Championing Advancement: Our Key Focus Areas
Through Championing Advancement: CASE 2022–2027, we will build upon our deep expertise, core assets, and strong reputation to provide institutional leaders with the support they need to be partners in delivering institutional strategy.
To continue and expand our leadership role, we will focus on six key areas:
These six key areas are interconnected and mutually supportive. Collectively, they will contribute to a coherent whole that will foster a vibrant professional community and allow for a cohesive member experience.
Our global education strategy will allow for the full application of the CASE Career Journey Framework based on the CASE Competencies Model unveiled in 2019. By participating in online and in-person programming, advancement professionals at all levels of experience will find their professional education goals met through progressive offerings that meet their needs at each stage of their professional journeys. Advancement leaders and managers in institutions worldwide can encourage the professional growth of staff members through sequential programming coupled with clear competency guidelines.
Educational institutions themselves will reap even greater benefits from the services of informed, energetic, and principled advancement professionals.
The CASE Career Journey will provide the framework for greater acceptance and understanding of advancement as a profession.
Consistent with our history of focusing on the needs of our professional community, we will continue our commitment to keeping member institutions at the heart of our work. We will look at ways to serve a growing and increasingly diverse community of institutions more innovatively and to engage with them in a more personal, structured way to deliver a tangible return on investment. Providing value to members will drive our membership growth strategy, which will focus on sustaining our strong existing relationships to increase membership renewal and retention, as well as growing membership in new and emerging markets through a more strategic and commercial approach to recruitment and acquisition.
The value of CASE membership to our communities of professionals and to institutional leadership will be aligned with the CASE Career Journey Framework of our educational programming portfolios.
CASE membership will be regarded as essential to schools, colleges, universities, and specialist institutions worldwide
The growing importance of advancement at institutions worldwide—along with the increasing sophistication of advancement practices—connects directly to the need for reliable data as the basis for making strategic decisions. To connect strategies, practices, investments, and outcomes, our services will be available through both baseline engagement and tailored premium approaches for those with advanced needs. Continuing updates of the CASE Global Reporting Standards paired with global and regional benchmarking surveys will provide universal standards and offer comparative data for the professional community. Our work with CASE Educational Partners will further expand the reach of our standards and benchmarking data, cementing our position as a foundational resource to the sector.
CASE will be widely regarded as the source for data to drive decision making.
As the global authority on educational advancement and a trusted source of expertise for members, media, government officials, and beyond, we will build on our established influential position by increasing our visibility among institutional leaders—including presidents, principals, vice chancellors, chancellors, heads of school, chief executives of related associations, and board members. The educational advancement expertise embodied by CASE members will be widely understood and respected by education leaders as critical to meeting institutional strategic goals. Greater recognition of the importance of advancement to institutional success will lead to greater focus on building and strengthening advancement teams—an area in which CASE is the unrivaled leader.
CASE leadership and expertise in educational advancement will be unrivaled.
In advancement, as in all fields, creating opportunities to welcome, include, encourage, train, and promote talented individuals from all backgrounds is of paramount importance. With the understanding that individuals from diverse lived experiences bring life lessons and cultural awareness to the institutions they serve, we will help our members become better attuned to the issues and concerns of the many populations with whom they work.
Unfortunately, advancement professionals from historically underrepresented groups face pervasive systemic barriers throughout their careers that prevent them from attaining opportunities in advancement. To make the necessary changes, CASE will dismantle these barriers by establishing a pipeline of advancement professionals (entry-level personnel, managers, and senior leaders) from diverse lived experiences and creating diversity, equity, inclusion, and belonging acumen for the profession, which will assist our members in hiring an advancement team that reflects the demographics of the institution’s student and alumni bodies. And we will focus on building advancement capacity at minority-serving institutions. Our DEIB work will be woven throughout all our activities.
CASE leadership in DEIB will set the standard for understanding and advancing the inclusion agenda in schools, colleges, and universities worldwide.
By adjusting our internal culture, with responsibilities and interactions strengthened by our regionally based staff working together as OneCASE, we will generate greater global coherence in our new CASE management model. Reducing the time spent on operational and infrastructure tasks by streamlining our processes and supporting technologies will enable us to engage more fully in member-facing and revenue-producing activities.
And applying the staff advancement—offering sequential, bespoke opportunities for continuing education and professional progress—will be another important step toward our goal of being a leader among educational associations.
CASE staff and leadership in all regions will fully adopt the OneCASE mantra and will work fluidly to deliver relevant and valued programming.
