News

Corporations are giving less frequently and in smaller amounts, and in many cities the corporate landscape has changed dramatically during this recession due to mergers, consolidations, and bailouts. These conditions make it critical for corporate and foundation relations staff at institutions of higher education to rethink their opportunities for deepening and stewarding their relationships with corporate donors. Recently, we interviewed Chris Groff, executive director of corporate and foundation relations at Fairleigh Dickinson University, for tips on how CFR officials can take a more forward-thinking approach to cultivating and stewarding corporate donors. Groff draws attention to a recent white paper published by the Network of Academic Corporate Relations Officers (NACRO) entitled “Five Essential Elements of a Successful Twenty-First Century University Corporate Relations Program.” The white paper makes the critical point that “corporations no longer consider themselves ‘donors’ to academia; they consider themselves ‘investors,’” and that as corporations approach colleges and universities on an enterprise level rather than a philanthropic level, they are looking to institutions as partners in solving some of the needs of their organization. Groff adds, “Companies are now very accountable for the funding they give to philanthropic efforts; you really need a broad and deep relationship with the company. CFR needs to be […]

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, and a few admissions offices have begun experimenting with uses of Quick Response, or QR, codes, those black-and-white matrix barcodes that can be scanned into students’ smartphones to provide URLs to specific online content. Given the increasing use of smartphones among the college-aged, this year is an excellent time for your admissions staff to familiarize themselves with QR codes and with mobile marketing in general. In an interview with Academic Impressions this week, Web marketing guru Bob Johnson, president of Bob Johnson Consulting LLC, offered the following practical tips and caveats for experimenting with QR codes. AI. Bob, thanks for joining us for this interview. Recently, we’ve seen a few examples of fresh uses of QR codes in admissions and orientation. For example: Orientation staff at Washington and Lee this year welcomed new students while wearing T-shirts with QR codes; when scanned into students’ smartphones, these codes took students to mobile-friendly websites for a variety of campus services […]

It’s likely that at some point we have all seen a convocation, state-of-the-university, or other speech by an institutional leader fall flat — even when the subject matter of the speech was not itself intrinsically dull. Yet it has rarely been more important for presidents and cabinet members to be able to speak compellingly and directly to a wide array of constituents, as institutions are increasingly called upon in the public sphere to make strong cases for funding, for their impact and outcomes, and even for their relevance. To learn why well-intentioned speeches by campus leaders sometimes fail — and how to help your academic leaders prepare better for them — we turned this week to speechwriter and policy analyst Chuck Toney, who serves as assistant to the president of the University of Georgia. He offers these tips in avoiding three common pitfalls: Lack of structure Lack of research into one’s audience Failing to engage one’s audience in the subject matter from the start Structure “Audiences want speakers to succeed,” Toney notes. “Think about it — a bad speech is a very awkward experience for the audience, too, so they are invested in your success. They’re willing to go where the speaker is […]

Because enrollment policies and practices have long been tailored to traditional-aged students (especially at four-year institutions), efforts to recruit and enroll adults offer special challenges. To learn more about key actions at each stage of the admissions funnel that can have an impact on the enrollment of adult students, we reached out to adult-recruiting veteran Mike Barzacchini, director of marketing services for Harper College, who has seen considerable success in this area. Here are his practical tips for increasing inquiries, applications, and admits. Increasing Inquiries from Adults First, Barzacchini suggests a two-pronged approach to generating leads: Mine your historical data to identify past stop-outs and other cohorts that have shown interest in a degree at your institution Create an adult-friendly website RE-ENROLLING STOPOUTS Stop-outs are those who did not attain their degree — not for reasons of low academic performance, but because of the intervention of life circumstances. An audit of your records can tell you which past students stopped a few classes shy of a degree. Many of these students may not even realize how close they would be to completing if they were to re-enroll. To learn more about the barriers faced, read our July 2010 article “Re-enrolling Stop-Outs: Overcoming the Barriers.” Institutional […]

Because adult students represent a growing demographic and one largely untapped in terms of the donor pipeline, advancement shops with a long-term view need to act now to begin planning how to move alumni who were adult students into the pipeline. For advice on how to start, we turned to Don Fellows, president and CEO of Marts and Lundy; Fellows’ clients include institutions that have seen early gains in building affinity with nontraditional students and alumni. “There are real challenges here,” Fellows acknowledges. “Adult students often hold full-time jobs and have families; their time is at a premium and their encounter with the institution tends to be a more transactional experience. They come prepared, they pay money out of their own pockets for tuition, and they have their eyes set on the outcome. It’s a different experience than the traditional student’s. You will need to really invest in getting to know this population well.” Here is Fellows’ advice. Two Obstacles to Overcome Fellows suggests two common obstacles to cultivating affinity with adults. First, “because they paid out of pocket, they have a high appreciation for what they received, but they also feel that they have already paid for it.” Student philanthropy messages […]

Your efforts to both attract and retain the growing population of adult students have to begin at the curricular level. No amount of investment in marketing or student support will make up for a curriculum and an academic calendar that does not meet adult learner needs. When asked about key influencing factors on college choice for adult students, Bob Sevier, senior vice president of strategy at STAMATS, notes: “If there’s one thing you need to stress, it’s flexibility.” It’s key to understand that adult students have more demands on their time. Sevier suggests that adult students are also more likely than traditional students to perceive their college education as a means to an end. “For many traditional students, the campus experience and the process of gaining education is an event, a rite of passage. For adult learners, it is more likely a step to getting something else — a better degree, a better job.” Adult students are likely to be focused on that end outcome and will search for the quickest and most convenient way to get to it. The flexibility that attracts adult students includes: Courses offered at different times (evenings, weekends) Accelerated programming Prior learning assessment For adult students who […]