2013 CCAE National Conference Professional Development Sessions

2013 CCAE National Conference Professional Development Sessions

St. John's, Newfoundland and Labrador, June 8 – 10, 2013
Pre-Conference for New Professionals in Advancement: June 7, 2013


  Cultivating Intermediate Donors: Strong Growth Potential
  Hiring & Training Non-Traditional Candidates for Development Positions
  How to Knock Down a Silo with a Hammer: A Roadmap to Execute Flawless Cross-channel, Integrated Fundraising
  Incentive-Based Compensation in Development: A Case Study
  Major Gifts: From Descartes to Deepak
  The Next Wave of Gift Planning

Alumni Relations

  100 Great Ideas in Alumni Relations
  Alumni Mentorship Programs: Connecting, Engaging, and Tapping In
  Celebrating Alumni Milestones: Building Partnerships, Engagement and Revenue
  Inputs, Outputs and Outcomes - Towards a Common Language in Alumni
  Revving up your Reunion: Planning, Promoting and Pulling Off a Memorable Event . . . When You Don’t Have a Football Team
  Strategic Advancement Events


Communications and Marketing

  Build a Stronger, More User-Friendly Top-Level Website
  From treading water to Trailblazers; from instigators to Innovators; from dreamers to Visionaries –13 questions and you’re there!
  Doing More with Less: Using New-Age Communications in Student Recruitment Outreach
  How to Get the Most Out of Working with an Agency
  Reputation Management
  The Role of Digital Strategy in External Portfolios

Senior Leaders

  Best Practices in Managing Effective Leadership
  Building Your People Pipeline - Creating a Continuous Recruitment and Retention Program
  Endowment Management Models
  Open Forum for Senior Leaders
  The University Campaign that Revolutionized a Province

Plenary Session

  The President’s Perspective



Cultivating Intermediate Donors: Strong Growth Potential


Presenter: Louis St Cyr, Vice-President, Quebec Division, KCI (Ketchum Canada Inc.)
Linda Schofield, Executive Director of University Relations, Université de Moncton


We make many efforts to develop annual campaign strategies and major gifts programs. But what do we do for our intermediate-level donors?

This session will introduce the concept of a bridge gift and the philanthropic behaviour of the intermediate donor, while providing the necessary basis to institute a targeted program that aims to increase the engagement of such donors.



Hiring and Training Non-Traditional Candidates for Development Positions


Presenter: Jennifer O'Neill, Associate Director of Development & Campaign Director, Memorial University of Newfoundland


This session will explore hiring and training fundraisers with limited or no direct fundraising experience, and discuss the creation and implementation of the 6-week strategic orientation plan Memorial uses. The presentation will include getting buy-in from Deans, the role metrics play, and how fostering a team environment leads to success in training.


This session is for leaders and managers of fundraising teams and/or those are involved in hiring and training fundraisers. It is ideal for institutions developing their fundraising programs or hoping to learn how others manage the transition of non-traditional candidates.


This session will deliver:


  • Key elements to develop an orientation program for new hires without direct fundraising experience
  • Exploration of the process MUN follows, including engaging Advancement Services, Alumni Affairs and Deans as a part of the training and orientation team

  • How fostering a team environment leads to success in training and orientation.



How to Knock down a Silo with a Hammer: A Roadmap to Execute Flawless, Cross-Channel, Integrated Fundraising


Panelists: Elain Evans, Director Annual Giving, University of British Columbia
Dean Hughes, Executive Director of Annual Fund and Leadership Giving, University of Toronto
Michael Johnston, President of Hewitt and Johnston Consultants


Are you still trying to coordinate your online and offline messages and fundraising initiatives? Do you feel as though the cross-channel fundraising world is moving so fast that you can’t keep up?


This up-to-date, dynamic presentation will set the stage on how any organization can plan to move from macro to micro to singular marketing for planned gifts. It will give participants an inside look at legacy programs from Canada, the US, the UK and other countries. Participants will plan their own cross-channel, integrated legacy program before walking out the door. <


Everyone will learn how to find mid-level and major gift donors at the same time as they uncover more planned gifts!


