PreConference Workshop for New Professionals in Advancement

2013 CCAE Pre-Conference Workshop for New Professionals in Advancement


June 7, 2013
Delta St. John's Hotel and Conference Centre
St. John's, Newfoundland and Labrador


If you are new to educational advancement, or have recently hired new advancement staff, don’t miss this opportunity for a one-day immersion in advancement designed specifically for new professionals.

The 2013 CCAE Pre-Conference for New Professionals in Advancement provides a succinct grounding in the essentials for staff in advancement services, alumni relations, communications and development.

Topics presented by seasoned advancement professionals will include:

  • Advancement 101 – Overview & Integration of Disciplines 
  • Metrics & Measures
  • Leveraging Social Media: Strategic Use of the Newest Tools 
  • Ethics in Advancement

CCAE offers a special discounted registration fee for delegates who attend both the 2013 Pre-Conference for New Professionals in Advancement (June 7) and the full 2013 CCAE National Conference (June 8 – 10) in St. John's, Newfoundland and Labrador.


8:30 – 9:00 a.m.




9:00 – 9:15 a.m.


Welcome, Introductions, CCAE Story
Mark Hazlett, CCAE Executive Director


9:15 – 10:15 a.m.


Advancement 101
Mary Williams, Vice President Advancement, McMaster University


10:15 – 10:30 a.m.


Networking Break


10:30 – 12:00 p.m.


Metrics and Measurement
Jason Coolman, Director of Alumni, University of Waterloo


12:00 – 1:00 p.m.




1:00 – 2:15 p.m.


Incorporating Social Media into Advancement Work
Matt Terry,
Manager Strategic Communications, McMaster University

2:15 – 2:30 p.m.  

Networking Break

2:30 – 4:30 p.m.  

Advancement Ethics 

Mark Rittinger, Executive Director, Development and Alumni Relations Schulich School of Business, York University


4:30 p.m.


Workshop Concludes


Session Descriptions:

Advancement 101
Mary Williams, Vice-President, Advancement, McMaster University

In this comprehensive session, you will hear from one of the country’s advancement leaders on the value of being an advancement professional in education in Canada. We will discuss the basics of advancement work, including a look at the advancement cycle.

The session will delve into the importance of an integrated, team approach to advancement work, and walk you through the steps to become more integrated in your own institution. We will also discuss some of the secrets of sustained success in the advancement profession, covering such topics as being results focused, mission driven, and people centered.

The Advancement 101 session is a must-attend for all new advancement professionals.


Alumni Engagement for Success: Metrics and Measurement 
Jason Coolman, Director of Alumni, University of Waterloo

The alumni relations profession is celebrating its 100th anniversary this year. Since the beginning, it has been about engaging alumni with the lives of their institution. Like any century-old profession, change has happened and the profession has become very complex and sophisticated.

This presentation will explore the foundation of alumni relations, its evolution, and look at what the future holds. Key areas of focus will include the importance of alumni engagement, integration with other advancement units, the development of campus partnerships, and how best to measure and evaluate our success.

Whether your role is in alumni relations, development,advancement services, or communications, understanding and engaging alumni is paramount to the success of your institution. Join the conversation as we explore the complexity of alumni relations in 2013, where the profession isheading in the future, and what role you play in ensuring success at your institution.


Social U: Sharing, Engaging, Curating: Be a Better Advancement Pro by Embracing it All
Matt Terry, Manager of Strategic Communications, McMaster University

We know that educational institutions should be in the social space, but are social tools useful for advancement staff? Is there a place for Facebook, YouTube, Twitter and LinkedIn in fundraising, stewardship, and alumni relations?

This workshop will show you how other institutions are using social media, what works and what doesn't, and how you can strategically implement your own social tools.

We'll also talk about the blurring line between personal and professional accounts, and the rise of the smart-phone as a powerful storytelling tool that you carry in your pocket.


Advancement Ethics
Mark Rittinger, Executive Director, Development and Alumni Relations, Schulich School of Business, York University

Transparency. Accountability. Individual rights. From the global financial crisis to resolving a schoolyard dispute, it seems that the role of ethics in our own lives has never been more prevalent. But what does this mean for advancement professionals, especially newcomers to the field? This session will include a review of ethical principles and tools, but will also include opportunities to consider your own ethics through a variety of case studies related to educational advancement. Discussion will include situations where ambiguous areas of conflicting "rights" present challenges, both personal and professional. Everyone has a role to play in terms of ethics in advancement; come ready to measure your own ethical barometer.