A comprehensive fundraising campaign is a unique moment in the life of an institution. How can marketing leaders convey the significance and impact of a campaign within the context of the larger institutional brand? Should the fundraising campaign brand be different than the institutional brand, should it be the same, or should it be somewhere in between? In this episode of Marketing Live, host Rob Zinkan will tackle these and other questions with veteran higher education communicators Charlie Melichar and Paul Redfern. They will also explore the challenges and opportunities presented by various organizational structures.
Rob ZinkanRob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the past 17 years at Indiana University, most recently in a system-wide role as Associate Vice President for Marketing. He also served in campus-level roles there as Vice Chancellor for External Affairs and Assistant Dean for Advancement. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the AMA Symposium for the Marketing of Higher Education conference committee, contributes to Inside Higher Ed’s “Call to Action” blog, and is a recent CASE commissioner (Commission on Communications and Marketing).
Charlie Melichar is senior consultant and principal, strategic communications, at Marts and Lundy, a full-service fundraising consulting firm with an international client base. Charlie has more than 15 years’ experience in the nonprofit communications sector, advising leaders and building campaigns in support of fundraising and engagement strategies.
Prior to joining Marts and Lundy, Charlie served as associate vice chancellor at Vanderbilt University, leading development and alumni relations communications and enhancing the university’s communications in support of its successful $1.94 billion fundraising campaign. He also served as vice president for public relations and communications at Colgate University.
Paul Redfern is executive director of communications and marketing at Gettysburg College. He has served in multiple role at Gettysburg, his alma mater, including director of web communications and marketing. He and his team are responsible for enhancing the college’s visibility and reputation, and the college has experienced more than a 100 percent increase in media attention during Paul’s tenure.
Paul is active in numerous professional organizations, including the Council for Advancement and Support of Education (CASE). He has served on the CASE District II conference executive committee and board as well as the conference marketing and program committees.