Elevating advancement marketing and communications: A strategic imperative for higher education institutions
Abstract
Advancement Marketing & Communications (Advancement MarComm) is often undervalued in higher education institutions, despite playing an increasingly critical role in donor engagement, institutional reputation and long-term philanthropic success. With financial pressures increasing across the sector, institutions must transition Advancement MarComm from a reactive service function to a proactive driver of engagement and revenue generation. This paper explores the misalignment between Advancement MarComm and institutional fundraising strategy, outlines the challenges that prevent institutions from leveraging these functions effectively and provides a structured roadmap for repositioning Advancement MarComm as a strategic function. Using data-backed insights, real and illustrative case studies and an implementation framework, this paper demonstrates how institutions can maximise the impact of Advancement MarComm to build stronger donor relationships and ensure long-term financial sustainability. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Dan Giroux is an independent strategic marketing consultant who helps education and philanthropic leaders build stronger Marketing and Communications (MarComm) teams, brands, fundraising campaigns and results. With 20 years of experience across both institutional and agency settings, Dan has partnered with clients ranging from Fortune 100 companies such as Nike and Dow to top universities including Penn, Cornell, Notre Dame, University of Virginia and University of California, Los Angeles. His leadership of high-performing teams has consistently delivered transformative outcomes, contributing to more than US$6bn in philanthropic impact. From 2017 to 2024, Dan served as an Assistant Vice President of Advancement Communications and Stewardship at Drexel University. There, he led integrated strategies to elevate alumni and donor engagement, align communications with institutional priorities and drive the university’s US$806m comprehensive campaign, The Future Is a Place We Make. A recognised thought leader in higher education marketing, Dan has presented at major industry conferences for the American Marketing Association Symposium for the Marketing of Higher Education, Council for Advancement and Support of Education (CASE), College and University Public Relations and Associated Professionals and University & College Designers Association. He is the host of Advancement Amplified: AI for IA, a five-part podcast series exploring how artificial intelligence is reshaping advancement work, as well as Advancement Amplified: The IA MarComm Shift, which explores how advancement marketing and communications teams move from tactical service providers to strategic partners. His work has earned multiple CASE Circle of Excellence awards and has been featured by The Chronicle of Higher Education, The New York Times, Associated Press, NPR and other major outlets. Dan regularly shares insights on LinkedIn and publishes a weekly newsletter for education and non-profit MarComm leaders called DJG Marketing Insights. Subscribe at djg-marketing.kit.com/newsletter.
