In 2013, the city of Glasgow, Scotland, launched a new brand campaign: People Make Glasgow.

Until this question, the interview for the college presidency had been going well.

Let's face it: No one who works in communications and marketing wants to design flyers or write email copy every day. These professionals crave inventive yet impactful projects that will propel the school, college, or university they serve. But too often creative people devote their workdays to cranking out uninspired deliverables for Director So-and-So's upcoming event. When a marcomm team functions as a service-level agency, its members live in reaction mode. Its agenda is set by urgent requests from other units rather than the institution's strategic goals.

When Chris Pipkins walks the exhibitor space at advancement conferences, he sees a wide array of products, many offered by new and unfamiliar companies. As the associate vice president for advancement information services at James Madison University in Virginia, Pipkins says he fields more calls and emails from potential vendors than he once did.

Here are two truisms: These are uncertain times. Fundraising is as important as ever.

This collection from the CASE Library includes a selection of samples featuring landing pages for community college grant offices, sample grant management guides and sample grant development handbooks.

After three years as director of communications for a startup company, in late 2014 I traded a spacious open-plan office and perks such as yoga and unlimited vacation days for a newly created position at my alma mater.

About four years ago, a student at the University of California, Berkeley, conducted a crowdfunding campaign and gave the institution $86,000. The university's reaction? Anxiety. "Everyone wanted to know where the money came from. He was a good kid doing a good thing. But from the university's perspective, it set off alarm bells," particularly with how the gift could be distributed within Berkeley's guidelines, says Richard Swart, who became the institution's crowdfunding scholar-in-residence in 2015.

The CASE Library offers this resource collection on growing a culture of philanthropy.

La mayoría de las organizaciones educativas y sin fines de lucro, que generalmente se encuentran a años luz de sus pares en la mercadotecnia de consumo, aún no tienen los activos y no tienen la posición financiera para utilizar las técnicas más recientes con los mismos resultados.