2012 Annual Conference

Leading Schools’ Development This Year’s Speakers Include: Thursday 21 and Friday 22 June 2012 The Celtic Manor Resort Toby Young Author, Broadcaster, Coldra Woods, Usk Valley, Newport Political Commentator and Journalist

Barnaby Lenon Chairman, Independent Schools Council

Debra Price Development Director, Benenden School

Tania Jane Rawlinson Director of Campaigns and Alumni Relations, University of Bristol

Dr Helen Wright Headmistress, St Mary’s Calne

Europe’s Largest Schools’ Development Conference Welcome to the Celtic Manor and to the IDPE’s 11th Annual Conference

It is a great pleasure to welcome you to the eleventh IDPE Annual relevant as it will be entertaining. Barnaby Lenon has kindly agreed Conference. Whether you are here to draw strength and knowledge to be our closing Keynote Speaker. One of the finest Head Teachers of from the experiences of others, to relax and reflect, to enhance your his generation, most recently at , Barnaby now chairs range of professional contacts, or simply to enjoy one of the finest the Independent Schools Council. Like Toby, Barnaby is involved at the golf courses in the country, we are delighted that you are with us. cutting edge of progress in the maintained sector through his work as a Governor of the Chelsea Academy. The last ten years have witnessed an almost exponential growth in the I would like to thank all of those who have been involved in the number of schools embracing the need for fundraising, marketing, planning of this year’s Conference. Special thanks should go to Jo creative alumni relations programmes, communications and events Woods and her team who have worked so tirelessly and effectively on that engage, inform and involve. Such rapid progress, although your behalf. I would also like to thank the members of the Conference energising, brings with it challenges. How can we demonstrate that Committee, whose help was invaluable to me: Alison Graham, Mark our work makes the world a better place? Why do some Development Jefferies, Ali Massey, Wanda Nash, Amber Oliver, Katrine Scott- Offices thrive and others not? What can we learn from those operating Mitchell, Rebecca Ting and Jane Vines. Additional thanks should go to at the highest levels of the profession as well as those who have newly Suzie Peck for coordinating our buddy system, matching mentors with joined? How do we build a successful and secure career? What is the Conference newcomers. Finally I would like to thank our Sponsors and relevance of Baudelaire or Lady Gaga to Development work? These Exhibitors whose support is so important to us. questions and a myriad of others will be addressed during the next two days. I look forward to meeting as many of you as possible over the next couple of days and hope that you will gain inspiration, knowledge and We are hugely fortunate that Toby Young has agreed to open our a renewed energy and focus from your visit to Celtic Manor and to our Conference on Thursday. Many of you will be aware of Toby as a Conference. leading journalist, author and blogger, but it is as Chairman of Governors at the new, thriving, West London Free School that he has Tim Edge gained most recent prominence. His presence will, I’m sure, be as IDPE Vice Chair, 2012 Conference Coordinator

Tim is currently Vice Chair of the IDPE. Tim has been Development Director of Worth School, St Edward’s Oxford and Charterhouse. He currently works at King’s College School, Wimbledon, recently described by The Tatler as the ‘most exciting day school in London’. Tim lives in Wimbledon and is a Governor of the London Oratory School.

Keynote Speakers

Opening Keynote Speaker Toby Young Author, Broadcaster, Political Commentator and Journalist

Toby Young is Associate Editor of The Spectator, daily blogger for The Daily Telegraph and the founder of the West London Free School, which is the first school of its kind in Britain to sign a Funding Agreement with the Secretary of State for Education. After a successful career as a “professional failure” – How to Lose Friends & Alienate People, his book about failing to take Manhattan, was turned into a Hollywood movie starring Simon Pegg and Megan Fox – he has reinvented himself as a passionate advocate of the Big Society. Toby’s career has included co-founding and editing the Modern Review with Julie Burchill, writing for Vanity Fair and working as a regular judge on an Emmy Award-winning food reality show in New York and Las Vegas. Toby is a regular guest on TV and radio programmes including Question Time, the Today programme, Any Questions, the Daily Politics and the Review Show where his areas of expertise include education, the media and contemporary politics.

