Is your Nonprofit, University, or College, Prioritizing Marketing and Communications?

An increasing number of higher education institutions and nonprofit organizations are elevating their existing communications roles or creating entirely new communications leadership roles. Why?

They’re looking for more proactive, strategic management for their communications and marketing efforts. We highlighted this shift among Liberal Arts Colleges in our blog last October entitled ROI-based rankings and the affect on Higher Education Communications. This trend is building in education, and we are now seeing the same in nonprofits.

Why is this happening?

• Increased competition for donors, students and top faculty.
• Greater emphasis being placed on ROI by donors and prospective students.
• Heightened awareness of the need for well-devised crisis management strategies.
• Greater reach and impact of communications today due to internet and social media.

What are the trends?

Nonprofit and higher education organizations are:

• Creating new leadership roles or elevating their existing roles within communications and marketing.
• Moving their communications roles out from under the Development Department to report directly to the President/CEO.
• Placing greater emphasis on proactive external communications; including media relations, marketing, branding, social media and crisis communications.
• Demonstrating an increased interest in candidates with corporate or agency experience who don’t come from traditional higher ed or nonprofit backgrounds.

Examples:

Our firm has recently completed searches that highlight these trends. These searches were for the senior communications role for the organization, and in many, our clients showed significant interest in corporate/agency candidates.

• Braille Institute of America Inc., AVP, Marketing and Communications (Newly created role. Executive came from Healthcare.)
• California Institute of the Arts, VP of Public Relations and Marketing (New role, reporting directly to President. Executive came from corporate background.)
• Children’s Institute Inc., VP, Communications (New role, reporting directly to CEO/President.)
• Pomona College, VP and Chief Communications Officer (New role, reporting directly to President.)
• UCLA, Anderson School of Management, Associate Dean of Marketing and Communications (Reporting directly to the Dean. Executive came from PR agency background.)

What do you think?

We welcome your thoughts on this topic and will synthesize replies for all to read.