Pre-conference Session, 13 May 2025: Roadmap to Advancement
The Roadmap to Advancement aims to provide those new to the profession or early career professionals with essential fundamentals of advancement. Using a condensed but integrated approach, this one-day programme will draw from a variety of key topics that will equip delegates with a solid base of knowledge on advancement.
At the end of the session, participants will:
- Gain an appreciation of advancement as a function within the institution – the purpose it plays and the various functions within advancement
- Acquire and apply key skills that can benefit individuals who are new to advancement in their roles
- Define key ideas and principles within the advancement function (fundraising, alumni relations, marketing and communications, advancement services) and how they are integrated together.
Chair
Khalijah Masud, CFRE
Khalijah has dedicated over 20 years to the fundraising sector, where her accidental entry evolved into a deeply purposeful career. Fuelled by the immense satisfaction she derives from inspiring generosity, she is committed to encouraging a culture of giving and advancing the professionalisation of fundraising in Singapore.
Currently the Director of the Advancement Office at the Singapore University of Social Sciences (SUSS), Khalijah brings a wealth of experience spanning healthcare, higher education, and community philanthropy. Her previous roles include Assistant Director (Corporate Development) at the National Neuroscience Institute (NNI), Deputy Director (Donor Relations) at the Community Foundation of Singapore (CFS), and Senior Manager (Development) at the National University of Singapore (NUS). As a Major Gift Officer, she has raised more than S$220 million in philanthropic support throughout her career.
Khalijah holds a Bachelor of Science (BSc) and a Master of Business Administration (MBA) from NUS, a Graduate Diploma in Marketing Communications from the Marketing Institute of Singapore, a Postgraduate Diploma in Education (PGDE) from the National Institute of Education (NIE), and a Master of Arts in Philanthropic Studies from the University of Kent. She is one of the few fundraising professionals in Singapore to hold the Certified Fund Raising Executive (CFRE) credential, an internationally accredited certification in philanthropic fundraising. She is currently pursuing a Professional Doctorate in Philanthropic Leadership at the Lilly Family School of Philanthropy, Indiana University.
In addition to her leadership role at SUSS, Khalijah serves as an Associate Faculty member, teaching NPM505 Fundraising and Philanthropy, a graduate-level elective. She also previously taught the Philanthropic Planning module in the STEP Certificate for Financial Services (2015–2018), guiding financial advisors in charitable planning. She chaired the CASE Asia Pacific Pre-conference Workshop “Roadmap in Advancement” in 2024 and 2025.
An active volunteer, Khalijah contributes her fundraising expertise to various charities in Singapore, reflecting her deep commitment to sector-wide capacity building and ethical advancement.
Tuesday, May 13, 2025
Room: Event Room 3+5, Lower Ground
8:00 AM - 9:00 AM UTC +8
Registrations
Event Room Foyer, LG/F
9:00 AM - 9:15 AM UTC +8
Welcome
Event Room 3+5, LG/F
9:15 AM – 10:30 AM UTC +8
The Big Picture & What’s next?
In this session we will address:
• What is advancement and why does it matter
• The interconnectivity of advancement disciplines and how each contributes to institutional success
• Current trends in advancement and what the future holds
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Remind attendees to download Chatgpt, Copilot
Speaker: Khalijah Masud, Director, Advancement Office , Singapore University of Social Sciences (SUSS)
Event Room 3+5, LG/F
10:30 AM – 11:00 AM UTC+8
Refreshment Break
Event Room Foyer, LG/F
11:00 AM – 12:30 PM UTC+8
Working with stakeholders in your institution
In this session we will explore:
- Identifying those individuals who are integral to our success
- Developing new ways of thinking and working effectively as a team within our own department and across the institution
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Building a philanthropic culture across our institution and managing reputational risk
Speaker: Antonia Yeung, Associate Vice-President (Development and Campus Services), Hang Seng University of Hong Kong
Event Room 3+5, LG/F
12:30 PM – 1:30 PM UTC+8
Networking Lunch
Event Room Foyer, LG/F
1:30 PM – 3:00 PM UTC+8
What I would have told my younger self
(discussion on learning journeys)
- Mistakes are normal
- Seek mentor, seek help
- Understand the organization
- How to enjoy the journey?
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How to chill?
Moderator: Khalijah Masud, Director, Advancement Office , Singapore University of Social Sciences (SUSS)
Panelists: Antonia Yeung, Associate Vice-President (Development and Campus Services), Hang Seng University of Hong Kong, Dr Michael Wong, Director of Fundraising and Communications, OXFAM HK, Apirami Kumaradevan, Executive Director (Advancement Services), University of Sydney
Event Room 3+5, LG/F
3:00 PM – 3:30 PM UTC+8
Refreshment Break
Event Room Foyer, LG/F
3:30 PM – 4:30 PM UTC+8
Innovation in Fundraising & Advancement
- Digital Transformation in fundraising
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Leveraging AI and data analytics
Speaker: Apirami Kumaradevan, Executive Director (Advancement Services), University of Sydney
Event Room 3+5, LG/F
4:30 PM – 5:00 PM UTC+8
Wrap-up session – Career journey in advancement
As we bring the day to a close this session explores how CASE resources and advancement network can support your career in advancement.
Where do we go from today? What are the key takeaways?
Speakers: Khalijah Masud, Director, Advancement Office , Singapore University of Social Sciences (SUSS)
Event Room 3+5, LG/F
5:00 PM UTC+8
Programme Conclude
6:00 PM UTC+8
Welcome Reception
Grand Ballroom, 2F