Take that, budget cut!

Do less and be better at it

Megan Costello @meggo_costello

*not an economist

Hi, I’m Megan.*

@meggo_costello

Source: http://images.clipartpanda.com/storm-clouds-clipart-stormy-cloud-with-lightning.png

@meggo_costello

• Grew my team from 1 to 4.5 FTE

• Launched a new strategic communications plan

sunshine and rainbows

@meggo_costello

Our time today

• What higher education budgets can teach us about being better “words” people

• A framework for opportunity in a time of challenge

• Tactics, tips and strategies to help you do less stuff better

@meggo_costello

UW-Madison/Madison/Wisconsin

Source: Matt Wisniewski, photos.news.wisc.edu nytimes.com

@meggo_costello

Lesson time:3 things smart people

told me about budgets and what I learned

@meggo_costello

"Once you understand how budgets work, you begin to understand everything and

everyone and how it all works together. You will know the

institution.” - unnamed coworker who is amazing and brilliant

Smart Person Thing #1@meggo_costello

Other Operating Receipts 4%

Auxiliaries 13%

Non-Federal Grants 3%

Gifts 14%

State Labs 1%

State Revenue 17%

Tuition & Fees 17%

Federal Financial Aid 8%

Federal Grants 23%

Source: UW-Madison Budget-in-Brief

@meggo_costello

:( :)

* There’s more “less” than more

“more”

Source: Center on Budget and Policy Priorities

@meggo_costello

Lesson 1*• Budget complexity: it’s not black and

white.

• Fundamental funding shift—and we’re all in it together.

• New/renewed debate about and scrutiny of higher education.

*wake-up call

@meggo_costello

– my dean (and most economists)

"Our budgets should be a reflection of our values."

Smart Person Thing #2

@meggo_costello

Our values• Create life-changing learning experiences.

• Preserve and enhance our status as a research powerhouse.

• Embrace the liberal arts as essential to equip our students to be informed, engaged global citizens ready for success in life and work.

• Extend the benefits of the university beyond the campus -- to live the Wisconsin Idea.

@meggo_costello

Let’s try that “value test” on content strategy.

@meggo_costello

My 2008 comm budget• 2x print alumni newsletter to all college alumni

• 1x print report to some important constituents

• Small budget for collateral

• Time*

• Tenacity*

• Creativity*

* important

@meggo_costello

That budget valued• Print only

• Primarily mass communications

• Bite-sized news content from campus releases and highlights

• Broad messages in a “college” voice

@meggo_costello

Lesson 2*• Your budget should reflect your content

strategy values (and should support your overall institutional values —> alignment)

• Prioritize opportunities where you will efficiently and effectively reflect those values —> biggest bang for your buck.

* new tool: the “value” test

@meggo_costello

“If I was investing in higher education, I would bet long.”

- my dean

Smart Person Thing #3

@meggo_costello

College has a strong ROI

* don’t short this market

Source: Carnevale, Jayasundera, and Cheah (2013)

@meggo_costello

More people

with going to college

*demand is up

@meggo_costello

Source: Ruggles et al. 2010

Lesson 3*

• Higher education has value (financial and other forms).

• Higher education is in demand.

* what we do matters

@meggo_costello

Source: https://www.flickr.com/photos/celinet/2466977292/in/photolist-4KZUpf

@meggo_costello

@meggo_costello

@meggo_costello

YOU CAN DO GREAT STUFF HERE

@meggo_costello

Yes, and …

vs.

No, but …

@meggo_costello

A plan to do less

1. Get help: Pre-plan.

2. Be bold, honest, focused: Make the plan.

3. Constantly adjust and revisit goals.

4. Be loud: Show Your Work.

Copy And Steal Everything (CASE)

@meggo_costello

I listened and learned. cost: time, tenacity, creativity

MarketingFoundation &

Alumni Association

Housing

Communications

Faculty chairs

UW staff doing things like me

Career ServicesAlumni

Board Members & Volunteers

People like you! #internet

University Relations

Department administrators

@meggo_costello

cost: mostly free research + $$ for an alumni survey

Source: photos.news.wisc.edu

I did research.

@meggo_costello

I asked alumni for help.cost: $ FREE $

Source: photos.news.wisc.edu

@meggo_costello

I made a focused plan.cost: reinvest all legacy resources —> “DO OVER”

Our print alumni

newsletter + annual report

Source: https://flic.kr/p/5owdK4

The darling gave us…• A writer (new!) and then another (new).

• A young staffer who wanted to explore design/photography with her other duties.

• FOCUS: launch a new strategic gift impact hybrid-annual report for 1/5 cost.

• FOCUS: Plan a new mass communications program for 8 dept. newsletters for 1/5 cost.

@meggo_costello

Target alumni

Donors

All alumni

Internal

State residents

Parents

Percentage of Communications Portfolio

0 12.5 25 37.5 50

Legacy Plan “Do Over” Reinvestment Plan

FOCU

S HE

RE

Mass Communications:All UW alumni, WI residents, general public, media

Friends & Followers:L&S alumni, event attendees, social media

followers, students, parents, donors

Inner Circle:Boards, VIPs, leadership gift

prospects, corporate sponsors

1-to-1Major donors,

major gift prospects

Inform &

Inspire

Adjust constantly@meggo_costello

Demonstrate value.cost: time, tenacity, creativity

return: more staff and creative flexibility

Source: http://www.harkavagrant.com/index.php?id=157

@meggo_costello

What can budgets teach us?

@meggo_costello

Source: https://flic.kr/p/9zjBK https://flic.kr/p/8o1AEQ http://photos.uc.wisc.edu/photos/18230/view https://flic.kr/p/hasomc https://flic.kr/p/E6vsN https://flic.kr/p/oZvMBy

@meggo_costello

Thank you!@meggo_costello

(thanks to these people/things)• Flickr + people on Flickr + free clipart

• Center on Budget & Policy Priorities

• John Karl Scholz, dean, UW-Madison College of Letters & Science

• Matt Wisniewski, director of marketing & communications, Wisconsin Energy Institute

• The Pew Charitable Trusts

• University of Wisconsin (Go Badgers!)

• College of Letters & Science annual reports

• Libraries (yeah, librarians!)

• University Communications Photo Library, Jeff Miller and Bryce Richter

• University Marketing "Budget in Brief"

• Wisconsin Foundation & Alumni Association

• The Wileys