University Business February 2018 - 25

MARKETING

Partnerships promise
fundraising success
Philanthropy and communications teams must work together to promote the mission
By Marc C. Whitt

M

ost of us would agree that
much can be achieved when
we work together.
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.

Step 1: Philanthropy and communications staff must understand and
appreciate each other's roles.
I recall a story from 20 years ago in
which a vice president for advancement
at a private college was concerned that
his philanthropy officers and his communications team were sailing on the
same lake, but in different boats. To set
a different, more productive course he
called the advancement staff together for
a joint Friday meeting.
Beginning the following Monday, he
said, the communications staff would
shadow philanthropy for two weeks.
Then the philanthropy staff would
shadow their communications comrades
the following two weeks.
This vice president wanted his communications officers to become more
knowledgeable about the art, science
and challenges of fundraising, and vice
versa. And from all reports, the experiment was successful.
In the speed and demands of today's

UBmag.me/fundraising

www.universitybusiness.com

higher education landscape, few institutions can afford to grant the time such
an experiment requires. However, the
lesson learned remains relevant.

Philanthropy and
communications officers
were sailing on the
same lake, but in
different boats.
Various surveys indicate that communications and philanthropy teams
at colleges, universities and other nonprofits perform their given tasks well,
but often lack expertise or understanding of the other's craft. By sitting down
together on a frequent and consistent
basis, they will achieve greater trust and
a deeper understanding of what can be
achieved-together.
Step 2: Develop a philanthropy
communications plan.
When building this plan, involve those
who fundraise for your institution as
well as those who oversee the communications and marketing functions. Make
sure to consider your donors and prospects, and what messaging and communication tools work best for them.
When it's time to evaluate your plan,
measure its success as a joint philanthropy/communications team, not as two or
three siloed groups. This approach will
encourage the team to better appreciate
each other's "language"-resulting in
the creation of a common voice that
donors will understand and value.

Step 3: Consider the brand.
With the first two steps underway, you
must always be cognizant of how your
efforts will convey the institution's
brand to alumni, friends and parents,
among others.
The stories, words, phrases, themes
and images incorporated in your philanthropy communication efforts must
support, not distract from, the overarching identity and messaging of your
institution.
In the 2002 movie Drumline, fictional Atlanta A&T University band
director James Lee repeatedly reminded
his students that to produce magnificent
music, they had to play as "one band,
one sound." Our constituencies, too,
depend on us performing as "one band"
with "one sound."
Once these three steps become standard procedure, you will begin seeing
exciting and measurable results that
benefit the institution's brand and its
fundraising efforts.
It has been said: "When you discover
your mission, you will feel its demand.
It will fill you with enthusiasm and a
burning desire to get to work on it."
This, too, may be said of our donors.
When they discover our institution's
mission and sense its aspirations-coupled with their enthusiasm and burning
desire to make a marked difference-
they, along with your institution, will
succeed.
Marc C. Whitt is director of philanthropy communications at the University of Kentucky
Office of Philanthropy. Follow him on LinkedIn
(linkedin.com/in/marcwhitt) or Twitter
(@marcwhitt).

February 2018 | 25


http://www.linkedin.com/in/marcwhitt http://www.UBmag.me/fundraising http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business February 2018

