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ERIC Number: EJ946426
Record Type: Journal
Publication Date: 2011
Pages: 7
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
United by Goals: There Is No Integrated Advancement without Communications and Marketing
DiConsiglio, John
CURRENTS, v37 n9 p30-36 Nov-Dec 2011
The idea behind integrated advancement is simple and dates back to the 1990s: A strong relationship between advancement offices conserves resources. It leads to a more efficient workforce. It portrays a highly unified message to stakeholders, including donors, alumni, local officials, and opinion leaders. In short, the entire advancement team operating under the same budget, telling the same story, and sharing the same strategies to inform and involve constituents has to work better than each department toiling away in separate silos. Development and alumni relations have natural ties. Both are involved in building relationships with similar constituencies that benefit the institution. But communications and marketing "has substantial commitments and responsibilities to other departments outside of advancement." In this article, the author points out that there is no integrated advancement without communication and marketing.
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
Identifiers - Location: California; Canada; North Carolina; Ohio; Oregon; Pennsylvania; Tennessee