University of Salford
Case for support and strategic fundraising consultancy
A “critical friend” for a university looking to realise its strategic ambitions
The University of Salford, Manchester is a public research university with over 25,000 undergraduates and postgraduates, and a Silver Rating in the 2023 Teaching Excellence Framework (TEF). Cairney & Company had previously delivered fundraising consultancy in support of the vision and positioning for a new and dedicated capital build for Salford Business School.
As planning was underway with a new strategy and an ambitious regeneration masterplan, they asked us for strategic fundraising consultancy for the School of Health & Society, including developing an emerging campaign narrative. Salford’s fundraising team also needed interim support to keep momentum going while their Head of Development was on maternity leave, and had an opportunity to present a business case for investment for the future.
The Cairney & Company approach
During the course of our work with the Philanthropy, Alumni & Supporter Engagement (PASE) Team, we advised on planning, trust and foundation work, and streamlining processes. We ran upskilling workshops on running good prospect meetings, making the ask, and finding information on prospects in an appropriate way. We also carried out internal conversations with the team to understand their challenges and help with prioritising workloads.
We had several conversations with the University Executive to guide their thinking about the role of philanthropy in the new strategy, and supported the development of a case for investment.
We facilitated strategic conversations and held a workshop to develop the emerging campaign narrative for the School of Health & Society, building consensus and gaining buy-in from researchers, clinicians and academics. These discussions would go on to inform a compelling case for support, written by Cairney & Company partner Alex Scott. Academics now see how philanthropy can support their work, and understand the role that they can play. This will serve Salford well as it moves forward with its masterplan.
Our findings
Our conversations with individual members of the fundraising team were illuminating and helped us build a real sense of rapport. We found a smallish team that was enthusiastic, skilled and committed, but had a high level of staff turnover and needed strategic direction. We also identified challenges with prioritisation, resource allocation and structural clarity, emphasising the need for strategic planning, role delineation and a re-evaluation of fundraising and alumni engagement approaches. We supported internal conversations with leadership as they began to better understand the role that philanthropy could play in delivering on the new strategy.
The outcome
The University now has a crystallised narrative, a clear idea of the problems that the School of Health & Society will set out to solve, and a solid argument as to why Salford is the place to do that. It also has a team of fundraisers who are upskilled and ready to engage with donors around the narrative.
Philanthropy at Salford reached a record high in its most recent year, including a landmark £700,000 grant from the Wolfson Foundation – a testament to the skill and dedication of its Philanthropy, Alumni & Supporter Engagement Team.
Whenever we work with a client, we position ourselves as a trusted, strategic partner, available to add capacity and support where it is most needed. Through our work with Salford, we have gained the trust of the fundraising team and leadership. Our work with Salford continues, providing strategic counsel to the Head of Development as the masterplan unfolds.
The result
An upskilled team with an ongoing sense of momentum and energy, reflected in a record-breaking philanthropic year for Salford
A streamlined workflow for projects, stewardship and scholarship work
A robust and compelling case for support for the School of Health & Society to use and test with donors
A fundraising plan and business case
A fundraising team that is aligned with researchers, clinicians and academics
Leadership has a growing understanding of the role of philanthropy
An ongoing trusted partnership with Cairney & Company, reaching out to us as and when they need additional expertise
A series of recommendations for the team to consider for further improvements
Our client’s view
"As both consultants and experienced practitioners, Cairney & Company brought an immediate understanding of Salford’s context – not just our institutional ambitions, but the nuances of a Robbins era university and the communities we serve. Their guidance has helped us to consider how we position philanthropy and alumni engagement as core enablers of our strategy, rather than peripheral functions. They’ve worked seamlessly across all levels of the University, supporting the PASE team to build confidence, clarity and momentum, while engaging senior colleagues in the broader role of philanthropy in driving change. This has been a true partnership – thoughtful, responsive, and transformational.”
Professor Simone Buitendijk, Deputy Vice-Chancellor & Provost, University of Salford
“Since working with Cairney & Company (C&C), there have been some significant shifts in the culture of philanthropy at the University of Salford. This includes more engaged and committed leadership, vital improvements to important fundraising processes and a more confident, ambitious, and effective philanthropy team.
We really feel that we are now reaping the benefits of our work with C&C and seeing results in our fundraising efforts and outcomes. We are attracting much higher value single gifts than ever before, and our foundations are strong with clearer prospect pools and meaningful alumni engagement plans. The Philanthropy, Alumni & Supporter Engagement Team feel energised and clear of our purpose and direction and our work is seen more and more by the leadership team as an enabler of the strategic priorities of the University and a recognition that philanthropy truly is a “shared endeavour”.
Working with the C&C team throughout this time has been a real pleasure. They seamlessly fit into our culture and feel like ‘one of the team’ whenever on campus. They got to know the University very quickly – its strengths, challenges, and quirks – and could identify from early on what opportunities to seize, what language to use and how to work within our own unique context to maximise success.
Our partnership (and it really does feel like a partnership with shared goals and values) with C&C has been transformational for philanthropy at Salford and we are truly grateful for their advice, support, and friendship along the way.”
Sophie Thorp, Head of Philanthropy, Alumni & Supporter Engagement, University of Salford
Our view
“It’s rare to find a team that is so engaged, and so willing to learn and try new things – not just the fundraising team but also the academics. One of the challenges around the case for support was shifting thinking away from the “bricks and mortar” and onto the breakthroughs and impact that the building will facilitate, not only on the University but also on the local community. We were able to do this because the people we worked with were so open to having their thinking challenged.”
Annarosa Muscatelli, Senior Consultant, Cairney & Company
