SUNY/CUAD Alumni Track Session 1 Alumni Communications: Insight and Outreach June 15, 2005

1. SUNY/CUAD Alumni Track Session 1Alumni Communications: Insight and OutreachJune 15, 2005 Jenifer M. Kish Development Officer for Special Programs University at Albany E-mail: jkish@uamail.albany.edu Phone: 518-442-3148

2. Jenifer M. Kish • Development Officer for Special Programs, University at Albany, May 2003-present • 1998 MBA in Marketing, University at Albany • Alumni Affairs Director, Associate Director of Development, Foundation Scholarship Director, HVCC, November 1998-May 2003 • Areas of expertise include alumni/donor publications and communications, annual fund solicitations, event management

3. Target Audience for Session • Development/Alumni Officers responsible for Alumni/Donor newsletters and print-based outreach • Development/Alumni Officers interested in creating in-house targeted marketing communications

4. What You Will Learn Today • How to make the most of print communications • Design and use of specialty pieces (invitations, announcements, Save the Date postcards) • Communication strategy in the development of print communications • defining your target audience • how much is too much information? • Why print communications are still an important part of your alumni program

5. Friendraising vs. Fundraising: Key Considerations • How do I determine which of these I am focusing on with my piece? • Important to distinguish between the two in terms of design and content of your piece • If this is NOT a fundraising piece, how do I convince myself or my supervisor it is worth the expense?

6. Back to Basics: Marketing 101 • Consistency of message is key to your success • Branding is essential--even down to using the same font throughout all of your pieces • Use your logo! It is what makes you unique yet shows the big picture to your alumni • Follow your college/university’s branding identity

7. What is Your Identity? • How do you want your alumni to identify with your college or university? • How will your alumni recognize the print communication piece is from your college or university? • Changing your logo and your “look” is a MAJOR decision and should be done infrequently

8. Communication Strategy • School of Information Science and Policy (SISP), University at Albany • New Dean in Fall 2003 • Recognized need for outreach to alumni, which was limited to-date • Approximately 4500 alumni • School and Institutional fundraising objectives

9. SISP’s Challenges • Alumni base is mix of traditional “library school” alumni and information-savvy alumni, presenting a communications challenge • traditional library grads want print communications, while info-savvy grads are more interested in electronic communications • Relatively untapped alumni base • De-centralized fundraising operation, availability of development staff inconsistent

10. Why a Newsletter? • Increase communication with alumni, donors, and friends of SISP • Provide a communications tool that would serve as an information resource for alumni, donors, and friends of SISP • Create a communications vehicle that is efficient in terms of on-time delivery and conforms to budgetary restraints

11. Design • 4 pages, 2 colors, glossy text • conforms to University branding standards in terms of fonts, logos, size, and color scheme • layout and design done internally at low cost

12. Content • Dean’s Message and development strategy pieces created by development officer • SISP news and alumni updates submitted by SISP Associate Dean • Edited by development officer

13. Production • Bid created by development officer and sent to local printing and mailing shops • Development officer works closely with printer and mailing shops to ensure timely production and delivery of piece • developing these relationships is essential in the success of current and future production of your piece

14. Creating a Development Strategy for the SISP Times • Focused on “friendraising” • Inaugural issue featured updates on new programs and an invitation to join newly formed SISP Alumni Association • “Gifts in Action” column provided information about how gifts are used and promised list of donors in next issue

15. Subsequent Issues • Second issue provided information on a special Homecoming Event hosted by the SISP Alumni Association, and an honor roll of donors • Third issue provided information on a special Alumni Weekend Event by the SISP Alumni Association and a “Gifts in Action” column about gift planning

16. Future Plans for the SISP Times • Switch development focus from friendraising to fundraising by including a pledge/gift form that can be mailed • Feature stories about major SISP donors • Transition to new brand identity as SISP becomes College of Computing and Information

20. Too Much Information! • University at Albany School of Social Welfare (SSW) • Constituents include alumni, government, human services agencies, deans/directors of Schools of Social Work • How much is too much information? • How do you meet the needs of so many constituents?

21. Spring 2005 SSW News • Mailed to 5000 alumni, 130 deans/directors of Schools of Social Work, 50 government officials • Special 8 page insert for June conference • Faculty news, alumni profile, SSW program information and happenings/events • 2 pages of development materials, including gift/pledge form • Grand total of 20 pages!!

22. Final Product • Pros • Total cost of production, including postage=$3300 for 5000 copies • good price to reach so many audiences • Simple, clean design in sync with University’s branding identity • Cons • Too much information in one communication vehicle!! • Information will be outdated quickly, short shelf life

23. Next Issue of SSW News • Fewer pages • More focused • information will center around SSW’s 40th Anniversary • Longer shelf life, as information will not be as timely and will be more historical/ reflective in nature

24. Specialty Pieces • New Dean Announcement • School of Criminal Justice Conference

25. New Dean Announcement

26. Goals of Project • Announce Peter Bloniarz as new SISP Dean • Relay holiday greetings to target audience, in this case deans of Schools of Library Science and Information Science at peer institutions, as well as high-profile alumni and friends of SISP • Low cost and creative • photo is of new science library on UAlbany campus • designed internally and printed at Kinkos!

27. School of Criminal Justice (SCJ) • Promotional materials for inaugural Albany Symposium on Crime and Justice • Target audience consisted ofSCJ alumni and professionals in field of criminal justice • goal was to create attractive marketing collateral to attract attendees • production costs/constraints were considerations in production

28. Marketing Pieces • Save the Date Postcard • Registration Brochure • Event Program • Print pieces supported by: • email blasts • web site announcements

32. Results of Print Publications • Exceeded attendance goals for event • Provided consistent message and theme • Dean was able to distribute copies to potential attendees at conferences • Produced inexpensively through in-house design

33. How to Do it Yourself • If you have the opportunity, learn Quark or PageMaker • doing your own document layout saves a lot of time and $$ • Tour a print shop and mailing house • most places are eager for your business and will be happy to show you their shop • learn the “lingo” and terminology of the printing and mailing world

34. Behind the Scenes • It is important to develop strong relationships with your printers and mailing houses • It is amazing how many details there are to manage that occur pre-, during, and post-production of your print pieces

35. Why is Print Still Important? • Much of this depends upon your audience • Many people, especially older alumni, still like communications they can hold and feel • It is important to have print materials to mail to alumni/donors or to have on hand during prospect visits • Another opportunity to show off your school or department • Important “friendraising” tool

36. Wrap Up • Remember your basic marketing concepts! • Consistency is key! • Discussion and other examples of best practices