Revenue Generation

1
Revenue Generation

• Finding the Funds for Fun!
• Amy Button Renz
• Todd McCubbin

2
The Basics Wheres the ?

• Institutional Funding
• Affinity Programs
• Membership Dues
• Special Events/Activities
• Sponsorships
• Investments/Endowments
• Other sources

3
Institutional Funding

• The Budget
• Institutional partnerships
• Financial Aid Educational License Plates
• Bookstore
• Athletics
• Departments/Schools/Colleges
• Student Government

4
Membership Dues

• Dont forget your lifeblood!
• Alumni Association dues
• Annual
• Life
• Chapter dues

5
Membership Dues

• Important to consider costs of generating income
• Benefits of membership
• access to information
• special event invitations or advance notice of
  events
• insider information

6
Affinity Programs

• The dreaded Credit Card
• Easy money?
• Pitfalls and Possibilities
• Merchandising
• Insurance
• Travel programs

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Affinity Credit Cards

• MBNA/Bank of America, USBank, Chase, Citibank,
  regional banks
• Multi-year marketing agreements
• Telemarketing
• Direct mail
• Internet marketing
• On-campus and event marketing

8
Affinity Credit Cards

• Financial packages vary greatly, from 50,000 for
  five years to several million dollars annually
• Companies provide services
• Financial planning
• Credit management

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Affinity Credit Cards

• Concerns
• Telemarketing
• Perception of selling private information
• Alumni and parents may think you are taking
  advantage of students
• Most alumni understand, but be prepared to hear
  from those who dont!

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Merchandise Madness

• Campus art
• Jewelry
• Class rings
• Furnishings
• Sports memorabilia
• Books
• Clothing

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Insurance

• Both a service and source of funding
• Life Insurance
• Property
• Home
• Auto
• Short Term Medical Insurance
• Travel Insurance

12
Travel Programs

• Internal
• Institution bears financial risk
• Institution responsible for marketing costs
• Rewards can be greater
• More direct control of itinerary, vendors, hosts,
  etc.
• Be careful!

13
Travel Programs

• External
• Third party often bears financial risk
• Institutions may share marketing costs.
• Trip is often guaranteed despite number of
  travelers.
• Good dovetail for development purposes.

14
Special Events

• Fundraisers for scholarships and programs
• Dinners
• Breakfasts
• Desserts!
• Golf Tournaments
• Walks, Runs
• Be creative!

15
Special Events

• Silent and Live Auctions
• Concerts
• Book Signings and Sales
• Holiday Dinners
• Maximize your current special events.

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Event Sponsorship

• Naming sponsorship
• Sponsorships can vary
• Presenting sponsor - 25,000
• 250 works too!
• External partnerships
• Vendors (printers, caterers, etc.)
• In-kind donations are great

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Event Sponsorship

• Promote mutual benefits
• Demographics of your alumni
• Look for appropriate sponsors who want access.
• Beat the bushes, but make sure they are the right
  bushes!
• Set yourself up for success.
• What is your inventory?

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Event Sponsorship

• Be mindful of your sponsors and their position in
  the community. Is it the right fit?
• Look for vendors and sponsors whose mission is
  consistent with that of your institution. Think
  co-branding!

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Additional Revenue Possibilities

• Alumni Magazine funding
• Advertising
• Institutional assistance
• Voluntary subscriptions

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Additional Revenue Possibilities

• Event invitations and brochures
• Vendors want access to audience
• Can occasionally include information about
  sponsors
• Consider subtle placement of advertising
• Vendors can pay for printing or upgrade

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Additional Revenue Possibilities

• Alumni Directories
• All Alumni vs. Members Only Directory
• Earn from commission and increased membership.
• Annual Giving Program
• Direct Mail Solicitation
• Reminder Notices
• Telefund Calling Campaign

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Additional Revenue Possibilities

• Home Mortgage Programs
• Online Banking/Debit Cards
• Partnerships with service providers
• Moving companies
• Package delivery companies
• Car rental companies

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Other tips

• Be creative
• Be entrepreneurial Your institutional
  administrators are probably not thinking about
  ways that they can give you more money!
• Look for things that are intriguing.

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The Future?

• Other examples?
• How much is too much?

25
Cha-Ching!

• Todd McCubbin
• Executive Director
• University of Missouri Alumni Association
• 573-882-6017
• mccubbint_at_missouri.edu