Talking Tactics

Students today aren’t just evaluating colleges based on rankings, programs, or amenities — they’re asking a much deeper question: Will I feel like I belong here? In this solo episode of Talking Tactics, Safaniya “Safy” Stevenson explores the growing connection between student loneliness, emotional wellness, and higher education marketing. From the rise of “third spaces” to the power of emotionally intelligent campus storytelling, Safy unpacks why the future of enrollment marketing may belong to the institutions that know how to market human connection, not just outcomes. If your campus tour, student experience, or brand messaging still feels transactional, this episode offers a fresh perspective on how to create more resonant, belonging-driven narratives that today’s students are craving. - - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

UNC Charlotte is rewriting what modern university advancement can look like—fast, collaborative, and deeply rooted in place. In this episode of Talking Tactics with Safaniya Stevenson, Beth Krigler and Penny Hawkins unpack how the “For the Love of Charlotte” campaign helped fuel a record-breaking surge in giving, including an extraordinary rise in non-alumni engagement and a fundraising trajectory that’s set to hit its $500M goal years ahead of schedule. From building a culture of “getting to yes” to breaking down silos across athletics, academics, and alumni relations, this conversation reveals how intentional alignment, shared language, and community-driven strategy can transform fundraising from transactional efforts into sustained momentum. Guest Names:  Beth Crigler, Vice Chancellor or University Advancemnt, University of North Carolina Charlotte  Penny Hawkins, Deputy Athletic Director, Chief Enterprise Philanthropy Officer, University of North Carolina Charlotte Guest Socials:  Penny: https://www.linkedin.com/in/penny-hawkins-cfre-68ab893/ Beth: https://www.linkedin.com/in/beth-crigler-cfre-139889114/ Guest Bios:  Penny Hawkins is Deputy Athletic Director and Chief Philanthropy Officer at UNC Charlotte, where she leads philanthropic strategy for Charlotte Athletics while also serving as Associate Vice Chancellor for Development. She has additionally served as Interim Executive Director of the Athletic Foundation since November 2025, guiding a period of accelerated growth in donor engagement and athletic fundraising. Since joining UNC Charlotte in 2021 as Senior Director of Development for Strategic Planning and Gifts, Hawkins has quickly become a central leader in the University’s advancement enterprise. In 2022, she was appointed Associate Vice Chancellor for Development, where she has helped shape and execute some of the institution’s most ambitious fundraising efforts. Her leadership has been instrumental in advancing the For the Love of Charlotte campaign, a $500 million initiative that has already secured $400 million in commitments and continues to build momentum toward its goal. Hawkins has played a key role in UNC Charlotte’s record-setting philanthropic achievements, including contributing to the University’s first-ever $100 million fundraising year in FY25 and helping secure transformative gifts such as a $23 million commitment from the Mebane Foundation in support of literacy education. During Niner Nation Gives 2026, she helped lead Charlotte Athletics to a historic performance, more than doubling its previous record with $2.2 million raised through 1,852 gifts. Before joining UNC Charlotte, Hawkins served as a senior consultant with PMA Nonprofit Leadership and held development roles with organizations including Novant Health, KinderMourn, and the Council for Children’s Rights. A Certified Fundraising Executive and graduate of UNC Chapel Hill, she is also an active leader within the Association of Fundraising Professionals. Across her career, Hawkins has been recognized for building strong donor relationships, aligning philanthropic strategy with institutional vision, and helping organizations translate momentum into long-term impact—particularly in support of student success and community advancement. Beth Derrick Crigler is vice chancellor for advancement at UNC Charlotte, where she leads the University’s philanthropic strategy, alumni engagement, advancement operations, external relations, university events, and communications. She was appointed to the role following a national search, having previously served in the position in an interim capacity since July 2022. Since joining UNC Charlotte in 2018 as associate vice chancellor of development, Crigler has played a central role in advancing the University’s fundraising momentum, including helping to complete the $200 million Exponential Campaign, which ultimately closed at more than $218 million. Under her leadership, the University has continued to exceed annual fundraising goals and recently achieved record-setting success with its most successful Niner Nation Gives campaign to date, alongside securing transformative support such as a historic gift from the Mebane Foundation for literacy education and raising more than $60 million toward strategic priorities. A 20-year veteran of the development profession, Crigler has raised more than $130 million for Charlotte-area charitable organizations and more than $1 billion for nonprofits across North