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 1)

 

I’d like to propose for discussion a simple model for segmentation that would allow a certain degree of proactive journey planning. This has been tough to crack, and something that still needs refining – but putting this concept together has allowed me to start having conversations with colleagues about how the brave new world might look and feel. Until now, we’ve only been speaking about how ‘segmentation and journey planning’ is the solution to a lot of our communications, workload planning and supporter experience problems.

I believe that it is a solution, and I also think it can be more. I think it’s the beginning of a shift in mindset and culture, treating alumni as individuals capable of both growing and losing interest, and ultimately in need of communications that mean something to them.

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