Participants will learn to:


  • Understand the social, political, and demographic implications of the huge intergenerational transfer of wealth coming our way
  • Use direct response tools (e.g. web, e-mail, direct mail, telephone) and face to face focus groups to generate more planned giving leads (whether through bequests or other planned giving vehicles)

  • Generate millions of dollars worth of legacy gifts with less than a 5% false positive indicator.

  • Use new technology tools and social media for their planned giving work (e.g. live chat buttons online, LinkedIn, online planned giving calculators), create a more effective planned giving web site, and use electronic media to generate leads

  • Evaluate the possibilities, costs, and appropriateness of using face-to-face and telephone cultivation in combination with mass marketing

  • Plan and execute a legacy program that finds the lowest cost per lead for legacy donors.



Incentive-Based Compensation in Development: A Case Study

Presenter:Peter Fardy, Assistant Vice President and Chief Development Officer, Office of External Relations, Dalhousie University  

Three years ago, Dalhousie implemented a bonus plan as part of its broader performance management practice for front-line fundraisers. In this interactive session, you will hear about what led to that decision, how the program was structured, the impact it has made, lessons learned, and how it may evolve from here.


Attendees at this session will:


  • Learn about the role bonuses can play in incentivizing front-line fun-raisers
  • Hear about one institution's experience: rationale, challenges, program structure, outcomes and lessons learned

  • Relate to your own situation, ask questions and benefit from the experiences of the presenter and other attendees.



Major Gifts: From Descartes to Deepak

Presenter:Wade Hall, Assistant Vice-President, Development, York University  

This session explores major gifts from the standpoint of a displaced Newfie with a philosophical/public policy bent and a non-traditional path to Major Gifts/Development leadership. Our discussion will range from fundamental questions of your own motivation and creativity to practical thoughts on maximizing the yield on your time.


This session will deliver:


  • Insight into questions related to personal motivations and major gifts;
  • Insight into the role of creativity in major gifts;

  • Thoughts on major gifts practices.



The Next Wave of Gift Planning

Presenter:Malcolm D. Burrows, Head, Philanthropic Advisory Services, Scotia Private Client Group


Although gift planning is defined by the immortal themes of death and taxes, it constantly deals with the novelty of new gift structures and unusual donor situations. This workshop, presented by one of Canada’s best-known gift planners, will combine trend watching and technical details.


This session will delver:


  • A focus on the top gift planning ideas of the last five years – the misses and game changers
  • Information to help you focus your program and collaborate to achieve the best results in gift planning.



Alumni Relations


100 Great Ideas in Alumni Relations

Presenter:Tyler Forkes, Executive Director, Alumni Relations, Ryerson University  

In this highly participatory session, delegates will be asked to share great and innovative ideas (big or small) that can be applied to Alumni Relations shops across Canada. Participants will have 60 seconds or less for each idea, and a summary will be recorded and available on the CCAE web site.


This session will deliver:


  • 100 great ideas for attendees to put to use in their own shops
  • A dynamic network of colleagues with whom to share and develop further bright ideas in alumni relations.



Alumni Mentorship Programs: Connecting, Engaging and Tapping In

Presenter: Maeve Strathy, Alumni Development Officer, Trinity College School


This session will introduce alumni mentorship programs, using Trinity College School’s as an example. Participants will learn about the program’s evolution, hits (and misses) along the way, best practices, and the future of mentoring.


In this session, you will learn:


  • How to tap into the alumni connections already being made out in the world
  • How to start your own mentorship program

  • How mentoring benefits young alumni, older alumni, and your institution

  • How to run a mentorship event

  • How to turn mentorship into time, talent and treasure.



Celebrating Alumni Milestones: Building Partnerships, Engagement and Revenue


Panelists: Enna Kaplun, Account Management, Affinity Markets, Manulife Financial
Anne-Marie Middel, Associate Director, Alumni Advancement, McMaster University
Karen Kanigan, Manager, Alumni Services, University of British Columbia Alumni Association


This session is designed for Alumni, Development, and Communications professionals looking for tools and resources to support relationship building with alumni at all life stages.


It is ideal for Coordinators, Managers, Directors and/or Associate Directors.


