About CASE
About the Disciplines

Alumni Relations

Alumni relations programs at educational institutions build and strengthen relations with students, former students, faculty, friends and others. Advancement professionals in alumni relations:

  • Build life-long relationships with alumni in support of the institution
  • Facilitate two-way communication between the institution and alumni
  • Leverage a powerful alumni voice on behalf of the institution
  • Maintain history and traditions and help secure a bright future for the institution

See CASE's Principles of Practice for Alumni Relations Professionals

Communications and Marketing

Communications and marketing programs at educational institutions engage constituents in two-way conversation and promote the institution using a variety of strategies and tools. Advancement professionals in communications and marketing:

  • Conduct strategic programs designed to engender understanding and support among key publics for the institution and its goals
  • Manage institutional reputation and responses to issues that may affect it
  • Coordinate communications and marketing efforts across the organization
  • Provide specific communications and marketing services to offices throughout the institution

See CASE's Principles of Practice for Communications and Marketing Professionals

See CASE's Principles of Practice for University and College Periodicals Editors


Fundraising programs at educational institutions secure private support in the form of annual gifts, major gifts, planned gifts and corporate and foundation gifts, often through strategically developed fundraising campaigns. Advancement professionals in fundraising:

  • Secure private support that will help the institution achieve its goals
  • Build and steward relationships with potential and current donors, including alumni, community members, corporations, foundations, trustees, faculty and staff, parents and current students and others
  • Work across the institution to identify the need for private support and ensure that gifts are used according to the donors' intent
  • Manage and analyze relevant data regarding donors, gifts and giving trends

See CASE's Principles of Practice for Fundraising Professionals