Article submitted by Danielle Hargrove, Marketing & Communications Lead, Educate Plus
During my 15 years as an Advancement Leader, I have been both a member of the Executive Team, reporting directly to the Principal, and I’ve also been an Advancement Leader who did not have a place at the Executive Table.
This is therefore a topic that I am very passionate about as I’ve experienced first-hand, the empowerment of being able to more effectively perform my role and the frustration of feeling like my voice was not heard. Education has become a very competitive industry where identity and reputation really differentiate institutions. The Advancement Team is vital for shaping that identity, driving enrolment and strengthening community ties – which are all strategic imperatives and extremely important in ensuring an institution’s ongoing success.
In many leading institutions, the Advancement Leader no longer just provides a support role, but rather, is a strategic leader whose insights significantly influence the institution’s growth and financial sustainability. However, not all institutions include the Advancement Leader on the Executive Team or have them reporting directly to the Head of the institution. This exclusion means that, ironically, those responsible for crafting and driving the institution’s narrative are often left out of key discussions and decision-making processes.
Without a seat at the Executive table, Advancement professionals miss the chance to accurately represent the institution’s mission and identity. The alignment of strategy and brand positioning is also more difficult, and financial outcomes are often compromised.
The good news is that there seems to be a trend towards more Advancement Team Leaders being on the Executive Team. In the recent Educate Plus Salaries and Conditions Survey, 56% of members in Australia and 67% in New Zealand indicated that they enjoy the benefits of having their Advancement team represented at a strategic Level.
Trend 1 – Heads of Institutions are realising the importance of having an Advancement Leader on the Executive team to ensure the following:
- Strategic alignment with institutional goals: The Advancement Leader is crucial for promoting an institution’s mission and brand, as they are key in aligning Admissions, Alumni, Fundraising, and Marketing strategies with broader goals, to ensure enrolment growth, community engagement and long-term sustainability.
- Cohesive brand reputation and messaging: Educational institutions require a consistent and authentic message to engage prospective families, donors and the community. The Advancement Leader is pivotal in ensuring all external communications resonate with the target audience. As part of the Leadership team, they can effectively guide community relations strategies and manage the institution’s reputation during crises and during opportunities.
Trend 2 – Advancement Team Leaders, are advocating for their place at the Executive table to ensure the following:
- Greater access to key information and resources: This insight enables informed marketing decisions and effective resource allocation, supporting enrolment and development strategies, while helping to more effectively address the many questions asked of them by prospective families and donors.
- Enhanced collaboration and alignment of messaging across departments: Being on the Executive Team fosters collaboration amongst the institution’s senior leaders – bridging the gap between the Academic and Operations functions, resulting in more cohesive and strategically important initiatives for the institution.
- Stronger relationships with stakeholders: As a member of the Executive Team, Advancement Leaders will gain greater access to internal and external stakeholders, including donors, alumni, and prospective families. This visibility enhances the Advancement Team’s ability to more successfully implement projects and strategies.
The case for an Advancement Leader to be on the Executive Team is compelling and the data supports that. Ultimately, it’s the institution that benefits as the long-term success and reputation means strong Enrolment outcomes, improved philanthropy achievements and a more engaged community.
Danielle Hargrove
Marketing and Communications Lead
Educate Plus
