Its that time of year where we make (and break) our new year's resolutions. While an artificial benchmark, a new year gives us an opportunity to look back, ahead and prepare to be better. How did you do with last year's resolutions? It might be worth a look back. Unlike unrealistic goals we might set with our personal resolutions, I encourage you to think about how making these few tweaks to your multicultural marketing strategy can yield measurable results in 2018 and beyond. Here are my top 5 Multicultural Marketing New Year's Resolutions for 2018
While the role of Institutional Advancement may differ slightly at every college, at its core, its tasked with furthering the mission of the school. While on the surface the department is tasked with protecting the school's integrity, the most important function is that of fundraising and endowment. However, recent technology and the rise of the share economy has thrown what were historical fundraising models, on their head. Crowdfunding, the practice of funding a project or venture by raising many small amounts of money from a large number of people, has threatened the traditional institutional advancement role. Contrary to popular belief, the two don't have to be mutually exclusive of one another and can co-exist in the same sandbox. Here is the case for why crowdfunding is in fact, the future of college institutional advancement.
Institutional Advancement is important for most schools especially private institutions that rely heavily on tuition and support from alumni outside donors and their endowment. It's not an easy task by any stretch of the imagination and if not done properly can really cripple an institutions ability to grow offer programs and supplies to it's current students and attract new students semester after semester. Make no mistake institutional advancement is a part of student recruitment and vice versa. So how does an institution bolster it's fundraising and make it beneficial year in and year out creating an environment for growth at the school? A large part of the answer is you need to have an iron clad system in place that builds a pipeline where you're introducing new potential donors on one end nurturing them through a journey to where they not only donate on the other end of that pipeline but also become advocates bringing others into the pipeline as well. By building out proper personas, engaging content with call to actions, a dedicated conversion path, and follow up to close delighting those supporters turning them into advocates.
As a small business owner, there have been a number of skills I've developed along the way that don't necessarily fall under the vertical of our marketing business function. I've developed basic human resource skills, earned a degree in accounting, I fashion myself a therapist at times, and am even proud of my janitorial prowess. However the most indispensable skill, and one I hope to perfect one day, is that of fundraising.
Expert fundraisers are the most coveted for any college board of directors because they're hard to identify and "good at fundraising" is never a line on a resume (and if it is, buyer beware!) Accomplished fundraiser's reputations precede them. If you're fortunate to land one on your board, do your best to keep them around. The truth however is, you're probably reading this because you don't have that all-star. That's ok because while fundraising comes more natural to some, for others it's a learned ability. You can whip your rag-tag board into shape by teaching the principles of raising funds, and reinforcing them over and over again. It doesn't matter if you're a large institution, local college, private or public high school or university, the principals are the same. Here are the 5 essential fundraising tips for your School or University.
In the world as well as in the workforce it's an established fact that the best products services, environments are fostered in places that embrace diversity and inclusion. College campuses are no different. The benefits of diversity in college far outweigh any perceived hindrance critics of diversity would bring up. The list of these benefits are many but a few that standout include being able to recruit from a larger pool of candidates subsequently a college can growth forecast and follow population trends to make sure enrollments numbers are met. It's also good public relations some would say a badge of honor to be known as a diverse institution. It's also beneficial for a college to be able to tap into the intellectual prowess and experiences that exists in people of all different types of backgrounds. Thinking longer term a diverse student body will equal a diverse Alumni base which is a benefit to institutional advancement.