Success Stories in Advancement and Marketing at Ferris University

1. 2007Unit Action Plans University Advancement and Marketing

2. Significant Areas of SuccessAdvancement • Developed major gift, prospect research and planned giving policies. • Sent administrative and support staff to 24 conferences and workshops. • Initiated quota system to engage major gift officers at a more significant level. • Completed 491 personal visits. • Raised $818,824 in major gifts. • Planned giving gifts to date $1,526,033, a 156% increase. • 49 new Donor Society members to date. • Increase of in-kind gifts to Ferris, $3,839,781, a 310% increase. • Began tracking gift solicitations and closes for first time in advancement history.

3. Significant Areas of Success • Began regional donor visits in Florida and Arizona. • Defined official donor assignment strategy placing donors with primary managers based on staff role. • Utilized data transfer from the Kendall College of Art and Design software to the Millennium system. • Supported and hosted the President’s “Commission for the Future.” • Hosted 180 guests at the Michigan Construction Hall of Fame. Increased attendance by 45% and enlarged the sponsorship funding by 300%.

4. Significant Areas of Success • Assisted in completion of documentation on scholarship and endowment reporting process. • Established a football scholarship campaign with $100,000 committed to date. • Increased Foundation Benefit attendees to 473 - 18% increase. • Launched a volunteer donor-driven departmental annual fund in College of Technology.

5. Ongoing or Proposed Significant Activities • Continue to establish policies for Major Gift Officers to include capacity ratings for major gift prospects and their affinity for giving. • Continue to monitor and assess performance expectations. MGOs will document 175 face-to-face visits. • Initiate a 33% solicitation gift closure for 2008-2009.

6. Ongoing or Proposed Significant Activities • Work with President and Vice President for UA&M to plan for the capital campaign. • Continue to facilitate funding opportunities for the Jim Crow Museum. • Continue internal staff audit and campaign readiness, including adding needed resources.

7. Significant Areas of Success Marketing and Communications

8. Marketing • Strengthened brand awareness and visibility through statewide media placements. • Produced award-winning recruiting materials that contributed to enrollment growth. • Produced high-quality fund-raising, alumni and reputation-building communications. • Re-designed the Crimson & Gold magazine.

9. News Services/Media Relations • Improved crisis communications. • Enhanced the measurement of media relations activities. • Expanded awareness of Ferris’ accomplishments by featuring them on the home page. • Generated positive news coverage of University initiatives.

10. Web/Multimedia/Photography • Rebuilt the Ferris home page to include multimedia content. • Improved the internal search function through the Google-Mini search appliance. • Developed user-friendly Web Content Management system for colleges and departments. • Created a cross-divisional model for teamwork and efficiency. • Revised guidelines and institutional policies for the Ferris Web site.

11. Ongoing or Proposed Significant Activities Marketing • Collaborate cross-divisionally to implement the integrated marketing and recruitment plan. • Provide needed market research to improve institutional decision-making. • Articulate the value of consistent graphics and messaging. • Create a marketing innovation fund to support entrepreneurial activity in the division. • Reach the 100,000 Michigan high school students taking the ACT by expanding communications.

12. Marketing • Continue the statewide marketing campaign by retaining outside marketing services. • Address increasing Crimson & Gold magazine costs. • Expand graphic design services to meet a growing demand for communications. • Preserve our photographic history by acquiring the needed hardware/software storage.

13. News Services/Media Relations • Continue proactive measures to improve crisis and issues management communications. • Enhance the Faculty Experts Web site and identify opportunities for publicity. • Implement a campus beat system for identifying stories. • Expand relationships with news media in northern, western and southeastern Michigan. • Improve the Campus News Web site by exploring best practices.

14. Web/Multimedia Services • Publish more multimedia content that showcases student life and academic programs. • Improve the user interface for the Content Management Systems. • Develop a multimedia-driven site to give prospective students a slice-of-life experience. • Continue to work with search optimization consultant to keep Ferris State’s rankings high.

15. Web/Multimedia Services • Utilize a strategic approach to maintain, improve and evaluate Web resource needs. • Roll out interface allowing handheld device users to receive a customized Ferris site. • Determine the value of emerging technologies and how they should be incorporated. • Implement a Web Content Development Team to respond to the growing demand for services.

16. Significant Areas of SuccessAlumni Relations • Hosted 14 alumni events engaging 1,700+. • Partnered to support 20 other events engaging 2,300+. • 2006 Presidential Bus Tour • Events/meetings at 15 locations statewide. • Engaged 500+ partners, alumni and friends. • Online Community Web site, www.ferrisalumni.org • 7,000+ new registered users, up 483%. • 552 alumni found each other via site, up 121%. • Increased broadcast e-mails to alumni 54%. • Assisted the 2006 Ferris Foundation for Excellence Benefit.

17. Annual Giving • Increase of overall cash giving to Ferris, $3,152,049, a 24% increase FYTD. • Increase of support from alumni, $928,115, a 55% increase FYTD. • Increase of response to telemarketing • 2006 Fall, 1,571 pledges, a 13% increase. • 2006 Fall calling pledges totaled $91,122, a 27% increase. • As of 3/2/07, 1,362 of these pledges were fulfilled totaling $88,911 or 97%.

18. Advancement Services • Improved accuracy of contact data in the Millennium system - up 6.13% to 88.01% • 54,477 address changes/additions. • 128,594 record updates. • Conducted “Alumni Finder” data cleansing project for The Ferris Foundation • Target Data: Grads ‘59-’89 or 60,523 • 4 Batch “Scrubs”: 1) Update contact data 2) E-mail append 3) Wealth scoring 4) Work location • Results: 567 address updates 8,275 e-mails 17,000 wealth scores 24,314 work locations

19. Ongoing or Proposed Significant Activities • Expand Annual Giving operations through additional resources, such as S&E. • Increase capability to use Millennium database. • Raise total cash gifts of $4,200,000 in FY08. • Increase constituent market research • Improve effectiveness/efficiency of both programmatic and philanthropic engagement. • Conduct numerous activities for alumni and friends around Michigan and in selected areas nationwide.

20. Ongoing or Proposed Significant Activities • Expand advancement and scholarship services with additional resources. • Explore opportunities for additional database cleansing. • Online community Web site overhaul • Update the design, look and feel to interact better with ferris.edu. • Change/add services to provide more of a “Facebook/MySpace” end-user experience. • Demand greater control of site from our offices.

21. Significant Areas of Success Office of the Vice President • Assisted with fundraising for the annual Foundation for Excellence Benefit. • Coordinated and assisted with personal solicitations to individuals resulting in private support to the University. • Participated in numerous alumni and advancement events. • Worked toward advancement of Foundation activities. • Continued to support development and refining of support system activities for Advancement area.

22. Ongoing or Proposed Significant Activities • Maintain and adjust organizational administration structure. • Assist with The Ferris Foundation activities. • Serve as the executive director of The Ferris Foundation. • Develop and recommend strategy for capital campaign including needed resource allocation required for successful results. • Continue to recruit employees who will have an affinity and passion for promoting and assisting with fundraising for Ferris State University.

23. Thank You!