Article written by Heath Hignight, Chief Advancement Officer, Hong Kong International School.
(First published in the educate+ Face-2-Face Magazine, Nov 2025)
Creating alignment between Advancement and Institutional Purpose is a critical step to engaging Board, Leadership, and Faculty—and developing a Vision and Mission for your Advancement program can help.
Fundraising programs in educational institutions often begin organically. A parent donates supplies, or a crisis sparks emergency giving. Over time, these ad hoc efforts evolve into annual events and piecemeal initiatives. The result is often an Advancement program that feels fragmented and misunderstood, even by the internal stakeholders it serves such as boards, leadership and faculty.
To move beyond this, Advancement initiatives, and in this case, Fundraising, must align with the institution’s mission and vision. Doing so helps internal stakeholders see that the functions of the Advancement Office are not separate from the academic side of institutions, but integral to it. Developing vision and mission statements for your Advancement program provides language, clarity, and frameworks that demonstrate relevance.
Creating these statements works best in a retreat setting, away from daily distractions.
Vision
Great vision statements describe a “future-perfect” state: what would your institution look like if Advancement’s work were fully realized? The trick is to draw on words and ideas from your institution’s vision. At Hong Kong International School (HKIS), our Vision for Advancement is:
“In the future, HKIS will possess the philanthropic resources to fully execute its mission and will be globally recognized as one of the best international schools in the world.”
Mission
Good mission statements define what you do daily to achieve that vision. For HKIS Advancement, ours is:
“Create a culture of philanthropy in which the entire community can participate, motivated by effective, efficient development and marketing programs.
We advance the mission of HKIS through fundraising, relationship management, marketing, communications, and public relations—utilizing best practices while honoring the school’s traditions.”
It may seem simple, but these statements provide internal stakeholders with clear connection points for Advancement to your institution’s purpose.
Map Advancement activities to your new mission. Logic models, like those from the Kellogg Foundation, are useful: begin with the desired impact, define outcomes and outputs, then identify the activities and resources required.
If something you do doesn’t align well (or at all), it’s likely institutional leadership, board, and faculty may wonder the same thing.
Share your Advancement vision and mission broadly. Present them to leadership and your board, invite feedback, and use them consistently in presentations and publications. Over time, these statements become a mantra for explaining your work and demonstrating its relevance to the institution’s mission.
Clear vision and mission statements transform Advancement endeavours from a collection of Fundraising activities into a strategic pillar your institution. They ensure Advancement is seen not as peripheral—but essential.
Key Tips for Engaging Internal Stakeholders
- Align with Institutional Mission: Connect every fundraising activity to your institution’s core purpose.
- Craft Clear Statements: A strong vision and mission give Advancement a shared language and focus.
- Socialize the Message: Repeatedly promote your vision and mission with the board, faculty, and leadership until it becomes part of the culture.
Heath K. Hignight, CFRE
Chief Advancement Officer
Hong Kong International School.