Alumni engagement and revenue-generation applications will be presented along with idea generation, questions and answers. The panelists will provide templates and specific examples, including implementation steps.


In this session you will learn to:


  • Connect with alumni at all life stages
  • Build partnerships with alumni relations and development teams

  • Increase sponsorship benefits directly to alumni

  • Create friendly and accessible marketing campaigns

  • Increase awareness of alumni engagement and services.



Inputs, Outputs and Outcomes: Working Toward a Common Language in Alumni Engagement and Metrics


Panelists: Jason Coolman, Director, Alumni Affairs, University of Waterloo
Diana DeBlaere, Interim Director, Operations and Planning, UBC Alumni Affairs University of British Columbia
James Allan, Senior Director, Alumni Relations, York University
Sean Donaldson, Data and Analytics Analyst, York University
Mark Sollis, Associate Vice President, Alumni, University of Calgary


Starting with the belief that metrics are critical for success, our four institutions are working together to learn from each other and create some common definitions around alumni engagement. This collaborative process has helped us better understand how we think about our work. Join us for a dialogue around these definitions and what we’ve learned, and share with us your ideas about alumni engagement and metrics.


This session will deliver:


  • Broader knowledge of different institutional models, implementation challenges, and best practices
  • Greater understanding of reasons to measure engagement

  • Appreciation of quantitative measures as a lever for gaining more institutional support

  • An opportunity to inform further research topics for an emerging community of practice.



Revving up your Reunion: Planning, Promoting and Pulling Off a Memorable Event . . . When You Don’t Have a Football Team

Presenter:Lynn Cadigan, Assistant Director, Alumni Affairs, Memorial University of Newfoundland


Planning a large-scale reunion is a challenge for many alumni offices, especially if there is no obvious affinity to your institution, such as a longstanding athletic history or other deep-seated tradition.


In August 2012, Memorial held its first ever all-campus, all year, all faculty reunion. Starting from scratch, “Reunion 2012” quickly grew to offer over 75 events held at 3 campuses. Join this session to learn how the Alumni team took a creative, community approach to make this celebration a resounding success.

This session is applicable to all institutions that don’t have traditions or sports teams to centre reunion activities around.


Come prepared to learn:


  • How to develop a reunion program from scratch.
  • Tips and tricks for planning a large-scale reunion spanning several campuses

  • How to engage the faculty/staff/alumni community for event support

  • How to evaluate successes, failures and other post-event best practices.



Strategic Advancement Events

Presenters: Lynn Hruczkowski, Director, Advancement Events, University of Alberta
Sean Price, Associate Vice President, Alumni Relations, U of A
Tracy Salmon, Director, Alumni Programs, U of A


This session will provide a synopsis of the strategy involved with developing events to target key alumni and donor audiences at a large medical / doctoral institution: University of Alberta. We will present an overview of our audiences based on both demographics and level of connectedness to the university, discuss the rationale for our events and detail our event successes.


This session will deliver:


  • An overview of advancement and alumni target audiences
  • Tools for developing an effective, efficient events strategy

  • Tangible event ideas and successes



Communications and Marketing


Build a Stronger, More User-Friendly Top-Level Website

Presenter: Martin Boucher, Web Communications and Advertising Manager, Université Laval


Many organizations put an enormous amount of energy (and budget) into development of a new home page. However, visitors are often confronted with the same confusing Web ecosystem once past that shiny new home page. This is especially true for large organizations with very decentralized management structures.

In this session, we will see how to overcome that challenge with a proven and innovative content strategy that was successfully carried out at Laval, a large Canadian university. Plan to attend if you are a mid-level professional in Communications or IT Management.


This session will deliver:


  • Fresh ideas from a proven Web content development strategy
  • Strategies to encourage IT and Communications to work together

  • Ways to focus on the most important aspect of a school’s website: content.



From treading water to Trailblazers; from instigators to Innovators; from dreamers to Visionaries – 13 questions and you’re there! 


