Institutional Advancement

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Asian University Leadership Program (AULP) Gold
Coast, Hong Kong
Fund Raising Principles and Strategies in
Higher Education by Mr. Ricky Cheng Director,
Office of Institutional AdvancementThe Chinese
University of Hong Kong February 5, 2009
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What is Institutional Advancement ?

• Institutional Advancement

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Institutional Advancement is

• Reputation-building
• Relationship-building
• Resources-building

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Institutional Advancement is

• Fame-raising
• Friends-raising
• Fund-raising

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Institutional Advancement Must be Rooted in the
Institutions

• History and Mission

• Tradition and Values

• Inherent Strengths

• Aspirations for the Future

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Functions of Institutional Advancement

• Communication

• Fund-raising

• Services to Donors

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Organization ofInstitutional Advancement
Programmes
Sample Organizational Chart for a Large
Organization
(Adapted from Thomas F. Kelly)
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Five Key Prerequisites to Successful
Institutional Advancement Programmes

• A positive image with the institutions
  constituency and the community

• A clearly perceived need, well defined in the
  minds of those who know the institution best

• The presence of available funds in the
  institutions goal

(According to Martin Grenzebach, advancement
consultant)
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Five Key Prerequisites to Successful
Institutional Advancement Programmes

• Capable leadership, holding the respect of the
  community and willing to devote time and talent
  to the institution

• A favourable economic climate and the absence of
  competing campaigns or enterprises

(According to Martin Grenzebach, advancement
consultant)
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Five-step Fund Raising Process

• Identification

• Cultivation

• Solicitation

• Acknowledgment

• Recognition

(Adapted from Curtiss - 1994)
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Todays Donors

• Are rational philanthropists

• Are more sophisticated (giving involvement
  investment)

• Respond less favourably to emotional appeals,
  loyalty and obligation

• Are skeptical of requests for general support

• Expect institutions to meet the same standards of
  good planning and management they would apply to
  their own companies

• Expect institutions asking for donations to have
  a clear set of objectives and a credible plan for
  their achievement

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Fund-raising Methods

• Major gifts for naming building/facilities/chairs

• Corporate donations and charitable foundations
  (local and overseas)

• Alumni appeals/campaigns

• Annual and planned giving

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Alumni Phone Campaign
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Graduating Class Pledge Scheme
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CUHK Golf Day 2008
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CU 2008 Alumni Homecoming
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Fund-raising Concert
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Capital Program Lee Hysan Concert Hall
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Fund-raising Initiatives (I)

• Should be neither top-down nor bottom-up, but
  discussion/ownership amongst

• Senior Management
• Beneficiary Units
• Advancement staff
• Donors
• Campus community-at-large

(Adapted from Andrea Jarrell, advancement
consultant)
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Fund-raising Initiatives (II)

• Should encourage inter-unit cooperation and
  benefit as many constituencies in the campus
  community as possible

• Evaluate different scenarios and alternatives

(Adapted from Andrea Jarrell, advancement
consultant)
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Fund-raising Initiatives (III)

• Evaluate resource-implications for the
  institution

• space and facilities
• resources required to manage the programme and
  deliver results
• future commitment of resources
  e.g. maintenance
• matching funds required

(Adapted from Andrea Jarrell, advancement
consultant)
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Fund-raising Initiatives (IV)

• Characteristics of major initiatives

• they are ambitious and bold
• they are grounded in the institutions mission
  and history
• they outshine the dollar goal
• they culminate in visible results
• they transform the institution

(Adapted from Andrea Jarrell, advancement
consultant)