My interview with Mackenzi Huyser for the Keynote has been rattling around in my brain, particularly her response to my question about what she’d do if she could go back in time and do differently to save the school from closing, maybe. We talked about an important pivot to a different set of communication constructs as a potential answer.
It’s tricky, isn’t it? On one hand, it’s important to let alumni know that the situation is actually quite dire. Enrollment is trending in the wrong direction. The school isn’t at code red, but it’s at code yellow and heading toward orange soon. The end is coming unless something changes.
On the other hand, painting a bleak picture isn’t particularly inspirational. If the school is in trouble, philanthropic investment is much harder to rationalize if you’re a donor, even if the school itself still tugs at the heartstrings.
Alumni who have been paying even the tiniest bit of attention to the landscape understand that pretty much all small, private liberal arts colleges, except the most elite in the country, are having a really rough go of it. The challenge is how to thread the needle in messaging and communication that motivates donors to increase giving today, without turning them off by the swan song that’s already been sung.
I’m all over the place with my cliches. Sorry.
But back to the communication change-up. Colleges and universities need to find a way to have an ongoing dialogue with their alumni. There needs to be an honest, consistent conversation that includes interviews with experts who can discuss the higher ed landscape. These interviews with commentary should be layered alongside the success stories. It’s time to share the warts and all and talk about all the important issues.
I believe the podcast medium is that space. It’s the medium by which humanity is having consistent, authentic dialogue that’s not always sunny and roses. There’s a way for advancement teams to take the lead on developing this important dialogue through podcasts and interview-based communication. Over the coming months, I expect Speaking Engagement to provide a model for thinking about a new type of communications-based engagement that offers the opportunity to be real and to talk about the hard things, but in a good and productive way.
About Speaking Engagement
Over the next week or two, we’re going to formally launch the Book Club and read The Generosity Crisis together. I’ve already interviewed Nathan Chappell and can’t wait to share that with you all, coming up in a couple of weeks for a Keynote.
Members should be on the lookout for a second newsletter on Monday, coming to inboxes in the afternoon, containing a very quick form. I’m just looking for a show of hands, essentially, of who’s going to read along with us, so we can think about the best approach to delivering content and experiences.
Now’s a good time to put a hold on The Generosity Crisis from your local library or Libby app. The book is priced at $22 on Amazon.
Of course, if you’re not a member already, now’s a good time to join and be a part of the book club fun!
About the Keynote
Next week’s Keynote features my friend Patrick Auerbach. Patrick was the senior alumni leader at the University of Southern California for many years, and later my colleague at Chris Marshall Advancement Consulting (CMAC). More recently, Patrick started a new gig as the VP, Advancement at the Jewish Community Foundation of Los Angeles.
On the show, we talk about what that journey has been like, and how a shift towards identity-based affinity engagement has been a real change — mostly rewarding but also challenging and different from higher ed.
Back in your inbox on Monday. Thanks for being a part of all this.
Onward!
Ryan
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