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// menarik daripada IAC

with “Graduation Gift” from the class of 2005. prospects and previous donors. Participants at
Out of 7500 students, 574 responded and they All fundraising efforts must be supported the APIEF 2013
managed to collect SGD20275 with average by many factors to ensure success. Good and
SGD15 per student. The participation was only comprehensive strategic plans that could provide
8% in 2005 but it has increased tremendously a framework from which all the decision are
to 87.19% in 2013. It shows that the program is made need to be established. The plan should
accepted among the fnal year students and the begin by understanding the Advancement
number keeps on increasing every year and at situation in the institution and how it links to the
the same time it has created a culture of Alumni institutional objectives and how to develop the
giving to their alma mater. “Graduation Gift” was plan. A good strategic plan will determine the
changed to I Gave in 2009 where it has become a directions of the fundraising efforts and could be a
fundraising brand for NTU. It took about 5 years benchmark for all the activities involved whether
of hard work before the program could be termed it is on track or not. Beside the strategic plan,
as successful. A successful and carefully structured communications also play an important role in
Annual & Regular Giving program can contribute ensuring the success of fundraising efforts. The
to long-term fundraising success for major gifts, aim of communications is basically to create an
capital campaigns, estate gifts and beyond. awareness of the fundraising effort. It will help
Another interesting topic that was discussed in the audience to understand the efforts that could
a plenary session was the Major Gifts. Major lead them to believe in motivate to participate and
Gifts comes from a structured Annual & Regular donate. At the end of the day, they could be the
giving where the habit of being asked and giving, Champions for the institution. The audience could
exchanging information, nurturing relationships be internal and external. The messages will be
as well as building loyalty has been established. different between these two audiences and good
It’s about strategy and process and the most communications planning is vital to ensure that it
important part is relationship building. Currently, will give impact to the audience. There are many
IAC is focusing on Major Gifts from the corporate tools that could be utilized such as publications
sector. Meeting and building relations with like alumni magazine, reports for donor, emails
corporate and other organizations are vital to and most recently the social media which is so
ensure continuous support from them. powerful and faster than any other medium.
Another of fundraising method is by conducting Overall, the institute was a great platform for the
a campaign. A campaign is “An intensive new advancement professionals to learn more
fundraising effort designed to raise a specifed about fundraising in educational institutions.
sum of money within a defned time period However, for a country like Malaysia, which has
to meet specifc asset-building needs of an no culture of giving to education, the experience
organization”. It is important to have a campaign needs to be adapted to local culture. There are a
because it could help to encourage and increase lot of efforts that need to be done to develop the
institutional focus on philanthropy, enables culture especially among Alumni because they
institutions to raise additional philanthropic funds are the strongest supporters of the institution.
for strategic priorities (capital needs, endowment Advancement is still rare in Malaysia including
targets, scholarships bursaries, professorships) UM. So IAC will have to strongly promote the
and it may raise the image among important culture internally and externally.

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