Conferences & Training
Programme - CASE Nordic Summit 2018

2018 Programme - CASE reserve the right to amend the programme.

Tuesday 10 April 2018

Nordic Alumni Event

Take the opportunity to reconnect with your institution's alumni at our Alumni Networking Evening. Once you have registered for the Summit, please feel free to invite and bring along your alumni living in Malmö and beyond. The registration link for this evening will be shared within the joining instructions in March. Please note that this event is complimentary to all Summit delegates and their alumni.

17:00 - 17:30 Registrations and light refreshments

17:30 - 18:45 Lecture from guest speaker and Q&A

18:45 - 20:00 Networking

Wednesday 11 April 2018

09:00 - 09:30 Registration and refreshments

09:30 - 09:35 Welcome from CASE

09:35 - 09:45 Welcome from Malmö University
Charlotte Ahlgren Moritz, Pro Vice-Chancellor (Field of Responsibility, Collaboration and Innovation), Malmö University

09:45 - 10:45 Opening Plenary: 10 Digital Marketing Trends For Higher Education

This session is designed to give delegates knowledge of the very latest digital marketing trends, so important in their internal and external marketing communications. Many people know that chatbots, live video, virtual reality and YouTubers are increasingly important but they don't have the time to look through all of the trends and find relevant examples. That's what we do for them, providing an overview of the most important things to know, along with ideas on how the trends can be applied.

Jim uses a unique and acclaimed methodology that has been used for keynotes at HE conferences for the last 5 years. Similar to Pecha Kucha his style is fast-paced and visual, with images and video being used to get through 10 trends and 40 examples in about 40 minutes.

Jim Tudor, Founder, Future Index

10:45 - 11:15 Speed Networking

11:15 - 12:00 Roundtables

1. Alumni Relations 101 - Jeff Lugowe, Alumni Relations Manager, OsloMet
2. Building an International Alumni Strategy -
Synnøve Vindheim Svardal, Communications Advisor, University of Bergen
3. Measuring the Success of your Alumni Programme
Yashraj Jain, Research Manager, CASE Europe
4. Social Media and Email Marketing
5. Co-Branding the University with the City - From Planning to Action
The vision of the Study in Turku initiative is to make Turku (Åbo) the most inspiring student city in the Baltic Sea region. In this session we'll go through the co-branding of universities and the City of Turku and discuss the joint marketing opportunities in e.g. recruiting new students and maintaining alumni relationships. Mari Hartemo, Brand Manager, Turku University of Applied Sciences
6. Crisis Communications
7. Corporate Fundraising
Teppo Heiskanen, Director, Advancement and Corporate Engagement, Aalto University
8. International Fundraising -
Chalmers has initiated the transformation of its U.S. operations from "alumni club" with fundraising as a nice side kick to a goal oriented fundraising organization. In this roundtable session we will discuss the ups and downs of working with alumni abroad when it comes to fundraising. Bring your own experiences to the table and listen to those of others for inspiration. Birgitta Rorsman, Fundraising Officer (Stewardship) Chalmers University of Technology
9. Integrated Advancement Office
Camilla Wardi, Head of Fundraising and Donor Relations, Hanken School of Economics
10. Major Gifts 101
Are you a novice Major Gifts Officer? So was Sinikka some 2 years ago. In this session Sinikka will share her recent experiences from analysing prospects, strategising prospects, and "closing the deals". Sinikka Heikkala, Head of Donor Engagement, Aalto University

Roundtables are offered on a first come first served basis.

12:00 - 13:00   Networking lunch

13:00 - 14:00   Elective Session 1 (choose one)

"Stand Out. Go North: Secrets from an epic campaign"

Alumni Advisory Board Panel Session

Major Gift Fundraising

"Winter is coming. There are 15,500 business schools in the world. Hundreds of thousands of students graduate from these business schools every year - and they are all competing for the same jobs. How can you, as a business student, ever stand out from the crowd and land the job of your dreams? Maybe you should go North." BI Norwegian Business School is presenting and sharing secrets from their newest marketing campaign "Stand Out. Go North" who reached an impressive 1.7 million people - just the first two months of the campaign. Nearly 20,000 people has liked, commented, and shared the campaign in the same time period. In this session you get insight into the campaigns content eco-system, the content structures and phases and how they capitalized on the insight about their target group. Stand out! Join this session!

