The biggest conversations from this year’s CASE Summit

CASE Summit is one of my favorite weeks each year. There’s something energizing about spending a few days surrounded by people who care deeply about higher education philanthropy and are so willing to share what’s working (or not working) at their institutions.

As I moved between content sessions, reception conversations, and walks through the exhibit hall, I found myself hearing many of the same themes over and over again. They reflected both the opportunities and challenges shaping advancement today, and they’ve stayed with me long after returning home. Below are my four biggest takeaways from this year’s CASE, and why I believe they matter for advancement leaders.

1. AI has become part of nearly every conversation

It was impossible to walk through this year’s summit without hearing about AI. Nearly every booth in the exhibit hall showcased AI capabilities, and many of the sessions touched on how institutions are incorporating it into their strategies. Just a few years ago, we were all wondering if and how AI would find its place in our profession.

What I found most encouraging was that the discussion wasn’t just about using AI to draft emails or generate content. I spoke with leaders who are exploring predictive AI to better identify prospective donors, predict giving potential, and make more informed decisions. Others shared how they’re experimenting with AI agents to streamline routine work and give staff more time to focus on building donor relationships.

Perhaps the biggest shift was how people talked about AI’s role. Rather than replacing staff, leaders saw it as a way to enhance their work, automate routine tasks, and create more time for the strategic thinking and relationship building that only people can provide. The conversation has clearly moved from exploring AI’s potential to finding the most meaningful ways to apply it.

2. Trust in higher ed has become part of the advancement equation

Declining trust in higher ed continues to be one of the biggest challenges facing our industry. At the same time, donors have more charitable choices than ever before and are becoming increasingly intentional about where they invest their time and dollars. We can no longer assume alumni and donors automatically understand the value of higher education or see our institutions as the obvious place to make a difference.

Those of us in advancement see the impact our institutions make every day, from helping students achieve economic mobility to advancing life-changing research and addressing challenges facing our communities. A major part of our job is helping donors see that impact, too. That starts with standing confidently behind our mission and telling stories that connect our work to the values and causes our donors care about. If we want people to invest in our institutions, we first have to earn their trust. That trust is earned every time we help donors see the people, outcomes, and impact behind our work.

3. Alumni engagement and fundraising are becoming more connected

One shift I noticed across many sessions was how leaders are rethinking the traditional separation between alumni engagement and fundraising. More institutions are beginning to view these as interconnected parts of the same donor journey rather than separate functions with separate goals.

Today’s alumni expect personalized, connected experiences because that’s what they’ve come to expect from nearly every organization they interact with. They don’t distinguish between alumni engagement, annual giving, and fundraising. They simply experience one institution. When those teams operate independently, institutions risk creating a fragmented experience that weakens engagement and dilutes their message. A more integrated approach helps create a stronger alumni experience while positioning institutions to build healthier donor pipelines and stronger fundraising results.

4. More leaders are investing in the donor pipeline, not just the next major gift

One of the more interesting discussions I heard centered on where institutions are investing their time and resources. Major and principal gifts remain critical to fundraising success, but more leaders are recognizing that these gifts result from years of intentional relationship-building and engagement. This is prompting many to invest further upstream in the donor pipeline.

One VP shared that only about 10% of their upcoming campaign budget is allocated to frontline fundraising, with the remainder invested in donor relations, stewardship, engagement, and operations. That conversation stuck with me because it reflected a broader shift in how leaders are thinking about growth. Sustainable fundraising growth starts by creating more opportunities for donors to engage and deepen their connection to the institution. I think we’ll continue to see more institutions invest in the work that strengthens the donor pipeline, recognizing that today’s engagement creates tomorrow’s major gifts.

As I reflect on this year’s CASE Summit, I keep coming back to one overarching thought: advancement is becoming more connected, more complex, and full of opportunity. Whether it’s incorporating AI more strategically, rebuilding trust in higher education, creating more connected alumni experiences, or investing earlier in the donor journey, today’s challenges can’t be solved through disconnected strategies or thinking.

What gives me confidence is the way advancement leaders are responding. Throughout the week, I saw leaders asking thoughtful questions, sharing ideas openly, and challenging one another to think differently about the future. That willingness to collaborate and rethink long-held assumptions has always been one of the strengths of our profession, and I’m excited to see where those conversations lead over the next year.

The conversations don’t have to end when CASE does. I’d love to hear what resonated with you from this year’s summit, what priorities your team is focused on, and how you’re thinking about the opportunities ahead. Connect with me on LinkedIn or fill out the form below to continue the conversation.

Jenny Jones

Principal, Advancement Marketing Services

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