Building Successful Advancement Through School Community

Through my current work in advancement, I have learned that building strong relationships between the advancement team and the school community can be a school's most important tool for effective advancement work. The advancement team in a school brings together the areas of communications, marketing, admissions, and development to connect people to the school’s mission and strengthen community relationships, in turn making the school more visible and trusted and a place where families want to join and remain part of. To be effective, it cannot be a team that works quietly from an office, unseen by others, but one that is connected to and involved in all aspects of school life. Here are some of the ways the advancement team can engage with the community:

Supporting Teachers' Professional Growth

Teachers have a wide range of knowledge, creativity, and expertise. Whether through publications, social media, community newsletters, or other activities, the advancement team can make sure that a school is positively represented by sharing teachers' accomplishments and stories. By being visible and actively engaged in the school community, the advancement team is well placed to notice good practices, meaningful projects, and innovative teaching. This visibility allows the team to identify opportunities for teachers to share their work, whether through publications, conferences, or school platforms.

At times, I have found that the challenge can be encouraging teachers to view their expertise as worth sharing. When advancement teams approach teachers and say, “You could share that here,” and then offer guidance through the process, it not only amplifies the school’s story but also helps teachers see the value of their own expertise. Schools may discover that this kind of collaboration fosters a culture in which communication and professional growth support one another. Teachers provide the stories and practices that strengthen advancement efforts, and the advancement team offers platforms, tools, and opportunities that help them grow professionally.

Shaping the School, Not Just Supporting it

Advancement is integral to shaping how a school is understood, valued, and experienced, and, in turn, this work actively shapes school culture.  Through advancement, a school’s guiding statements move from words on a page to visible practices. Every highlighted classroom project and every celebrated student success demonstrates how those values are not abstract but alive in the daily life of the school, connecting our school communities and communicating our shared purpose. Schools in any context can benefit from viewing advancement not as an external function but as an essential part of how community and culture are built.

Supporting Students’ Voices and Initiatives

The advancement team can also play an important role in supporting students. Advancement can work alongside students to bring their ideas and projects to life on campus and through other opportunities, such as writing articles and publishing research. This can include providing guidance, visibility, and connections for Creativity, Activity, Service (CAS) initiatives; supporting student-organized events; raising awareness for service learning initiatives; and sharing platforms for student voice. This ultimately engages the wider school community in the work students are doing.

Advancement can also foster connections with senior students by seeking opportunities to share their contributions and acknowledge the value they bring to the community. This approach benefits both by enhancing a school's reputation and providing opportunities that students can use for college applications. Advancement can support students by giving them real-world skills in communication, leadership, and advocacy. By adopting this type of support, schools can empower students to see how their voices shape the school’s story and purpose.

A Personal Reflection

As a former Principal in international schools who is now in an advancement position, I have come to appreciate the value gained when the advancement team engages directly with the community. While teaching and learning are essential to a school, advancement enhances the impact that they have.

I have learned that advancement supports growth at every level. Students gain real-world communication and leadership skills, teachers build confidence through professional visibility, and the wider community sees its identity reflected in meaningful ways. Altogether, this enables what I like to call an inside-out approach to school advancement initiatives. If the inside of our schools is taken care of, then the outside world will see the positive initiatives and visible values offered.

For instance, the advancement team at The International School Yangon (ISY) prioritizes this inside-out approach by actively participating in school life on a daily basis. The team members attend professional development sessions, visit classrooms, observe learning, and participate in events and community activities. They also support the Parent Association, help organize school events, and engage directly with student councils, assemblies, and student meetings.

By connecting meaningfully with everyone, from students and parents to teachers and school leadership, the advancement team ensures that communications, admissions, and marketing are all grounded in authentic messaging about learning, achievement, and community life. Schools can use this intentional engagement to transform the outward messaging into a genuine reflection of the school.

For me, the idea of advancement has moved from being a supportive function to a vital shaper of school culture. Any school, regardless of size or setting, can benefit from cultivating this same sense of connection, where advancement becomes a shared responsibility that reflects the true essence of the school.