Given massive fee hikes and the increased access to information in this day and age, if I were a student I might be convinced I don’t need a university education, opting instead to educate myself. Of course that’s not possible in the accredited professions – if I want to be a lawyer or doctor or accountant, I’d need to put in the time and effort on a particular degree course.
But what about the rest?
I think that universities are going to have to start making the case again about why students should undertake higher education at all, and cage the argument in real terms about how it will impact them directly. They also need to make themselves more relevant at the same time, embodying the profession or skill set in everything they say and do – including teaching. If they’re going to teach entrepreneurialism or creativity, they need to be entrepreneurial and creative. They should make decisions and provide information in ways that they would expect to be dealt with themselves.
Funny enough, that’s what branding is all about – making the experience lived.
Many universities seem to be in denial about their purpose and role in society, and I think it’s time they come to terms with what they do and how they do it very soon. And that means not being afraid to change.
From what I’ve been reading about successful blogs, it appears readers like Top 5/10 lists…so here goes…hope you enjoy and we can stimulate some discussion. I don’t doubt someone has written on a similar topic before, but I promise you, these are all based on my experience, reading, and research, although I couldn’t put my finger on all sources just now.
Here are the top 5 reasons I believe donors give (to universities or otherwise, really…):
1) Compelling projects;
2) To minimise their tax burden;
3) To be thanked;
4) Because their friend/neighbour/competitor did;
5) Because they were ASKED!
Read on for more…
It’s that time again – when we all look back and reflect on both the good and the bad from the previous year, and set new goals and resolutions for the next 12 months. If you haven’t already done so, make this the year that you get your senior team fully on board with your fundraising strategy and/or media communications plan. Nothing that can do more harm than having the face of the institution be uncomfortable making the ask or turning down media interviews because they don’t feel up to the task. (Click on title to see full article.)
I’d be remiss if I didn’t write about what’s going on with the higher education system in the UK at the moment. There are two main centrifugal forces, both of which have come into focus the last several days: the Browne Review and the Comprehensive Spending Review. (For complete article, click on the title above.)
“Advancement” is my favourite term for university marketing, fundraising, public relations, alumni, student recruitment – combined. In fact, I would argue that it stands for all of the disciplines listed above, and yet isn’t discipline-specific, like marketing, for example. It’s any activity which “advances” the cause of higher education, or the university in question. It’s more holistic than any other nomenclature for this type of activity. (For complete article, click on the title above.)