Presenter: John Kearsey, Vice-President (External), University of Manitoba
Leah Janzen, Vice-President (External), University of Manitoba


Our goal was simple – create a culture of advancement at the University of Manitoba so strong and inclusive that every staff and faculty member across the university is able to tell our story, promote our brand and champion our efforts. We started with a vision and 13 simple Management of Change questions to lead our transformation. It worked. Today, External Relations at the University of Manitoba is fully-integrated across the institution and our restructured marketing communications office has won 26 local, national and international awards in the last 12 months alone. Join us for an interactive conversation about how you can use these same questions to launch your own transformational change.


Doing More with Less: Using New-Age Communications in Student Recruitment Outreach    

Presenters: Shona Perry Maidment, Director, Office of Student Recruitment, Memorial University of Newfoundland
Jill Hunt, Communications Coordinator, Office of Student Recruitment, Memorial University of Newfoundland


This session focuses on how Memorial University’s Office of Student Recruitment incorporates customer-driven market analysis into its recruitment plans, while striving to maintain strong relationships with their markets via traditional and new-age means.


This session is geared to anyone who works in student recruitment, admissions, enrolment services, student services, communications, or marketing, who has to make decisions about streamlining communications with stakeholders and using data extracted from this communication to further determine future recruitment strategies.


New-age communications are changing traditional student recruitment outreach and influencing recruitment strategies. This presentation will show how one such initiative, Get Social, reflects the changing needs and direction of recruitment.


Delegates to this session will learn:


  • To look at how the change in market needs and expectations affects customer-driven recruitment efforts
  • How to establish and maintain strong relationships with your audience(s) while changing your communications plans

  • The importance of nurturing the relationship: celebrating the wins, assessing the losses.

  • How to meet recruitment goals in times of change.

  • Above all, never forget to have fun!



How to Get the Most Out of Working with an Agency  

Presenters: Leslie Gascoigne, Vice-President, Director of Client Services, Trampoline Branding
Marie Braswell, Director, Admissions & Recruitment Saint Mary's University
Tyson Hynes, Creative Director, Trampoline Branding


In a world of ever-changing complexity and communications 'noise', the need for universities and colleges to engage effectively with high-school students has never been more critical. Recruitment departments need to have an Agency relationship they can count on.


This session will outline some best practices in building the post-secondary client - Agency relationship. Jointly presented by Halifax's Saint Mary's University and its creative AOR Trampoline Branding, a relationship that has lasted almost seven years, the team will share some honest perspectives on what has worked for them.


Highlights of this session will include:


  • Establish trust - getting the best work comes from trust on both sides. How can you make this happen? Understanding roles/responsibilities and honest communication is critical.
  • Share information, collaborate, and outline expectations/measurement. Share with your Agency the information and background they need to understand your business problems, empower the Agency, and review/refine together. Ensure all parties understand what success looks like.

  • The importance of nurturing the relationship: celebrating the wins, assessing the losses.

  • Listen to the target. Campaign messaging needs to resonate with high-school students, not the Dean of Science. Be open to different approaches, focus group testing, maybe taking a risk. Notwithstanding this, ensuring internal stakeholder buy-in is key. Market the work internally!

  • Above all, never forget to have fun!



Reputation Management

Presenter:David Hearle, Principal Partner, The Gandalf Group


Corporate or institutional reputation is rarely one of the drivers of decisions within organizations. Yet a bad reputation will have real bottom-line implications.


This presentation will discuss:


  • why reputation is important
  • what the essential underpinnings of good reputation are, and

  • how to go about building one.



The Role of Digital Strategy in External Portfolios

Presenter: Jennifer G. Chesney, Associate Vice-President of University Digital Strategy, University of Alberta


Digital Strategy impacts more external (and internal) stakeholders more frequently and more consistently than any other method of engagement.


In this session, you will learn:


  • Why digital strategy in the external portfolios (university/external relations and advancement) is critical to the success of every university’s strategic goals
  • How to create a digital strategy unit at your university, and

  • How to measure its overall performance and efficacy for the university.



Senior Leaders


Best Practices in Managing Effective Leadership Transitions


Presenters: Heather Magotiaux, Vice-President University Advancement, University of Saskatchewan
Debra Pozega Osburn, Ph.D., Vice-President (University Relations), University of Alberta


This session will explore our role, as advancement leaders, in managing and supporting presidential and decanal transitions, with examples of best practices.


