Friday Focus: What is advancement?
Samara Taber, executive director of university advancement
June 23, 2023
— By Samara Taber, executive director of university advancement
When introducing myself in professional settings, I often find the need to clarify the meaning of University Advancement. It can sometimes be confusing for those who are not familiar with the term.
At its core, advancement’s primary goal is to cultivate strong relationships with our stakeholders — alumni, donors, community members and the public. These relationships help propel UAF's mission forward and accomplish our goals. We're dedicated to fostering connections, engaging supporters and making a meaningful impact on campus and beyond.
At UAF, University Advancement encompasses three departments: University Relations, the Development Office and Alumni Relations. Within these departments, we focus on several key areas:
Alumni Relations: Works to sustain lifelong relationships that connect and support members of Nanook Nation. This involves engaging and maintaining connections with alumni through events, such as the annual alumni reunion, networking opportunities and gatherings during Alaska Nanooks athletic activities in Alaska and beyond. The team provides opportunities to engage with the university community through the online platform Nanook Network and communication outlets including Aurora magazine and the Alumnus newsletter. The alumni relations team collaborates with the UAF Alumni Association and also leads all annual giving and Giving Day for UAF. The goal is to foster a sense of pride, loyalty and ongoing involvement among graduates and supporters. Lead: Theresa Bakker, director of alumni relations; UAFAA executive director
Development: The team plays a pivotal and multifaceted role in securing philanthropic financial support for UAF. Acting as a bridge between the university and its generous benefactors, they nurture relationships to create a foundation of trust, shared values and mutual understanding. Ultimately, their goal is to inspire philanthropic giving that fuels the university's growth and impact. Their responsibilities extend beyond acquiring new donors to recognizing the importance of stewarding existing donors, acknowledging their continued support and nurturing their ongoing engagement. This strategic approach not only bolsters the financial sustainability of the institution but also reinforces its mission, fosters a sense of community and paves the way for transformative educational opportunities for generations to come. Lead: Megan Bean, interim director of development
Public Relations: The primary goal of public relations is to maintain and enhance the university’s reputation and build trust and brand equity among the publics we serve at the local, state, national and international level. We focus on strategic messaging and planning to increase awareness of and affinity with UAF’s mission, community and programs; effectively manage crisis situations; and foster positive relationships with stakeholders inside and outside the organization. Common public relations tactics include traditional media relations, internal communications, social media, advertising, events, public presentations, and one-on-one and small group interactions. Lead: Marmian Grimes, senior public information officer
Marketing: Primarily focuses on promoting the institution, our academic programs and our services to attract prospective students, increase enrollment and generate revenue. The primary objectives of marketing are to raise awareness of the value of a UAF education, build a positive brand image and drive student recruitment. Marketing activities often utilize various channels such as digital advertising, social media campaigns (in partnership with the PR team), email marketing, optimizing websites for search engine results, paid search, print materials and events. The focus is to reach a target audience with persuasive messages that drive specific actions, such as applying for admission or attending an open house. The marketing team is responsible for managing the UAF brand, creating advertising and other marketing materials and delivering compelling messaging to UAF's key customer base: prospective students and their families. Lead: Adam Rubin, creative director
Institutional Events: Institutional events play a significant role in engaging various stakeholders. These events serve as platforms to showcase the university's achievements, connect with donors and alumni, foster community relationships and promote the institution's mission and values. This includes the Blue and Gold celebration, commencement, donor recognition ceremonies, alumni reunion, academic conferences, public lectures and community outreach programs. Collaboration is essential among multiple departments, as well as other units responsible for fire, safety and risk management. By working together, we prioritize the safety of everyone involved in these events while delivering impactful experiences that strengthen relationships and enhance the institution's reputation. Lead: Kara Nash, institutional events manager (she starts in her new role Monday!)
In addition to leading this team, I also work to build positive relationships with government officials, community leaders and other external stakeholders. This involves advocating for the university's interests, fostering partnerships and promoting community engagement.
Speaking of which, please join us July 13-15 for the Nanook Rendezvous alumni reunion featuring a variety of events on campus including the alumni award ceremony and culminating on July 15 with the Golden Days parade. The theme for this year's parade is "You're So Golden," with a 1970s vibe. Our float will be titled "You're So Blue and Golden," showcasing blue and gold tie-dye designs. We will provide tie-dye UAF shirts and sunglasses for all volunteers. !
Friday Focus is written by a different member of UAF’s leadership team every week.