University Business February 2018 - Cover1
University Business February 2018 - Cover2
University Business February 2018 - 1
University Business February 2018 - 2
University Business February 2018 - 3
University Business February 2018 - 4
University Business February 2018 - 5
University Business February 2018 - 6
University Business February 2018 - 7
University Business February 2018 - 8
University Business February 2018 - 9
University Business February 2018 - 10
University Business February 2018 - 11
University Business February 2018 - 12
University Business February 2018 - 13
University Business February 2018 - 14
University Business February 2018 - 15
University Business February 2018 - 16
University Business February 2018 - 17
University Business February 2018 - 18
University Business February 2018 - 19
University Business February 2018 - 20
University Business February 2018 - 21
University Business February 2018 - 22
University Business February 2018 - 23
University Business February 2018 - 24
University Business February 2018 - 25
University Business February 2018 - 26
University Business February 2018 - 27
University Business February 2018 - 28
University Business February 2018 - 29
University Business February 2018 - 30
University Business February 2018 - 31
University Business February 2018 - 32
University Business February 2018 - 33
University Business February 2018 - 34
University Business February 2018 - 35
University Business February 2018 - 36
University Business February 2018 - 37
University Business February 2018 - 38
University Business February 2018 - 39
University Business February 2018 - 40
University Business February 2018 - 41
University Business February 2018 - 42
University Business February 2018 - 43
University Business February 2018 - 44
University Business February 2018 - 45
University Business February 2018 - 46
University Business February 2018 - 47
University Business February 2018 - 48
University Business February 2018 - 49
University Business February 2018 - 50
University Business February 2018 - 51
University Business February 2018 - 52
University Business February 2018 - Cover3
University Business February 2018 - Cover4
http://www.nxtbook.com/pmg/UB/UB_0320
http://www.nxtbook.com/pmg/UB/UB_0120
http://www.nxtbook.com/pmg/UB/UB_1119
http://www.nxtbook.com/pmg/UB/UB_1019
http://www.nxtbook.com/pmg/UB/UB_0819
http://www.nxtbook.com/pmg/UB/UB_0719
http://www.nxtbook.com/pmg/UB/UB_0619
http://www.nxtbook.com/pmg/UB/UB_0419
http://www.nxtbook.com/pmg/UB/UB_0319
http://www.nxtbook.com/pmg/UB/UB_0119
http://www.nxtbook.com/pmg/UB/UB_1218
http://www.nxtbook.com/pmg/UB/UB_1118
http://www.nxtbook.com/pmg/UB/UB_1018
http://www.nxtbook.com/pmg/UB/UB_0918
http://www.nxtbook.com/pmg/UB/UB_0818
http://www.nxtbook.com/pmg/UB/UB_0718
http://www.nxtbook.com/pmg/UB/UB_0618
http://www.nxtbook.com/pmg/UB/UB_0518
http://www.nxtbook.com/pmg/UB/UB_0418
http://www.nxtbook.com/pmg/UB/UB_0318
http://www.nxtbook.com/pmg/UB/UB_0218
http://www.nxtbook.com/pmg/UB/UB_0118
http://www.nxtbook.com/pmg/UB/UB_1217
http://www.nxtbook.com/pmg/UB/UB_1117
http://www.nxtbook.com/pmg/UB/UB_1017
http://www.nxtbook.com/pmg/UB/UB_0917
http://www.nxtbook.com/pmg/UB/UB_0817
http://www.nxtbook.com/pmg/UB/UB_0717
http://www.nxtbook.com/pmg/UB/UB_0617