Anette Skott, Marketing Manager, BI Norwegian Business School

Emma Jones, Director of Alumni Engagement, KTH Royal Institute of Technology, Sweden

Jonna Söderhol Head of External Relations at Aalto University School of Business

Barbro Kolbjornsrud, Head of Alumni Relations, BI Norwegian Business

Marina Pedreira-Vilarino, Director of Development and Alumni Relations, University of Sussex

14:05 - 14:50   Showcase Session - The Role of University Leadership in Fundraising

Successful fundraising requires commitment and active engagement from the university leadership. This is important both in order to launch a fundraising initiative and to develop it into sustainable long-term operations. A particular risk is when the university leadership changes: not all Nordic rectors see fundraising as a strategic priority to advance the institution.
Brakeley Nordic sponsors a panel discussion in which we explore the role of the university leadership in fundraising and how to get them committed. We will in particular look at two cases: Karolinska Institute which carried out a successful capital campaign that reached its goal of raising SEK 1 bn in time for their 200-year anniversary, and Malmö University which is now setting up a fundraising function. John Kelly with experience of advising university clients in over 30 countries since 1990 will add an international perspective to the discussion.

Harriet Wallberg, President of Karolinska Institutet 2004-2012
Charlotte Ahlgren Moritz, Pro Vice-Chancellor (Field of Responsibility, Collaboration and Innovation), Malmö University
John Kelly, Senior Adviser, Brakeley Nordic
Inger Stern,
Senior Consultant and Partner, Brakeley Nordic
Johan Wennström, Managing Director, Brakeley Nordic

14:50 - 15:15   Coffee and Networking Break 

15:15 - 16:15   Elective Session 2 (choose one)

Building Relevance and Personalisation into Alumni Engagement

Return on Investment and the Stategic Side of it

Building a Fundraising Programme

We already segment our alumni communities to create relevant communications. But this is often shaped around demographics (class of, nationality, domicile), or structures that are relevant to our organisations (course/department/faculty, college studied in, etc. ).
Technologies, however, now make it possible for us to personalise content in ways more meaningful to our audiences. We'll explore what great personalisation looks like and consider how to segment and design a more automated approach.

Tracey Playle, CEO and Chief Content Strategist, Picklejar Communications

The very early stages of fundraising are often an overall idea of the potential of fundraising - without a clue about where to start, who to contact, where you are headed or why you are doing it. This session steers you on the right track to reaching the philanthropic vision whether it's seeds are planted by management, donors or yourself. This session provides two cases about kick-starting a fundraising programme:
1. The first case is from Aarhus BSS, Aarhus University (Denmark). It depicts the first phase of building a fundraising programme without having a tradition of philanthropy amongst alumni from Danish universities.
2. The second case is from Uniarts Helsinki (Finland) which showcases building an organisational structure around the already given donations.
We provide inspiration throughout this session to set you up as a project manager focussing on taking the first steps in the right order with an overview of time management, resources, organisation and ensuring buy-in from top to bottom. Join this session to kick-start a viable fundraising programme.

Line Axelsen, Alumni Development Manager, Aarhus BSS Career & Alumni and Nana Salin, Liaison Manager, Uniarts Helsinki

16:15 - 19:00   Free time

19:00 - 19:30   Reception

19:30   Dinner


Thursday 12 April 2018

07:45 - 08:45   CASE Nordic Breakfast Roundtable

Educational institutions are experiencing a time of rapid change, requiring active involvement from professionals like yourself. Aimed at staff in the fields of fundraising, alumni relations, marketing, communications and support services, join the CASE Nordic Breakfast RoundTable to engage in a thought-provoking dialogue with your peers. The informal format of the session will allow you to freely discuss opportunities and challenges and establish how CASE can support you and your institution.

09:00 - 09:45 Roundtables

Roundtables are offered on a first come first served basis

1. Alumni Relations 101 - Jeff Lugowe, Alumni Relations Manager, OsloMet
2. Building an International Alumni Strategy - Synnøve Vindheim Svardal, Communications Advisor, University of Bergen
3. Measuring the Success of your Alumni Programme Yashraj Jain, Research Manager, CASE Europe
4. Social Media and Email Marketing
5. Co-Branding the University with the City - From Planning to Action. The vision of the Study in Turku initiative is to make Turku (Åbo) the most inspiring student city in the Baltic Sea region. In this session we'll go through the co-branding of universities and the City of Turku and discuss the joint marketing opportunities in e.g. recruiting new students and maintaining alumni relationships. Mari Hartemo, Brand Manager, Turku University of Applied Sciences
6. Crisis Communications
7. Corporate Fundraising Teppo Heiskanen, Director, Advancement and Corporate Engagement, Aalto University
8. International Fundraising - Chalmers has initiated the transformation of its U.S. operations from "alumni club" with fundraising as a nice side kick to a goal oriented fundraising organization. In this roundtable session we will discuss the ups and downs of working with alumni abroad when it comes to fundraising. Bring your own experiences to the table and listen to those of others for inspiration. Birgitta Rorsman, Fundraising Officer (Stewardship) Chalmers University of Technology
9. Integrated Advancement Office Camilla Wardi, Head of Fundraising and Donor Relations, Hanken School of Economics
10. Major Gifts 101
Are you a novice Major Gifts Officer? So was Sinikka some 2 years ago. In this session Sinikka will share her recent experiences from analysing prospects, strategising prospects, and "closing the deals". Sinikka Heikkala, Head of Donor Engagement, Aalto University

