Last month, I had the pleasure of attending the Association of Catholic Colleges and Universities’ annual meeting in Washington, D.C.—an event that, as you may already know, brings together presidents of Catholic institutions, renowned scholars, and more to celebrate the charisms of Catholic higher education. It was truly an inspiring weekend, and while there, I had the privilege of chatting with more than 20 presidents about the challenges their institutions face today.
During a recent client campus visit, I had the opportunity to meet with the College’s advancement team. Just weeks before going public with their largest ever comprehensive campaign, the team was lamenting the untimely realization that the bulk of the College’s communications with its alumni were almost singularly focused on soliciting donations. Their concern, of course—an absolutely valid one—was that their alumni had grown fatigued, and maybe even disenchanted with their alma mater, feeling that all the College really cares about is the next donation.
Last year, on a trip to a remote college in Upstate NY, my GPS lost its satellite connection as I drove in the shadow of the Catskills. Having no paper map or printed directions, I wandered aimlessly; wasting precious fuel and time, and feeling utterly powerless until I serendipitously spotted a sign that pointed me to my destination.
You don’t know Angela. She hasn’t requested information. You haven’t corresponded with her. But one day her application to your school arrives in your in-box, disrupting all of your notions about “the funnel” and traditional prospect management.