Transcript Document

University Advancement &
Marketing
2008-2009 Unit Action Plan
Presented by Shelly Armstrong, Ira Childress, Rick
Duffett, Ted Halm, Mary Kay MacIver, Amber
MacKenzie, Jeremy Mishler, Sarah Rice and Susan
Starkey
Feb. 6, 2008
UA&M
At a Glance
Advancement
• Campaign planning
• Donor relations
• Foundation board
• Major gift fundraising
• Planned giving
• Prospect management
• Prospect research
• Stewardship
Alumni Relations/
Advancement Operations
• Alumni Relations activities/services
• FSU Alumni Association
• Annual giving – direct mail, telephone and e-mail
• Millennium alumni/donor database
management/data analysis
• Advancement accounting/analysis
• University gift processing, receipting and acknowledgement
• Alumni Association/Advancement Web
site management
Marketing and
Communications
• Campaign communications
• Crisis communications
• Image/recruitment advertising
• Market research
• Media relations/public relations
• Photography/videography/
multimedia services
• Publications/writing/design services
• Web site management
Collaboration
• Partnered with Ferris-Grand Rapids to provide photography
support for advertising campaign and Kendall College of Art
and Design for their award-winning viewbook.
• Collaborated with Admissions to ensure success of new Chicago
student recruitment initiative and recommendations made by the
President’s Blue Ribbon
Task Force on Enrollment.
• Assisted The Ferris Foundation with facilitating the 9th Annual
Foundation for Excellence Benefit noting a 12% attendance
increase to 530 guests and a 70% sponsorship increase to
$160,000+.
Collaboration
• Worked collaboratively with the University and Big Rapids
community to host alumnus Chris Kunitz and the
Stanley Cup.
• Teamed up with other units to manage the Bulldog mascot and
his appearances, creating the potential for increased exposure for
Ferris State University.
• Partner with academic units to engage in comprehensive
campaign readiness.
• Collaborate cross-divisionally to develop an integrated
marketing and recruitment plan based on the University’s
mission, vision and strategic plan.
Collaboration
• Expand cross-divisional relationships to identify imageenhancing stories.
• Continue partnering with Enrollment Services/Admissions to
support ongoing/new student recruitment initiatives.
• Engage in discussions to determine how University videography
needs for student recruitment and other uses can be most effectively
met with existing and/or new resources.
• Collaborate with University Archives and Record Management
Program staff to obtain hardware to store and protect Ferris State
University’s photo history.
Diversity
• Identified a UA&M Diversity Committee to respond to
University-wide initiatives.
• Recruited and hired a diverse major gift officer team.
• Support the efforts of the Alumni Relations office to identify and
enhance gift opportunities for diverse populations.
• Implement UA&M Diversity Committee recommendations and
partner with other divisions to achieve diversity initiatives that
require marketing and communications support.
• Ensure that all communications produced by UA&M
accurately and effectively portray the diversity of the Ferris State
University community.
Engagement
• Engaged 3,500+ alumni and friends at more than 20 events in
Michigan, Florida, Arizona and Illinois.
• Expand outreach to alumni in other states.
• Continue to engage alumni by maintaining and improving the quality
of Crimson &Gold alumni magazine.
Expansion
• Continue stewardship program to engage and recognize donors.
•Increase corporate and foundation outreach activities.
• Enhance communications and the fundraising potential of parents of
current Ferris students.
• Meet the growing demand for regional/out-of-state alumni
programming.
Expansion
• Continue to commit resources to meet a growing campus-wide need
for constituent data.
• Continue to provide an optimal level of photographic service
support to the University community.
• Provide adequate graphic design resources to effectively integrate
University communications.
Expansion
• Pilot a program with the College of Technology and Office of the
Provost to support marketing and public relations needs of the
College of Technology.
• Continue to commit resources for Web development and Web
design to effectively maintain and improve Ferris’ Web site.
Fundraising
• Received $2,588,286 in cash gifts as of 12/31/07
(1% increase).
• Experienced a 15% increase in number of donors, totaling
4,110 as of 12/31/07.
• The Foundation’s investments produced a 19.5% return on
investment, outperforming its benchmarks.
• Increased major/planned gifts by 119% to $1,751,247.
• Strategized to increase the number of alumni giving to Ferris
via the annual fund in 2007 by 34% or 4,108 and increased the
amount they gave by 25% to $297,163.
Fundraising
• Developed comprehensive regional constituent-based
fundraising program and hired stewardship coordinator.
