MARCH 2017

A PROPOSAL FOR ADVANCEMENT COLLABORATION AT IOWA

CREATING WORLD-CLASS AWARENESS, ENGAGEMENT AND SUPPORT

For More Information contact:

Lynette Marshall
President and CEO
The University of Iowa Foundation
(319) 467-3808
lynette-marshall@uiowa.edu

Jeff Kueter
President and CEO
Iowa Alumni Association
(319) 335-3286
kueter@iowalum.com
 ADVANCEMENT VISION

T
THE UNIVERSITY OF IOWA HAS A RICH HISTORY AND TRADITION OF
EXCELLENCE PLACING IT AMONG THE NATION’S ELITE PUBLIC UNIVERSITIES.
ALUMNI AND FRIENDS BENEFIT FROM THE ACADEMIC REPUTATION OF THE
UNIVERSITY, THE RICHNESS OF ARTS AND ATHLETICS OFFERINGS, AND THE
OUTSTANDING DISCOVERIES AND CARE PROVIDED BY A WORLD-CLASS
ACADEMIC MEDICAL CENTER. THEY EXHIBIT PRIDE AND AFFINITY FOR THEIR
CHOSEN UNIVERSITY. SIMILARLY, THE UNIVERSITY BENEFITS FROM ALUMNI WHO
EXCEL IN THEIR CHOSEN CAREER OR VOLUNTEER PATHS, WHO ELECT TO SHARE
THEIR EXPERIENCES WITH ITS FACULTY AND STUDENTS, AND WHO CHOOSE
TO ACT INDIVIDUALLY AND COLLECTIVELY TO ADVANCE THE AWARENESS AND
INTERESTS OF THE UNIVERSITY.

A world-class advancement model will serve the University of Iowa’s constituents –

students, alumni, donors, and friends – by offering sustainable coordination of campus,
regional, national, and international outreach, as well as affinity based programs. These
activities will celebrate and engage each constituent’s unique relationship with Iowa
while placing those relationships within the constituent’s general relationship with the
university. They will prime the student experience in anticipation of their role as alumni,
and leverage the strengths and expertise of both alumni relations and development
efforts to achieve the highest level of awareness, engagement and support for the
university in the long term.

These efforts require collaboration among alumni relations, communications and

marketing, and fundraising teams to successfully manage the development, maturation
and evolution of relationships between alumni and friends and the University of Iowa.

To fulfill the university’s mission, we seek to build a cohesive, thoughtful, comprehensive

set of programs and initiatives that are responsive to the evolution of the university.
 Characteristics of World-Class Engagement

• A consistent focus on each stage of the constituent life cycle, as well as the The figure contains the traditional roles assigned to alumni – as sources
matrix of affinities for each individual of financial support, as ticket buyers/fans, and as attendees/participants at
university events – but also identifies important functions directly related to
• Ability to harness the opportunity to employ myriad technologies – social the academic missions of colleges and departments. Alumni are viewed as
media, custom communications, video and other media essential sources of information and expertise that positively augment the
academic and research experience.
• Maintenance of a complex data infrastructure for constituent relationship
management including an investment in data analytics to drive future Roles extend beyond transactional relationships. Alumni recognition programs
strategies celebrate accomplishments that not only build or reinforce relationships, but
also offer role models for graduates and students and raise the profile of the
• A seamless, collaborative network of constituent-relations professionals
institution generally. Learning and educational programs reinforce the role of
across campus, including development, alumni relations, collegiate and unit the UI as a source of continuing education both at the professional level or
WORLD-CLASS external relations, outreach and engagement, strategic communications, more broadly. These activities afford recurring opportunities for Iowa’s faculty
engagement to share their work with the public.
and industry relations staff
requires a
• An enhanced culture of engagement and philanthropy among faculty and
personalized
approach. staff across the institution
We are ONE • A unified communications strategy that uses a singular voice and yields
university with brand clarity, including coordinated direct marketing efforts across campus
ONE unique • Exceptional customer service models across the institution, beginning with
relationship with
those staff on the front lines of relationship-building with alumni and friends
ONE constituent.

