The new Relationship Management Protocols for fundraising

Transcription

1 The new Relationship Management Protocols for fundraising Liesl Elder, Director of Development Wednesday 1 October 2014

2 Background Recent fundraising has been coordinated between the University and colleges through the Principles and Protocols for Fundraising for the Collegiate University These were agreed between the University and Conference of Colleges in 2006 and later appended by four supplementary documents These have been reviewed over the last 18 months with a view to consolidation, clarification and updating the protocols which took effect from 1 August 2014

3 Objectives of the review 1. To improve the Protocols in respect to advancements in fundraising across the collegiate University, including recognising engagement by departments 2. To clarify several ambiguities and to replace out-of-date references and add appropriate new ones (e.g. committees, DARS etc) 3. To consolidate the existing five documents

4 What are the new Relationship Management Protocols? A document to govern the coordination of fundraising across the collegiate University Designed for internal use by everyone working in fundraising and alumni relations this includes academics (and the protocols also apply to any volunteers we use) An understanding based on the principles of reciprocity and clarity of intention

5 What is covered and what are the key changes? Contents Fundraising Principles Protocols: - Relationship Managers - Clearance - Communications Oversight of Protocols Appendices Headlines More opportunities to fundraise More support from UODO But, tighter guidelines that University staff must adhere to

6 Fundraising Principles It is in the interests of the collegiate University to collaborate to organise and manage fundraising and alumni relations with good sense, so as to maximise returns. Potential donors should have the opportunity to participate in all projects that may be of interest to them, provided that the protocols are observed. Clear and open dialogue and a sense of common purpose should underpin fundraising across the collegiate University. Donors and prospects should enjoy their interactions with the collegiate University and should not be irritated or confused by the messages they receive; cooperation, courtesy, and communication between fundraisers are essential, as is a commitment to avoiding excessive or unwanted communication with donors and potential donors. It is expected that colleges and PPHs will focus most fundraising on alumni, and therefore other parts of the University will focus most of their fundraising on other constituencies, though each has the right to work with any constituency.

7 Relationship Managers The RM should be the entity which is best placed to work with the prospect and coordinate the various approaches of others (as noted on DARS) Alumni will still each have their first college or PPH initially assigned as RM and couples will typically be treated as a unit Parents of new students who have had no prior connection will have their student s first college or PPH initially assigned as RM but it is expected that both colleges and departments may have the opportunity to fund-raise from parents, facilitated by the relevant Relationship Managers The University is the RM for most other non-alumni RM reassignment is now possible where it would better advance the relationship with that constituent

8 Relationship Managers Relationship Manager (RM) is always an entity - either: Central University (which includes all departments and the overseas offices) One of the 44 Colleges and PPHs University Relationship Lead (RL) a specific individual assigned for each prospect that has one or more points of engagement across the Central University* *On DARS: Prospect Manager (PM) a specific individual within the RM assigned for each prospect, who has overall responsibility for coordinating their relationship management, superseding the RL in authority terms Where a College is RM, then the PM will be a fundraiser from within that College Where the Central University is RM, then the RL and PM will be the same person

9 Clearance (Clause 14) Anyone who wishes to solicit funds from a constituent for whom the University is not the RM must request Clearance prior to the start of the fundraising relationship Clearance required except for: Annual fund (or equivalent) mailings Telethon appeals using student callers Newsletters and mass mailings (whether conducted by post, , social media, or other technologies) Reunion/stewardship/alumni relations events where there is not a significant focus on fundraising projects

10 Clearance (Clause 18) Responses to clearance requests should be made within three weeks and clearance not unreasonably withheld: Relationship Managers should bear in mind the wider philanthropic interests of both the University as a whole and the donor when assessing requests, and only withhold clearance if their own current activities would be directly disrupted by the proposed activity. It is expected that a request for clearance to approach any prospect, made in accordance with these protocols, will ordinarily be approved; the exception will be when a conflict with an existing approach is clearly identified.

11 Clearance (Clause 21) There is a new fundraising calendar for all annual giving, legacies and planned giving activity - Must share the timing, and ideally the content, of fundraising communications with Conference of Colleges Development Panel This includes mailings which include a direct solicitation or a donation/legacy form

12 Clearance (Clause 22) Must notify the Individual Giving Team of any fundraising communication at least 3 months in advance Individual Giving Team to: Approve the timing, data and content of any fundraising communication Coordinate all (non-college) telethons

13 Clearance (Clause 23) Fundraising communications by the University and departments should take place in January, June, October and November only (Partnership communications with colleges are excluded from these restrictions)

14 Clearance (Clause 24) Fundraising communications must include a reference to the DARS Data Protection Statement This wording should tell the recipient how to opt out if they no longer wish to receive a specific communication(s) in future

15 Clearance (Clause 25) Requests for gifts should include reference to the collegiatewide Oxford Thinking Campaign Donation forms should normally provide an option for donors to give to colleges

16 University Telethons (Appendix 4) UODO may contact the following categories of alumni in a University telethon annually in June, but must provide a list of individuals whom it is proposed to call to colleges in advance with reasonable notice: Current/previous donors to the University within past 5 years Those with a clear connection to University sport Those actively engaged with the Bodleian Libraries Those actively engaged with the Ashmolean Museum There are further groups of alumni (e.g. of academic departments) where opportunities exist to run UODO telethons that would jointly benefit departments and colleges; however, objectives must be mutually agreed with colleges for this 2nd category of UO telethons

17 What is already happening? August September October November College/Dept partnered UODO Telethons Campaign Report, Oxford Today December January February March Possible slot for direct mail April May June July UODO Telethon; possible slot for direct mail Possible slot for (small, targeted) direct mail College UODO Telethons

18 A few key rules All fundraising must be coordinated by UODO Fundraising and alumni relations activity must be undertaken through DARS, with up-to-date data Donations must go through Gift Registry CRD must be used where appropriate for donors All donation forms must utilise UODO templates (but can be tailored)

19 Will there be guidance? Individual Giving Team are putting together a set of toolkits and forms Template planning and scheduling spreadsheet Best practice guidelines Planning proposal form Donation Form request form Online Giving request form Available at

20 Finally Protocols will be subject to a detailed joint review, organised by UODO and Conference Development Panel in Michaelmas 2016 so crucial that we demonstrate best practice over the next two years

21 QUESTIONS?

22 Download the Protocols Contact Liesl Elder, Director of Development Relationship Managers and Clearance Fundraising Communications