Closing Keynote Speaker Barnaby LenoN Chairman, Independent Schools Council

Head Master of Harrow from 1999 – 2011, Barnaby Lenon taught at Eton for twelve years, was Deputy Head Master of Highgate School from 1990 – 1995 and Headmaster of Trinity School, from 1995 – 1999. He has been a Governor of ten schools and is currently a Governor of the Chelsea Academy. He is Chairman of the Independent Schools Council and Vice-President of the Royal Geographical Society. Barnaby has written books about London and statistical methods. He is currently living in Oxford researching historical demography. Guest Speakers Include:

Tim Baines Debra Price Partner, Crowe Clark Whitehill LLP Director of Development, Benenden School

Tim provides audit and consulting services to a variety of charities Debra Price is believed to have been the first Development Director in London and across the south of the UK. He specialises in appointed in the UK. Since 1990 she has led, and developed, the advising large, national charities including major fundraising Development programme at Benenden School. With a team of nine, organisations, membership bodies and grant-making charities. her Development Office is responsible for Fundraising, Marketing, He is the audit partner for a number of the UK’s ‘Top 100’ Communications, Admissions and Alumni Relations. She is now charities. Tim is also the firm’s lead schools partner, with a widely working on her fourth multi-million pound capital campaign at acknowledged specialism in advising many of the UK’s leading Benenden, as well as working to establish long-term endowment. independent schools. He is the author of the annual Independent Schools Benchmarking Survey, now in its 16th year, and in 2010 he researched and launched the inaugural Teacher Salary and Tania Jane Rawlinson Benefits Survey for independent schools. Director of Campaigns and Alumni Relations, University of Bristol

Richard Biggs Tania Jane Rawlinson has been Director of Campaigns and Headmaster, King’s College, Taunton Alumni Relations at the University of Bristol since 2003. In 2009 Bristol launched its £100m Centenary Campaign, of which Richard Biggs is Headmaster of King’s College, Taunton, which is a £82m is now pledged or committed. Prior to her appointment at co-educational school of 430 pupils, three quarters of whom board. Bristol, Tania Jane worked as Development Director at University The school is a member of the Woodard Corporation which values College Oxford, and ran a successful £15m campaign over five both the spiritual and moral development of each person with a years. She has acted as a Development Consultant for several sense of ‘faith, unity and vision’. Oxford colleges and private schools, and is now a Consulting Vice Richard taught Maths and Physics at Magdalen College School President for Grenzebach Glier and Associates (Europe). in Oxford and became Director of Studies there before moving on to Lancing College as Second Master. After a year of acting Headship at Lancing, he became Headmaster of King’s College, Russell Speirs Taunton, in 2007. CEO and Founder, RSAcademics

