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ERIC Number: EJ930224
Record Type: Journal
Publication Date: 2010-Feb
Pages: 6
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-0748-478X
In Full Bloom
Pulley, John
CURRENTS, v36 n2 p16-21 Feb 2010
Bit by byte, a new day is dawning in educational advancement. Fading fast is the era dominated by viewbooks, alumni magazines, and campaign brochures. Technology is reshaping the way colleges and universities teach students, communicate with constituents, relate to alumni, and appeal to donors. The way constituents communicate with each other is changing, and it has forced universities to rethink the way they are communicating as well. The biggest challenge is to remain relevant. The shift is having an impact on the entire lifecycle of constituents' interactions with educational institutions, from the way prospective parents and students choose schools and colleges to whether they will support those institutions decades later. Indeed, the shifts wrought by new technology are most pronounced among digital natives who have never known a world that wasn't interconnected and accessible from virtually anywhere. Without a roadmap to help them navigate this digital landscape, advancement departments are experimenting with new strategies and refining them along the way. The conventional wisdom (in advancement) is that nothing replaces face-to-face, but that will change over time. Younger people are more comfortable having these virtual-only relationships.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A