Principles And techniques of fundraising: an African perspective. A hmad Shehu Bayero University,...

Principles Andtechniques of fundraising:

an African perspective.Ahmad Shehu

Bayero University, Kano.Nigeria.

6th September, 2012 Copyright Advancement Academy 1

Perceptions of Fundraising Forceful act of asking for moneyMoney raised are used for

personal gain(prospective donors suspicion)Costs of fundraising are usually

high


Main Funding Sources to Universities

Government (Federal &State)TuitionSubsidies (Religious Organizations)Foundations (Lately) 6th September, 2012 Copyright Advancement Academy 3

Fundraising; meaning The art of establishing and strengthening

relationships between prospective donors and an Institution.

Management of relationships between a charitable organization and its donor publics;

Practices beyond the mere technical skills to ask for money;


Essentials of FundraisingStrategic Plan: Vision, Mission, Objectives, SWOT.Case for Support: Why your development projects

are important to advancing the cause of your institution and why should donor, investors support you

Fundraising Plan: what are you prepared to spend on Fundraising? How much do you need to raise? Over what time? What is your strategy and methods for cultivation and solicitation?


Sources of Donation

• Individuals• Companies / Corporations• Trusts & Foundations• Governments (National & Foreign Aid)• Alumni• Investment income 6th September, 2012 Copyright Advancement Academy 6

Types of Fundraising

• Annual Giving Fund •Major Gift • Capital Campaign• Legacies / Bequests• Sponsorship


Process of FundraisingIdentification; their connection to, interest in,

and ability to give to your organization Information; about your organization Interest; familiarity engendering interest in

the success of the InstitutionInvolvement; People tend to become

involved in that which interests them.Investment; based on ability to support the

Institution[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[


Principles of Fundraising

TRUST; need to trust the recipients and want to feel involved or have some sort of personal connection with the individuals or organizations

INFORMATION; need to be kept up to date and to feel informed and connected

TRANSPARENCY AND ACCOUNTABILITY; need to feel empathy with the focus and values of the organization and be provided with proof of transparency and accountability; an aspect of integrity.


Principles of Fundraising; Contd

PROGRESS REPORT; need for donors to relate interventions to benefits and demonstrate how lives have been changed.

INSPIRING THE FEELING OF GRATITUDE; Expressions of gratitude are expressions of respect; ‘’Acknowledge of Donation’’ and ‘’Thank you’’.

POSITIVE ATTITUDE; You may experience rejections, do not give up, do not allow yourself to be discouraged


Methods of Fundraising• Special Events (Launching)• Face-to-face• Sponsorships• Direct mail• Merchandising


Pattern of African FundraisingUnstructured givingGiving for recognition and prestigeDonor Solicitation usually by the Vice-ChancellorConcerned with Major gifts Use of Special events for fund-raising;

convocationsCommunications Strategy of Univ. is a one-way

approach


Pattern of African Fundraising; ContdArticulated Advancement functions lackingMultiple fund-raising ( absence of

coordination) Use of Consultants in FundraisingIts about fundraising not relationship

buildingNo much Alumni giving


Challenges to Fundraising in Africa

University leadership not familiar with ways to attract funding In-adequate understanding of and resistance to advancement

activities by the University Community Lack of information on available sources of funds/Foundation Lack of Institutional Collaboration on Advancement Lack of experience on Alumni giving General lack of policy/administrative frameworks regulating

and directing Advancement activity; by Govts & Institutions Limited revenue base; in Institutions Little experience with writing funding proposals to World

Bank, African Dev Bank, Foundations Non-involvement and utilization of volunteers


Constraints to Fundraising in Africa

• High poverty levels • Lack of culture for institutional support• Fear of rejection or fear of offending

people by asking them for a contribution • Lack of well defined needs and articulated

visions; by Institutional leaderships • Corruption• Absence of supportive media


Strategies for Advancement Services• Advancement should feature prominently in the University's’

Strategic plan; • Involvement and integration of Advancement in structures of

the university; • Identify and prioritize sources of funds and other resources;• Key Messages to be developed and conveyed to all concerned• Use University Structures: Committee System, Senate,

Congregation, Governing Council, Staff Unions, students Unions.

• Involve the Alumni• Identify and use individuals that are ready to accept and

adopt Advancement as catalysts of change (volunteers)


Role of the Vice-Chancellor• Create a compelling vision• Liaison at all levels and with all the stake holders• Epitomize vision and mission of University

Advancement• Demonstrate good Relationship and Management• Integrity; build trust and earn confidence of all • Devote time to cultivating major donors• Ensure high academic standards, peaceful, stable

academic programme• Be patient


Caution?• Can conduct multiple fund-raising due to

stakeholders full involvement • Major risk of uncoordinated activities is the

impression of the University as being chaotic and can lead to donor fatigue

• There must be a system of reporting, monitoring and coordinating all fundraising activities

• Clear (written) guidelines on acceptable fundraising activities

• Stewardship; key for today and tomorrow’s gift


Thank you!

Presenter contact details:

Ahmad ShehuDirector,Advancement Office,Office of the Vice-Chancellor,Bayero University, PMB 3011, Kano. [email protected].+2348035879917

Academy contact details


mailto:[email protected]

Principles And techniques of fundraising: an African perspective. A hmad Shehu Bayero University,...

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