09:45 - 10:45   Elective Session 3 (choose one)

Creating a Distinctive Case for Support

Successful Alumni Events, from Strategy to Follow Up

How can the process of developing a Case for Support support the goal of making fundraising an institution-wide responsibility? What is needed to develop a distinctive Case that helps the institution to move away from relatively disparate fundraising driven by short-term project needs to mission-led fundraising with a cohesive range of funding opportunities united by an overarching, inspiring, impact-focused philanthropic story? In this session, we illustrate how - working closely with our consulting team from More Partnership - the University of Helsinki embarked on the process of developing and agreeing a mission-led, impact-focused Case for Support that enables the greater University community to participate in fundraising.

Pia Dolivo, Manager, Community Relations, University of Helsinki & Marc Whitmore, Partner, More Partnership

Alumni events are one of the core activities that our universities offer to engage alumni. Many of our institutions offer seminars, conferences, reunions, Homecoming events, and more. So how do we ensure that the events are planned and executed with precision, while offering alumni an interesting and memorable experience that connects them with their university? Where does the brilliant idea for a new event start and how does it come to life when different stakeholders have different perspectives? How do you ensure quality, develop new ideas, communicate effectively, control day-of logistics, and still have fun? In this session, we will review and discuss the components that go into putting together an alumni event, both local and international events. We will share hands-on project management tools and best-practice advise to help you create successful and engaging alumni events - from setting the strategy to following up. We will also share tips and ideas with each other to uncover hidden event secrets!

Line Axelsen, Alumni Development Manager , Aarhus University, School of Business and Social Sciences (BSS), Denmark and Jessica O'Mary, Head of Alumni and Foundation Relations, Stockholm School of Economics, Sweden

10:45 - 11:15   Coffee and Networking Break

11:15 - 12:15   Elective Session 4 (choose one)

Lessons Learnt from the Capital Campaign in Finland and What's Next

The Evolution of Advancement Data - A Journey from Database Maintenance to Meaningful Insight

The Finnish government offered matching funding for every euro raised by Finnish universities in 2015-2017, launching simultaneous capital campaigns by all fourteen universities in Finland. How did it go? What did it mean in a small country with a limited amount of potential major donors? Was there competition or synergy or both? Did the government fulfil its promise? What does fundraising look like after the campaign period? We will share our greatest triumphs, darkest hours and the most hilarious moments, and then take a look at what impact the campaign period has on the future of higher education fundraising in Finland.

Pia Dolivo, Head of Community Relations and Fundraising, University of Helsinki, Teppo Heiskanen, Director for Advancement and Corporate Engagement, Aalto University and
Camilla Wardi, Head of Fundraising and Donor Relations, Hanken School of Economics


The development CRM database has been described variously as an oracle, a hub, a repository and a necessary evil. For many years, education development professionals focused on getting data into (and out of) the database as efficiently as possible. These days it would be more accurate to describe your CRM as a universe of potential understanding - if only you had a map! We'll explore how our relationship with data and the database is evolving in line with the relationship we have (or would like to have) with our audiences and fellow team members. Drawing on case studies from across the industry, we'll discuss what's behind an increase in demand for audience research, data visualisation and analysis, segmentation, and predictive modelling and the value each of these advanced techniques can bring to fundraisers and alumni relations professionals alike.

Holly Palmer, Founder, Holly Palmer Consulting

12:15 - 13:15   Networking Lunch

13:15 - 14:15   Elective Session 5 (choose one)

Collaborating Across the Institution when it Comes to Communications

Group Mentoring: Activate Alumni and Increase Students' Employability

14:20 - 15:20   Closing Plenary

15:20 - 15:35   Final Comments and Wrap Up

15:35   End of Summit


* CASE Europe reserves the right to amend the programme at any time