http://www.nxtbook.com/pmg/UB/UB_0517
http://www.nxtbook.com/pmg/UB/UB_0417
http://www.nxtbook.com/pmg/UB/UB_0317
http://www.nxtbook.com/pmg/UB/UB_0217EPUB
http://www.nxtbook.com/pmg/UB/UB_0217
http://www.nxtbook.com/pmg/UB/UB_0117
http://www.nxtbook.com/pmg/UB/UB_1216
http://www.nxtbook.com/pmg/UB/UB_1116
http://www.nxtbook.com/pmg/UB/UB_1016
http://www.nxtbook.com/pmg/UB/UB_0916
http://www.nxtbook.com/pmg/UB/UB_0816
http://www.nxtbook.com/pmg/UB/UB_0816CG
http://www.nxtbook.com/pmg/UB/UB0716
http://www.nxtbook.com/pmg/UB/GlobalSellSheet
http://www.nxtbook.com/pmg/UB/UB_0616
http://www.nxtbook.com/pmg/UB/UB_0516
http://www.nxtbook.com/pmg/UB/UB0416
http://www.nxtbook.com/pmg/UB/UB0316
http://www.nxtbook.com/pmg/UB/UB_0216r2
http://www.nxtbook.com/pmg/UB/UBGuide
http://www.nxtbook.com/pmg/UB/UB0116
http://www.nxtbook.com/pmg/UB/UB
http://www.nxtbook.com/nxtbooks/pmg/ub201511
http://www.nxtbook.com/nxtbooks/pmg/ub201510
http://www.nxtbook.com/nxtbooks/pmg/ub201509
http://www.nxtbook.com/nxtbooks/pmg/ub201508
http://www.nxtbook.com/nxtbooks/pmg/ub201508_ConsultantsGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201507
http://www.nxtbook.com/nxtbooks/pmg/ub201506
http://www.nxtbook.com/nxtbooks/pmg/ub201506_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/ub201505
http://www.nxtbook.com/nxtbooks/pmg/ub201504
http://www.nxtbook.com/nxtbooks/pmg/ub201503
http://www.nxtbook.com/nxtbooks/pmg/ub201502
http://www.nxtbook.com/nxtbooks/pmg/ub201501
http://www.nxtbook.com/nxtbooks/pmg/ub201501_FinancialServicesGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201412
http://www.nxtbook.com/nxtbooks/pmg/ub201411
http://www.nxtbook.com/nxtbooks/pmg/ub201410
http://www.nxtbook.com/nxtbooks/pmg/ub201409
http://www.nxtbook.com/nxtbooks/pmg/ub201408
http://www.nxtbook.com/nxtbooks/pmg/ub201408_ConsultantsGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201407
http://www.nxtbook.com/nxtbooks/pmg/ub201406
http://www.nxtbook.com/nxtbooks/pmg/ub201406_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/ub201405
http://www.nxtbook.com/nxtbooks/pmg/ub201404
http://www.nxtbook.com/nxtbooks/pmg/ub201403
http://www.nxtbook.com/nxtbooks/pmg/ub201402
http://www.nxtbook.com/nxtbooks/pmg/ub201401
http://www.nxtbook.com/nxtbooks/pmg/ub201401_FinancialServicesGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201312
http://www.nxtbook.com/nxtbooks/pmg/ub201311
http://www.nxtbook.com/nxtbooks/pmg/ub201310
http://www.nxtbook.com/nxtbooks/pmg/ub201309
http://www.nxtbook.com/nxtbooks/pmg/ub201308
http://www.nxtbook.com/nxtbooks/pmg/ub201308_ConsultantsGuide
http://www.nxtbook.com/nxtbooks/pmg/ub201307
http://www.nxtbook.com/nxtbooks/pmg/ub201306_AudioVisualSolutions
http://www.nxtbook.com/nxtbooks/pmg/ub201306
http://www.nxtbook.com/nxtbooks/pmg/ub201305
http://www.nxtbook.com/nxtbooks/pmg/ub201304
http://www.nxtbook.com/nxtbooks/pmg/ub201303
http://www.nxtbook.com/nxtbooks/pmg/ub201302
http://www.nxtbook.com/nxtbooks/pmg/ub201301
http://www.nxtbook.com/nxtbooks/pmg/ub201301_FinancialServicesGuide
http://www.nxtbook.com/nxtbooks/pmg/ub1212
http://www.nxtbook.com/nxtbooks/pmg/ub1112
http://www.nxtbook.com/nxtbooks/pmg/ub1012
http://www.nxtbook.com/nxtbooks/pmg/ub0912
http://www.nxtbook.com/nxtbooks/pmg/ub_cg12
http://www.nxtbook.com/nxtbooks/pmg/ub070812
