Deakin University, Campaign Readiness Assessment
The importance of a trusted strategic partner when seeking a realistic view of an ambitious campaign
Deakin University, Australia, was considering a potential major philanthropic campaign to align with its fast-approaching 50th anniversary in 2024. Its leadership needed to understand if it was realistic, given such short timescales. Finding themselves in a state of uncertainty following the departure of its Director of Development, Chief Advancement Officer Jimmy Buck approached us for help.
Deakin was one of the first to participate in our Cairney Conversations series, while we were in the midst of the pandemic. Having also previously worked with the Deakin team, we were already established as both a trusted partner and a critical friend to the institution. This pre-existing relationship played a significant role in our being selected for the campaign readiness assessment through a competitive process.
The Cairney & Co approach
We began with an internal review - ensuring all the elements were in order before Deakin could consider the merits of a campaign. We worked closely with the team to undertake a full assessment of their activities, identify areas of strengths and address potential gaps before a campaign could be launched. We took a detailed look at their prospect portfolio and Case for Support, and carried out benchmarking and focused external stakeholder meetings. Deakin also benefited from access to Sir Eric Thomas and Sir Michael Arthur, Cairney Strategic Advisors, who gave valuable campaign insights from a Vice-Chancellor’s perspective.
Our findings
In our presentation of the final report to the Vice-Chancellor and Chief Advancement Officer, we advised that the institution was not yet ready to immediately embark on this public campaign. This was due to a variety of internal and external factors - not least because the timeline running up to the anniversary was too challenging.
Instead, we demonstrated how they could make the most of their anniversary celebrations while also planning a phased campaign over the next two years. Our report included a set of recommendations that were ambitious yet realistic and achievable, to set them on the path for fundraising success. Deakin immediately turned our 80+ recommendations into a prioritised action plan.
The outcome
Our partnership with Deakin is underpinned by trust, strong communication, and our ability to provide valuable insights and recommendations as their critical friend. We are pleased to have played a pivotal role in preparing Deakin University for a successful campaign.
As a continuation of this work, we are now providing ongoing Campaign Counsel to the Chancellor, Vice-Chancellor and Deakin’s Chief Advancement Officer and the advancement team to support them with the implementation of our recommendations and the next phases of the campaign.
The result?
A thorough internal review
Prospect portfolio review and analysis
Case for Support review and recommendations
Benchmarking
Focused external stakeholder meetings
A comprehensive final report, with an Executive Summary for the Vice-Chancellor
A clear path ahead and planned next steps for Deakin’s 50th anniversary
Our client’s view:
“We’ve worked with Cairney & Co on two important projects over the past year. Karen and her team provide advice and insights based on experience they’ve earned across multiple continents over several years. They’ve been where we are, and they’ve helped us chart a course toward where we’d like to be. They’re personable and clear in their communications across every level of our team, including our Vice-Chancellor. They deliver helpful and sometimes sobering feedback. Despite the distance between us, they’re responsive to our queries and proactive with ideas for how we can solve problems better.”
- Jimmy Buck, Chief Advancement Officer, Deakin University
“When Cairney & Company (C&C) embarked upon the Campaign Readiness Review for Deakin University, I had no set view as to whether a campaign was the right direction for Deakin. I kept an open mind throughout the process and was keen to see the data and evidence that would demonstrate whether this was the right next step for the University. What we received was a robust and thorough report from C&C, with clear recommendations on the steps we needed to take to be campaign-ready. We have now, through C&C’s continued support, translated these recommendations into a comprehensive campaign plan endorsed by the University Executive and Council. For me personally, one of the key value-add elements C&C brought to the table was the insight and expertise of two of their Strategic Advisors, Sir Eric Thomas and Sir Michael Arthur, former Vice-Chancellors who had been where Deakin was about to head. Their sage counsel along with the evidence in the report gave me greater confidence to begin the planning process for the inaugural Deakin campaign. Their advice and guidance were invaluable.”
- Professor Iain Martin, Vice-Chancellor, Deakin University
Our view:
“It was a pleasure to work with Deakin as they reached a crossroads in their advancement journey. The assessment's recommendations gave them an ambitious yet realistic path ahead - they took our feedback very conscientiously and devised an action plan to ensure they were all implemented.”
- Karen Cairney, CEO & Project Director, Cairney & Company