Everything is Changing! Are You Ready? -- Developing the Leadership We Need -- The Strategic Plan Should be a Marketing Plan -- Auditing and Revamping Marketing and Communications -- Strengthening Competitive Advantage -- Getting Integrated -- Building Internal Culture -- Ongoing Research -- Finding Enough of the Right Students -- A Big Future for Alumni Relations -- Searching for More Revenue -- Dealing with Change -- Learning to Love the Politics -- Organizing Advancement to Meet the Challenge -- What About Athletics -- Teaching Institutions a New Way of Thinking -- Final Thoughts -- Market-Driven Participatory Strategic Planning Guide -- Mission-Driven Marketing Planning Guide -- Case Study: University of New Brunswick, Canada -- Rethinking Advancement Foundations: Outline for a Professional Development Master Class -- Selected Bibliography -- About the Author -- Index.