Category: Blog

Improving Completion Rates for Online Students

(An earlier version of this article ran in April 2010.) With the percentage of students who are taking online courses rising rapidly (a 17% increase in 2009 alone), improving completion rates for online students (many of whom are returning, adult learners) will likely become a key priority for higher education. In an interview with Academic Impressions, Ken Udas, CEO of UMassOnline, offers his advice on how academic leaders can promote higher completion rates as their institutions strive to meet a growing demand among adult learners for online and distance education. Where You Can Make the Most Difference Udas suggests that there are two areas where relatively small investments in online student retention can see significant returns: Encouraging Course Completion First, Udas suggests, identify your “warning signals,” your indicators that a student engaged in online coursework may be at a higher risk of not completing the course; then set up a process for immediate response to those signals. Warning signals for online learners might include: For example, suppose that your online calculus course has a 40% completion rate each semester. Once you know this, you can respond by making tutoring services available, whether face-to-face or in the form a virtual math lab. […]

A Sustainable Approach to Sustainability

Whether driven by a desire for social impact, or the harsh economic realities of unsustainable utilities expenditures, or by political and market demand, more colleges and universities are taking the trend to become more environmentally sustainable seriously. More than 650 institutional presidents have pledged carbon neutrality as signatories to the American College & University Presidents’ Climate Commitment (APUCC), and hundreds of institutions now employ sustainability coordinators. Yet many sustainability initiatives have yet to see meaningful gains. In fact, at the majority of colleges and universities, sustainability efforts remain limited to disparate, one-off programs, from trayless dining to student-directed recycling programs to “green” capital projects and energy efficiency measures. To move beyond one-off programs, it’s critical to identify how efforts toward a sustainable campus add benefits beyond just cost savings and social impact. Defining the value proposition for sustainability at your campus and mapping the impact of sustainability on a wide array of campus priorities (e.g., student recruitment and retention, stakeholder relations and fundraising, etc.) will empower an institution to more effectively target campus-wide or system-wide investment in sustainable initiatives, and to better engage broader campus constituencies and build alliances beyond the “usual choir.” “The question to address now is: How do you get […]

Leveraging Early Successes to Increase Funding and Involvement

Telling the story of your institution’s sustainability efforts to key stakeholders is a critical step both for building momentum and support for an initiative, and for leveraging your successes to solicit both engagement and funding from your constituents. When Academic Impressions surveyed a number of the nation’s leaders in campus sustainability, we found that one of the often unrealized benefits of a comprehensive sustainability initiative is its impact on stakeholder relations. Many donors, particularly young alumni, are attracted to projects related to sustainability, and institutions such as the University of California at Berkeley, the University of Notre Dame, Oregon State University, and Boston University have already launched efforts to engage alumni in campus sustainability or fund sustainability efforts through private gifts. Leveraging your early successes effectively to gather support for further efforts requires being deliberate in your outreach. Some key steps include: Develop a story about how your various efforts are integrated Brand your initiative — this can help you communicate the campus-wide nature of the effort and aid you in building credibility and constituency (for an example, see the University of Wisconsin-Madison’s “We Conserve” initiative) Discuss your efforts with your institution’s development office, ask about your institution’s top fundraising priorities, and work together to identify […]

Improving the Accessibility of Online Course Materials

July 7, 2011. In a climate of increased demand for online courses and increased federal scrutiny of regulatory compliance, it is increasingly critical that colleges and universities ensure the accessibility of their online course materials for students with disabilities — and not only for online courses, but also for classes held in the physical classroom that direct students to pursue research online or access supplemental materials via a course management system. Fortunately, significant gains in accessibility can be made with relative ease — the key is to be proactive and plan for them early rather than after an issue is noticed. To learn more about the “low-hanging fruit” for accessibility of course materials, we interviewed two leading experts on the issue from Drexel University — Dan Allen, content management specialist with Drexel’s Office of Information Resources and Technology, and Jenny Dugger, director of Drexel’s Office of Disability Services. Allen and Dugger offer the following tips for: Vetting potential vendors for accessibility Coaching your faculty in making course materials more accessible Vet Potential Vendors, Thoroughly “Where institutions often get into trouble is when they don’t vet their vendors for accessibility; by the time they realize there are issues, they have already made a long-term […]

Five Tips for Making Your Website Mobile-Friendly

June 23, 2011. Last June, Ball State University released a study showing that of college students owning phones, 49 percent owned smartphones; the number had doubled since 2009. In the year since, many colleges and universities have launched mobile marketing initiatives or mobile apps for students and alumni. Among those efforts that have seen early gains: Piloting targeted mobile apps (during the weekend of its launch, the University of Virginia’s application saw downloads from several thousand users). Inviting prospective students to opt in to text messaging or “mobile updates.” Look to St. Mary’s University for a leading-edge example; while St. Mary’s has seen few students opt in, the university has seen a high yield rate among those who do. However, very few institutions have taken smartphones into account in their Web design, which presents a significant risk as a growing number of prospective students access college websites from mobile devices. In an interview with Academic Impressions this week, Bob Johnson, president of Bob Johnson Consulting LLC, advised that the most immediate and pressing mobile marketing investment to make is to create a mobile-friendly version or section of your website. He offers the following tips. The Mobile-Friendly Website According to a 2010 survey of 1,000 college-bound high […]