After being appointed Uppingham School’s first Director of Declan Hamilton Marketing in 1997, Russell fell in love with the world of schools’ Volunteers’ Manager, University of Bristol Marketing and Development. He went on to found RSAcademics in 2002 which is widely acknowledged as the UK’s leading specialist Declan Hamilton returned to his alma mater, the University provider of marketing strategy, research, external relations and of Bristol, in October 2007 to become Volunteers’ Manager in recruitment services to independent schools. A regular speaker Campaigns and Alumni Relations. In 2009 he co-ordinated the at Conferences and Seminars, Russell has a real passion for volunteer network to help organise a centenary tour for the Vice- helping schools thrive. Chancellor which encompassed twelve overseas destinations. Prior to working in Alumni Relations, Declan was a Duty House Manager and Education Assistant at the Royal Opera House, Covent Garden James Turner – experience which has been invaluable when it comes to dealing Director of Projects and Policy, The Sutton Trust with volunteers. James is the Director of Projects and Policy at the Sutton Trust, a charity dedicated to improving social mobility through education, Caroline Pascoe where he has worked for seven years. James led the Trust’s Headmistress, Truro High School recent successful bid for the £125m Education Endowment Fund and undertook the role of interim Chief Executive, overseeing the Caroline joined Truro High School for Girls as Headmistress in set up of the new EEF charity, its infrastructure and grant-making April 2009 having come from Wellington School in Somerset where processes. James is now one of the EEF’s Trustees and a member she was Deputy Head. Caroline is currently studying for an EdD in of its Grants and Finance Committees. Educational Leadership (Exeter University) having been awarded an MSc in the same subject from Leicester University. Dr Helen Wright Headmistress, St Mary’s Calne Tracy Playle Founder and Director, Pickle Jar Communications Ltd Dr Helen Wright has been Head of St Mary’s Calne in Wiltshire since 2003. Dr Wright, an Oxford modern and medieval languages Tracy’s background is in working within the Higher Education sector graduate, is a well-known figure in the education world and in the United Kingdom. Formerly Head of Research-TV and a a leading proponent of single sex education. Dr Wright was communications professional with the University of Warwick, Tracy appointed to the Headship of her first girls’ school, Heathfield, established Pickle Jar Communications in order to help other at the age of just 30. In 2011 Dr Wright became President of the organisations understand trends, opportunities and approaches in Girls’ Schools Association (GSA). In January 2013, Dr Wright will using digital and social media for their marketing and communications become the new Head of Ascham School in Sydney, one of the activities. Tracy is founder of www.he-comms.co.uk, the online social leading girls’ schools in Australia. network for marketing and communications professionals working in the Higher Education sector.

For more detailed biographies of all this year’s Conference Speakers, please visit www.idpe.org.uk IDPE 2012 Annual Conference Programme

Programme key: Delegates may attend any of the Conference sessions listed. The icons are for guidance only.

all All EXP Experienced Development Professionals NEW New Development Professionals (> 3 years’ experience) (< 3 years’ experience)

alU Alumni HBG Heads/Bursars/Governors SGP State/Girls/Prep STA State Schools Relations

Wednesday 20 June 11:30 IDPE Golf Tournament 18:00 – 19:30 Registration for Early Arrivals Resort Lobby 18:30 – 19:30 Drinks Reception for Early Arrivals Sponsored by RE:Systems Barbecue Terrace 19:30 – 22:00 Barbecue for Early Arrivals Barbecue Terrace

Thursday 21 June 08:45 – 09:40 Registration Convention Centre Level C1 Coffee Exhibition Hall 09:45 – 09:55 Opening Conference Sessions Sponsored by thankQ all Caernarfon Suite Nick Pettingale, IDPE Chairman 09:55 – 10:40 Opening Keynote Address all Caernarfon Suite Toby Young, Author, Broadcaster, Political Commentator and Journalist Chair: Nick Pettingale, IDPE Chairman 10:40 – 11:10 Coffee Break with Sponsors and Exhibitors Exhibition Hall

