The Challenge
The work focused on revising Virginia Union University’s value proposition for its national advancement and development work. We wanted to learn about valuable, impactful experiences so that VUU could strengthen its value proposition for fundraising, focusing even more on what creates value in the eyes of key constituents.
That meant listening to the people whose experiences could help the university articulate its value: its leadership, alumni, faculty and students. What had been most valuable and impactful in their lives at and with VUU?
The Solution
Through facilitated SEEQ Sessions, we invited participants to reflect on, write and share stories of their experiences with the university. The invitation was personal and specific:
“Tell us about one of your most valuable and impactful experiences at or with Virginia Union University.”
Participants explored the situation, what happened, who was with them, what made the experience valuable and what they learned. They shared with one another, wrote their stories, and joined a conversation about what we could share, hear and learn together.
Their stories became the basis for SEEQ’s analysis of the experience behind the university’s value. We explored emotional patterns and differences across the community alongside the meaning in the stories themselves.
From Experience to Value Proposition
The stories described opportunities, care and support, relationships, and experiences of personal growth. They gave the work a foundation in what VUU had meant in people’s lives, including how their education and community experiences had prepared and empowered them.
SEEQ insights informed communications strategy for the university’s national advancement and development work. The value-proposition work connected that community perspective to the university’s invitation to donors and partners, helping articulate the value of investing in its students and future, driving significant enhancements in the university’s fundraising process, and improvements in fundraising results.