1 / 30

Institutional Advancement The many forms and faces….

Institutional Advancement The many forms and faces…. PNAIS Conference – June 2005 Kathleen Hanson – Baylor School. “Tomorrow is now”.

ajay
Télécharger la présentation

Institutional Advancement The many forms and faces….

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Institutional Advancement The many forms and faces…. PNAIS Conference – June 2005 Kathleen Hanson – Baylor School

  2. “Tomorrow is now” • “The advancement leader of tomorrow will have to be a creative thinker, a person who understands the difference between flexibility and capitulation in a rapidly changing environment, an individual who exemplifies collaboration in approach without compromising principle, and a professional who is devoted first and foremost to the cause of education.” • Peter McE. Buchanan, CASE, President Emeritus

  3. The short version…. • The advancement leader must be • Creative thinker • Understands when to be flexible • Collaborative • A professional • Possesses advancement skills • Good judgment • Loyalty to the school and the Head

  4. From 15 years experience, I’d add: • In-depth knowledge of marketing • Temperament for transformation • It helps staff innovate, learn and grow • Deep understanding of all “audiences” (loosely translated, a respect for research) • Mindset of mutual benefit (Stephen Covey, “focus on we instead of me.” • Strategic thinker…absolutely essential

  5. A “stab” at a working definition • Advancement is the art of moving the school forward to the point at which it has to worry far less about receiving financial and ideological support from those who know it best and those the school wants to know it best.

  6. Advancement’s Role is to….. • Build greater awareness, understanding, acceptance and appreciation from the schools’ many audiences • Acquire the financial support necessary to fulfill the mission • Achieve student enrollment of the quality and quantity the school seeks.

  7. What constitutes advancement? • Lots of models • Some include just the development, alumni and communications functions • Others include all of the above plus admissions • Others include all of the above plus summer programs and/or outreach

  8. Integrate or Formalize? • Schools need to decide what works best for their individual culture • Must do one or the other…………..to be successful in the 21st Century • Collaboration is essential.

  9. Why an Advancement Model? • It integrates the functions which deal with both the internal and external markets • It helps to break down the “silo effect” many schools experience • It creates a department, or “team” which together can accomplish more than any single department could have accomplished alone.

  10. Why Not? • School is happy with their current structure and the folks in various departments problem solve, share information, enable each other to do their best work. • Is it a function of personnel or shared goals? • Where is the accountability? • Turf issues • I’m not giving up anything • I don’t want to share information

  11. Why Not? • Admissions and development don’t play well together • Admissions wants to be “pure” • Development pushes the “wrong kids” • Development and alumni are at odds with their goals • Idea that alumni programming is not about fund raising (POV: everything is about fund raising)

  12. How might you assess whether advancement is right for your school? • How is marketing handled? • Do you understand the value of an integrated marketing strategy? • Do you understand the value of a relationship between strategic planning, integrated marketing and brand marketing? • Do you understand the concept of each customer on a continuum?

  13. How is marketing handled, continued….. • Are your key messages consistent across departments? • Do departments talk to each other? • Do departments cooperate with each other? • Does all advertising come out of one place? • Do your materials represent your brand? Print and electronic….

  14. Still continued….. • Is everyone in development, admissions, communications, outreach clear on marketing goals, audiences, and target geographies? • Can admissions articulate the goals of your fund raising effort? • Can development articulate the school’s strengths and distinctions?

  15. If you have said “yes” to all the questions………… • You are doing fine and don’t need to change a single thing • You are full • You have great participation from all constituencies • You have equity in the marketplace • You are receiving wonderful fiscal support • You all take the summer off!!

  16. Another way to assess what you need is to listen………… • Does your community know what marketing means? • Does anyone understand brand? • While you move a prospective student (inquiry) through the system (enrolled student) and graduate him/her (alumni), do you remember it is the same person?

  17. A Word About “Brand” • “Brand” is the sum of all feelings, attitudes, impressions, ideas and experiences about your school held by your audiences. In advancement our audiences are many.

  18. Who are the audiences? • Current donors • Prospective donors • Alumni • Parents • Past Parents • Foundations • Current Students • Current Parents

  19. Brand Basics • Your audiences are the people who find you worthy of their attention (at least) and support (we hope). • Your audiences are the people whom you want to find you worthy of their attention.

  20. Brand in practice • Brand in practice is how others in the world relate to you and how you relate to them. • It is all about BEHAVIOR • “I really love the school for my child.” But they don’t give to the school. • “I’ll take care of you all in my will.” • But they don’t!

  21. How important is brand? • Impossible to overstate the value of brand particularly since we charge so much for our services! • A friend of mine calls “brand’ a school’s invisible endowment.

  22. How can you characterize a school “brand”? • High inertia factor! • Things change slowly in our schools and it takes years for real (dramatic) change to be noticed.

  23. So what does that have to do with advancement? • Donors give to success; people select schools which have a strong reputation. • Advancement is often the single department that is focused totally on preserving and enhancing reputation.

  24. Challenges to Leadersin Advancement • Whether we are in admissions, development or communications, we have a leadership role in our community. And the role has never been as important as it is right now. • Creative cooperation is a must! • Mechanical adjustments won’t be enough • Need steady, ongoing, honest contact

  25. We are part of an administrative team that is charged with executing the strategic plan and that is a very big deal! • We provide vocal and active support of the school and its goals. • We offer support, understanding, and our expertise to team members. • We provide a “united front” on all major decisions-regardless of any reservations we might have expressed in the decision-making stage.

  26. Signs of an administrative team that isn’t working well together • Turf wars • Undermining of decisions, often private but sometimes public • Revisiting an agreed-upon decision • Endless discussions which go nowhere – better known as stalling • Emergency of the “separate plans” and secondary plans with little coordination

  27. Challenges….. • Day is long gone when our communications could be forgiven for a lack of sophistication. • Day is long gone when communication departments only developed materials. • Their role is to influence people to behave positively towards your school

  28. We need to mobilize our community • To be our most successful, we need coordination, planning and implementation of initiatives with full support and participation of all departments that have a stake in their success.

  29. Flexible strategists • Leaders in advancement need to be flexible strategists for the Head • And the Head needs to listen • Leaders in advancement need to effectively lead advancement functions • Leaders in advancement need to skillfully position the school

  30. Toss out egos • It won’t happen in any school until the school is able to rid itself of the egos and show a willingness to share success.

More Related