CMAC Sunday Ideas Series: Advancement at a Global Startup University
A Conversation with Cheng Feng, Senior Director of Development and Alumni Relations at Duke Kunshan University
We sat down with Cheng Feng, Senior Director of Development and Alumni Relations at Duke Kunshan University (DKU), on Alumless World this month and explored how advancement is built from the ground up — literally — at one of the most ambitious global education experiments of the last decade.
DKU is a joint venture between Duke University and Wuhan University, blending liberal arts traditions with a Chinese and international context. Cheng’s story offers a rare look into how advancement, donor development, and alumni engagement evolve when the university itself is still a startup.
“It’s like building the plane as we’re flying it,” Cheng shared. “But that also means we get to create everything with intention and purpose.”
How Do You Launch Advancement Without a Playbook?
At DKU, advancement didn’t begin with a list of alumni or a legacy of philanthropy, it began with storytelling and strategic relationship-building.
Cheng pioneered a bold idea: a “Best of Duke” study tour for Chinese business leaders, exposing potential donors to the power of liberal arts education firsthand. These immersive trips not only generated excitement but led to long-term investment — some even sent their own children to DKU.
“Seeing is believing. We helped people understand liberal arts education by letting them live it for a few days. That changed everything.”
This approach wouldn’t fly at an older, more traditional institution, but at DKU, it was the spark that lit the fire.
How Do You Grow Affinity for a Brand-New Institution?
DKU’s first undergraduate class graduated in 2022. The alumni base is small, scattered, and still forming its identity. That hasn’t stopped Cheng’s team from experimenting.
They’ve aligned closely with the admissions team to track standout students early, then follow their progress into grad school and beyond. They’ve hosted alumni gatherings abroad (including at Duke) and share alumni stories through partnerships with the recruitment office.
“We’re building alumni culture one relationship at a time,” Cheng said. “It’s not about big events—it’s about touchpoints, stories, and staying curious.”
What Has Surprised You Most About DKU’s Growth?
Cheng admits that many assumed DKU’s progress would be slow. But the university has exceeded expectations, producing a Rhodes Scholar in its first graduating class and placing students in top global programs.
In response, the university launched a new Institute for Global Higher Education, designed to study its own model and share learnings with other institutions.
“We didn’t expect to be a model so soon. But we saw the opportunity, and we embraced it. That’s the spirit of innovation.”
Final Thoughts
Duke Kunshan University is redefining what advancement can look like when it’s powered by purpose, not precedent. Cheng Feng’s work is a testament to what’s possible when strategy, storytelling, and startup energy collide.
Listen to the full conversation on Alumless World to hear how Cheng is helping DKU become a global leader in education — and building a new advancement model along the way.
