Section on Institutional Advancement
University development officers are innovative and strategic, but often lack the communication resources to execute their ideas effectively. Many fundraising professionals rely on communications staff who are overwhelmed with responsibilities in recruitment, internal messaging, student affairs, and executive communications. As a result, development marketing receives limited attention.
To address this challenge, the Medical College of Virginia (MCV) Foundation, which supports six health sciences schools and a health system, established an in-house creative agency dedicated to development and stewardship communications four years ago. This agency, made up of designers, videographers, writers, and strategists, offers free high-quality content services—like video, photography, writing, and design—to fundraising teams across the campus. By setting clear limits on time and scope, the agency ensures projects remain focused and effective.
Since its inception, the program has contributed to communications linked to over $40 million in philanthropic donations, including campaign materials, donor videos, direct mail, and giving day promotions. This session will discuss the agency’s successful model and share examples applicable to other professional institutions.
Eric Peters, Vice President of Marketing & Chief Communications Officer, Medical College of Virginia Foundation
Eric first came to work on the MCV Campus in 2011 as a public relations specialist in VCU University Relations. For nearly five years he managed media relations and news content for the health sciences schools and spent time as public relations manager for the VCU Center for Clinical and Translational Research, which later was named for a generous gift from C. Kenneth and Dianne Wright. Eric returned to the MCV Campus in 2017 after working in the federal government for nearly two years, which included time working in a Cabinet secretary’s public affairs office.
Eric holds a bachelor’s degree in mass communication from VCU, a master’s degree in corporate and professional communication from Radford University, a Master of Public Administration degree with a concentration in nonprofit management from VCU, a graduate certificate in nonprofit management from Harvard University, and accreditation in public relations from the Public Relations Society of America. He lives in Richmond with his wife and two children.
Heather Rappaport, Senior Director of Development, University of Nevada, Las Vegas, William S. Boyd School of Law
Heather Rappaport, Ph.D., is the Senior Director of Development and Alumni Relations at the William S. Boyd School of Law. She is dedicated to creating pathways for the community to support legal education. In her role, she oversees special events, communications and marketing, alumni engagement, and fundraising efforts. Outside of work, she enjoys hiking, ice skating, and spending time with her two children.
