakeholders
You need key constituents on your team
1. Your Vice-Chancellor/your boss
2. The senior managers
3. Your staff
4. Your supporters/donors
5. The academic champions
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Teams
• Database and Research
• Alumni Relations
• Fundraising – Annual Fund
• Fundraising – Projects
• Fundraising – Major Gifts
• Finance and Stewardship
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Make your gift first!
The number one rule …
If you can’t persuade
yourself, you won’t
persuade anyone
Gifts that “hurt” – not
token gifts
All part of the training
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Light a fire
• Go and see people
• Get the senior
people to give
• Demonstrate results
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Sort out publicity!
You need to start working
on all your audiences
immediately – every
medium
Switchboard
Home web page
Donation Form
Cases for giving
You need a success story
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Andrew Carnegie (1835–1919)
“The rich man who dies rich dies disgraced.”
“I resolved to stop accumulating and begin the infinitely more serious and difficult task of wise distribution.”
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My first donor
People invest in success
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Collective donations mount up into
something impressive
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
The Alumni Foundation
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Gifts and Pledges
£24 million raised since 2002
Funds raised for every faculty
8,500 donors
c. 90% of the gifts were “untied”
421 legacies confirmed
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
University of SheffieldDonations 2008/09
Donor Proportions
Alumni 91.13%
Parents and guardians 0.91%
Friends and other individuals 5.86%
Companies 0.51%
Foundations and other organisations 1.02%
Legacies 0.57%
Source of Funds
Alumni 19.78%
Parents and guardians 0.09%
Friends and other individuals 8.95%
Companies 12.70%
Foundations and other organisations 15.60%
Legacies 42.88%
Donor Proportions represents the percentage of each donor group giving to the UniversitySource of funds represents the percentage of funds contributed by each donor group.1,681 individuals gave £1.3 million in cash (£5.6 million raised in pledges that year)
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Some recent successes at Sheffield
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The Steinway Grand Piano
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SITraN
It is the research that counts …
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Pro Bono Law
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Scholarships
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Exhibition Space
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Legacy figures
• 421 confirmations that Sheffield is remembered in a will
• A further 1,370 people have requested a legacy brochure
• Since 2000, we have received legacies from 41 individuals worth:
£3,395,776
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
You will need …
• Process
• Staff and resources
• Early successes
• Steady nerves
• Belief in the cause
• Patience
• And a bit of luck
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
Opportunity does come knocking
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01/11/2010 © The University of Sheffield / Department of Marketing and Communications
What can you expect in the Advancement profession?
Meeting remarkable people
Making things happen
Making a difference
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Discussion and Questions