Defining the Needs of the University

The first step in construction of an advancement strategy is clear definition

of how the university would like to engage its alumni. Deans involved in
the advancement conversation articulated a desire for support of their core
academic mission and expressed interest in central advancement efforts, which
will allow them to nurture alumni relationships and share best practices.

The University Strategic Plan (2016-2021) details a number of areas where

alumni can play positive supportive roles. These areas are consistent with
the roles/needs identified by the committee. Mentoring, involvement in the
research process, general engagement, and philanthropic support are among
the priorities.

As the following figure illustrates, the Iowa campus sees wide-ranging roles
for its alumni. These roles range from alumni serving as sources of financial
support, expertise, advocacy, networking, enthusiasm, and affinity.

2 3
 The Life Cycle of a Constituent

Throughout the committee’s work, one central theme resonated – our efforts
should evolve with the life cycle of alumni and friends, responding and reacting
ENTHUSIATIC
to each individual constituent’s unique relationship with Iowa at any point in
time. The most effective engagement occurs through targeted, personalized

AFFILIATED
communications and activities that are meaningful and valuable to the
individual and the university.

Developing unique relationships begins by structuring and implementing

programs/activities that recognize and react to the preferences of alumni.
Prevailing research reveals two frameworks useful in shaping such programs. PASSIVE
The first recognizes that the needs, interest, and willingness to participate
change as alumni age. The following figure illustrates this life cycle.
Program planning and communications strategies tailored to those general
characteristics will likely resonate. DISINTERESTED

To achieve success, world-class engagement requires the effort of alumni

Early relations, development, and external relations professionals working together
Future Mid- Late Retired/
Student Career/ Career/ Career/ Empty toward well-defined, strategic objectives. In addition, it requires that those
Students charged with building constituent relationships also create a comprehensive
Family Family Family Nest
university-wide network of faculty and staff who provide service, support, and
consistently high levels of service to all of our constituents.

At each of these life stages, however, there are discernible differences within
the cohort that provide meaningful opportunities for more intense levels of
engagement. Alumni range from disinterested to enthusiastic at any stage of
life. An alumni engagement program should clearly respect these differences.
The following pyramid illustrates the likely distribution.

4 5
 T
Enhanced Student Awareness and Education

Development of enthusiastic alumni is directly correlated with the quality of

TO CAPITALIZE ON THE KEY CHARACTERISTICS OF WORLD-CLASS the student experience. While students are on campus, the university has the
ENGAGEMENT AND TO ACCOMPLISH THE OBJECTIVES OF THE opportunity to capitalize on the qualities that create an engaged and loyal alumnus/
alumna – high-quality academic programs; personal relationships with other
COMMITTEE, WE PROPOSE THE FOLLOWING RECOMMENDATIONS AS
students, faculty, and staff; value beyond the classroom experience; professional life
THE INITIAL COMPONENT PARTS OF A COMPREHENSIVE ADVANCEMENT preparedness; traditions; and campus life.
PROGRAM:
Select Programming Recommendations:

