From the very first day that a prospect opens your admissions materials, they have a relationship with you. This is a one-to-one, lifelong relationship between the university and an individual, not a many-to-one relationship between different departments of a university and a prospect, a student/ alum, and a donor.
Each stage of the relationship cycle is staffed by a different team in a different silo with a different technology and this is harming the most important currency we have with our constituents: affinity. Today’s admissions prospect is next decade’s donor — whether you work in alumni, admissions, student affairs or anywhere else on campus, you need to get on the same page and play as a team.
2. HI, I’M FRAN.
Strategist & Project Manager, mStoner
Alumni Relations, SUNY Geneseo
Marketing and Communications, Nazareth College
Undergraduate Admissions, University at Buffalo
Residential Life and Athletics, Nazareth College
Tuesday, June 11, 13
7. LIFELONG RELATIONSHIPS
You have my attention.
I want to know more.
We should see more of each other.
Do I know you?
I swear I'm only seeing you.
No really, I'm yours.
Inquiry
Prospect
Applicant
Enrollee
Visitor
Open
Tuesday, June 11, 13
8. EMOTIONAL RELATIONSHIPS
The world is hard. I need your help.
We used to be so close.
I laughed, I cried, you changed my life.
Alum
Graduate
Recent alum
You've done so much, I want to return the favor. Donor
I want others to have this relationship. Bequest
I can't imagine being without you. Matriculant
Tuesday, June 11, 13
33. Never assume that something isn't
your job. It is always your job.
You are part of team ‘university’
and you represent the entire
university to everyone.
Tuesday, June 11, 13