In September 2022, the University of British Columbia launched its latest campaign, FORWARD, the campaign for UBC, with the goal of raising $3billion and doubling alumni engagement. This marked the second campaign for UBC with an alumni engagement goal attached. To help develop the engagement goals, we worked with a series of stakeholders to create a Case for Engagement to mirror our Development team's Case for Support. This Case for Engagement provided the basis for not only UBC’s Campaign framework, but also for our new strategic plan. To get there, we had to figure out where we were, where we wanted to go as an organization, and why. In this session, we will share how we came up with our Case for Engagement as well as walk you through our “shift exercise” process to help identify where your organization is today and the shift you might want to make to achieve your goals.