Issues Management for College Foundations

1. Issues Managementfor College Foundations Presentation to the Network of California Community College Foundations October 15–16, 2008

2. Guiding Principles -- • No problem is so big or so complicated that it can't be run away from. Charles Schulz

3. Guiding Principles -- • "You don't drown by falling in the water; you drown by staying there." Edwin Louis Cole

4. Guiding Principles -- • Be sure that the college, and the Foundation, have a strategy. . . • and the Board is well informed about it.

5. Guiding Principles -- • Your credibility, and the Foundation’s reputation, are affected by campus issues. • Own the issue and get involved in the strategy to handle it.

6. Guiding Principles -- • “In crisis management, be quick with the facts, slow with the blame.” Leonard Saffir

7. Guiding Principles -- • Never make policy decisions solely for PR reasons.

8. Guiding Principles -- • As the steward of other’s money, you hold the public trust • And have a responsibility to explain your actions.

9. Guiding Principles -- • Perception is its own truth.

10. Guiding Principles -- • The public will forgive stupidity, mismanagement, and even crime -- if it’s quickly discovered, corrected and acknowledged. • But not longstanding problems.

11. Guiding Principles -- • Don’t wait for someone to discover your problem, reveal it yourself.

12. Guiding Principles -- • A strategy that includes communication with the Foundation’s key constituencies.

13. Guiding Principles -- • If you’re telling it to the news media, your constituents should already know it.

14. Guiding Principles -- • The news media is just one constituency. . . and not the most important one.

15. Guiding Principles -- • Have designated spokespersons, for specific audiences.

16. Guiding Principles -- • Be united, informed, and comfortable with the message.

17. And the message makes sense • “I know you believe you understand what you think I said, but I am not sure you realize that what you heard is not what I meant.” Richard M. Nixon

18. 10 Tips for Media Interviews - • Talk to the media only when you’re prepared.Tough questions included. • Know what point you want to make. • Make that point in a cogent, memorable sound bite.

19. 10 Tips -- • 4.Don’t stonewall, mislead or bluff. • 5. Know who you’re dealing with. • 6. Keep to the point -- less is more. • 7. Never let them see you sweat.

20. 10 Tips -- 8. Remember your audience. 9. Stay true to the values of your foundation and college. 10. Ask yourself, How would my father react to that explanation?

21. MiraCosta College Lessons…

22. Keep your focus – on message • As the turmoil swirls – keep you focus on your mission • Avoid taking sides • Speak only in terms of your mission • Confide in no one • Do not feel the need to be the one to set the record straight • Be an idealist!

23. Keep your focus – on your program • Sustain your outreach efforts • Take the time to assess your program and plan • Highlight what’s positive

24. Keep your focus – on production • While everything else on campus may grind to a halt – fundraising doesn’t have to… • Don’t assume everyone had heard • Many, many donors will also be looking at the big picture. • It’s not all about you or your college

25. Sometimes it feels this way -- • "You have the right to remain silent. Anything you say will be misquoted, then used against you." – anonymous