Five Trends in Advancement—District IV Conference April 5 ... - CASE

CASE DISTRICT IVFive Trends in AdvancementHouston, TXApril 20051

FIVE TRENDS1. More Is Not Enough2. Glocalization3. Majoring in Accountability4. Technology Changes Everything5. The “M” WordCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2

Not EnouughMor re IsBi illions100GIVING TO U.S. HIGHER ED90807060504030201001980 1990 2000 2010 2020COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3

Not EnouughLET THE CAMPAIGNS BEGIN1958 – $100 million campaign1974 – $500 million campaignMor re Is1987 – $1 billion campaign1990 – $2 billion campaign2004 – $3 billion campaign2005 – $5 billion campaign?COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 4

ugh Enou Not EMor re IsLET THE CAMPAIGNS BEGIN42 current or recentcampaigns have goals of$1 billion or more…COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 5

ugh Enoure Is Not EMorNEW DEMANDS/OLD DEMANDSCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 6

ugh Enoure Is Not EMorWEB PRESS AND WEB SITECOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7

ugh Enou Not EMor re IsTHE COMPETITION BUILDS• FOR DOLLARS• FOR STUDENTS• FOR REPUTATION• FOR ATTENTIONCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8

ugh Enoure Is Not EMorCOMPETITION FOR DOLLARSCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9

Not EnouughMor re IsU.S. Stud dents (in Millions)COMPETITION FOR STUDENTS20 40001816141210864201988 1993 1998 2003 2008 20133500300025002000150010005000U.S. . Campuse esCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10

Not EnouughMor re IsCOMPETITION FOR REPUTATIONOur analyses indicate that a lessfavorable [USN&WR] rank leads aninstitution to accept a greaterpercentage of its applicants, asmaller percentage of its admittedapplicants matriculate, and theresulting entering class is of lowerquality, as measured by its averageSAT scores.National Bureau of Economic Research in Change (November/December 1999)COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11

Not EnouughMor re IsCOMPETITION FOR REPUTATIONThis is UNI | World-class university educationUW-Madison - A World Class UniversityUniversity of California - UC Academics: AWorld-Class UniversityHoward University - Why Howard? - World-Class &M MulticulturallA World-Class Engineering College at a World-Class University (UIUC)Washington State University | World Class.Face to Face.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12

Not EnouughMor re IsCOMPETITION FOR ATTENTIONMore than half of 13-to-24year-olds watch TV and surfthe net at the same time.Add the phone and videogames and it’s hard foradvertisers to grab theirattention.Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13

Not EnouughMor re IsCOMPETITION FOR ATTENTIONIn the 1960s, an advertisercould reach 80% of U.S.women with a spot airedsimultaneously on CBS, NBC,and ABC. Today, an ad wouldhave to run on 100 TVchannels to have a prayer ofduplicating this feat.Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 14

FIVE TRENDS1. More Is Not Enough2. Glocalization3. Majoring in Accountability4. Technology Changes Everything5. The “M” WordCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15

lizationGlocaEUROPE• CASE MEMBERSHIP GROWTH• BOLOGNA PROCESS• UNITED KINGDOM• THOMAS REPORT• SUTTON TRUST REPORT• VC STUDY TOURCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16

lizationGlocaGIANT SUCKING SOUNDLondon Schoolof EconomicsJohns HopkinsUniversityUniversity of Santa ClaraDurhamUniversityUniversity of University ofOxfordTorontoEdinburghUniversity of NewUniversityHampshireUniversity ofWashingtonWarwickUniversityCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 17

lizationGlocaREST OF WORLD• SINGAPORE• BRAZIL• AUSTRALIA• AFRICACOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 18

FIVE TRENDS1. More Is Not Enough2. Glocalization3. Majoring in Accountability4. Technology Changes Everything5. The “M” WordCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 19

Ac ccoun ntabi lityCONSUMERISM GOES TOCOLLEGENoting that she is the mother of a high schoolsenior, [Secretary of Education Margaret]Spellings described d the difficulty of comparingcolleges in meaningful ways. Prospectivestudents and their families should be able tocompare such things as how long it typicallytakes students to graduate, and whether thoserates differ for minority students or certainmajors, she said.Inside Higher Ed 2/15/05COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 20

Ac ccoun ntabi lityCYNICISM GOES TO COLLEGEHarris Poll: Average confidence in leaders by sector since 19661008060402001966 1972 1977 1982 1987 1992 1997 2002Military Educ. Inst. Press Harris IndexCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 21

