As we all close out work for 2018, I always find it important to take a moment to breathe. In that moment, as I reflect on 2018, I marvel at the work CASE members do day in and day out to advance your institutions to transform lives and society.

We may not all understand the word advancement in the same way. I know this from many conversations I have with CASE volunteers and members. Some perceive advancement as purely fundraising, others have trouble defining and communicating it to colleagues on campus. It can be misinterpreted. As I look back at the year we are completing, I think about the CASE definition of advancement, and how important it is that we promulgate it:

A strategic, integrated method of managing relationships to increase understanding and support among an educational institution's key constituents, including alumni and friends, government policy makers, the media, members of the community and philanthropic entities of all types. The primary core disciplines of educational advancement are alumni relations, communications, marketing and fundraising.

Just think of the collective power of what we all do. We operate at the intersection of our institutions and our communities; these intersections are everywhere. We market the institution to prospective students, families and others. We engage alumni in the life of the institution. We secure private financial support from donors committed to the mission of the institution. We communicate the successes of our institutions and all of its members; and, in times of turmoil, we communicate how our institutions are responding and committing to doing better.

I opened with the notion of taking a moment and taking a breath. As we wrap up loose ends for 2018, I want to acknowledge all of you for the special work you do at the intersections to keep relationships and conversations flowing so that the full value of education becomes better known not only for each of our beloved institutions, but across our sector. Your work matters; your institutions matter. And for all of you, I am grateful.

My best wishes to you for the New Year.

Sue Cunningham
President and CEO

This article is from the December 2018 BriefCASE issue.