Historically, advancement efforts have focused on raising money and creating a culture of philanthropy among “the family” - engaged alumni and long-time supporters. Over the last decade, there has been a rise in “relationship-building campaigns”. These marketing-led efforts leverage paid and earned media and raise awareness and reputation among less engaged and less familiar audiences. The desired outcomes are higher rankings, more prestige, and larger enrollments. Many universities and colleges have invested significant resources in building their reputation beyond higher education and have garnered attention from media outlets and industry segments. What impact has this had on the university's philanthropic and alumni engagement arm? And how have university marketing and advancement coordinated their efforts to fundraise, friendraise, and build their reputations? The panel will discuss how this trend in integrated communications can enhance the efforts of any college or university.