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Sponsorship, engagement and the student experience
Journal of Education Advancement & Marketing,
1
(3),
272-279
(2016)
Abstract
This paper explores the use of sponsorship by a university and through case studies shows how it can be an important tool to improve the student experience. It provides insights into the importance of matching the sponsorship to the core business of the university and the imperative of the alignment of values. While universities, as places of education and research, are most often the beneficiaries of philanthropy, grants and sponsorship, they are also large businesses operating in a competitive environment and they have a need to promote themselves in the market, using the full array of business tools including sponsorship. To gain the most from an investment in sponsorship it is worth looking beyond what is immediately on offer to see what the possibilities might be. As a university’s highest priority must be its students, it makes sense that, even when utilising a business marketing tool such as sponsorship, it should seek to leverage benefits for its students.
Keywords: maximising sponsorship investment; student experience; university engagement
The full article is available to subscribers to the journal.
Author's Biography
Ros Casey is director, Advancement at Victoria University in Melbourne, Australia. In that position she is responsible for fundraising, alumni relations, sponsorship and the centenary celebrations of the university in 2016. Ros has worked in the university sector for the past nine years, having previously worked in both the government and private sector. Prior to joining the university she worked as a consultant to the Prime Minister’s Community Business Partnership, a government advisory group established to promote philanthropy, community business engagement and corporate social responsibility. Ros has also worked for the Institution of Engineers, Australia and the Australian War Memorial. Her work has always involved strategic and stakeholder management, project management, community relations and culture change. She commenced work as Director of Development, Victoria University (VU) and Executive Officer of the Victoria University Foundation in 2007. Since that time Ros has assisted VU to develop a strategic approach to fundraising, cross-sector collaboration and sponsorship.