• Grow activity and awareness of student engagement and philanthropy groups

PROGRAMMATIC ELEMENTS that shape attitudes and train leaders.
• Capture and analyze student involvement data, which will be critical for long-term
alumni efforts including targeted messaging and outreach.
Communications Strategy to Advance and Promote the UI and its Impact • Coordinate student programs with the colleges to focus resources and messages
to specific student audiences (graduate students, incoming freshmen, seniors,
A re-imagined communications strategy must be developed that exhibits etc.), as well as those that align with alumni affinity organizations (e.g. Dance
a stronger singular voice to share the University of Iowa institutional story, Marathon students).
including alumni engagement and philanthropic impact messages, with more
constituents regardless of alumni status. UI strategic communications priorities
should also be shared in targeted, highly coordinated and timely messages to Harnessing Alumni Career Expertise
alumni and friends through unit, departmental, and collegiate strategies.
Alumni contribute to the academic mission of the university and can aid the career
Select Programming Recommendations: success of Iowa students and their fellow alumni by sharing their career experiences.
In doing so, the individual alumnus/a is afforded the opportunity to meaningfully
• A university-wide magazine, available in print and digital formats, shared interact with UI faculty and students by participating in classes, providing real-world
widely with our audience of students, alumni, and friends, which captures experiences or case studies, supporting internship and mentoring initiatives, and
the essence of Iowa and shares compelling stories not just about our expanding the impact of Iowa research and ideas.
university and its people, but represents the university as the flagship across
the state. The Iowa Alumni Magazine offers a well-established starting point Select Programming Recommendations:
for the development of such an institutional publication.
• A coordinated calendaring system to streamline the volume of • Engage alumni to expand professional experiences for students through job
communications to individual alumni and friend addresses, as well as shadowing, internships, and employment opportunities
a complementary system of support for unit-based messaging (e.g. UI • Establish a comprehensive plan for new and existing mentoring programs for
monthly alumni emails listing all upcoming events for colleges/units). students to connect with alumni who are aligned with their area of study and/
• A social media campus network that is coordinated and customer-centric, or regional area. Central to the success of this initiative will be virtual tools to
valuing the content provided by our constituents, and connecting with them facilitate these important relationships.
to determine their interests and affinities. • Encourage interested alumni to share their expertise in the academic environment
and connect those individuals with the academic units
• Connect alumni with university entrepreneurial and economic development
entities to assist in their mission to commercialize university-derived intellectual
property

6 7
 Enhanced Alumni and Donor Engagement

Regional Engagement

To complement the life cycle approach, a significant focus on regional engagement

will also be employed. Recognizing that only 34 percent of Iowa’s alumni live in Iowa
and fewer still will routinely visit Iowa City, it is imperative that the university regularly
engage those alumni where they live. For those living in Iowa, it is equally important
the university maintain a consistent presence across the state to develop and expand
relationships with alumni and friends. In particular, high concentrations of alumni and
key stakeholders in Des Moines and Chicago warrant intensive programs.

Select Programming Recommendations:

• Increase alumni engagement across the country in strategic metro areas, bring
high quality university programs from campus to these targeted geographic
regions, train and engage alumni volunteers with student recruiting/admissions Life-long Learning
activities and priorities, and establish regionally based early-career networking
support for young alumni Enhanced programs created and supported by university faculty and staff will
• Coordinate college and unit regional activities with university-wide efforts, continue the intellectual engagement of alumni and friends in Iowa and beyond.
especially among cities with the largest alumni populations (e.g. Chicago) Exploration of virtual programming designed to reach Iowa constituents around
• Create a seamless experience between alumni and donor engagement by the globe is seen as a growth opportunity for engagement.
involving regional development staff in alumni efforts
• Grow existing IOWA Club volunteerism and engagement activities by providing Select Programming Recommendations:
staff support, volunteer development opportunities, and a regular UI presence in
strategic regions • Seek greater coordination and leverage of the many lecture/presentation-
based programs sponsored by university departments and colleges
• Support selective experimentation on video dissemination of this content
to judge demand and the success of different marketing and presentation
approaches
• Support an expansion of Senior College offerings on campus (and target
classes for other Iowa metro areas) to reach more alumni and members of the
broader community
• Examine the efficacy of family-based on-campus events to engage extended
family members and recognize existing and potential UI legacy families (e.g.,
Legacy Weekends for grandparents and parents, sibling programming tied to
recruitment)
• Capitalize on the tens of thousands of people committed to UI Health Care
excellence with health care-focused outreach events that engage patients
and their families
• Explore the relationships and opportunities deriving from educational and
service travel (e.g., alternative spring break, the Magid Service Initiative, and
Iowa Voyagers)
• Identify lifelong learners’ potential philanthropic interest in the UI and
communicate with appropriate development staff
• Connect alumni with university entrepreneurial and economic development
entities to assist in their mission to commercialize university-derived
8 9
intellectual property
 Athletic Activity Engagement Affinity Group Support

