Making Strides
CURRENTS Article This article looks at how higher education institutions are working to keep their communications fresh and engaging through multiyear fundraising campaigns. It discusses how institutions are using websites and microsites, video, and traditional communication channels to engage and inform stakeholders and donors.

Demonstrating the Difference
CURRENTS Article Stewardship and donor relations officers, as well as other advancement professionals, must increasingly be able to answer one big question: How do we know that what we're doing is working? Underlying this question is a desire, sparked by an evolution in the thinking of donors, to help donors understand the effects of their gifts.

¿Cómo desarrollar los artículos correctos?
CURRENTS Article Michael Kiser de Virginia Tech analiza la forma en que logró que las comunicaciones de desarrollo centraran su atención en índices que no fueran las cifras. Ahora, su oficina escribe sobre los resultados de las campañas y vincula sus mensajes con los objetivos estratégicos de la universidad. Por ejemplo, en lugar de escribir un artículo cuando la universidad recibe una donación importante, espera hasta que el dinero de esa donación se haya utilizado para construir las nuevas instalaciones y escribe sobre lo que éstas significan para la escuela. Los lectores externos no sólo consideran que estos artículos son más interesantes, estos artículos también le brindan al público interno una mejor idea de lo que se logra con la recaudación de fondos.

Outlook: Saying What We Mean
CURRENTS Article The retired vice president of the University of Wisconsin Foundation pens this opinion column on the dark side of some of the most common development phrases. Does anyone really want to describe their best friend as "low-hanging fruit"? Ick!

Developing the Right Stories
CURRENTS Article Michael Kiser of Virginia Tech discusses how he successfully shifted the focus of development communications away from numbers. Instead, his office now writes about campaign outcomes and ties its messages to the university's strategic aims. For example, instead of writing a story when the university receives a major gift, he waits until the money from that gift has been used to build a new facility and writes about what that new facility has meant for the school. Not only do external audiences find these stories more interesting, but such stories give internal audiences a better understanding of what fundraising does.

Messaging Donors
CURRENTS Article Generic mass mailings won't receive the response rates you seek. Your fundraising messages have to resonate with donors personally. Just make sure you know your donors well. This article describes some simple, affordable tools you can use to target your communications efforts.

Write-Minded: Making Things Right
CURRENTS Article When your institution makes a mistake that offends a donor, a well-written apology letter can soothe tension and restore trust. Even in embarrassing circumstances, an apology can also provide an opportunity to connect with a constituent and to demonstrate the responsibility and integrity of the institution and its people. Sincerity, responsibility, sensitivity, and a positive attitude are vital. Sarver provides suggestions for wording and advice on following up.

AdvanceWork: Count the Ways
CURRENTS Article ANU's three-tiered communications strategy is a thing of poetry.

Write-Minded: Global Vision
CURRENTS Article Cultural, historical, linguistic, and legislative factors affect how people interpret what you write. When writing for an international advancement audience, keep in mind these possible sources of confusion: 1) terminology, because the same word can mean different things in different countries; 2) titles, which vary within and between countries; 3) idioms and jargon, which can be hard for people from other cultures to understand; 4) differences in educational and legal systems; 5) sweeping generalizations, which can be offensive or inaccurate; and 6) references to location and money.

Write-Minded: Everyone's a Critic
CURRENTS Article Collins provides advice on responding to letters from angry donors. When donors request a change that can't be made, make sure you let them know you are not simply dismissing their opinion. Keep a calm and rational institutional voice. Avoid being defensive or combative. When you finish the letter, let it sit overnight so you can give a second look with a fresh perspective.

Write-Minded: Noteworthy Thank-yous
CURRENTS Article Writing thank-you notes to donors is simple if you remember the basics. When thanking someone for a significant gift, make it sound believable, and be specific and personal. For small gifts, take a more realistic view of the gift's impact. To ensure that your best supporters always feel appreciated, write notes that recognize their ongoing commitment. Be sure to fact-check and proofread.

Write-Minded: In Time of Sorrow
CURRENTS Article When a donor dies, writing a sympathy letter is a difficult but required part of the development officer's job. Take care that your words are in proportion to your actual relationship with the donor. Be sincere, not effusive. Refer to the donor's connection with the campus. Acknowledge past generosity by talking about the people and programs the donor supported in a way that illustrates how his or her memory will live on at the institution.