From Open House to Onboarding: Integrate Advancement Into Admissions
Later this month, AdvancementEDU founder Chris Dudley will present at independent college and independent school conferences across the southeast. In the context of these conferences, we’ve been thinking about how admissions and advancement (fundraising) offices should be working closely and align to increase success for the entire organization.
This is a time of year when admissions offices are front of mind, but advancement professionals should be watching—and involved—in the admissions season, too. For many prospective families’ first interactions with your school will take place in the coming months, marking the start of a long-term relationship.
We believe advancement doesn’t start with a gift. It starts with the first campus visit when the seeds of a relationship are planted. Institutions that intentionally integrate advancement into the admissions journey can foster deeper connections, greater engagement, and ultimately, stronger philanthropic support.
Admissions and Advancement Have Shared Goals
Admissions and advancement offices too often operate in silos, but their missions are more aligned than many realize. Both are in the business of telling your school’s story. Both aim to attract and retain mission-fit families. Both offices thrive when families feel connected, valued, and inspired.
When advancement is left out of the admissions process, key opportunities to reinforce institutional values and spark long-term engagement are lost.
Touchpoints for Early Philanthropic Connection
Weave philanthropy into the fabric of prospective families’ experiences. Your families want to know that your school is successful and worthy of support.
In your open houses and campus tours, make philanthropy visible. Train tour guides to naturally highlight donor impact. “This science wing was made possible by a generous alum,“ or “Financial aid programs like this one are supported each year by our annual fund.” These small statements add up to a bigger message that builds a culture of giving and support at the school.
Along similar lines, your admissions materials and webpages don’t need to become fundraising appeals, but they should reflect your culture of giving. Use stats that show impact: “50% of students benefit from donor-funded scholarships.” Share short stories or quotes from families or students who’ve experienced donor generosity.
New Family Onboarding and Building Relationships
We’ve written in the past about incorporating the advancement office into the registration weekend process. Don’t hesitate to introduce the advancement office formally to new families at that time. Start building a relationship early in a family’s time at your school.
Light-touch ideas include adding a note from your advancement director in welcome packets. Highlight how philanthropy supports the student experience. When you meet families, ask about interests and communication preferences early. Who wants to volunteer? Who has a philanthropy-aligned passion? Document those answers in your CRM.
These early touch points build familiarity and trust, creating a foundation for future engagement.
Don’t Forget to Collaborate
Admissions and advancement teams must partner intentionally. Do everything you can to break down the silos that tend to form between departments. Meet regularly to align messaging and share insights. Co-develop materials that reflect both recruitment and retention goals. Perhaps most importantly, share what you’re learning from families. Why is a given family enrolling, what excites them, and how can you both support their experience at your school?
Partner together to improve the campus tour experience. Learn best practices from one another. How can the experience be improved for prospect families and prospective donors?
First Impressions Shape Long-Term Impact
Your future donors, volunteers, and supporters are walking through your campus in these coming months. The impressions you make now matter for years to come.
At AdvancementEDU, we help colleges and independent schools build advancement strategies that span the entire student lifecycle. If you’re ready to align your recruitment and fundraising efforts, we’re here to help.