AI is changing how we work — and a well-built CustomGPT can supercharge your effectiveness. In this session, Dayana Kibilds will walk you through how to build, train and deploy an AI tailored to your specific goals. But building it is just the beginning. Through real examples — including the popular Mailed It! GPT — she’ll also share tips for keeping your CustomGPT sharp and aligned with your needs. You’ll learn how to upload data, fine-tune instructions and avoid common pitfalls so your AI works hard for you.

Collaboration crediting. Prospect assignment hierarchy. Portfolio assessment cadence. Prospect and portfolio transfer policies. These are just some of the Prospect Management (PM) relevant topics organizations wrestle with, whether their PM program is just starting out or has reach its maturity zenith. Join in the conversation on establishing PM policies and strategies from 3 perspectives: one with a fledging PM team, one with a mature PM program, and a gift officer's perspective on PM.

In the ever-evolving landscape of alumni relations and fundraising, understanding and leveraging the power of data is critical for success. This session will delve into the strategic use of metrics and KPI to drive alumni engagement and boost fundraising outcomes. Attendees will learn how to harness data to identify trends, measure engagement effectiveness, and tailor outreach efforts for maximum ROI.

Each one of our institutions has a distinct voice, a personality that your constituents can recognize immediately. This interactive session will help you identify your school's voice and show how to bring that voice alive in the pages of your periodicals and multimedia efforts.

As marketing and communications professionals, we're often asked how we measure our contributions and calculate our return on investment. Before any math can be applied, you need to know what kind of data to collect and the level of measurement you want to report. In this session, you'll be guided through CASE's new framework for brand and reputation, which encompasses the breadth of all marcomm functions and can be applied to organizations at any state of maturity. You won't need a calculator, but you will start thinking about measuring insights and building brand equity in your day-to-day work.

In higher education, you are always in a marketing campaign. You might be building communities, raising awareness, connecting with students, or soliciting donor dollars. Mapping out an audience-centric campaign plan will inform your tactical marketing approach. Learn Ashley’s framework for designing effective campaign plans. She’ll cover tactics to build and organize your audience and make connections, and strategies to increase conversion and retention rates.

The most important part of an integrated marketing strategy is actually having one. (Yogi Berra didn’t say that, Ravi did.) The seduction of multi-channel, multi-platform, multi-media communication can often lead to campaigns running amok and missed opportunities of coordinated efforts. It is often said that Alfred Hitchcock was so meticulous in his pre-production planning, scripting and storyboarding that he felt his films were essentially finished before they even started shooting. Ravi will tap into his own filmmaking background to show how you can effectively partner with critical stakeholders in your institution to successfully build an effective integrated marketing strategy that is more “Notorious” rather than “Psycho”.

At the route of every successful marketing or communications project is a solid plan where everyone knows their role and has enough time to complete their tasks. How do we find this project utopia? Someone needs to claim the role of project manager, and your team leader is not always the best person for the job. Ashley holds “very good list maker” as one of her key identity traits and found herself serving as project manager in unofficial capacities for many projects early in her career. Learn how to step into the role of project manager and what each project must have in place to keep your marketing machine running.

Attendees will meet daily with advisory groups co-led by expert faculty members to debrief from the day’s learning and problem-solve in real-time.

It will happen if it hasn’t already. You and/or members of your team must face a difficult decision. Not a black or white issue, but one of those grey areas with multiple points of view, involving volunteers, top donors, colleagues, faculty members, or someone you supervise or report to. What to do? In this plenary, we’ll give you the foundational guidance to set you up for professional success. You will then get an opportunity to engage in conversation working through real situations advancement professionals just like you, have faced. You will walk away with new insights, tools, and strategies that will help you and your team, operate at the highest ethical standards.