11:15 – 12:45 Staying the Course EXP Beaumaris Suite Debra Price, Director of Development, Benenden School all Debra Price offers her unique perspective based on over 20 years as Development Director of Benenden School. Chair: David Young, Alleyn’s School Conwy Suite Building Relationships for Life: The Most Important Things We Do NEW Ian McLean, Director of Development, Millfield School all An effective Development programme will produce sustained fundraising, but only if we focus on building and securing a range of life-long relationships within the school community and taking a long term view. Our aim in Development is to advance the aims and ethos of the school by strengthening ties with former pupils and parents. Chair: Jane Vines, Downside School Caernarfon Suite Schools’ Leadership in a Changing World HBG Dr Helen Wright, Headmistress, St Mary’s Calne all Dr Wright will present her vision of leadership in a changing world, discussing leadership by, in and of our schools, as well as looking at the role of Development Departments in helping to fund such challenging and bold visions. Chair: Elisabeth Anderson, Fettes College 12:45 – 13:45 Lunch with Sponsors and Exhibitors Exhibition Hall 13:50 – 14:40 Meet the Donors: Your Chance to Ask Them About Being Asked all Conwy Suite Simon Lerwill, Development Director, King Edward’s School, Birmingham Your chance to ask two donors the questions you have always wanted to ask your own supporters! This session will explore the process of cultivation, solicitation and stewardship from the donor’s point of view via an interview and questions from the audience. Chair: Ali Massey, Reigate Grammar School Denbigh Suite Development Lessons Shared – Schools, Higher Education and Charities EXP Tania Jane Rawlinson, Director of Campaigns and Alumni Relations, University of Bristol all This session will highlight key areas of best practice for Development Offices at any stage of maturity and will identify common methods for measuring fundraising success. Chair: Kate Chernyshov, Lord Wandsworth College 13:50 – 14:40 The Role of Heads and Governors: Working with Development Offices to Best Effect HBG Beaumaris Suite Richard Biggs, Headmaster, and Leisa Lavender, Development Director, King’s College,Taunton all The relationship between Governors, Heads and Development Offices is not always a smooth one. To work well it needs to be based on trust and a very clear and shared vision of what it is that the Office is trying to achieve. Patience and good communication are key. Chair: Ian McLean, Millfield School 14:45 – 15:45 Corporate TED Talks all Caernarfon Suite Four of our Sponsors give short talks on topical issues followed by questions from the floor. 1. Multi Channel Marketing to 3. Are you having a LAF? Aid Engagement with Alumni Using Leadership Annual Funds to Boost Mid-Tier Simon Noakes, Managing Director, Giving and Create Your Major Donors of Tomorrow Interactive Schools Hugh Langford, Business Development Manager, Rux Burton Associates 2. Who Knows Wins: 4. Match.crm 7 Steps to Prospect Research How to Navigate Your Way Through the Supplier Andrew Thomas, Founder, Prospecting for Gold Maze to Find Your Perfect CRM Partner Graham Hewitt, Sales Manager, thankQ

Chair: Barbara Armitage, Wycombe Abbey School

Conwy Suite Recruiting and Retaining a Development Director HBG Wanda Nash, Development & Alumnae Director, St Mary’s School Ascot all Caroline Pascoe, Headmistress, Truro High School An effective Development Director can play a crucial role in a school, therefore this appointment is an important one. This session will offer some tips and guidance to help you match your choice of candidate to the needs and aspirations for fundraising in your school. Chair: Amber Oliver, Blundell’s School 15:45 – 16:10 Afternoon Tea with Sponsors and Exhibitors Exhibition Hall

16:15 – 17:15 When the World Zigs: Zag! New Marketing Thinking for School Leaders all Conwy Suite Russell Speirs, CEO and Founder, RSAcademics The aim of this session is to help delegates identify, live and communicate powerfully their school’s DNA and examines the difference between brand strategy and bland strategy. With references to Baudelaire and Lady Gaga, as well as cutting edge marketing thinking from pioneering academics and leading companies, this session promises to be relevant and inspiring for Heads, Development Directors and marketing professionals in schools. Chair: Viv Davenport, Westholme School Beaumaris Suite Independent Schools, Bursaries and the Challenge of Social Mobility EXP James Turner, Director of Projects and Policy, The Sutton Trust all Using some of the most recent research, James Turner will look at the factors underpinning low social mobility in the UK and some of the key challenges to improving the life chances of young people from modest backgrounds. James will also examine the role that the independent sector plays in creating a fairer education system, some of the central obstacles to this and the contribution the Government and individual schools might make. Chair: Tim Edge, King’s College School, Wimbledon

Caernarfon Suite Why Development Offices Succeed or Fail: What Every Head and Bursar Should Know HBG Tim Baines, Partner, Crowe Clark Whitehill LLP all Crowe Clark Whitehill has completed the first IDPE Benchmarking Survey. Tim Baines will share the key messages and their implications, as well as provide an overview of future opportunities. Chair: Ian Power, HMC