Although the need exists to better coordinate all external relations activities, a Alumni and friends’ relationships to the university are multi-faceted and extend
powerful opportunity is increased integration with the Department of Intercollegiate beyond collegiate or academic programs. We should nurture these affinities with
Athletics. Events and communications materials can be more streamlined with staff support to allow these university-based programs to flurish.
immediate benefit.
Select Programming Recommendations:
Select Programming Recommendations:

• Maintain and grow the organization, volunteers, programming and

• Aid the evolution of the I-Club system to sustain university presence in desired communications for existing alumni affinity organizations (e.g., Dance Marathon
areas across Iowa and utilize established volunteer networks while recognizing the Alumni Group, Mighty Hawkeye Battalion Alumni Association, LGBTQ Affinity
needs of athletics to adjust their programming Group, Latino-Native American Alumni Alliance, and Alumni Band)
• Coordinate alumni outreach and in-state I-Club events to capitalize on a broader • Evaluate the expansion of alumni organizations based on student organizations
university message as well as increased coordination of communications • Identify potential philanthropic interest in the UI and communicate with
• Identify opportunities to take athletics programming to key strategic metro appropriate development staff
markets outside of Iowa
• Continue to evolve existing programs at away games and post-season play
• Create the means to support athletics alumni engagement and devise
mechanisms to connect graduating student athletes and alumni with the broader Corporate Engagement
alumni base

A collaborative model of alumni engagement also aligns with a university industry

relations component that coordinates the multitude of campus touchpoints with key
and varied corporate partners. These include UI Foundation corporate relations staff,
OVPR, Economic Development, unit-based corporate alliances (e.g. Rockwell/College
of Engineering), and the Pomerantz Career Center as well as alumni engagement
in identified corporations for alumni-employee events, hiring, internships, and
philanthropy.

Select Programming Recommendations:

• Develop a recognition program for alumni-owned businesses, as well as a

marketing initiative to encourage alumni and in-state businesses to hire UI
student talent for internships and career positions
• Establish alumni events at the largest Iowa alumni employers, creating value for
the corporation, our alumni, and the broader university relationship
• Develop a comprehensive plan for aggregated sponsorship opportunities (e.g.
support for key alumni and student events, Hancher, etc.)
• Establish a centralized, enterprise-wide engagement database to organize and
manage individual and corporate relationships

10 11
 Enrichment of Data Capture and Analytics Efforts

A critical requirement for the success of any engagement model is the data
infrastructure. A comprehensive alumni database currently exists; however, to drive
long-term growth in our relationships with our alumni, fans, patients, donors, and
friends, initiatives to capture and analyze data will rely on the following elements:

• Additional student data regarding extracurricular activities to understand affinities

• A flexible, responsive enterprise-wide constituent relationship management
database
• The development of an engagement measurement regime and associated data
capture systems
• Supplemental alumni and donor information A PATH TO IMPLEMENTATION
• A comprehensive data analytics department that can provide segmentation and
predictive models across our advancement efforts To implement these proposed initiatives and to inform the evolution of this
• In 2017, the UI Alumni Association and Office of Admissions launched a work, the committee seeks the support of the University of Iowa President in
communications project to identify and begin interactions with children of the development of an operational framework. Critical to the framework will
alumni for which specific data was purchased from a third-party vendor. This be a review of the financial model. In particular, the committee unanimously
project will offer key learning and experience with segmentation and targeted agreed that further discussion of the replacement of a dues-based alumni
communications. model with a goal of eliminating it would be a vital first step in reaching more
alumni.

Alumni Recognition and Advocacy The next step on the path will be to define strategic and operational
plans for alumni engagement. Greater involvement, coordination, and
University recognition of constituent achievements is a long-standing and valuable operational execution with campus partners will enhance this work. As this
tool in relationship-building. We must align and celebrate high-quality award implementation evolves, a thorough internal and external communications
recognition programs at the university level as well as in colleges, departments, and plan will be required, along with a commitment from the university’s
through institutional alumni relations to honor the professional and public service and leadership. We believe this advancement initiative will result in a profoundly
achievements of our alumni and friends. different alumni experience for Iowa.

