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 has been with Indiana University for 16 years and is currently in a system-wide role as associate vice president for marketing, where he works to develop, deploy, and champion the university’s brand strategy; leads Indiana University’s full-service internal marketing agency; and serves as marketing liaison to IU’s two core campuses’ (IU Bloomington and IUPUI) leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and serves on the conference committee for the AMA Symposium for the Marketing of Higher Education.
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.