From the Nominator

"On 31 December 2021, the University of Melbourne successfully concluded the Believe Campaign. Believe is the largest philanthropic campaign undertaken in the Southern Hemisphere, and the only one to include an engagement target.  

Believe began with a quiet phase in 2008 before launching publicly in May 2013 with a target of raising $500 million. This coincided with the university’s 160th anniversary. By the end of 2015, Believe had raised over $500 million, two years ahead of schedule, and was therefore extended, with an engagement target added. Believe now had dual goals to raise $1 billion and engage 100,000 alumni in the life of the university by the end of 2021.    

This second phase of the campaign was quite different. This phase concentrated on delivering strategy-led outcomes and focusing on impact, with less emphasis on targets. Our engagement fostered ongoing local connections to the benefit of our alumni, including relationships with the National Gallery of Victoria, State Library Victoria, City of Melbourne, and the new Science Gallery Melbourne.     

This strategy-led focus helped build a culture of philanthropy at the university through programs to upskill the academy and the creation of a university advancement council with oversight of and input into advancement strategy. Within advancement, the ADVANtage organisational development program was established to build capacity within teams, boost retention, and help to counteract the challenge of turnover amongst fundraising professionals. Experimentation and innovation was encouraged and became key drivers for programming.     

By the end of 2021, Believe had raised $1.165 billion and engaged almost 113,000 alumni."

From the Judges

Believe: The Campaign for the University of Melbourne offers a comprehensive strategic proposal and partnership approach can be a model. The dual goals to raise $1 billion and engage 100,000 alumni in the life of the university by the end of 2021 was innovative in putting front and center an engagement target as part of the campaign. One judge commented that “it was one of the most ambitious and comprehensive ways to execute and measure a campaign that we have seen."