Relationship fundraising for Higher Education today

A relative latecomer to this industry staple, over the last couple of weeks I ‘took Ken Burnett to bed every night’ (as my partner teased) and read his oft-quoted book. Many of you will know it well – it’s called Relationship Fundraising: A donor-based approach to the business of raising money.

Given the sound advice contained within, the amount of time passed since this book was published (1992!) and its popularity in the industry, you might assume that we’re all ‘relationship fundraising’ by now. I’ve certainly heard many a quote from this book (or from the man himself) at team meetings, conferences and industry events.

Not so! Within the well-thumbed pages of my copy of Relationship Fundraising, Ken had described many of my 2017 frustrations and concerns so accurately, I can only imagine how bittersweet it must be for him that this book is finding a new audience 25 years later. The truth is (references to fax machines and ‘working women’ aside) Ken’s book is still as relevant and revolutionary as ever.

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Segmentation and journey planning for university advancement – a model (part 2)

 

Having outlined the concept of the model in my previous post, I’d like to offer my thoughts on how you could make this work for your team – big or small.

I’ll cover determining the journeys and involving your team in this process. I’ll also look at maintaining the model,what you can put in place to make this easier and also what to do with ‘super contributor alumni’ who support multiple causes in various ways.

Finally, I’ll add an important warning.

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