For most reading this, school is underway, and campuses are brimming with students, educators, and perhaps parents and volunteers too. This also means that your calendars are bursting with events to orient, welcome, and recognize the many constituents that make up the school community. And while there may be a feeling of renewal and excitement in the advancement office... there is also lots of work to do.

I find myself returning to Priya Parker’s work, The Art of Gathering, and the idea that we can create better, more authentic, and more meaningful experiences with our gatherings by being very intentional about the purpose and guest list. When Parker spoke at CASE-NAIS 2024, she left me wrestling with this notion that being exclusive with gatherings can make them more inclusive. I appreciated how she explained that we could be more effective in creating the intended feeling of belonging and understanding, making the intended connection, or having the desired conversation with a group if that group was clearly defined. Since that conference, I have spoken with many CASE members about how her work inspired them to think differently, and in many ways, more strategically, about the gatherings that happen on their campuses. 

Events are top of mind for many CASE members. There is an increasing number of schools where the advancement team is taking on all school events, not just the fundraisers or reunions, in the hopes of creating cohesive experiences for families whether they are learning about the kindergarten, attending commencement, or invited to a gala or speaker series. 

Experience is core to your brand, and I can see the opportunity for one team, such as advancement, to shape all events for a school community. With Parker’s work coming to mind again, it could be far more efficient to ensure a curated and intentional experience for events when they are overseen by a strategic office of the school. As you consider how your events take shape on campus this year, and who is responsible for them, I caution you to consider the workload and the impact of events. 

For most schools, advancement is a finite resource. Our newest CASE Insights on Philanthropy in Independent Schools (United States) report for 2024 shows continued decline in number of donors. Knowing that our schools will receive the bulk of their philanthropic support from a very small number of families, the need for personal outreach and strong major gift work will need to be part of how schools approach events and continue to shape the experience of families with our schools. 

As you are considering your balance of events and personal outreach this year, I hope you remember to make it personal and intentional, and that you (and your team) are limited and valuable resources. 

Speaking of events, I hope you will join us for one of the many learning opportunities we have this season. You won’t want to miss the new Global Schools Summit in November or this year’s School Advancement Institute and the CASE-NAIS conference. The CASE-NAIS committee is working hard to create valuable and meaningful content for the 2026 conference this January. More updates will follow on themes and featured sessions that will be available to you.

Let me know if I can help you and your team plan your professional development this year. It really is hard to pick just one opportunity. 

Crickett