Denbigh Suite Workshop: Fundraising from Parents and Engaging Alumni STA Clare Atkinson, Development Director, Dr Challoner’s Grammar School all Parents and alumni are our closest supporters and advocates, but how do we turn this support into cash in the short to medium term? This workshop will explore ways in which we can maximise their support, touching on Annual Funds, Capital Campaigns and Legacy Marketing on a minimal budget. Chair: Isabella Eastham, Royal Grammar School, High Wycombe 17:25 – 17:55 IDPE AGM all Beaumaris Suite 17:55 – 19:00 Free Time 19:00 – 19:40 Drinks Reception Sponsored by Graham-Pelton Consulting, INC Exhibition Hall 19:45 – 23:00 Conference Dinner Sponsored by Rux Burton Associates Caernarfon Suite

Friday 22 June 08:15 – 09:10 Registration Convention Centre Level C1 Coffee Exhibition Hall Regional Breakfasts: IDPE Regional Coordinators host individual tables Garden Room for their regions over breakfast 09:15 – 10:25 Roundtable Discussion Groups: 30 minutes each with one changeover EXP all Beaumaris 1 1. Researching Mid-Value 2. Fundraising Overseas 3. PR: Creating the Vision 4. Why Development Prospects Barbara Armitage, Colin Dudgeon, Development Offices Succeed or Fail Andrew Thomas, Founder, Director of Development, Director, Stowe School Rhiannon Cutler, Independent Prospecting for Gold Wycombe Abbey School Schools Consultant, Crowe Clark Whitehill LLP 5. To See or Not to See? 6. Getting the Most From 7. The Role of the Head in 8. Multi Channel Integrating Phone and Your US Alumni Development Marketing: Share/Post/ Face-to-Face in Roger Martin, Ian Power, Tweet – Alumni Expect Developing Mid-Level Deputy Chair, British Schools Membership Secretary, HMC, Social Engagement Donors and Universities Foundation and Ian McLean, Director of Simon Noakes, John Rux-Burton, (BSUF) Development, Millfield School Managing Director, Global MD and Founder, Interactive Schools Rux Burton Associates Beaumaris 2 Roundtable Discussion Groups: 30 minutes each with one changeover NEW all 1. IDPE Members’ 2. Legacies: 3. Things to Consider 4. Five Things I Wish Forum: Harnessing Social Devoted Donors and Their When Setting Up I’d Known When I Networking Within a Big Bequests an Annual Fund Started in Schools’ Private Community Kate Chernyshov, Amber Oliver, Development Development Jo Woods, Development Director, Director, Blundell’s School Tim Edge, Development Business Manager, IDPE; Lord Wandsworth College Director, King’s College John Batistich, Director, School, Wimbledon Potentiality UK Ltd 5. Managing 6. Prospect Research 7. How to Manage 8. From Specification Expectations: Conveying on a Budget a Change of Head to Implementation: the Message to Governors Elisabeth Anderson, David Young, How to Get Everything and Heads Foundation Director, Director of Development and You Want From Your Jane Vines, Fettes College Finance, Alleyn’s School Database Development Director, Graham Hewitt, Downside School Sales Manager, thankQ 9. Compatible Allies or Demanding Dichotomy? Examining the Relationship Between Development and Marketing in Schools Viv Davenport, Development Director, Westholme School Conwy Suite Roundtable Discussion Groups: 30 minutes each with one changeover ALU all 1. Events: 2. Communications: 3. Databases: 4. Locating Lost What Works and From Coffee Table Loving Your Data and Alumni: Tracking Down What Doesn’t Publications to Electronic Keeping it Clean Those Who Have Gone Graham Papenfus, Newsletters – Achieving a Ali Massey, Foundation Missing Development Director, Balance and Alumni Manager, Simon Lerwill, Ipswich School Nick Priestnall, Reigate Grammar School Development Director, Foundation Appeal Director, King Edward’s School, Mill Hill School Birmingham 5. Exploring Your School’s 6. Engaging Young 7. Starting from Scratch: 8. Archive Alumni Using LinkedIn’s Alumni Creating a Strategy to Opportunities: Their Alumni Feature Rebecca Ting, Engage with Alumni Importance in an Alumni Emily Roffe-Silvester, Director of Development and Katrine Scott-Mitchell, Relations Programme Development Officer, Alumni Relations, Development Director, Kate Le Sueur, Foundation Blundell’s School St Edward’s, Oxford Nottingham High School Director, St Albans School Beaumaris Roundtable Discussion Groups: 30 minutes each with one changeover SGP ALL Lounge 1. Quick Wins for State 2. Ladies and Legacies 3. Prep Schools: Schools: Getting Ahead Wanda Nash, Poor Relations or in the Early Days of Your Development and Unique Opportunities? Development Office Alumnae Director, Luke Wordley, Clare Atkinson, Development St Mary’s School Ascot Development Director, Director, Dr Challoner’s Twyford School Grammar School 10:30 – 11:10 Coffee Break with Sponsors and Exhibitors Exhibition Hall

