The University of Aberdeen launches Phase Two of its ‘pioneering’ Sixth Century fundraising campaign
With the backing of its patron, HRH The Prince of Wales, the Sixth Century Campaign closed its first phase having exceeded its £40 million target. Launched in 1999, this was the biggest fundraising programme ever undertaken by a Scottish university.
Professor C Duncan Rice has pioneered fundraising at the University following his term as Vice-Chancellor at New York University where he played a key role in one of the most successful US campaigns, raising over $1 billion in 10 years.
Supporting the marketing of Phase Two of the campaign, the University has appointed M & C Saatchi in New York to carry out intensive qualitative research among key audiences in North America and the UK to identify and crystallise the University's unique identity and point of difference.
The findings pointed to a groundswell of good feeling towards the University coupled with the perception that, like many other British universities, it tended to hide its light under a bushel. The consensus was that the University of Aberdeen needed to play up its many achievements and academic strengths.
Professor Rice regards the quality of the University's community of academics as the key to its successful fundraising to date. Also commenting on the current challenges facing British universities, Professor Rice said: “All the evidence suggests that UK higher education will become even more competitive than it already is. In international terms, the environment will be tougher than ever.
“The Sixth Century Campaign is part of our response to the challenges we face today. But this is about much more than just maintaining our position.
“The Campaign is a statement of our ambition to reaffirm Aberdeen's position as a university that is not only one of the leading research led institutions in Britain, but also one that is known as a centre of excellence across the world.
“I firmly believe that there has never been a more exciting time in its modern history to be associated with this University. In the past year, with the help of the Campaign, we have made a major investment to attract some of the world's most distinguished scholars here, to reinforce the considerable academic strengths we already have.”
The flagship projects for Phase Two of the campaign are investing in a new library, and in new sporting and teaching facilities and historic buildings; attracting and retaining the best staff; and nurturing students with the highest potential and need.
The research carried out from New York has resulted in a bold and fresh approach, reinforcing the University's position as a pioneer and challenging potential donors to back its research.
Lori Manders, the University's Director of External Affairs, said: “The University of Aberdeen has taken a robust approach to its marketing in terms of student recruitment, alumni relations and fundraising. Working with M & C Saatchi was the logical next step for us. The results are powerful and compelling and we look forward to working with them in the future.”
Robert Fletcher, Chief Executive Office r and Chairman of M and C Saatchi New York , said: “The opportunity exists to demonstrate how the University of Aberdeen 's research excellence has allowed it to influence truly global issues. This story can be compellingly told in the University's communications.”
Today's event is the first in a series of fundraising campaign launches which will see the University of Aberdeen present its global ambitions and strategic priorities to audiences as far afield as Asia and North America.
To arrange interviews, please contact Jill Moir, Head of Communications, on (01224) 272012, mobile
07866 430986 or email: jill.moir@abdn.ac.uk