Carolina. Prior to UNC Charlotte, she served as senior director of principal and leadership gifts for the Novant Health Foundation and has held leadership roles with organizations including Charlotte Latin School, the U.S. National Whitewater Center, Sharon Towers, and the Cabarrus County Boys & Girls Club. A Certified Fundraising Executive and graduate of the University of South Carolina, Crigler is also active in the broader Charlotte community, serving on the Board of Directors of Charlotte Mecklenburg Housing Partnership and Camp Debbie Lou, a family camp she helped found for children with cancer. - - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Social media managers have been saying it for years: the comments section knows all. In this episode, Safaniya Stevenson sits down with Brittany Hennessy of Sprout Social to unpack why higher ed teams need to stop treating social like a content calendar and start using it as a real-time intelligence engine. From enrollment trends and student sentiment to campus reputation and revenue opportunities, they explore how universities can turn online chatter into smarter decisions. If your institution is still measuring success by likes and impressions alone, this conversation might just change the way you see social forever. Guest Name: Brittany Hennessy, VP, Social Intelligence Evangelism Guest Social: https://www.linkedin.com/in/brittanyphennessy/ Guest Bio: Brittany Hennessy is Vice President of Social Intelligence Evangelism at Sprout Social, where she defines and advances Social Intelligence as an executive discipline that connects social signals to business performance. She works with senior leaders to translate emerging signals into decisions that shape reputation, revenue, and retention. She is the author of INFLUENCER, one of the earliest strategic books on the business of creators, with frameworks that continue to shape how brands approach influencer marketing today. - - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What happens when the brand is not the lead but the work is? In this episode of Talking Tactics, Safy sits down with Deneen Gillespie to unpack a bold shift from traditional branding to purpose-driven systems thinking. From navigating system-level marketing to redefining what “brand” actually means, this conversation challenges everything you thought you knew about building influence. You will hear how focusing on collective impact, not just creative, can unlock real results across institutions. If you have ever questioned whether your brand is actually doing its job, this one is for you. Guest Name: Deneen Gillespie, Assistant Vice President of Strategic Communications & Marketing, University of Illinois System Guest Social: LinkedIn Guest Bio: Deneen Gillespie is a senior communications and marketing leader with more than 25 years of experience guiding institutions through transformation, building high-performing teams, and translating complex priorities into narratives that drive action. Her work is grounded in a deep commitment to inclusive communications, rooted in the belief that who tells the story, how it is told, and who it reaches matter as much as the message itself. As Assistant Vice President of Strategic Communications and Marketing at the University of Illinois System, she oversees brand strategy, marketing, media relations, and system-level communications while partnering across three universities to advance a cohesive voice. She serves as a trusted advisor to senior leadership, shaping integrated strategies that support the System’s mission as a leading public university network. Throughout her career, Gillespie has championed clarity as a form of respect, ensuring institutions cut through complexity to reach the right audiences. Prior to her current role, she served as Senior Vice President at Collaborative Communications, leading work with institutions across education, advocacy, and philanthropy. Her earlier leadership roles at Loyola University Chicago and the University of Chicago reflect a track record of building communications ecosystems, restructuring teams, and fostering more human-centered institutional cultures. Beyond her professional work, Gillespie is a creative storyteller and active community advocate, and she holds advanced degrees and certifications in integrated marketing, leadership, brand management, and project management. - - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What does a pretzel have to do with enrollment marketing? Turns out… a lot. On this episode of Talking Tactics, host Safaniya Stevenson sits down with Andy Schneider, Dean of Admissions at Marquette University, to unpack the now-famous admissions pretzel—an unconventional campaign that sends 10,000+ pretzels to admitted students each year. From pandemic experiment to viral marketing moment, Andy shares how a simple idea sparked social buzz, boosted engagement, and helped Marquette stand out in a crowded admissions landscape. - - - -Connect With Our Host:Safaniya Stevensonhttps://www.linkedin.com/in/safaniyastevenson/ About The Enrollify Podcast Network:Talking Tactics is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too! Enrollify is made possible by Element451 — The AI Workforce Platform for Higher Ed. Learn more at element451.com. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.