Facing challenges and changes in the twenty-first century, universities are giving increased emphasis to institutional advancement, encompassing constituent engagement, communications and marketing, and fundraising. This book highlights the implications of change and best practices and innovations in advancement. It addresses such questions as: "What is working now?" "Where are we going?" "What will the future of advancement look like?The book's twenty chapters, written by leading experts in the field, describe ways in which traditional methods must be adapted to the new environment and highlight new strategies that are growing in importance."This book is focused on higher education and institutions in the United States but many of the topics it considers are important to independent schools and other types of institutions and to the practice of advancement around the world.

AcknowledgementsIntroductionPart I: The Advancement FunctionSection introductionChapter 1: The Present and Future of Higher EducationMatthew T. LambertChapter 2: History and Growth of Institutional AdvancementMichael J. WorthPart II: Foundations of AdvancementSection IntroductionChapter 3: Strategy as the Foundation for AdvancementDarrow ZeidensteinChapter 4: Marketing and CommunicationsJames M. LangleyChapter 5: The Integrated Advancement ProgramMichael C. EicherPart III: Raising Funds from IndividualsSection IntroductionChapter 6: Engaging Individuals and Building CommunityArman AfsahiChapter 7: Annual GivingDaniel H. FrezzaChapter 8: Major and Principal GiftsRonald J. SchillerChapter 9: Planned GivingJeff ComfortPART IV: Campaigns and Project FundraisingSection IntroductionChapter 10: The Art and Science of Comprehensive CampaignsFritz W. SchroederChapter 11: Trends and Directions in Corporate and Foundation SupportShaun Brenton and Jenny BickfordPart V: Engaging Diverse ConstituenciesSection IntroductionChapter 12: Engaging New GenerationsKestrel A. Linder and Felicity MeuChapter 13: Women and PhilanthropyAndrea K. Pactor and Debra J. MeschChapter 14: Engaging Underrepresented CommunitiesRachel E. VasselChapter 15: International and Global FundraisingIvan A. AdamesPart VI: Understanding Institutional SettingsSection IntroductionChapter 16: Institutionally Related Foundations in Public Colleges and UniversitiesJames H. Moore, Jr.Chapter 17: Raising Funds for Community CollegesLauren F. BrookeyChapter 18: Raising Funds for a School, College, or Unit within a UniversityDavid T. WelchPart VII: Managing and Supporting Advancement ProgramsSection IntroductionChapter 19: Structuring and Managing the Advancement StaffNuvyn PetersChapter 20: Advancement ServicesCaroline S. ChangConclusionContributorsIndex