Division of University Advancement
700 Park Avenue, Suite 410, Norfolk, Virginia 23504
Tel: (757) 823-8323 Fax: (757) 823-2405
Web: http://www.nsu.edu
University Advancement Executive Summary
University Advancement continues to enhance Norfolk State University’s philanthropic giving
programming through effective engagement of alumni, faculty, staff, students, friends, affiliated
boards, and corporations and foundations. Progress is continuously being made to enhance the
culture of fundraising and philanthropy at NSU and to build a sustainable infrastructure to raise
$3-5 million annually.
NSU’s fundraising goal for the 2015 I AM NSU Because...I Believe in the University Annual
Fund Campaign is $3,000,000. To date, the University raised approximately $1,559,316, which
is 52% of the goal.
Alumni Relations and Annual Giving Update
AGOGE Welcome Week (August 18-23, 2015)
Move-In Day: On August 18th, sixteen
alumni volunteers welcomed new students
and parents to campus. Alumni assisted
with passing out cold beverages/snacks and
assisted with hand-truck rentals.
Educated at Norfolk State University:
On Thursday, August 20th, four alumni
representing various industries joined
members of the freshmen class to engage in
a meaningful and interactive conversation about pride and the college experience.
36-Hour Giving Campaign: An Inspiring Mission.
A Worthy Goal. REACHED in 36 Hours.
On Thursday, September 17, the Office of Alumni
Relations and Annual Giving kicked off a 36 Hour
Giving Campaign in honor of NSU’s 80th Anniversary.
The goal is to raise $80,000 by 11:59 p.m. EST on
Friday, September 18th.
Due to the generosity of 380 donors, the University
raised $92,500, exceeding the $80,000 fundraising goal by 14.7%.
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An Equal Opportunity Employer
Homecoming 2015: The Best is Yet to Come! Each year, Alumni Relations strives to engage
alumni in the life of the University. To accomplish this goal, we’ve made tremendous efforts to
enhance the Homecoming experience. By partnering with the academic schools and two
programs, we were able to successfully host affinity based receptions that provided alumni with
the opportunity to learn about the accomplishments and future challenges faced by each school.
At the conclusion of each event, attendees were asked to complete a quick survey about the
information received. The results as of November 19 are as follows:
2015 Homecoming Survey
% of No
Questions
Responses
Was the information what you hoped
3.32%
you would learn?
Was the information provided
relevant?
Was the information provided new?
% of Yes
Responses
96.77%
3.03%
96.97%
81.82%
18.18%
Giving Tuesday: On Tuesday, December 1, Norfolk State
University will join charities, families, businesses,
community centers, and students from around the world as
we come together for one common purpose: to celebrate
generosity and to give. Giving Tuesday is a global day
dedicated to giving back. From midnight to 11:59p.m.
alumni and friends are encouraged to give in support of
NSU. Our fundraising goal is $40,000.
Communications and Marketing:
The Office of Communications and Marketing provides news and information about the
University using multiple communications channels and platforms to include: strategy,
promotions, communications, publications, media relations, the NSU homepage, the NSU
Newsroom and Social Media.
Strategy - FUSEIDEAS
C&M is working with NSU's Agency of Record, FUSEIDEAS to strategically tell the NSU story
by promoting signature academic programs, highlighting faculty/staff/student achievements,
strengthening recruitment efforts and featuring the growth of our state-of-the-art facilities.
C&M and FUSEIDEAS have produced four comprehensive promotional campaigns which
include:
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Issues Campaign (ran from July 22-Aug. 24)
Eight Week Mini-Term Campaign (ran from Sept.24-Oct. 17)
MS in Cybersecurity Campaign, (ran from Oct. 19-Nov.15)
2016 Spring Enrollment Campaign (runs from Nov. 16-Jan. 11)
Each campaign included a mix of various paid mediums such as: Print (Daily Press, Virginian
Pilot, New Journal and Guide and the Flagship), Radio, Digital, Out of Home (Billboards) and
SEM (Google AdWords). Analytics on the campaigns are being kept by three NSU offices OIT, C&M, and Enrollment Management and by our agency, FUSEIDEAS to track the ROI of
each campaign.
Strategy- SACSCOC
C&M crafted a communications plan to announce the SACSCOC decision. This plan outlines
how the decision will be shared with internal (Faculty, Staff and Students) and external
audiences (Alumni, Community and Media Outlets).
Promotions
C&M has aggressively promoted the following events: Fall 2015 Open House, Homecoming
2015, 80th Anniversary/Founders Day, Day of Giving, L.E.A.D. Series, Nobel Laureate Visit,
NSU/Chesapeake Sherriff's Office MOU Signing, Tuesday Giving Day, MLK Breakfast and the
December 2015 Commencement. They have also produced the winter 2015-16 Issue of
BEHOLD Magazine.
Media Relations
C&M continues to build relationships with the local and national media, handle crisis
communications and engage alumni and fans on Facebook, Twitter, Tumbler and Instagram.
