University Advancement

Board of Visitors Advancement & Communications Committee

Update

September 12, 2014

University Advancement

Recent Progress

• Restructuring and Rebuilding the Team

• Organizational Discipline

• Collaboration

• Initial Campaign Planning

University Advancement

Restructuring/Rebuilding

• Regional Fundraiser Redeployment—Priority Focus

• Principal Gifts

• Gift Planning

• Expansion of the Parents’ Program

• Foundation Focus

• Discovery Team

**No Additional Funding—all redeployment of funds.

University Advancement

Organizational Discipline

• Performance Metrics

• Integrated Travel Plans

• Strategic Goal Setting

University Advancement

Collaboration

• Across Grounds Meetings

• Fundraising Priorities—Provost/Deans

• University Communications

• Foundation Leadership

• Bicentennial—Kari Evans

• Talent Management and Onboarding

• Principal Gifts

• Engagement/Alumni Association

University Advancement

Initial Campaign Planning

• Who is our donor market and what challenges do we face?

• How are we going to engage, cultivate, and steward our top prospective donors in anticipation of the campaign?

• How do we maximize key opportunities?

• How do we improve stakeholder ownership?

Alumni, Parents and Friends Engagement Progress Report

Advancement and Communications Committee

September 12, 2014

Alumni Engagement How far have we come?

• Alumni Relations Task Force – Convened to recommend ways to “cultivate

meaningful and lasting ties with an increasingly diverse body of alumni”

– 2004 Report identified seven areas for improvement: • Regional Engagement • Reunions • Technology • Lifelong Learning • Alumni Communications • Volunteer Opportunities • Marketing and Market Research

Regional Engagement

Recommendations

• Set “gold standard” for regional alumni events

• Create regional engagement officers

• Enhance regional programming & academic experiences

• Mount road shows featuring academic content

• Programs to reach parents & prospective students

4,500

31,500

4,000

19,000

FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14

Documented Registrations Distinct People

Registration increased 600%

Events increased 250%

136 Regional Networks

8% - Charlottesville 10% - Virginia 72% - USA 10% - International

0

500

1000

1500

FY07 FY14

400

1,400

*data rounded to nearest 100

63%

29%

8%

19,000 Stakeholders in FY14

Alumni Parents & Students Friends

Engagement Activities

Admission /New Student • Student Send-offs • UVaExpress Athletics • Away Tailgates • Game Watching Cultural & Education • Faculty Road-shows • Book Clubs Social & Networking • Industry Panels • Welcome to the City • Social Hours Community Service • Cavaliers Care

0% 20% 40% 60%

Under 20

20-39

40-59

Over 60

6%

55%

29%

10%

Reunions Recommendations

• Appoint pan-University producer to coordinate Reunions

• Add more academic and thematic content to Reunions programming

• Explore new organizational models to maximize alumni participation

• Invest more staff and resources into Reunions

• Enhance efforts to cultivate class affinity before students graduate

Alumni Association

Alumni Interest Groups • 45 total with 200 alumni leaders • Approximately 200 event per year • 20 Regional Chapters • Four ongoing capital campaigns

0

1000

2000

3000

4000

5000

6000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Reunions Attendance

Alumni Attendance Total Attendance

Reunions Results Reunions Weekend has become the preeminent Alumni Weekend for the undergraduate

alumni population. Scale and quality on par with Duke, Stanford, and Ivy League schools

Initiated new categories of reunion events :

o Drama Dept. Reunion o Fraternity/Sorority reunions o Western United States Alumni Weekend o Echols Scholars Reunion o Celebrating Co-Education 40th Anniversary Weekend o Young Alumni Reunions

Over 160 student events sponsored each year in collaboration with undergraduate class councils to promote class community including: Lighting of the Lawn, 4th Year Class Giving, 2nd Year Faculty Dinner Series, etc.