To amplify the university’s message, we can harness the voices of 270,000 alumni
through a structure that informs and mobilizes alumni to serve as advocates for the
university within their organizations and with key external audiences (e.g. media,
government, industry/educational organizations). Related, there are opportunities
to enhance Iowa’s existing statewide outreach, providing in-state alumni another
engagement portal.

12 13
 GRAPHICS PRODUCED BY DEAN SARAH GARDIAL WITH INPUT
APPENDIX: ADVANCEMENT COLLABORATION COMMITTEE ACTIVITIES FROM THE DEAN’S SUBGROUP

Staff Committee Members: The committee solicited input from:

Lynette Marshall Gary Barta
Jeff Kueter Jeneane Beck
Susan Griffith Daniel Clay
Katie Kahler Brent Gage
Jackie Lewis Sarah Gardial
Erin Thomas-Lewis Matt Henderson
Becky Scott Donald Letendre
Tiffani Shaw Peter Matthes
Laura McLeran
Committee Volunteers: Jean Robillard
Casey Mahon Keith Saunders
Mark Nolte Linda Snetselaar
Steve Wolken
Cathy Zaharis

July 2016 Formation of Advancement Committee

July 2016 - February 2017 Bi-weekly Meetings of Staff Committee

November 2016 – February 2017 Bi-Weekly Meetings of Staff/Volunteers

Council of Dean’s Meeting (Marshall, Kueter)

November 9, 2016
Dean’s Subgroup (Robillard, Gardial, Clay,
December 20, 2016 Letendre, and Snetselaar)
Dean’s Subgroup (Robillard, Gardial, Clay,
January 4, 2017 Letendre, and Snetselaar)

January 18, 2017 Athletics’ Subgroup (Barta and Henderson)

January 20, 2017 Communications Subgroup (Marshall, Kueter,

Kahler, Larson, Schmidt, Howe, Thomas-Lewis)

February 27, 2017 University Office of Strategic Communication

(Matthes, Beck, Gage)

UNIVERSITY OF IOWA STRATEGIC PLAN

Philanthropic support for faculty and research advancement:

A total of $200 million in FY17-FY21

External philanthropy in support of student success:

A total of $200 million in FY17-FY21

Annual percentage of alumni supporting the University of Iowa

through philanthropy: 15%
14 15
 RECENT

ALUMNI LIFE CYCLE GRADUATES

MID CAREER
& FAMILY
LATE CAREER/
E M P T Y N E ST
NON
GRADUATES
FANS,
FANS, HEALTH CARE,
HEATHCARE, FRIENDS
FRIENDS,
BENEFACTORS, LEARNERS
BENEFACTORS, LEARNERS
STUDENTS
While stu dents are on Customized EARLY CAREER/
campus, the primary programming and FIRST MORTGAG E
objectives are to communications For those individuals whose
engender pride and efforts for recent relationships with the
loyalty while providing
value beyond the
grads are a critical
next step in the
As our relationship
with the early At this stage of the life For alumni later in their
RETIREMENT university are defined by a
non-stu dent experience,
customized, segment-specific
relationship. The UI career alumna careers, communications
classroom experience. cycle, engagement will need engagement along with
must meet these evolves, providing that enlighten the current
The alumni experience to be carefully curated with For long-tenured Iowa alumni, exceptional customer ser vice
individuals where value to her career campus experience as well will strengthen their bond.
IS the stu dent programming and communications and programming
they are and objectives become as expanded online and Further, it is critical for
experience, so we must communications that engage that share their experiences,
continue to provide the higher priority. in-person lifelong learning communications to this segment
be purposeful in our members of his or her connect with to day's stu dents, and to have an inclusive voice (e.g.
value beyond their opportunities will aid in the
work with stu dents to family and often require capitalize on nostalgia will affirm alumni and friends).
academic progression of the
establish lifelong little time commitment. their relationship with the
experience. relationship.
relationships. university.
AWARENESS