Ac ccoun ntabi lityPerc entageA CHARITABLE VIEWConfidence in Charitable Organizations252015A Lot10None50Jul-01 May-02 Sep-02 Aug-03 Oct-03Source: Paul Light, BrookingsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 22

Ac ccoun ntabi lityFEDS GO AFTER COLLEGEHartle’s 7 lessons from 108 th Congress:1. Money drives the political agenda.2. Congress doesn’t care about academicindependence.3. Both parties feel it is OK to regulate.4. Legislators feel colleges are too liberal.Washington Post 3/30/05: By their own description, 72 percent of those teaching at Americanuniversities and colleges are liberal and 15 percent are conservative5. Higher ed has not been effective incommunications efforts.6. Higher ed tends to discount concerns.7. Campuses use influence for own goals.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 23

Ac ccoun ntabi lityFEDS GO AFTER COLLEGEHartle’s 3 predictions for 109 th Congress1. More partisan than ever2. Feds are broke; budget drives policy3. Higher ed not a priorityCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 24

Ac ccoun ntabi lityFEDS GO AFTER COLLEGE• Higher Education Reauthorization• Cost Controls• Accreditation• Proprietary Institutions• Transfer of Credit• Regulation of CharitiesCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 25

Ac ccoun ntabi lityWHOSE BENEFIT IS IT ANYWAY?• Public vs. Private Good• Erosion of Pell grants:75-76: 84% of tuition99-00: 39% of tuition• State funding:23 states reduced funding in 03-04• Chronicle of Higher Ed Survey:63% said students and familiesshould pay largest share• Higher Education ProjectCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 26

Ac ccoun ntabi lityPRIVACY MATTERSBC warns its alumni of possible IDtheft after computer is hackedBy Hiawatha Bray, Globe Staff | March 17, 2005Boston College has sent warning letters to 120,000 of its alumni…Monday, March 21, 2005Chronicle of Higher EducationHacker Breaks Into Database for TrackingInternational Students at UNLVBy SARA LIPKACOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 27

Ac ccoun ntabi lityPRIVACY MATTERSAlma Mater As Big BrotherBy Katherine Haley WillWashington PostTuesday, March 29, 2005; Page A15A proposal by the Education Department t would force every college anduniversity in America to report all their students' Social Security numbersand other information about each individual -- including credits earned,degree plan, race and ethnicity, and grants and loans received -- to anational databank. The government will record every student, t regardlessof whether he or she receives federal aid, in the databank.Friday, March 25, 2005Chronicle of Higher EducationU.S. Education Department Says California Universities Can Give Dataon Individual Students to a State AgencyBy JEFFREY SELINGOCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 28

Ac ccoun ntabi lityPRIVACY MATTERS• Can SpamFTC will regulate non-profitsRules are generally good practice• Do Not FaxRules delayed until July 1Issue of “established relationship”• Do Not CallDoes not apply to non-profitsDoes apply to third partiesNeed to explain to constituentsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 29

FIVE TRENDS1. More Is Not Enough2. Glocalization3. Majoring in Accountability4. Technology Changes Everything5. The “M” WordCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 30

Technnolog gyHEGEL’S LAW OFTRANSFORMATIONQuantitative changeyields qualitativechange…The abundance ofcommunicationstechnology changesthe very nature ofcommunication.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 31

Techn nolog gyCOMMUNICATIONS 101Press agentryOrganization Media AudienceTPublic InformationOrganizationAudienceTwo-way asymmetric ti (persuasion)Research Organization AudienceTwo-way Symmetric (understanding)OrganizationStakeholdersCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 32

Technnolog gyCOMMUNICATIONS 102Senders and ReceiversHunters and Gatherers(and self-publishers)COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 33

Technnolog gyPODCASTINGCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 34

Technnolog gyWIKISCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 35

Technnolog gyMOBLOGSCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 36

Technnolog gyTEXT MESSAGINGSome four out of five collegestudents carry cell phones … Afast-growing 36% of them sendand receive short messages fromphone, twice the nationalaverage.Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 37

Technnolog gyREALLY SIMPLE SYNDICATIONCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 38

Technnolog gyYESTERDAY’S NEWSReadership of dailynewspapers fell to 55% ofhouseholds in 2002, from ahigh of 81% in 1964.Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 39