Attached is the Sept. and October 2015 Media Relations report.
Corporations/Foundations/Major Gifts:
Identification and cultivation of prospective major gift donors continues through phone, email,
and face-to-face visits. Stewardship of current donors has increased and resulted in the securing
of a $100,000 planned gift from alumnus, Bruce E. Kennon Outlaw’68. Mr. Outlaw fully funded
two $25,000 endowments over the last year, one in December 2014 and one in January 2015.
The current climate in the corporate sector is one that favors relationships with colleges and
universities that provide strategic benefits, such as future employees, sponsored research, new
technologies, scientific consultants, and public/private partnerships that link educational
institutions and corporations. Accordingly, we are continuing to pursue focused outreach
initiatives to corporate partners whose strategic interests, product lines and human resource
needs match up with our targeted signature programs.
A recent experience with a leading healthcare provider represents an example of a typical
partnership opportunity. We invited a healthcare CEO for campus tour to discuss priorities in the
Department of Nursing and Allied Health. Outcome is an invitation to submit a grant proposal to
increase the number of highly qualified nurses educated in Hampton Roads through student
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scholarships and by transforming a third floor classroom in Nursing and General Education
Building into an electronic classroom to facilitate online learning.
University Events
 May 8, Army ROTC Commissioning Ceremony; 500 attendees
 May 8, Distinguished Alumni Awards Banquet: 100 attendees
 May 9, Spring Commencement; 750 graduates; 10,000 attendees
 May 12, Bay Youth Orchestras Concert; 1,200 attendees
 June 9, Cybersecurity Forum; 600 attendees
 June 14, bellA Dance Recital; 1,000 attendees
 June 20, Academic Ballet Dance Recital; 1,200 attendees
 August 11, CEO and Nurses Healthcare Reception; 30 attendees
 August 17, State of the University Address; 1,000 attendees
 August 18, Freshman Convocation, 1,000 attendees
 August 20, HRT Ribbon Cutting Ceremony for new NSU Light Rail Station; 100
attendees
 September 17, Founders Day Color Fun Run/Walk;
500 attendees
 September 18, Founders Day Breakfast; 261
attendees
 September 18, Founders Day address; 800
attendees
 September 18, Emerald Society Luncheon; 100
attendees
 September 18, Patricia Lynch Stith Student Success Center Naming Reception; 75
attendees
 September 18, Carnival/Fireworks; 800 attendees
 September 26, Pre-game reception for Legislative Black Caucus; 50 attendees
 September 26, President’s Box NSU vs. Hampton University; 60 attendees
 October 10, President’s Box NSU vs. NC A&T University; 60 attendees
 October 17, Virginia Symphony Performance; 1,300 attendees
 October 28-30; Event Management/logistical
support for VACUA Conference; 50 attendees
 November 1, Whitney Tribute Performance;
1,300 attendees
 November 3, David Banner Speaker Series;
1,200
 November 6, Homecoming Jazz Concert; 250
attendees
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November 7, Homecoming Presidential Brunch; 80 attendees
November 7, President’s Box NSU vs. Savannah State University; 100 attendees
November 8, Hope U Foundation Concert; 600 attendees
November 13, Dr. William Philips Lecture; 1,000
November 14, First View; 400 attendees
November 14, President’s Box NSU vs. SC State University; 60 attendees
November 19, KRS-1 Speaker Series; 1,000 attendees
Upcoming Events:
o NSU Holiday Extravaganza (December 2)
o Senior Toast (December 10)
o NSU Society Reception (December 11)
o Fall Commencement (December 12)
o MLK Community Leadership Breakfast (January 18, 2016)
University Advancement Executive Summary
Prepared: November 23, 2015
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2015
I AM NSU
Annual Fund
Campaign
Figures posted 11/12/15
Giving Categories
No. Donors
Total Funds Raised
Alumni
1779
$866,048
Faculty/Staff/Friends
794
$223,193
Clubs &
Organizations
53
$111,021
Corporations &
Foundations
105
$399,054
Total Donors/
Funds Raised
2749
$1,599,316
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NORFOLK STATE UNIVERSITY
NSU MEDIA RELATIONS
September 2015 Report
NSU Newsroom
7 Stories Posted - Newsroom
6 Stories Sent To Media Outlets
The story headlines showcase original content or aggregated
content posted to www.nsu.edu by the NSU Communications
and Marketing Office.
•
•
•
•
•
•
•
NSU Receives $1.1 Million Grant 9/4/15 *
NSU Student Selected As HBCU All-Star 9/8/15 *
NSU Hosts 1619 Conference 9/11/15 *
NSU Day of Giving on Storify 9/20/15 *
NSU Spartan Profile 9/21/15 *
President Moore Featured on Norfolk Perspectives 9/21/15
NSU Spartan Legion Featured on WVEC 9/18/1 5*
New Media
Social media sites Facebook and Twitter are used to distribute
our content digitally. In addition, the platforms can also be used
as effective news gathering tools to help us measure the types
of stories that connect with our readership base.
FACEBOOK
173 Facebook Posts *More than 32,000 page views since 2009

