As Advancement professionals, we can tell incredible stories. Stories of the transformative impact of philanthropic giving; stories of the lifelong relationships forged at university; stories of the extraordinary lives our graduates go on to live. This session will explore how we can turn those stories into compelling content, and how that content can in turn drive alumni engagement and lay critical foundations for fundraising activity and volunteer recruitment. We will shamelessly pinch the most valuable marketing and communications tools – including creative briefs, content strategies and communications plans – and apply them to our work in Alumni Relations, Fundraising and Advancement teams so that we leave equipped to realise the potential of our institutions’ compelling stories.