September 12, 2014
Board of Visitors
Advancement & Communications Committee
Update
University Advancement
Recent Progress
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Restructuring and Rebuilding the Team
Organizational Discipline
Collaboration
Initial Campaign Planning
University Advancement
Restructuring/Rebuilding
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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
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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?
University Advancement
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:
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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
Registration increased 600%
136 Regional Networks
31,500
8% - Charlottesville
10% - Virginia
72% - USA
10% - International
19,000
Events increased 250%
1,400
1500
4,500
1000
500
400
4,000
FY07
FY08
FY09
FY10
FY11
Documented Registrations
0
FY07
FY14
FY12
FY13
FY14
Distinct People
*data rounded to nearest 100
19,000 Stakeholders in FY14
Alumni
Parents & Students
Friends
8%
29%
63%
10%
Over 60
29%
40-59
55%
20-39
6%
Under 20
0%
20%
40%
60%
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
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
Reunions Attendance
6000
5000
4000
3000
2000
1000
0
2005
2006
2007
2008
2009
Alumni Attendance
Alumni Interest Groups
• 45 total with 200 alumni leaders
• Approximately 200 event per year
• 20 Regional Chapters
• Four ongoing capital campaigns
2010
2011
Total Attendance
2012
2013
2014
Reunions Results
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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
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%
Initiated new categories of reunion events :
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Drama Dept. Reunion
Fraternity/Sorority reunions
Western United States Alumni Weekend
Echols Scholars Reunion
Celebrating Co-Education 40th Anniversary Weekend
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.
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
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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
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
2013-2014
93 U.Va. Faculty
147 Lectures
Seminar registrations
increased 740%
5,900
6000
4000
2000
700
0
FY07
FY14
*data rounded to nearest 100
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
More than 1 Million Visitors
From 212 Countries
Reaches Everyone
Print Magazine
Online Magazine
6,000 subscriptions
and growing
Reaches 217,000
Alumni, students,
Faculty and parents
iPad Version
E-Newsletter
Social Media
Telling the University’s Story Since 1874
Alumni Communications
• Distribution
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Virginia Magazine: 213,441 printed, >20,000 email
E-Newsletter: >200,000
• Increased focus on academic and schools messages
• Quality: 33 Regional, National and International CASE Awards
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Virginia Magazine (print) – 8 Awards
Virginia Magazine (website) – 6 Awards
Virginia Magazine (e-newsletter) – 12 Awards
Alumni Association Website – 5 Awards
Crisis/Issues Management Communications – 2 Awards
Reader Satisfaction
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98% of readers rate the magazine good or excellent
92%of readers agree or strongly agree that that Virginia Magazine strengthens
their personal connection to the University
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
• Recommendations
• 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
3,700 Volunteer Leaders in FY14
Central Engagement
22%
Volunteer Leaders
18%
9%
15%
7%
29%
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54% female
46% male
Median age is 36
39 countries
Alumni, Parents and Students
Volunteer opportunities:
Admission Outreach
Alumni Interest Groups
Post-Grad Trustees & YAC
Reunions/TJ Society/BAW
Student Volunteers
UVa Club Boards
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Central Engagement
School and Units
Health System
Fine Arts
Cavalier Cares
Event hosts
Mentoring
Fundraising
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
Alumni Population: 209,767
Highly
Engaged
Engaged
To Be Engaged
2005
Highly Engaged
Engaged
To Be Engaged
2013
2,000
1.3%
8,800
4.2%
34,000
21.3%
78,925
37.6%
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
Use of social to leverage
earned media
First Steps, Early Wins
Increase in national rankings and best
practice in social media for higher ed
Better use of photography to capture the
essence of the student experience
Leveraging social platforms for
increased engagement
Strategic use of videography and
multimedia to engage key audiences
UNIVERSITY
COMMUNICATIONS
Video Highlights
VIDEO PLACEHOLDER UNIVERSITY
COMMUNICATIONS
Social Media Growth
UNIVERSITY
COMMUNICATIONS
Ø Leveraging Earned Media
Earned Media
Translated into several international
publications & outlets
UNIVERSITY
COMMUNICATIONS
Earned Media Success
UNIVERSITY
COMMUNICATIONS
UVA Today
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
Total unique views: 559,866
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
UNIVERSITY
COMMUNICATIONS
Why Branding Matters
•  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.
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.
EXPECTATIONS
and perceived
A set of
created by its legacy, history and reputation.
COMMUNITIES
VALUES
ENGAGEMENT
and
A brand creates
that allow individuals to connect with each other and with the organization.
The Role of Brand Marketing
Research
Strategy
What Makes us Different
EARNED
PAID
OWNED
SOCIAL
PROMOTED
TIMELINE FOR OUR
MASTER BRAND