5,386 Facebook “likes” were generated. Total is more than
the 3,769 “likes” from previous month. The like total is the
highest in the NSU’s history since social media tracking began in July of 2014.

Many of the “likes” generated were a result of NSU Founders Day Celebration and the University’s first Day of Giving
Campaign. NSU Trivia posts placed on Facebook and other
social media platforms generated the most likes. One
Founders Day trivia post generated 705 “likes” alone.

A Facebook post that featured a Battle of the Bay banner
generated “84” likes.
NSU Press Releases & Advisories
Three Press Releases Sent To Media and Web News Outlets
12 Different Media Organizations



Edited and sent press release regarding NSU Student Jas• The University’s page received dozens of comments from
mine Dunbar being selected an HBCU All-Star. Release was
our followers. The majority of comments posted were related
sent on social media and to news organizations that include
to NSU Trivia. The trivia enhanced our social media presence
WTKR, WAVY, WVEC, FOX 43, The Virginian-Pilot, HBCU
and kept students and alumni engaged. Some comments are
Buzz, Richmond Times-Dispatch, Hampton Roads Messenlisted below:
ger and the HBCU Digest.
 “Norfolk State was the best experience for me after growEdited and sent press release regarding the NSU School of
ing up in Newport, Rhode Island.”—Ernest E. Simmons
Education being awarded a $1.1 million grant to educate
wrote in response to a Founders Day post on 9/18/15.
teachers. Press release sent to news outlets WTKR, WAVY,
 "The NSU Theatre Co. is ***** (five star) entertainment!
WVEC, FOX 43, The Virginian-Pilot and newspaper weekly
Check it out!"—Jakki McKissick wrote in response to a
publications, Richmond Free Press, HBCU Buzz, Richmond
banner posted about an upcoming NSU Theatre perforTimes-Dispatch and HBCU Digest.
mance in honor of late singer Whitney Houston.
Sent press release for NSU Battle of the Bay press confer “Sounds like your school is the right place to be!”—Judith
ence to WTKR, WAVY, WVEC, FOX 43, The Virginian-Pilot,
Guppy Jennings wrote in response to a post about the
Richmond Times-Dispatch and the New Journal and Guide.
NSU School of Education receiving a U.S. Department of
Education grant.
TWITTER
238 Tweets Posted
• The majority of tweets were retweeted at least once
by some of our roughly 3,456 followers.
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Stan Donaldson | Date: 09.15.2015
NORFOLK STATE UNIVERSITY
NSU MEDIA RELATIONS
September 2015 Report
Other Social Media Information
STORIFY
Storify is a social media aggregation service. The program is
used to collect comments from various social media sites
(Facebook, Twitter) about news and events and build them into
individual stories that provide context. It is a popular tool used
to capture reader engagement by many colleges, universities
and news organizations.