Technnolog gyYESTERDAY’S NEWSBusiness Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 40

FIVE TRENDS1. More Is Not Enough2. Glocalization3. Majoring in Accountability4. Technology Changes Everything5. The “M” WordCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 41

Th he “M M” Wo ordIT’S ALL ABOUT ME• MASS CUSTOMIZATION• MILLENNIALS• PERMISSION MARKETINGCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 42

Th he “M M” Wo ordMASS CUSTOMIZATIONAs levels of affluence rosemarkedly in the 1970s and1980s, status was redefined."From the consumer point ofview," says McDonald's Light,"we've had a change from 'Iwant to be normal' to 'I want tobe special."'Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 43

ord M” Wohe “M ThMILLENNIALSCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 44

Th he “M M” Wo ordPerspectiveon WorkCommunicationMILLENNIALSBoomers Xers MillennialsCareerJobMust havemeaningDiplomatic Blunt QuestioningApprovalSeekvalidationIndifferentExpectsattentionPerspectiveon FutureA better world Survival Sky’s the limitSources:Rocking The Ages: The Yankelovich Report on Generational MarketingMarilee Jones, MIT Dean of AdmissionsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 45

Th he “M M” Wo ordMILLENNIALSBoomers• Want young staff to ‘pay their dues’• Value privacy (Big Brother is Watching)Xers• Not interested in ‘paying dues’ - confidenceand performance are evidence of talent• Privacy is overratedMillennials• Dues? You just DO• BlogsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 46

Th he “M M” Wo ordMILLENNIALSThe industry brims with theories onwhat makes millennials tick. They'rerenowned for multitasking, regardedas hard sells on brands, skepticalabout advertising. "We have a tacitarrangement with them, " saysMartyn Straw, creative director atBBDO New York. "We pretend not tosell, and they pretend not to buy.“Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 47

Th he “M M” Wo ordPERMISSION MARKETING"Companies must recognize thatthey increasingly have to engagegods and are not dealing withhelpless consumers anymore,"says Rishad Tobaccowala, anexecutive vice-president ofStarcom MediaVest Group. "Thisis particularly true of youngpeople.”Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 48

Th he “M M” Wo ordPERMISSION MARKETING"The future of marketing will bemuch more oriented topermission marketing --marketing plans and advertisingso relevant that it is welcomedby consumers..." Stengel says.Business Week, July 12, 2004COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 49

Th he “M M” Wo ordIT’S ALL ABOUT YOU• MARKETING 101• MARKETING 102• YOUR COMPETITIONCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 50

Th he “M M” Wo ordMARKETING 101• PRODUCT• PRICE• PLACEMENT• PROMOTIONCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 51

Th he “M M” Wo ord6%4%2%Change in constant 2001 dollarsPRICECHANGE IN COLLEGE COSTS AND DISPOSABLE INCOME0%-2%91-92 to 92-9392-93 to 93-9493-94 to 94-9594-95 to 95-9695-96 to 96-9796-97 to 97-9897-98 to 98-9998-99 to 99-0099-00 to 00-0100-01 to 002Private 4-Year Public 4-Year Per Capita IncomeSource:The College BoardCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 52

Th he “M M” Wo ordMARKETING 102• Marketing is not a department.• To broaden your appeal,narrow your position.• People hear what they see.• You are competing with WaltDisney…Harry Beckwith, Selling the InvisibleCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 53

Th he “M M” Wo ordTHE COMPETITIONInvestors poured more than $161-million into private companies thatrun colleges for a profit and intoother businesses in the higher-education industry in 2004, anamount that was nearly doublewhat investors put up in 2003…Chronicle of Higher Education, March 22, 2005COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 54

ord M” Wohe “M ThTHE COMPETITIONCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 55

WHAT DOES IT ALL MEAN?FOR ADVANCEMENT• ENHANCED PROFESSIONALISM• EMPHASIS ON STRATEGY• NEED FOR ADVOCACYCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 56

WHAT DOES IT ALL MEAN?FOR COMMUNICATIONS/MARKETING• CREATIVITY• ADAPTABILITY• PRIORITIZATION• FOCUS ON ACCOUNTABILITY• GREATER IMPACTCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 57

WHAT DOES IT ALL MEAN?FOR YOU• LONG CAREER• LONG HOURS• LONG VIEWCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 58

THANK YOU!www.case.orglippincott@case.orgi COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 59