Larry D. Lauer

There is a gathering this week in New York City of the leaders of the education advancement professions. They are the strategic communicators, marketers, alumni relations directors, government affairs professionals, and fundraisers for educational institutions around the world.

They are meeting at a time when dramatic sea changes are coming in their industry, and at a time when volatile events are begging for their institutions to deliver on their potential for community and world problem-solving.

Their institutions are in a state of transition because of government role changes and cutbacks, a digital technology revolution that is changing both how we teach and how we communicate institutions, and the pervasive economic influences of globalization.

Their success is imperative because the world desperately needs their institutions to be in position to improve cross-cultural understanding at a time of widespread conflict, develop talented and global-minded leaders, and make research and consulting experts available to address the world’s most pressing problems.

To ready their institutions for this new day they will need to prepare people internally and externally for this coming change, adapt strategic communication and marketing initiatives to a more global environment, cultivate the help of local and remote alumni and parents, deal with government changes both local and foreign, adapt to changing student migration patterns and faculty career opportunities, and find new sources of financial support while holding on to current ones.

The stakes are high. The world needs these colleges, universities and schools on solid ground now more than ever. And surviving the unique challenges of this transition will require leadership at all levels.

It may be surprising to hear me argue that it’s the advancement professionals who will have the most urgent leadership responsibilities and opportunities of all. This is because the future success of these institutions will be completely dependent on confronting and solving these absolutely essential and complicated communication, marketing and funding challenges.