"There is clear need for a quality journal of peer reviewed articles that surveyors and other property professionals can rely on to a greater standard than ordinary magazine articles or internet forums. Journal of Building Survey, Appraisal & Valuation provides that valuable information.”
Volume 10 (2025-26)
Journal of Education Advancement & Marketing Volume 10 consists of four, quarterly 100-page issues, published in print and online.
Volume 10 Number 1
-
Editorial
Simon Beckett, Publisher -
Research Papers
Creating connection through collaborative, integrated communications to boost the student engagement journey
Alice Maxwell, Senior Director of Marketing and Communications, Division of Student Affairs Marketing and Communications Office, Florida State University, et al.
This paper examines an integrated marketing and communications model at Florida State University (FSU), USA, to help connect new students through a collaborative approach to promote campus offerings. FSU’s Undergraduate Student Experience Strategy (USES) Committee is comprised of various campus partners across the university whose main goal is connecting students to the services and resources that they offer. The model includes connecting with students through multiple points of contact, including artificial intelligence-infused personalised e-mail journeys, social media video clips featuring diverse student groups as well as various weekly promotions spanning the campus experience and offering resources. Through this unified, cross-divisional approach, campus partners collaborate to invigorate student engagement by regularly communicating information to help students succeed. Results presented indicate increased engagement and event participation, supporting a holistic view on student development and learning. Fostering a sense of belonging and increasing awareness of university offerings supports improving student success and retention rates and potential for continued connectedness after graduation. This paper offers several suggestions on how to create a multichannel, unified student success campaign that can be implemented across campuses and institutions of all sizes and compositions. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: student success; integrated marketing and communications; cross collaboration; student communications; engagement; retention; artificial intelligence personalisation -
An inclusive alumni association: A case study of governance transformation
Nicole Dorssers, Executive Director of Strategic Engagement, Erin Morantz, Vice President of Advancement and Alumni Engagement and Ophelia Yu, Director of Alumni Relations, Simon Fraser University
The governance model of the Simon Fraser University’s Alumni Association (SFUAA) remained largely unchanged since its establishment in 1969. Until 15th February, 2023, when members of the SFUAA voted to approve the voluntary dissolution of the legally separate society that provided the structure of the Alumni Association. This decision initiated a legal process to dissolve the SFUAA as a registered society under the British Columbia Societies Act. Consequently, the SFUAA and its Board of Directors transitioned from a legally separate organisation into an unincorporated association consisting of all Simon Fraser University (SFU) Alumni, represented by a self-appointed Alumni Council. This decision was made following extensive consultation and collaboration between the SFUAA Board of Directors and the University administration. This paper presents a documented case study examining the challenges encountered by the SFUAA as a legally separate entity, as well as the transformative implications of its change to an unincorporated association represented by an appointed council. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: alumni association; governance; alumni council; engagement; University Act; society; board -
Giving CMU Day and every day after: Engaging the next generation of donors at Carnegie Mellon University
Julie Knight, Executive Director of Annual Giving and Daniella Staudacher, Associate Director of Annual Giving, Carnegie Mellon University
Student engagement is crucial to building the next generation of donors at Carnegie Mellon University (CMU). With the return to campus in the post-pandemic period when student donor numbers decreased, there was an opportunity to rethink student engagement at CMU, testing new strategies to drive the creation of new traditions. Acknowledging the opportunities that the collaborative CMU environment provides, teams from across the institution worked together to research donor behaviour and assumptions and implement a student strategy. CMU’s annual day of giving, Giving CMU Day, pivoted to become the main opportunity for undergraduate and graduate students to both make a gift to CMU and fundraise on behalf of the university organisations and causes important to them, thus strengthening the culture of giving on campus and educating the next generation of donors about the importance of philanthropy throughout the rest of the academic year. This how-to guide outlines the resources, successes and pitfalls of executing this ambitious institution-wide change. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: data-driven approach; engagement; student philanthropy; giving day; annual giving; alumni relations; technology trends -
The Italian job: A case study of strategic international content creation
Sara Laux, Manager of Communications, Faculty of Humanities, McMaster University
