By virtue of my specialism in alumni and supporter experience research, I have the great pleasure of working with universities who either practice relationship fundraising or are well on their way. This is because one of the common behaviours of a relationship fundraiser, as I wrote earlier this year, is seeking to understand audiences through research and regular dialogue.
I have also experienced the darker side of higher education fundraising having undertaken a mystery shopping exercise with 15 UK universities. I was dismayed that so few attempted to welcome me and get to know me – and how many actually managed to cause offence.
It’s fair to say that while some universities are doing great things, several are still struggling to turn the tide of transactional fundraising – or aren’t interested in doing so.