A Storify post about the Norfolk State University Day of
Giving generated 126 page views.
YOUTUBE
YouTube is a web video service that allows users (individuals,
corporations, colleges and universities) to search or post raw or
produced video footage directly to its servers. The website is
the world’s most used search engine.
• Several videos that were posted included several editions of
the NSU Spartan Report, several Communications and Marketing-produced videos to promote the NSU Day of Giving and a
video to promote a WVEC news broadcast on Founders Day.
The videos received a combined 2,457 page views—a record
number for views in one month.
FLICKR
Flickr is a website used to post photographs. Norfolk State University uses the web service to post photographs from various
campus events.
Media Responses
The Communications and Marketing Office responded to several media inquiries in September. Prompt media response is vital
to establish credibility with the media. A few examples are provided below.
The Virginian Pilot, WVEC 13 News, New Journal &
Guide, The City Connection
• Responded to several media requests from news organizations who asked to cover NSU Founders Day Breakfast. The
guest speaker for the event was Rev. Al Sharpton of the National Action Network and MSNBC.
Diverse Issues in Higher Education
• Responded to media request from freelance writer Reginald
Stuart on 9/28/15 to interview a university official about fall
enrollment at NSU. Arranged an interview with Stuart and Edward Willis, Vice President for Student Affairs.
The Virginian-Pilot
Responded to media request from Virginian-Pilot reporter Phil
Walzer on 09/28/15 to interview an NSU official about the U.S.
Dept. of Education’s College Scorecard. NSU Interim President
and CEO Eddie N. Moore Jr. responded to request and the story
is pending.
• The office created six photo streams with 823 photographs in
September.
• The campus events included activities from the NSU Day of
Giving and Founders Day. A stream that featured photos from
the cast of “Things Your Man Won’t Do,” was also created. The
photo streams received a combined 2,834 page views.
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Stan Donaldson | Date: 09.15.2015
NORFOLK STATE UNIVERSITY
NSU MEDIA RELATIONS
September 2015 Report
Meltwater
News stories receiving media attention in September included Norfolk State University Founders Day, the first-ever Day of Giving
and several stories about the University’s fall 2015 enrollment numbers. The number of NSU references is less than the same time
period one year ago. Popular stories during that time period included articles about security enhancements around campus, Carol’s Daughter CEO Lisa Price visiting campus and a story about NSU Hosting a 1619 Making of America event.
Summary of Media and Social Media Information
The column and pie charts indicate the amount of nsu.edu posts, media inquiries, Meltwater clips with NSU mentions, Flickr photographs, Facebook and Twitter posts the NSU Communications and Marketing Office generated or responded to in September
2015.
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Stan Donaldson | Date: 09.15.2015
NORFOLK STATE UNIVERSITY
NSU MEDIA RELATIONS
October 2015 Report
NSU Newsroom
3 Stories Posted - NSU Newsroom
The story headlines showcase original content or aggregated
content posted to www.nsu.edu by the NSU Communications
and Marketing Office.
• NSU Gets Good Marks From Auditors 10/13/15
• NSU SACSCOC Special Visit Update 10/15/15 *
• NSU Spartan Profile 10/23/15 *
NSU Press Releases & Advisories
New Media
Social media sites Facebook and Twitter are used to distribute
our content digitally. In addition, the platforms can also be used
as effective news gathering tools to help us measure the types
of stories that connect with our readership base.
FACEBOOK
173 Facebook Posts *More than 32,000 page views since 2009

346 Facebook “likes” were generated. Total is less than the
5,386 “likes” from previous month.

Many of the “likes” generated were a result of NSU Homecoming banners and cybersecurity promotions posted on
social media. A post about Dr. Carol Pretlow participating in
a WVEC news interview generated 46 “likes.”
Two Press Releases Sent To Media and Web News Outlets
12 Different Media Organizations