11:15 – 11:55 Making the Ask all Caernarfon Suite Clare Anning, Development Director, Monmouth School Colin Dudgeon, Development Director, Stowe School Bill O’Hearn, Director of Development, Three Development Directors explain how they go about persuading prospective donors to give those important major gifts. Chair: Barbara Armitage, Wycombe Abbey School

Conwy Suite Setting Up Your First Capital Campaign from Scratch NEW Alasdair Akass, Development Director, Portsmouth Grammar School ALL Unrealistic timescales? Spiraling costs? Is it really wise to build in times of recession and how will launching a capital appeal affect all my other fundraising income streams? If you are contemplating a capital campaign, it’s time to don your hard-hat as Alasdair Akass takes you on a whistle-stop tour of the pros and pitfalls of running a major capital campaign. Chair: Muna Ausat, Northwood College Beaumaris Suite How to Engage Volunteers to the Benefit of Your School ALU Declan Hamilton, Volunteers’ Manager, University of Bristol ALL With increasing pressure on resources, the value of volunteers to any organisation is greater than ever. This session will outline the ‘nuts and bolts’ of volunteer engagement, looking at best practice in defining roles and motivating volunteers to the benefit your institution. Chair: Adrian Ballard, 12:00 – 12:45 Social Media: Embedding Emerging Trends and Tools into Your Engagement Activities ALL Caernarfon Suite Tracy Playle, Founder and Director, Pickle Jar Communications Ltd Tracy Playle will look at how to use social technologies and tools to support advancement activity within our schools, highlighting how emerging trends are impacting on education as a whole. Chair: Kate Chernyshov, Lord Wandsworth College Beaumaris Suite Alleyn’s School Memories Day Project: Engaging Older Alumni (Case Study) ALU David Young, Director of Development and Finance, Alleyn’s School ALL For the past three years the Development & Alumni Department at Alleyn’s School, Dulwich has been using a rolling oral history project to engage more constructively with its older alumni. David Young discusses the positive benefits this process has brought for both Alumni Relations and the Development process and the ancillary benefits for pupils and teaching staff. Chair: Simon Lerwill, King Edward’s School, Birmingham 12:50 – 13:25 Closing Keynote Address ALL Caernarfon Suite Barnaby Lenon, Chairman, Independent Schools Council Chair: Nick Pettingale, IDPE Chairman 13:25 – 14:15 Close and Lunch with Sponsors and Exhibitors Exhibition Hall

Programme key: Delegates may attend any of the Conference sessions listed. The icons are for guidance only. all All EXP Experienced Development Professionals NEW New Development Professionals (> 3 years’ experience) (< 3 years’ experience) alU Alumni HBG Heads/Bursars/Governors SGP State/Girls/Prep STA State Schools Relations Sponsors

Exhibitors