Contents

from Larry D. Lauer, Advancing Higher Education in Uncertain Times (CASE 2006)

Acknowledgments

Introduction

1. Everything Is Changing! Are You Ready?
2. Developing the Leadership We Need
3. The Strategic Plan Should be a Marketing Plan
4. Auditing and Revamping Marketing and Communications
5. Strengthening the Competitive Advantage
6. Getting Integrated
7. Building Internal Culture
8. Ongoing Research
9. Finding Enough of the Right Students
10. A Big Future for Alumni Relations
11. Searching for More Revenue
12. Dealing with Change
13. Learning to Love the Politics
14. Organizing Advancement to Meet the Challenge
15. What About Athletics?
16. Teaching Institutions a New Way of Thinking
17. Final Thoughts

Appendix A Market-driven Participatory Strategic Planning Guide

Appendix B Mission-driven Marketing Planning Guide

Appendix C Case Study: University of New Brunswick, Canada

Appendix D Rethinking Advancement Foundations: Outline for a Professional Development Master Class

Selected Bibliography

About the Author

Index