FY 2005 FY 2014 Increase

Reunion Volunteers 446 1,170 162%

Reunion Attendance 1,567 3,115 99%

Total Attendance 2,400 4,874 103%

Technology Recommendations

• Establish new center of competence in technology to serve alumni

• Improve existing functionality and connectivity through technological tools

• Create robust and coordinated electronic communications

• Capture and maintain all email addresses by offering lifetime email addresses

• Provide single access point for alumni interaction

• Create programming to take advantage of electronic media

Technology Results

• Interactive Media established • Database and CRM tools upgraded

– AdvanceWeb – iModules

• Electronic communications to alumni scheduled and coordinated

• Email for life (alumni.virginia.edu) available for all alumni

• “Good Old” app created for mobile platforms • Text messaging platform is being tested

Lifelong Learning Recommendations

• Appoint a producer to coordinate offerings

• Consider a variety of delivery/organizational options

• Create and market new programs

• Use technology for virtual offerings

• Explore lifelong learning as a revenue generator

• Develop tailored travel programs rich in content

2013-2014

93 U.Va. Faculty 147 Lectures

Lifetime Learning & Cavalier Travel • One-day Offerings

• More than the Score • Reunion Seminars • Engaging the Mind

• Extended Programs • Summer Jefferson Symposium • U.Va. At Oxford

• Online Resources • Library and e-newsletters • Podcasts • Educational resources

• Alumni & Parent Travel • Faculty-led trips • Day excursions

*data rounded to nearest 100

0

2000

4000

6000

FY07 FY14

700

5,900

Seminar registrations increased 740%

Alumni Communications Recommendations • Develop University-wide themes and messages to be

incorporated into editorial planning and content

• Create an upgraded, centralized magazine for communicating with alumni – Provide a more academic editorial focus

– Ensure the key school/unit messages are integrated into the Magazine

– Mail every issue to all alumni and other constituencies

• Reduce the need for separate mailings of school and unit magazines

Alumni Association

Reaches Everyone

6,000 subscriptions and growing

Reaches 217,000 Alumni, students, Faculty and parents

Print Magazine Online Magazine

More than 1 Million Visitors From 212 Countries

E-Newsletter iPad Version

Telling the University’s Story Since 1874

Social Media

Alumni Communications • Distribution

o Virginia Magazine: 213,441 printed, >20,000 email o E-Newsletter: >200,000

• Increased focus on academic and schools messages • Quality: 33 Regional, National and International CASE Awards

o Virginia Magazine (print) – 8 Awards o Virginia Magazine (website) – 6 Awards o Virginia Magazine (e-newsletter) – 12 Awards o Alumni Association Website – 5 Awards o Crisis/Issues Management Communications – 2 Awards

Reader Satisfaction o 98% of readers rate the magazine good or excellent o 92%of readers agree or strongly agree that that Virginia Magazine strengthens

their personal connection to the University o 78% of readers rate Virginia Magazine and the magazine’s e-newsletter as

their best source of information about U.Va. and other alumni.

Volunteer Opportunities

• Offer more numerous and varied ways alumni can provide volunteer service

• Improve communications on volunteer opportunities

• Establish a search function to all the University to tap into alumni skills and expertise

• Recommendations

3,700 Volunteer Leaders in FY14 Central Engagement

Volunteer Leaders • 54% female • 46% male • Median age is 36 • 39 countries • Alumni, Parents and Students

Volunteer opportunities:

• Central Engagement • School and Units • Health System • Fine Arts • Cavalier Cares • Event hosts • Mentoring • Fundraising

18%

9%

7%

29%

15%

22%

Admission Outreach

Alumni Interest Groups

Post-Grad Trustees & YAC

Reunions/TJ Society/BAW

Student Volunteers

UVa Club Boards

Marketing and Market Research Recommendations • Mount a coordinated effort to market alumni programs and

services

• Integrate the marketing functions with expanded capabilities in communications and technology

• Create a system for conducting recursive, agnostic surveys to determine what alumni want and need and to evaluate the effectiveness of alumni programs

• Improve coordination and communications among schools and units in this area

Marketing and Marketing Research Results

• Alumni combined website and coordinated communications

• Alumni surveys conducted every three years

– Results shared with Schools, Advancement community and alumni

– Next one due next spring

• Schools are encouraged to coordinate communications efforts

Other ARTF Recommendations • Funding

– Recommendation: An additional $6 million was recommended to implement the Task Force findings

– Results: Approximately $3 million was allocated between the Alumni Association ($1.0 million) and the Office of Engagement ($2.0 million)

