Our academic colleagues are the people behind the knowledge, programmes and innovations that ensures our institutions thrive. They are often deep in the work of research and teaching. And yet for advancement activities to thrive - from fundraising to recruitment, from reputation management to policy influencing - we need to invite them into partnership with advancement professionals and to support our work, as well as us supporting theirs. In this session we’ll explore ways in which we can build mutual understanding and a true sense of shared purpose with our academic colleagues, get them excited about advancement activities, and design them in such a way in which everybody gets to win.