Learn how to better measure and track the effectiveness of your marketing and branding efforts over time. During this program, expert instructors from SimpsonScarborough and the University of Virginia will teach you which metrics you should link to specific marketing tactics across digital advertising, web, and social media channels, as well as how to better assess your institution’s brand strength. Throughout the training we will review specific examples of how this has been done at other institutions so that you can apply what you learn to your daily work.
Learn how to leverage social media as a strategic asset in advancement. Agenda Key Findings From 2016 Survey Importance of coordinated effort, investing Staffing Paid options Frequency of posting Leadership on social platforms Understanding Posts by Tone & Topic Lessons learned and best practices on tone of posts Examples of success in different tones Celebratory, fun, informative, inspirational, nostalgic, persuasive, reminder, somber, and descriptive Differentiating content by topic Events, campus, athletics, alumni, and rankings Examples of success utilizing discussing different topics Metrics and Takeaways
Does your team fully understand the procedural and legal considerations surrounding gift documentation? Agenda Understanding and capturing donative intent Legal considerations for drafting gift agreements Elements of a legally sound gift agreement What you can and cannot include Involving legal counsel in the gift documentation process Practical considerations for drafting gift agreements Meeting the donor’s intent both legally and logistically Aligning donor interests with organizational prioritizations Educating gift officers on gift documentation Case study review: Navigating complicated gift agreements Leveraging gift documentation as a donor relations tool
Learn 10 easy-to-implement tactics for making your website more international student friendly. Agenda Why the website? Importance of website in the international search process Review of data surrounding web content and prospective international student interest areas Improving Your Site Review of 10 tactics 5 “extra credit†tactics Institutional examples Activity: Scoring Your Website Attendees will evaluate their own sites based on these 10 tactics in real time Group discussion of results and Q&A
Learn about which digital platforms can help your work in advancement and alumni relations. Agenda Leveraging the Latest Digital Tools for: Event management Prospecting and qualifying donors Donor visits Travel management Optimizing Event and Visit Follow-Up Data Security Considerations
Make online copyright compliance a part of your institutional culture. Agenda Copyright: An Overview Intellectual property basics: Patents, trademarks, copyright Exclusive rights Protections Fair use University ownership policies Rights in the Context of Online Courses What the law says Campus policies Contracts Critical Updates for 2016 Final Q&A
Improve your email communications to attract prospective international students. Agenda Email tools & technologies Information systems and CRM use Low-cost email tools Email communication at the inquiry stage Timing, frequency, and message Institutional examples Email communication at the yield stage Key yield messages Timing and frequency of communication Institutional examples
Further engage your corporate partners with communications that go beyond required reporting. You will learn how to gather the appropriate data, develop succinct annual reports, and distribute this information to the right internal and external partners to support your corporate engagement efforts. Our expert instructors will begin this session by reviewing the pillars of a sound stewardship strategy and then share an in-depth case study and sample impact reports.
Acknowledge and engage donors of all levels in meaningful ways. Agenda Assessing your current donor recognition levels Principal donors Major gift donors Planned gift donors Leadership annual fund donors Sustainer giving Understanding what donors are looking for from an organization What are donors looking for? What are donors not looking for? Reestablishing your recognition levels: Moving to a five-level model First steps Considering IRS regulations Transitions/Change management
Learn how to maintain campaign momentum and donor interest by narrowing the scope of your campaign to focused fundraising projects with defined goals. Our expert instructor will share specific fundraising examples that will give you what you need to begin your own project-based fundraising initiative.
Understand how social can uncover new information to engage high-level donors. Agenda Leveraging social platforms for prospect research Pros and cons of various platforms Identifying what to look for Developing a process for screening prospects uncovered on LinkedIn Incorporating information in donor strategy Building a better partnership with frontline fundraisers Using social media to foster an introduction Developing custom content for prospects Case study examples Overcoming privacy concerns Considerations for prospect researchers Considerations for major gift officers
Strategically and systematically grow your online program offerings and increase enrollment. Agenda This webcast will walk you through the eight distinct approaches needed to successfully grow your online programs, including: Strategic Plan and Operations Resource Acquisition and Sharing Faculty Professional Development Program Selection and Blend Formative and Longitudinal Assessment Accreditation and State Authorization Scalable and Reliable Technology Marketing the Programs You will leave with a workbook to use with your own programs.
How one institution achieved an 81% participation rate. Agenda Institutional Context Enrollment and employment Program rationale and mission The Compressed Model Length of campaign Counting and designation principles Focus on participation vs. dollars Choosing chairs and representatives Program Messaging and Marketing Checklists Packet materials Solicitation calendars Thank-you suggestions Obtaining Buy-In Key relationships to develop How to effectively partner with HR Special considerations for unique populations Academic support Faculty senate and staff assembly Physical plant Translating the Model Scaling for a larger institution Dealing with competing external campaigns Addressing economic conditions Alumni employee club possibilities
Social media tactics for each stage of the enrollment funnel. Agenda Suspects Suspect vs. prospect: why is this stage important? Building brand awareness “Opening the windowâ€: Conveying a sense of culture & community Institutional examples Prospects Engagement with prospective students: How much is too much? Using student workers in social media outreach Institutional examples: Twitter, Instagram, and Snapchat Admitted Students Characteristics of interactions with admitted students Using social media as a yield strategy Institutional examples: Facebook, Twitter, and paid closed communities Key Takeaways
Gain deeper insight into Snapchat, Periscope, and the ROI of your social media efforts. Agenda “Off the beaten pathâ€: Snapchat & Periscope Promoting accounts Gaining followers/viewers Content selection Interacting with prospective & admitted students Metrics and Measurement Metrics & reporting across platforms Analytics/measurement tools to gauge success Quantifying ROI–institutional case study
Ensure that everyone on your campus understands your social media and brand guidelines. Agenda Creating a Culture of Being On-Message Becoming a resource, building relationships Visibility for institution Listening to your channels Review of Essential Elements of Social Media and Branding Guidelines Training Facilitation options Resources Onboarding of new staff/faculty Deployment and Implementation Messaging Planning for ongoing changes
Learn how to effectively communicate and resolve conflicts within your department. Agenda Effective conflict communication Active listening Summarizing Problem solving Session management Facilitation Building rapport Collaborative vs. control Continuing the conversation Empathizing Increasing faculty morale Collegiality Openness Trust Fairness Evaluating conflict Resolving conflict
Learn how you can use data to effectively measure and improve your planned giving program. You will learn how to: Determine the right metrics for your shop Collect and track key pieces of planned giving data Communicate your program’s value internally and externally Our expert instructor has experience at both small and large institutions and will share insights that you can apply to your own institutional context.
Examine a model for pre-award grant support that can drastically improve efficiency. You will learn how the University of Arizona has seen success by embedding grant and contract managers within specific departments. Working alongside department business officers, these grant managers have provided oversight and consistency to the process while greatly cutting costs. Join us to learn how you can adapt this model to your unique institutional context.
Streamline donor communications by partnering advancement and central marketing. Agenda Institutional Fundraising Context and Background Re-Branding Campaigns Implications on Development Timing around fundraising campaigns Communications re-design Cultivating shop-wide buy-in Ensuring consistent implementation Successful Development and Communications Partnerships Promoting collaboration Bridging across campus Development Successes Storytelling Unified theme Considerations for Your Next Brand Overhaul