Five Things Department Chairs Need to Know About Fundraising

According to a January 2010 Academic Impressions survey of department chairs, 64 percent of department chairs felt that they were not adequately prepared to assume the role when they first began chairing their department. And of the various duties and responsibilities of the academic chair, 43 percent felt least prepared to address advancement and fundraising initiatives. Yet by virtue of the chair’s position, not only are there many times when a department leader will need to be involved in the conversation between a potential donor and the institution, there are also many times when the chair may need to be the only official involved in the conversation. This is because the donor may want to hear from the academic leader in his or her field of interest, rather than from a professional fundraiser. And as more institutions, both private and public, look to ramp up fundraising efforts, the role of academic leaders will become increasingly vital. We turned to Jason McNeal, Ph.D., consultant with Gonser Gerber Tinker Stuhr LLP, for his advice on what those new to the department chair position most need to know in order to take an active and effective role in fundraising. He offers these five […]

Social Media: Targeting Your Content

June 16, 2011. In a recent interview with Academic Impressions, Brad Ward, CEO of BlueFuego Inc., cited his organization’s research into the impact of university Facebook pages. After a 25-month study of nearly 400,000 Facebook updates across more than 1,200 university Facebook pages, Ward concluded that most institutions offer too much content via social media channels, leading to declines in engagement as their audiences begin to “tune them out.” Ward warns that quality is far more important than quantity, because institutions compete with family and friends for time and social media “space” — in short, for the attention of students and alumni on channels that are already overcrowded with content. It’s critical that marketing and communications and alumni relations offices invest more in listening to their audience’s social media preferences and preferred content. Effective listening can empower your office to offer highly targeted content — whether on your website, on your Facebook page, or via a mobile app. To learn more, we turned to Linda Thomas Brooks, president of Ingenuity Media, The Martin Group and past member of the board of directors for the Ohio State University Alumni Association. With considerable expertise in setting up effective social media listening posts, Brooks offers the […]

Four Tips for Managing the Brand Launch

June 9, 2011. Competition for visibility continues to pressure institutions of higher education to differentiate themselves in the marketplace. In order to stay competitive, maintain enrollment levels, and meet advancement goals, your institution needs a unique brand strategy that carefully defines who you are in the minds of stakeholders. Often, though, marketing professionals and institutional leaders have questions concerning how to effectively roll out or communicate a change to the brand. Past examples of branding efforts gone wrong have taught us that a brand campaign carries considerable public relations risk. This week, we asked Bill Faust, senior partner and chief strategy officer for Ologie, for his advice; Faust offers these four tips for success in managing your brand launch. Decide Whether You Need a Hard or Soft Launch Faust suggests that a hard launch or “roll-out party” isn’t always necessary: “some launches are very soft and are rolled out over time, applied to specific areas of the institution at a time.” If your institution has been through a tumultuous time or needs to change its public image dramatically (the public thinks of you as X, but you need them to think of you as Y), then a hard launch may be […]

Make Your Alumni Board Effective

June 9, 2011. During a series of interviews with leaders in alumni relations earlier this year, Academic Impressions found that many alumni relations offices are struggling with their alumni boards or alumni association boards. While a working board can offer institutional leaders partners to aid in achieving institutional goals for engagement and giving, most boards are not filling this role. Among the common problems: Many boards remain too focused on specific tactics — such as reunion and homecoming Other boards have grown too large and unwieldy, preventing them from “getting down to business” Boards struggle to ensure that 100 percent of their members give to the institution and that their members model supportive relationships with administration To learn more about the characteristics of an effective “working board,” we turned to Gary Olsen, associate vice president of alumni relations and executive director of the alumni association at Villanova University, and Christine Tempesta, director of strategic initiatives with the MIT Alumni Association. Olsen and Tempesta shared their advice on the qualities to look for in board members and managing the board’s scope of responsibilities. Who’s on the Working Board? Olsen and Tempesta suggest these criteria for selecting board members who will be well-positioned to […]

Identifying Leadership Potential in Your Staff

Once you have identified the skills that are essential in tomorrow’s higher ed leaders, you will need ways to identify the staff within your institution who demonstrate those skills — these are the people whose leadership development you want to invest in, and whom you want to entrust with greater responsibilities and opportunities to contribute meaningfully to your institution’s success. Larry Goldstein and Pat Sanaghan offer the following tips to guide you in identifying emerging or potential leaders at your institution. Avoid Comfortable Cloning “We tend to hire and promote people who remind us of ourselves, who think like us. The courageous and effective act is to choose people who have different background, different perspective. You learn through diversity, not through looking at yourself in the mirror all the time.” Pat Sanaghan, The Sanaghan Group The practicing of replicating the demographics (in terms of race, gender, and socioeconomic background) and the leadership philosophy of current leaders can be referred to as “comfortable cloning.” It’s comfortable, but ultimately not as effective as establishing a more diverse talent bench. “We need to look instead to people who are very different from us,” Sanaghan advises, “who can provide new, unexpected solutions to adaptive challenges.” A […]