University Advancement & Marketing Divisional Strategic Plan Fiscal Year 2015-Fiscal Year 2017

Transcription

1 CORE VALUES: COLLABORATION DIVERSITY ETHICAL COMMUNITY EXCELLENCE LEARNING OPPORTUNITY Missin University Advancement & Marketing Divisinal Strategic Plan Fiscal Year 2015-Fiscal Year 2017 T serve all f Ferris audiences as a cllabrative partner and cmprehensive resurce fr enhancing University cmmunicatins, engagement, marketing, philanthrpy and reputatin. Visin Ferris is the preferred educatinal and philanthrpic chice fr ur audiences characterized by cllabratin, innvatin and service excellence. Strategic Initiatives The University Advancement & Marketing divisin will strive t effectively supprt the University missin and strategic plan, and fulfill its missin and visin, by pursuing the fllwing majr initiatives ver the next tw years.

2 External Supprt (In prgress) Measures f Success (In prgress) FSU Cre Values & Strategic Fcus Areas Increase dnr participatin and ttal giving t The Ferris Fundatin t supprt students, faculty and cre University pririties. $1.5 millin Hckey campaign gal reached Pharmacy Frward clse t $9.4 millin gal but need $2 millin fr capital PGM is halfway tward $4 millin gal Preparing fr launch f Swan Annex $7.5 millin campaign Cmpleted Feasibility Study fr Center fr Athletics Perfrmance and pursuing leadership gifts fr estimated $5.5 millin campaign Raised $100,000 frm Fundatin Benefit t supprt student schlarships and faculty/staff merit grants FYTD ttal cntributins f $4.6 millin are dwn as f 3/31, but intentinal strategies are in place t secure a number f leadership gifts by fiscal year end. Ttal dnrs are up 16 percent 53 percent f ttal cntributins fr FYTD16 are gifts f $50,000 r mre Annual giving is up verall Database rejuvenatin is advancing with new plicies and prcedures being finalized Leveraging Ferris Futures Schlarship Challenge t increase number f new endwments Staffed develpment ffice in Grand Rapids Retained fundraising cunsel t assist with cmprehensive Increase the participatin rate f dnrs by 1% annually. Increase new cash and pledges by 10% annually. Increase the number f $1,000 annual dnrs by 5% each year. Increase the number f planned gifts by at least ver five years. Increase majr and leadership gifts ($50,000+ and $100,000+, respectively) by 10% annually. Increase the number f faculty, staff, alumni and vlunteers invlved in fundraising initiatives by at least 15% annually and annually track their activities and accmplishments based n leadership rles, slicitatins and stewardship calls. Establish quarterly cntinuing educatin prgram and supprt f fundraising and stewardship initiatives fr fundraising staff, deans, and ther University leaders, as well as vlunteer leadership and The Ferris Fundatin. Cmplete Abila Rejuvenatin Prject by June 2016, including new plicies and prcedures fr gift prcessing, prspect management and research. Cllabratin Current and ptential partners Internal partnerships Ethical Cmmunity Culture f trust Prfessinalism Sustainability Excellence Manageable student educatin csts Degree cmpletin Superir University experience Opprtunity Access 2

3 campaign Develp a highly cllabrative culture f philanthrpy that is vlunteer-driven and supprted by effective and efficient fundraising peratins. Recruiting campaign cabinet with individuals wh have capacity t make 7-figure gifts Identifying ways t get mre faculty and staff giving (using Ferris Futures Schlarship Challenge t prmte interest) Ferris Fundatin Bard membership is natinal in scpe, highly engaged and have persnal prtflis f prspects Giving participatin f Bard f Trustees is 100 percent Regular cmmunicatin is taking place with the deans and strategies being develped t increase their visits with current and prspective majr gift dnrs and t play a larger rle in thanking and stewarding dnrs Established Student Fundatin RSO Braden and deepen engagement with the University by develping mre meaningful relatinships with Ferris audiences by executing a well-defined advancement/alumni cmmunicatins plan. Drafting a cmprehensive case fr supprt fr university fundraising pririties Imprved segmentatin fr annual giving effrts thrugh target analytics Imprved accuracy f alumni addresses Created alumni event-in-a-bx tlkit Enhanced graphics and vide fr 3

4 Bulldg fr Life scial media campaign Cntinue t develp infrastructure t prvide accuntable, efficient and integrated fundraising, gift prcessing, reprting, prspect research and systems services. Database rejuvenatin is advancing with new plicies and prcedures being finalized Creating mre extensive dnr research prfiles Stewardship and Dnr Relatins (In prgress) Measures f Success (In prgress) FSU Cre Values & Strategic Fcus Areas Develp and implement a rbust, sustainable and respnsive University-wide Stewardship and Dnr Relatins prgram. Hsted well-executed dnr stewardship and recgnitin events Imprved timeliness and persnalizatin f gift acknwledgment prcess Surveyed alumni event attendees satisfactin Created matrix fr evaluating alumni event and vlunteer participatin and annual giving Intrduced Lyalty Circles fr annual giving dnrs Every FSU University alumni, dnr and faculty/staff receives at least fur tuches per year. Increasing number f Dnr Sciety members by at least 5% per year. Adpt and execute a plan fr delivering excellent dnr service; measure and evaluate efficiency and effectiveness quarterly; and make cntinuus imprvements. Cllabratin Current and ptential partners Internal partnerships Ethical Cmmunity Culture f trust Prfessinalism Sustainability Excellence Superir University experience Ferris Pride (In prgress) Build a strnger digital reputatin fr Ferris by imprving the appearance, functinality and respnsive design f the Ferris website t create a mre effective marketing tl fr Measures f Success (In prgress) Cmplete the initial redesign f ferris.edu by Octber 2015 and utilize Ggle analytics and varius feedback mechanisms t evaluate the effectiveness and quality f the new site design 4 FSU Cre Values & Strategic Fcus Areas Cllabratin Current and ptential partners Internal partnerships

5 prspective students and ther external audiences. Cmpleted redesign f ferris.edu website with imprved functinality, accessibility and appeal t prspective dnrs Created web cntent management training website, web standards guide and 3-year cntent migratin plan Enhanced Alumni Assciatin web presence using new event management sftware Redesigned Alumni Bulldg Bytes e- newsletter displaying new feature sectins and its impact n increasing student enrllment and enhancing public cmmunicatins. Grwth in engagement baselines and audience reach using a cmprehensive set f participatin metrics. Increased media placements and awareness abut Ferris State infrmed thrugh media mnitring and market research. Diversity Inclusin, civility and respect Diverse learning cmmunity Excellence Superir University experience Opprtunity Ferris Pride Expand participatin, distributin and integratin f the Ferris First (#FERR1S) scial media campaign vides and Web features and Bulldg Bi alumni vides acrss a variety f marketing and cmmunicatin channels. Imprved public perceptins abut Ferris State and upward trends in enrllment, alumni participatin and giving. Integrated hashtag int student recruitment marketing campaign Experienced significant grwth in audience participatin Imprve the depth and quality f cverage f Ferris by strengthening relatinships with University partners and the media that can help identify and share reputatin-defining stries and vides abut the University. Emphasis fr FY17 Cntinue t build cnsistent brand identity fr Ferris thrugh statewide marketing campaign and ther cmmunicatins that supprt enrllment and fundraising initiatives. 5

6 Launched new annual student marketing campaign with strng digital emphasis resulting in significant increases in web traffic Created new design templates and training fr university-wide use fr basic creative prjects and t prmte brand cnsistency Implemented a standards guide fr the use f nn-discriminatin statements in university publicatins and advertising Updated 5/27/16 6