Post-secondary education is a highly dynamic sector. Budgetary pressures, quality issues, competing interests of stakeholders, unfavorable public perceptions (or lack of understanding of institutional mission), and the realities of collegial governance make the job of an academic leader more challenging than most. The President IS the living brand of the institution, and must shoulder that potential burden with grace and a keen eye to public perception.


According to the American Council on Education, the average tenure for presidents at American public universities is 5.2 years. This means that all of us will experience leadership transitions, probably many times, within our institutions. While there are many reasons for high turnover in leadership positions, one factor is the incumbent’s success in his or her new role as the institution’s chief advancement officer.


A 2001 survey conducted by the American Association of Community Colleges found that many presidents were unprepared for the level of internal politics involved, the intense demands of fundraising, the complexities of government relations and of the institutional budgeting process, and the number of relationships they were expected to build throughout their tenure.


Participants in this session will gain an understanding of:


  • The challenges and opportunities surrounding changes in university leadership
  • The role of Advancement in such changes, and

  • Best practices to ensure smoother transitions.



Building Your People Pipeline: Creating a Continuous Recruitment and Retention Program

Presenters:Erin Sargeant Greenwood, Associate Vice President, Development, University of Waterloo
Tara George, Senior Vice President & Lead Consultant - Search Practice, KCI (Ketchum Canada Inc.)


Cultivation, stewardship, acquisition, retention…these are common words and actions in Advancement offices across the country. But usually they are used in reference to alumni and donors, rather than in reference to current, past, or future Advancement employees.


Staffing matters are one of the top issues keeping Advancement leaders awake at night.


Join KCI’s Tara George, and the University of Waterloo’s Erin Sargeant Greenwood, to discuss how you can adapt Advancement best practices in order to drive your staff recruitment. In this session, participants will learn how to move beyond “just-in-time” delivery towards building your ‘people pipeline’ through a continuous recruitment and retention program.


This session will deliver:


  • Proven, successful strategies for recruitment of “best fit, top skills” employees
  • Models of best practice in hiring, training, and integration of staff into your Advancement operation

  • Methods to recognize, reward, and develop staff that build productivity and engagement.



Endowments: Reconciling Forever with Today

Panelists: Malcolm D. Burrows, Head, Philanthropic Advisory Services, Scotia Private Client Group
Tad Brown, Counsel, Business Affairs and Advancement, University of Toronto
Trudy Pound-Curtis, Assistant Vice- President Finance & Chief Financial Officer, York University


Endowments are a core funding and fundraising structure within post-secondary institutions. Since the crisis of 2008, however, there has been increased debate about the definition and role of endowments among donors, institutions, and government. This panel - drawn from higher education and the foundation sector - will examine sector trends, institutional needs, legal issues, and policy issues relating to the modern endowment.



Senior Leaders Open Conversation


Join your Advancement peers at the Executive and Vice-President level for a frank, open discussion of pressing issues, challenges and insights at the senior leadership level, with no moderator and no agenda beyond what participants wish to discuss.



The University Campaign That Revolutionized a Province

Presenters:  Penny Blackwood, Director of Alumni Affairs and Development, Memorial University of Newfoundland
Michael Logue, Senior Vice President, KCI (Ketchum Canada Inc.)


Join Penny Blackwood, Memorial University’s Director of Alumni Affairs and Development, as she shares the story of leading a newly formed advancement team into the largest campaign in Newfoundland’s history, and raising $63 million on a $50 million goal.


Participants will hear about the non-traditional solutions that enabled the team to handle challenges in government relations, turnover in the President’s office, and a province with minimal philanthropic experience, while also setting the stage for future advancement success.


Penny will be joined by KCI Senior Vice President, Michael Logue, who will provide a snapshot of the innovative programs being implemented by higher education institutions across Canada.


Plenary Session : The President’s Perspective

Presenter:  Dr. Eddy Campbell, President & Vice Chancellor, University of New Brunswick


What is the view of today's Canadian education landscape from the top? In an era of fiscal and regulatory challenges and burgeoning market demand, how do our educational institutions remain buoyant, effective, and relevant?

Join us for a candid assessment from the President's perspective. Not a tale of woe, but rather a call for innovation now and confidence in the future.