- Develop a strong, consistent branding platform

- Increase social media and other digital communications efforts (customized to life cycle stage - e.g. Snapchat for stu dents, Facebook for retirees)
- Create a university-wide magazine (print and digital) (Curated stories that share college, unit, and development messages in addition to human interest stories)
- Coordinate marketing and advertising through paid, earned, and owned media opportunities
- Segment messages by affinity (colleges, athletics, etc.) and vehicle (social media, email, etc.)
- Coordinate communications calendars and segmentation to reduce the volume of mail/email sent to alumni and friends
ENGAGEMENT

Engage with alumni to expand Lifelong learning programming Lifelong learning programming Career-related programs: Campus Leadership Volunteer Leadership Volunteer Volunteer Opportunities
professional stu dent experiences specific to young professionals specific to young professionals Speaking Opportunities, Industry Opportunities Opportunities
(mentor program, job shadow, (finance and first mortgage, (finance and first mortgage, Expertise to inform curriculum Online and in-person lifelong
internships) career planning/change, etc.) career planning/change, etc.) innovations Online and in-person lifelong Online and in-person lifelong learning initiatives by affinity
learning initiatives learning initiatives (content area (eg. medicine)
Coordination of stu dent Early career programming, Early career programming, Online and in-person lifelong specific to an aging population -
programming: Hawks Nest support, and networking support, and networking learning initiatives (content Establish a comprehensive Mentor e.g. health care) Coordination of university and
( Athletics), FAN (UIAA), and Custom regional programming Custom regional programming specific example: "Preparing your Program to connect past and athletic outreach events -
PHIL (UIF) (new city orientation, young (new city orientation, young kids for college") current stu dents (Virtual and Establish a comprehensive Mentor eliminating siloed events
professionals network, coaches professionals network, coaches in-person; customized to shared Program to connect past and
Alumni Relations coordination for recent grads) for recent grads) Establish a comprehensive Mentor interests, areas of stu dy) current stu dents (Virtual and A more robust, collaborative
with Pomerantz Career Center Program to connect past and in-person; customized to shared regional program effort (Des
Admissions Engagement: Establish a comprehensive current stu dents (Virtual and A more robust, collaborative interests, areas of stu dy) Moines, Chicago, select metro
Admissions Engagement: Sibling Programming Mentor Program to connect past in-person; customized to shared regional program effort (Des areas) that capitalizes on college
Sibling programming Assist in local or hometown and current stu dents (Virtual interests, areas of stu dy) Moines, Chicago, select metro A more robust, collaborative /unit affinities and events as
Assist in local or hometown recruiting events and in-person; customized to areas) that capitalizes on college regional program effort (Des well as connects development to
recruiting events shared interests, areas of stu dy) A more robust, collaborative /unit affinities and events as Moines, Chicago, select metro alumni relations activities
regional program effort (Des well as connects development to areas) that capitalizes on college
A more robust, collaborative Moines, Chicago, select metro alumni relations activities /unit affinities and events as
regional program effort (Des areas) that capitalizes on college well as connects development to
Moines, Chicago, select metro /unit affinities and events as Family programming: Legacy alumni relations activities
areas) that capitalizes on well as connects development to Parents/Grandparents Weekend
college/unit affinities, athletics, alumni relations activities Family programming: Legacy
and events as well as connects Parents/Grandparents Weekend
alumni relations to development Family programming: Legacy
Parents/Grandparents Weekend

Robust "Phil" Recent Grad-specific

SUPPORT

programming to share solicitation strategies

the role of philanthropy that focus on select
in the stu dent project-based efforts - Increased segmentation of solicitations based on affinity (applied analytics)
experience - Major and Planned Giving Solicitation Strategies
- Create Donor Delight - World-class stewardship for donors at all levels
Better capture stu dent
involvement data for future
8 segmentation and analysis 9
(Dance Marathon, Clubs)