¿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.

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.

Experts Offer Winning Advice for Engaging Donors
BriefCASE Article In this uncertain economy, advancement professionals are looking for new ways to communicate their schools’ strengths. At the CASE-NAIS Independent Schools Conference held in New York City last month, presenters from the session “From Basic to Brilliant: Not Your Typical Campaign Communications” gave attendees just that.

Fundraising Program Packages: Stanford University - Gold Medal
Best Practice Launched at Stanford University in October 2006, the overall goal for "The Stanford Challenge" marketing materials was to convey the president’s vision for transforming the university and ultimately to inspire participation in the five-year, $4.3 billion campaign.

Brand Opening
CURRENTS Article Branding campaigns are typically driven by enrollment goals. But major capital campaigns offer an institution a terrific opportunity to define, position, and enhance its brand in another marketplace: that of alumni, donors, friends, and prospects who will make the gifts that allow the institution to achieve its broader strategic goals.

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.

The Right Shift
CURRENTS Article Delivering campaign messages--both ongoing identity messages and those specific to the campaign--is a topic of much debate among advancement professionals. Among their major points of discussion--and the issues this article addresses--are the strategic purpose of campaign communications plans, the key communications strategies to support campaigns, the most important messages to communicate during a campaign, the most effective delivery techniques, and how important relationships among communications and fund raising staff members are in executing an effective campaign communications program.

Campaign Strategies: The Benefits of Branding
CURRENTS Article Development officers should use their institution’s brand equity to link a campaign with the positive qualities people associate with the institution. The article describes five steps to help development officers leverage the institution’s identity, mission, and values in campaign communications.