Over May–June 2023, a two-person communications team from McMaster’s Faculty of Humanities embarked on an ambitious content project: travel to Italy to document two archaeological digs and one potential institutional partnership affiliated with the Faculty’s Department of Greek and Roman Studies, producing content that supports a wide range of institutional priorities and needs. This paper will illustrate the rationale used to achieve project support from Faculty and institutional stakeholders and how the resulting content was used to support strategic priorities at many different levels within the institution. It will explore the planning and logistics involved with international content work, how collaboration between faculty and central communications personnel contributed to the success of the project, and offer some key lessons learned as the content was created and deployed. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: strategic communications; content strategy; international engagement; experiential learning; student experience; knowledge mobilisation; research communications; student recruitment -
Leading together: The University of Iowa’s strategic engagement goals in its most ambitious comprehensive campaign yet
Colin D. Hennessy, Vice President for Alumni and Donor Engagement, The University of Iowa Center for Advancement
In July 2019, the University of Iowa initiated its most ambitious fundraising campaign, aiming to raise at least US$3bn, significantly surpassing previous goals. This campaign, led by The University of Iowa Center for Advancement (UICA), uniquely integrates both philanthropic and engagement goals, redefining comprehensive campaign culture for public R1 research universities. This paper chronicles the development of this dual-goal framework, emphasising the importance of engagement alongside financial contributions. It details building a case for engagement, defining engagement through a common language and operationalising these goals within a decentralised structure. The campaign, ‘Together Hawkeyes’, seeks to engage 300,000 unique constituents and achieve three million points of engagement alongside the US$3bn financial target. Early results show noteworthy progress, with the campaign achieving 60 per cent of its monetary goal and 95 per cent of its engagement target. The paper concludes by highlighting the broader impact of this innovative approach on the future of university fundraising and provides a series of actionable next steps for institutions interested in adopting engagement goals in their next campaign. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: campaign planning; engagement goals; fundraising; metrics; engagement -
Reaching across campus: Harnessing the power of social media collaboration and consolidation to elevate all units
Maree Jones, Director of Social Media Strategy, University of Alabama at Birmingham
In higher education, the challenges of decentralised social media management often lead to fragmented messaging, redundant efforts and missed opportunities for engagement. Higher education marketers and communicators face unique difficulties due to the sheer volume of social media accounts active at any given time. Navigating increasingly complex digital landscapes, universities recognise the necessity of cross-department collaboration and strategic account consolidation as crucial strategies for success. This paper analyses the benefits and challenges of these approaches, offering actionable strategies and best practises for the advanced needs of education marketers. Institutions can achieve consistent branding, efficient resource allocation and more impactful audience engagement through collaboration and strategic alignment. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: social media management; marketing and communications; social media tools; collaboration; central communications; social media marketing -
Follow the money: Using an equity lens to create gift acceptance policies
Tanya Hannah Rumble, Co-Founder, Recast Philanthropy, Executive Director of Development, Toronto Metropolitan University, Ellen Doty, Assistant Dean, Faculty of Law, University of Alberta and Bill Mintram, Director of Indigenous and Northern Relations, Rideau Hall Foundation
Follow the Money is a seminal study led by three graduate students who recently completed the Master of Philanthropy and Nonprofit Leadership (MPNL) at Carleton University, Ottawa, Canada. The study examines charitable gift acceptance policies and practises, with a focus on universities, and if and how existing policies account for the nuanced considerations related to: ethics; equity, diversity and inclusion (EDI); and reconciliation, decolonisation and Indigenisation when working with donors or potential donors. In completing this research, they identified and collated a number of practical considerations for fundraising and advancement professionals to consider when creating or revising their gift acceptance policies, including ideas around how to build fundraising cultures and practises that centre ethics, EDI, reconciliation, decolonisation and Indigenisation. This represents the top recommendations that are relevant for any charitable organisation to consider, whether in higher education or, otherwise, in developing or revising their gift acceptance policies and practices. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: policy research; gift acceptance; philanthropy; fundraising; naming recognition; donor engagement -
Lessons from our gardens: A case study of Royal Roads University’s annual community giving appeal
Stephanie Clay, Senior Advancement Specialist and Carla Girvin, Brand Manager, Royal Roads University
In 2021, the Advancement team at Royal Roads University (RRU) launched an annual giving direct mail appeal called Vision in Bloom, fundraising for projects within the century-old Hatley Park gardens that will help tackle food insecurity, act on reconciliation, establish community spaces and create biodiversity. This paper will provide insights from their learnings and recommendations to help fundraisers look beyond the bottom line and identify additional markers of success through the importance of crossdepartmental collaboration, donor engagement and iterative fundraising approaches, all of which have contributed to the appeal’s success in raising funds and deepening community engagement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Keywords: fundraising; collaboration; advancement; marketing; direct mail; annual giving; higher education