 A Facebook post that featured a NSU Homecoming 2015
logo generated 65 “likes.”
Edited and sent press release regarding NSU Nobel Laureate Dr. William Phillips visit and lecture to NSU campus.
• The University’s page received dozens of comments from
Release was sent on social media and to news organizations
our followers. The majority of comments posted were related
that include WTKR, WAVY, WVEC, FOX 43, The Virginianto NSU Trivia. The trivia enhanced our social media presence
Pilot, HBCU Buzz, Richmond Times-Dispatch, Hampton
and kept students and alumni engaged. Some comments are
Roads Messenger and the HBCU Digest.
listed below:
Edited and sent press release regarding the NSU Homecom- 
ing 2015 activities to local media. Press release sent to
news outlets WTKR, WAVY, WVEC, FOX 43, The VirginianPilot and newspaper weekly publications, HBCU Digest and

New Journal and Guide publications.
“She was my political science professor in 2000-2001!”—
Marion Burgess wrote in response to NSU Prof. Carol
Pretlow being featured in WVEC news segment.
"“Let's show out for a school that gave us all a chance when
no other (university) would. Let's fill the stands (at the
game) and let the tailgating begin. Green & Gold For
Life."—Willie Ward Jr. wrote in response to a banner to
promote the NSU Homecoming 2015 activities to students, faculty, alumni and staff.
TWITTER
230 Tweets Posted
• The majority of tweets were retweeted at least once
by some of our roughly 3,456 followers. The posts included
information about NSU Homecoming 2015, Cybersecurity and
upcoming NSU Theatre Company performances.
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Stan Donaldson | Date: 10.15.2015
NORFOLK STATE UNIVERSITY
NSU MEDIA RELATIONS
October 2015 Report
Other Social Media Information
Media Responses
YOUTUBE
The Communications and Marketing Office responded to several media inquiries in October. Prompt media response is vital to
establish credibility with the media. A few examples are provided below.
YouTube is a web video service that allows users (individuals,
corporations, colleges and universities) to search or post raw or
produced video footage directly to its servers. The website is
the world’s most used search engine.
WAVY-10
• The October edition of the NSU Spartan Report produced 123 • Responded to Virginia Freedom of Information Act request
from WAVY-10 News reporter on 10/20/15 regarding police
page views from visitors. The segment provided viewers with
department budgeting and staffing. Forwarded request to NSU
information about the institution and campus events.
Counsel Pamela Boston and acknowledged receipt of the request from news station.
WVEC Channel 13 News
• Responded to request from news producer at WVEC 13 to
speak with a faculty expert about Republican Presidential candidate Jeb Bush visit to Hampton Roads on 10/23/15. NSU Political Science Professor Dr. Carol Pretlow was interviewed for the
news segment.
WVEC Channel 13 News
Responded to media request from news producer at WVEC 13
to speak with faculty expert about Democratic Presidential debate on 10/13/15. NSU Political Science Professor Dr. Carol
Pretlow was interviewed for the segment live during the 4 p.m.
newscast.
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Stan Donaldson | Date: 10.15.2015
NORFOLK STATE UNIVERSITY
NSU MEDIA RELATIONS
October 2015 Report
Meltwater
News stories receiving media attention in October included Norfolk State University Political Science Professor Dr. Olusoji Akomolafe being interviewed by The Virginian-Pilot regarding a political stump speech by Donald Trump, Norfolk State being mentioned
in a story about HBCU enrollment woes and the University being mentioned in a Science 360 Magazine feature about engineering
and 3-D holograms. The number of NSU references is less than the same time period one year ago. Popular stories during that
time period included articles about a NSU alumna becoming a meteorologist at a local television station, NSU being mentioned in
a story about the HRT Light Rail and a story about the City of Norfolk providing NSU with $100,000 towards scholarships and expenses.
Summary of Media and Social Media Information
The column and pie charts indicate the amount of nsu.edu posts, media inquiries, Meltwater clips with NSU mentions, Flickr photographs, Facebook and Twitter posts the NSU Communications and Marketing Office generated or responded to in October 2015.
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Stan Donaldson | Date: 10.15.2015