Perspectives on Educational Advancement

Technology met strategy in 2011-12 as schools, colleges and universities worldwide embraced the power of new tools to engage constituents and advance the mission of educational institutions.

Alumni relations professionals reached across international borders to stay in touch with far-flung graduates online and in-person. Communications and marketing professionals went mobile, creating user-friendly websites and applications to keep constituents connected regardless of platform or location. And fundraisers combined online engagement with tried-and-true personal outreach to support renewed growth in private giving to education.

Even as they deployed the evolving tools of the trade to tell their institutions' stories, advancement professionals kept their attention squarely focused on mission and strategy. They defined goals, conducted research, developed plans, launched initiatives and measured progress. They increased their use of data to inform key decisions, and they looked across the profession for benchmarks and best practices to give context to their work. Perhaps most importantly, they remained committed to the ethical standards and principles that define advancement as a profession.

In short, advancement professionals spent the year focusing on the science as well as the art of their critically important work on behalf of education.

The following pages include perspectives on 2011-12 presented in the form of quotes and statistics from and about the year.

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"The goal of educational advancement is to strengthen support among key constituents who can influence the ability of the institution to fulfill its mission and achieve its vision."

CASE President John Lippincott,
Your Profession and Your Professional Association, CASE District V, Dec. 10, 2011