• Structure – Primary recommendation: A new alumni engagement

subsidiary of the Alumni Association was recommended

– Results: Alumni Association programs and services were split between the Alumni Association and a new Office of Engagement

Results From Efforts To Date

Highly Engaged

Engaged

To Be Engaged

Alumni Population: 209,767

2005 2013

Highly Engaged 2,000 1.3% 8,800 4.2%

Engaged 34,000 21.3% 78,925 37.6%

To Be Engaged 124,000 77.5% 122,042 58.2%

THE UNIVERSITY of VIRGINIA UNIVERSITY COMMUNICATIONS – FALL 2014

UNIVERSITY COMMUNICATIONS

DEFINING OUR ROLE

Articulate and promote the value of the University of Virginia, in order to:

Ø More effectively compete for faculty talent; Ø Attract the best and brightest students;

Ø Grow the reputation and reach of the institution; Ø Galvanize constituent support in advance of the bicentennial;

Ø Support critical business and strategic priorities; and Ø Demonstrate the value the University delivers to the people of

the Commonwealth, the nation and the world.

TELLING THE

UVA STORY

UNIVERSITY COMMUNICATIONS First Steps, Early Wins

Use of social to leverage earned media

Increase in national rankings and best practice in social media for higher ed

Strategic use of videography and multimedia to engage key audiences

Leveraging social platforms for increased engagement

Better use of photography to capture the essence of the student experience

UNIVERSITY COMMUNICATIONS Video Highlights

VIDEO  PLACEHOLDER  

UNIVERSITY COMMUNICATIONS Social Media Growth

Ø Leveraging Earned Media Translated into several international publications & outlets

UNIVERSITY COMMUNICATIONS Earned Media

UNIVERSITY COMMUNICATIONS Earned Media Success

UNIVERSITY COMMUNICATIONS UVA Today

Total unique views: 559,866

Some of our top stories over the past year:

Ø  U.S. News Rankings Ø  13 new things on Grounds in 2013 Ø  Fourth-Years earn Rhodes Scholarships Ø  John Griffin issues challenge grant

Ø  Tina Fey Inaugural arts speaker Ø  Peyton Manning Valedictory address Ø  Kindergarten is the new First Grade Ø  Rice Theory

THE UNIVERSITY of VIRGINIA Fall advertising: Uncommon Thinking

OWNED & PURCHASED MEDIA

VISIBILITY Ø  Special  edi5on  of  Forbes,  showcasing  the  Commonwealth  of  

Virginia  as  a  hotbed  of  investment  opportunity  and  innova5on.  UVA  has  a  full-­‐page  ad.      

Ø  Football  season  provides  important  venues  for  brand  visibility  including:  full  page  program  ads,  :30  television  spot,  :30  radio  ads,  online  banner  adver5sing,  and  more.      

Ø  Dona5on  from  GanneM  of  1M  digital  impression  ads  will  run  on  USAToday.com.      

Ø  Virginia  Magazine  provides  a  cri5cal  plaRorm  for  brand  visibility  with  the  alumni  audience.      

Ø  We  have  an  ongoing  display  adver5sing  contract  at  the  CHO  airport  that  is  due  for  rota5on.  

FPO

VIDEO  PLACEHOLDER  

THE UNIVERSITY of VIRGINIA Master Brand Process Update

•  We COMPETE for students, faculty and university leadership, research grants and awards, state and federal support, and philanthropic support.

•  A university’s existing market position is a result of demonstrated ACADEMIC STRENGTH and HISTORIC PERFORMANCE.

•  But its ability to compete in the future is affected by how key audiences perceive its overall RELEVANCE and VALUE.

•  Increasingly, past performance cannot be assumed to be a measure of future success.

UNIVERSITY COMMUNICATIONS Why Branding Matters

What makes up a BRAND?

A brand is made up of emotional, rational and social factors.

FEELINGS & ASSOCIATIONS created over one’s interactions – positive and negative – with the brand.

A set of EXPECTATIONS and perceived VALUES created by its legacy, history and reputation.

A brand creates COMMUNITIES and ENGAGEMENT that allow individuals to connect with each other and with the organization.

The Role of Brand Marketing

What Makes us Different Research Strategy

EARNED OWNED SOCIAL PROMOTED

PAID

TIMELINE FOR OUR

MASTER BRAND