As millennials send their kids to school, they're fiercely rewriting the playbook on engagement and outreach for independent institutions.

Estimados amigos de nuestra organización. Forgive me if my Spanish is not quite perfect, as I am only a few lessons into my Rosetta Stone tutorial. During my recent visit to Mexico for Congreso CASE América Latina, where I had the benefit of translators and the people whom I met were kind enough to speak English to me, it became apparent that it was time for me to learn another language.

Institutions have a lot of competition for prospective students' attention. One way Lawrence University aims to entice potential applicants is with the 10-page square mailer Don't Just Finish. Flourish. The publication gives students a taste of life at the Wisconsin institution as well as an idea of what life might look like after graduation. Colorful photos, attractive graphics, and useful information about internships, research opportunities, special programs, and post-graduation employment abound. The final page features portraits of eight recent alumni and invites readers to go online to learn about the graduates' journeys.

As we prepare for the promise of a new year, I am increasingly mindful of our need to advance education throughout the world.

Ideas we love from institutions everywhere

Where's the proof? With growing concerns over student debt, rising tuition, and the perceived high costs of higher education, prospective students and their families are clamoring for evidence. It's a reality that's forcing institutions, long accustomed to touting their academic strengths, to emphasize career preparation, job placement, value, and return on investment.

Here's a scenario familiar to many higher education communicators: You're at a conference listening to a panel of reporters from major media outlets bemoan how flaks like us shouldn't bother them with pitches. Any email you send will be too long, and don't even think about calling. They don't have time.

In this new CASE title, author Kathleen Loehr focuses on the specific individual, team and organizational adaptations necessary to increase philanthropic support from women.

How are alumni relations professionals using social communities, which communities are they using, how much are they spending and what are the pros and cons?

The online resource for development and fundraising activities in education.