http://www.nxtbook.com/nxtbooks/pmg/ub0612
http://www.nxtbook.com/nxtbooks/pmg/ub_avguide0612
http://www.nxtbook.com/nxtbooks/pmg/ub0512
http://www.nxtbook.com/nxtbooks/pmg/ub0412
http://www.nxtbook.com/nxtbooks/pmg/ub0312
http://www.nxtbook.com/nxtbooks/pmg/ub0212
http://www.nxtbook.com/nxtbooks/pmg/ub_financeguide0112
http://www.nxtbook.com/nxtbooks/pmg/ub1211
http://www.nxtbook.com/nxtbooks/pmg/ub1011
http://www.nxtbook.com/nxtbooks/pmg/ub0911
http://www.nxtbook.com/nxtbooks/pmg/ub_cg11
http://www.nxtbook.com/nxtbooks/pmg/ub0711
http://www.nxtbook.com/nxtbooks/pmg/ub0611_av
http://www.nxtbook.com/nxtbooks/pmg/ub0611
http://www.nxtbook.com/nxtbooks/pmg/ub0511
http://www.nxtbook.com/nxtbooks/pmg/ub0411
http://www.nxtbook.com/nxtbooks/pmg/ub0311
http://www.nxtbook.com/nxtbooks/pmg/ub0211
http://www.nxtbook.com/nxtbooks/pmg/ub0111
http://www.nxtbook.com/nxtbooks/pmg/ub_financeguide0111
http://www.nxtbook.com/nxtbooks/pmg/ub1110
http://www.nxtbook.com/nxtbooks/pmg/ub1010
http://www.nxtbook.com/nxtbooks/pmg/ub0910
http://www.nxtbook.com/nxtbooks/pmg/ub_2010financeguide
http://www.nxtbook.com/nxtbooks/pmg/ub_2010consultants
http://www.nxtbook.com/nxtbooks/pmg/ub_2010avguide
http://www.nxtbook.com/nxtbooks/pmg/ub0710
http://www.nxtbook.com/nxtbooks/pmg/ub0610
http://www.nxtbook.com/nxtbooks/pmg/ub0510
http://www.nxtbook.com/nxtbooks/pmg/ub0410
http://www.nxtbook.com/nxtbooks/pmg/ub0310
http://www.nxtbook.com/nxtbooks/pmg/ub0210
http://www.nxtbook.com/nxtbooks/pmg/ub0110
http://www.nxtbook.com/nxtbooks/pmg/ub1109
http://www.nxtbook.com/nxtbooks/pmg/ub1009
http://www.nxtbook.com/nxtbooks/pmg/ub0909
http://www.nxtbook.com/nxtbooks/pmg/ub0709
http://www.nxtbook.com/nxtbooks/pmg/ub_fg09
http://www.nxtbook.com/nxtbooks/pmg/ub0609
http://www.nxtbook.com/nxtbooks/pmg/ub0509
http://www.nxtbook.com/nxtbooks/pmg/ub0409
http://www.nxtbook.com/nxtbooks/pmg/ub0309
http://www.nxtbook.com/nxtbooks/pmg/ub0209
http://www.nxtbook.com/nxtbooks/pmg/ub0109
http://www.nxtbook.com/nxtbooks/pmg/ub1208
http://www.nxtbook.com/nxtbooks/pmg/ub1108
http://www.nxtbook.com/nxtbooks/pmg/ub1008
http://www.nxtbook.com/nxtbooks/pmg/ub0908
http://www.nxtbook.com/nxtbooks/pmg/ub0808
http://www.nxtbook.com/nxtbooks/pmg/ub0708
http://www.nxtbook.com/nxtbooks/pmg/ub0608
http://www.nxtbook.com/nxtbooks/pmg/ub0508
http://www.nxtbook.com/nxtbooks/pmg/ub0408
http://www.nxtbook.com/nxtbooks/pmg/ub0308
http://www.nxtbook.com/nxtbooks/pmg/ub0208
http://www.nxtbook.com/nxtbooks/pmg/ub0907
http://www.nxtbook.com/nxtbooks/pmg/ub0807
http://www.nxtbook.com/nxtbooks/pmg/ub0707
http://www.nxtbook.com/nxtbooks/pmg/ub0607
http://www.nxtbook.com/nxtbooks/pmg/ub0507
http://www.nxtbook.com/nxtbooks/pmg/ub0407
http://www.nxtbook.com/nxtbooks/pmg/ub0307
http://www.nxtbook.com/nxtbooks/pmg/ub0207
http://www.nxtbook.com/nxtbooks/pmg/ub0107
http://www.nxtbook.com/nxtbooks/pmg/ub1206
http://www.nxtbook.com/nxtbooks/pmg/ub1106
http://www.nxtbook.com/nxtbooks/pmg/ub1006
http://www.nxtbook.com/nxtbooks/pmg/ub0906
http://www.nxtbook.com/nxtbooks/pmg/ub0806
http://www.nxtbook.com/nxtbooks/pmg/ub0706
http://www.nxtbook.com/nxtbooks/pmg/ub0606-GG
http://www.nxtbook.com/nxtbooks/pmg/ub0606
http://www.nxtbook.com/nxtbooks/pmg/ub0506
http://www.nxtbook.com/nxtbooks/pmg/ub0406
http://www.nxtbookMEDIA.com