The Hidden Gem

Live at AMA: How an Advancement Campaign Can Elevate College Brand Awareness

Episode Summary

In this episode of The Hidden Gem Podcast, host Maya Demishkevich sits down with Caitlin Currey, VP of Strategy at ID Five, live at the AMA conference. The duo explores how colleges can use advancement campaigns to raise brand awareness and strengthen institutional reputation. They discuss actionable strategies for bridging silos between marketing and advancement teams, the power of storytelling, and real-world examples of campaigns that harmonize brand and fundraising goals.

Episode Notes

In this episode of The Hidden Gem Podcast, host Maya Demishkevich sits down with Caitlin Currey, VP of Strategy at ID Five, live at the AMA conference. The duo explores how colleges can use advancement campaigns to raise brand awareness and strengthen institutional reputation. They discuss actionable strategies for bridging silos between marketing and advancement teams, the power of storytelling, and real-world examples of campaigns that harmonize brand and fundraising goals.

Key Takeaways

• Collaboration is key: Integrating marketing and advancement teams can eliminate silos and foster shared storytelling goals.
• Efficiency through shared narratives: One story can resonate with both prospective students and donors when tailored to each audience's needs.
• Storytelling drives impact: Highlighting student success stories attracts both donors and prospective students by aligning with shared values and goals.
• Unified messaging amplifies results: Campaigns that align branding and fundraising initiatives create a consistent, impactful message.
• Data informs harmony: Leveraging data from branding efforts can guide cohesive messaging across recruitment and donor engagement.

Why Are Advancement Campaigns Overlooked in Higher Education? 
Many colleges fail to leverage advancement campaigns for brand awareness due to organizational silos. Caitlin Currey explains that marketing and advancement often operate independently, focusing on distinct audiences—prospective students versus alumni and donors. This separation leads to missed opportunities for storytelling, a shared need across both audiences. Bridging these gaps requires recognizing common goals, such as showcasing what the institution stands for and how it aligns with the aspirations of students and donors alike.

Common Barriers:

• Separate operational silos for marketing and advancement.
• Differing audience priorities, such as enrollment vs. fundraising goals.
• Lack of awareness about the power of storytelling to connect disparate audiences.

How to Harmonize Advancement and Brand Awareness Goals 
The first step is fostering collaboration between teams. Caitlin emphasizes bringing marketing and advancement together to share research, core messaging, and goals. Understanding prospective students’ and donors’ shared values—such as affordability, accessibility, and transformative opportunities—can guide storytelling efforts.

Key Strategies:

1. Team Collaboration: Unite marketing and advancement teams early in campaign planning.
2. Data-Driven Messaging: Use institutional research and focus group insights to inform storytelling.
3. Story Sharing: Create unified narratives that resonate with both students and donors, tailoring delivery to each group.

For example, a story about a student overcoming financial barriers to achieve academic success can appeal to both prospective students (as inspiration) and donors (as a testament to their impact).

A Success Story: George Mason University’s Unified Campaign 
Caitlin shared the success of George Mason University’s $1 billion campaign, "Mason Now: Power the Possible." The campaign aligned the university’s new brand identity, “Altogether Different,” with messaging that emphasized making the impossible possible for students.

By conducting focus groups and research, the team ensured the campaign resonated with both donors and students. The "Power the Possible" tagline became a unifying thread across recruitment and fundraising efforts, creating harmony and amplifying impact.

Why It Worked:

• Alignment with Core Values: Both students and donors valued accessibility, diversity, and opportunity.
• Consistent Messaging: Campaigns didn’t compete but supported each other, creating a cohesive institutional story.
• Resonance with Audiences: Both alumni pride and student aspirations were woven into the campaign narrative.