They say it’s not what you know, but who you know, and never has this been more essential than now for our troubled universities facing huge uncertainties over future funding.
It means they actively need the support of any influential and glittering alumni – and preferably very rich ones – to act as their ambassadors and generously support fund-raising campaigns, as well as using their influence to persuade philanthropic donors to dig deep.
I admire the approach of Oxford University which shares the same thoughts as I do about using excellent case studies to promote its fabulous facilities, particularly with the use of video. They have recorded interviews with dozens of alumni around the world, getting its past students to talk about their Oxford experience and describe how it helped shape their life. The same has been done with their staff, recognising like any organisation, that staff are their best asset, and there are some fascinating interviews with employers on all levels, including a distinguished college principal, teaching staff, head gardener and bowler hatted custodian, as well as its undergraduates, who talk about what it is like to be an Oxford student. There is no doubt that their support and enthusiasm will help persuade the brightest young brains in the world that they should also aspire for an Oxford degree. This kind of glowing endorsement could well influence and impress donors too. So full marks to Oxford and its fabulous Wall of 100 Faces, a smart way for the university to communicate its key messages to global audiences by using its people – past and present – to promote its world leading facilities in a simple, effective and engaging way.
Oxford University appears to have the edge on its Cambridge rival in this field. So I’m not surprised Oxford has just announced that it has made a staggering £1 billion from donors. It knows how the tell the world about its brilliance, and how to get others others to do so as well.
An interestin initiative but I care more about other excellent universities than this incredibly élitist institution.
It’s all very worrying, how I’m going to fund two very capable boys through university. They won’t be allowed to read degrees which don’t have the potential to lead to a career afterwards – if they want to navel gaze for three years they’ll pay for it themslves. Otherwise my wife and I are prepared to bankrupt ourselves for their futures and pay the tuition fees.
I’m sorry I was snappy with you a while back. I hope you are well, Ellee.
Welshcakes, I believe Oxbridge is keen to appeal to students from all backgrounds and is keen to dispel its elitist image, while maintaining its high standards of excellence. All you need are brains and the confidence to go for it.
Electro-Kevin, I share the same concerns as you and shudder at the thought, though in our case our son is funding himself through university and is massively in debt. However, being at university (Hull) has transformed his life and given him opportunities he would never have had otherwise, so he regards that debt as an investment for the future.
He is now spending a year (his third year) working in industry and has a great girlfriend he met there and is so very happy. I am hoping his year in industry (M&S) will help secure him a job, which is the biggest challenge our students face.
E-K, the past is the past, and it’s good to have you back. No need to mention it. I know how much you and your wife care for your boys’ education and I’m sure they will do brilliantly . There may well be fewer universities in the future if they become unaffordable, and universities have got to think smarter to survive – else there is a danger they will all become elitist – and not just Oxbridge.
Welshcakes – why do you think it is elitist? Anyone at all can apply to Oxford and it is the same price for undergrad Brits to attend as any as any other UK university.
At American IvyLeague Unis you have to have loads of money and good contacts to get in, and if your parents or friends have been it helps – which is absolutely absurd. Whether your parents or friends went to Oxford, and whether you are from a rich or poor background makes absolutely no difference at all when you apply to Oxford!! The only things that matter are your grades / academic achievement. If you come from a not-so-good school they compensate for this.
Please tell me why you think it is elitist?!
E-K and Ellee, why are you worried about the price of Uni at all? Firstly, the tuition fees are means tested on family income, so if you can’t afford them then you don’t have to pay them, secondly everyone can get a maintenance loan (and tuition fees loan, if they need it), which you only have to pay back if you earn over a certain salary later, thirdly you can get both maintenance grants AND bursaries easily if you come from a low-income or middle-income family.
Jane, there is a view that both Cambridge and Oxford are elitist universities, but I believe like you that they do actively want to encourage bright students from all backgrounds. The key criteria is that they must be bright – and their background is irrelevant.
I hear what you say about funding. We are in an economic downturn and nobody wants to add to their financial burden, especially as so many graduates cannot find employment. It’s a big worry for families and I think there needs to be more notice about vastly increased fees so it can be fully considered, along with all other options.
I personally think all loans should be paid back, regardless of future earnings, because it defeats the object otherwise. A loan is a loan, and this is public money.
Oxbridge has been way behind the US Ivy League in fund raising: good luck to it!
WW, yes, we can learn some lessons from the Ivy League. My concern about rising tuition fees is the number of teaching hours which undergraduates have – only 10-12. Colleges need to be much more businesslike in their approach and will be very competitive in their drive to survive.
great article ellee, would you have any advice on how to increase alumni support at regular universities in the uk? and do you have any thoughts as to what makes university want to donate in the first place?
Hi Tobias,
I would say it depends on the experiences students have at universities, and building positive relationships while they are there, and using that foundation so that they want to remain in contact afterwards. Why not follow the example set by Oxford which I have highlighted in this post.
sorry i meant to say university ‘alumni’