• Enhanced prospect management strategies.
• Developed new Planned Giving marketing strategy.
• Conduct internal readiness audit and strategies for launching
comprehensive capital campaign.
•Increase total cash gifts from $4.5 million to $5 million in FY09
(excluding in-kind gifts), an increase of 11%.
• Continue to provide resources for annual fund direct mail
solicitations and telemarketing to build on current successes.
Fundraising
• Complete the Jim Crow Museum expansion
project.
• Complete 2,008 personal visits in 2008 with alumni and friends of the
University.
• Ensure success of fundraising efforts by monitoring and assessing
performance measures of major gift team.
Image Building
• Built awareness of Ferris State University through increased
exposure on billboards, public and commercial radio, media releases,
print advertising, sponsorships and parade participation.
• Formed team of graphic designers from across the University to help
strengthen graphic identify of Ferris State University.
• Collaborated with Academic Affairs and the College of Technology
to arrange appearances for the national championship-winning Rube
Goldberg team on the “Today Show” in New York City and “Jimmy
Kimmel Live” in Los Angeles.
Image Building
• Created the new Points of Pride quarterly print publication to
celebrate the accomplishments of faculty, staff and students.
• Partnered with the Pioneer and 2008 Festival of Arts organizers
to market and promote the festival.
•Continue to expand the Ferris State University brand through
a statewide marketing campaign.
• Utilize external marketing expertise to assist with statewide
branding initiatives.
Improvements
• Increased stewardship activities including enhancing the endowment
tracking and reporting system and scholarship awarding process.
• Improved financial and graduate roll-over reporting processes, as
well as streamlined systems including pledge reminders, quarterly board
reports and electronic journal entries.
• Expanded the Millennium seat license to provide access to
All major gift officers and selected staff throughout the University.
• Respond more effectively to constituent needs through
ongoing market research program.
Student Recruitment
• Produced far-reaching, award-winning personalized student
recruitment “search” piece and other one-of-a-kind recruitment
materials for prospective students and their parents that have
positively impacted enrollment growth.
• Partnered with Television and Digital Media Production to
publish multimedia content on the Ferris homepage that
showcases student life and academic programs.
• Created multimedia-driven Future Students site to give
prospective students a real slice-of-life experience.
Student Recruitment
• Work with marketing personnel and Admissions to develop a new
Virtual Tour.
• Expand the Ferris presence on the social networking sites such as
Facebook and YouTube.
Technology
• Improved contact data in the Millennium system to an 89.02%
accuracy rate. This is significant considering we made 20,779
address updates and an additional 114,289 updates noting
changes in phone/cell phone, e-mail, employment, etc.
• Completed Phase II of the AlumniFinder Data Cleansing
Project for The Ferris Foundation which resulted in the updates
of 12,581 addresses, 9,674 phone numbers, 170 death notices, 2,258
e-mail addresses, 8,000 (top 25%) wealth scores and 14,671 work
locations.
• Added tracking and analytical capability for Web pages
through Google Analytics software.
Technology
• Added “Lift-Mobile” interface that allows users of handheld
devices to receive a customized, text-view of Ferris Web pages. A
text-only version of the entire Ferris Web site was continued for the
visually impaired who use special text-reading software.
• Utilized in-house staff expertise to produce commercial quality
video for Ferris Foundation Benefit.
Video Presentation
Technology
• Continue using upgraded and expanded Content Management
Systems to redesign and improve the usability and appearance of
college Web sites and other key areas.
• Continue to seek external expertise to keep Ferris State
University’s rankings high in the search engine keyword searches.
• Increase the number of registered users of the Alumni Online
Community Web site (25,000) by continuing one-time funding to
keep the site fully operational and interactive.
• Continue to implement a new platform for the Alumni
Association Online Community Web site, www.ferrisalumni.org.
Technology
• Utilize University-Wide Notices to promote Ferris in the
News, which mentions Ferris State University media placements
locally, nationally and internationally.
• Develop FYI Online into the campus’ primary resource for
current news and events about Ferris State University faculty, staff
and students.
Training
• Developed comprehensive training program for major gift and
administrative assistant staff.
• Established formal mentoring program for new employees.
• Expand professional development/training opportunities for
major gift team to ensure campaign readiness and provide them with
adequate staff support.
• Continue to improve crisis communications by supporting the
recommendations of the Information Technology Communications
Task Force and participating in Emergency Response Team and other
training and seminars.
• Engage in campaign communications readiness
planning.
THANK YOU