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Marc C. Whitt is director of philanthropy communications at the University of Kentucky Office of Philanthropy and teaches event planning in UK’s Department of Integrated Strategic Communication.

For donors to higher ed institutions, events can stir passion, belief and confirmation in the cause for which they invest time, creativity, advocacy and personal resources. Here is how to maximize the relational and marketing benefits of alumni and philanthropic events.

Marc C. Whitt is director of philanthropy communications at University of Kentucky Philanthropy. Follow him on LinkedIn (linkedin.com/in/marcwhitt) or Twitter (@marcwhitt). 

The marketing strategy “one size fits most” no longer works for higher ed philanthropy thanks to the seismic sociological changes that a multigenerational America is now experiencing.

Marc C. Whitt is director of philanthropy communications at University of Kentucky Philanthropy. Follow him on LinkedIn (linkedin.com/in/marcwhitt) or Twitter (@marcwhitt). 

Just as Amazon and Netflix have personalized the user experience, we too must develop personalized communication and marketing experiences.

In the case of philanthropy and communications staff, we both desire that our constituencies become enthusiastic supporters and advocates of our institution. It is imperative that these professionals become partners in every sense.  Here’s how.

Those of us in higher education and in the nonprofit sector know the importance of effective storytelling, yet we often fall prey to telling stories that we want to tell instead of what our audiences desire to read or hear.

Marc C. Whitt is director of philanthropy communications at the University of Kentucky Office of Philanthropy. He may be followed on LinkedIn (linkedin.com/in/marcwhitt) or Twitter (@marcwhitt).

In a 2017 study conducted by the Pew Research Center, nearly 7 in 10 Americans reported using social media “to connect with one another, engage with news content, share information and entertain themselves.”

Tom Durso is associate vice president for college relations and marketing at Albright College.

Director of media relations used to be a title with a fairly straightforward and obvious list of responsibilities. Then the internet happened.

John Meagle is the chief marketing officer at Centenary University in New Jersey.

When Centenary College was granted university status in May, the news was celebrated by students, faculty, alumni and staff. For the marketing and student recruitment team, it was an opportunity to build awareness of the experience the institution offers career-oriented students.

John L. Gann, Jr., consults, trains, and writes on marketing. He is author of "The Third Lifetime Place: A New Economic Opportunity for College Towns."

Although their leaders might claim otherwise, ratings by U.S. News, Princeton Review and others are of outsized importance to universities today. But what about the many colleges that didn’t rank high with these reviewers? How can they compete with the list-toppers?

Alumni. That’s what alumni association magazines should, to a much greater extent, be about. At least they should if we want them to do better at marketing the university.

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