The Advancement 7I Framework

Article by CMAC Vice President and Senior Consultant Paul Clifford 

Note: Paul uses the term advancement throughout this post and defines it as any type of operation (division, foundation, or other) that has fully integrated their engagement work into the development endeavor.

I've been thinking a lot about a framework for the integration of all elements of advancement.  How can we describe our ecosystem in a way where alumni and donor engagement, development, annual fund, planned giving, major gifts, communications, digital engagement, volunteer management, etc. see their roles as an integral piece to the overall endeavor? In recent conversations with clients at James Madison University and Purdue, a model emerged that I’d like to share for your consideration and input. I took inspiration from JMU’s Vice President for Advancement Nick Langridge and his 5I framework, as well as from McKinsey & Company's 7 S Model.

Identify

Successful advancement operations begin with identifying key stakeholders (alumni, donors, corporate partners, and community members) who are likely to engage with and support the institution. This includes data-driven segmentation, prospect research, and understanding the interests, affinities, and capacities of constituents. Developing detailed constituent personas helps tailor engagement strategies to different segments, ensuring personalized and effective outreach. 

Inform

Communicating the institution’s mission, achievements, and needs is critical for fostering and driving engagement. Effective communication strategies utilize a multi-channel approach, including digital campaigns, social media, and storytelling across various mediums, ensuring that alumni and donors remain connected and informed about institutional priorities. Sharing success stories of the institution and its alumni builds pride and affinity, highlighting how students, alumni, and the institution impact communities, professions, and the world. 

Involve

Engagement beyond communications deepens relationships. Institutions should provide meaningful opportunities for stakeholders to participate in events, volunteer programs, mentoring, and advocacy efforts. Customizing and personalizing experiences, volunteer opportunities, and philanthropic asks can foster emotional investment and strengthen affinity. 

Inspire

Emotional connections drive commitment. Institutions should inspire alumni and donors by showcasing impactful student stories, faculty excellence, groundbreaking research, and the institution’s vision for the future. Connecting motivations to opportunities that align with what alumni and donors value most about the institution strengthens long-term engagement. Another way to inspire your constituents is to involve them in a process of co-creation. When people are invited to share their thoughts, experiences, and talents, they feel valued and heard. This builds trust and fosters a deeper connection to your organization or mission. 

Invest

Philanthropy is a central outcome for advancement teams. Institutions must create compelling cases for support that align donor passions with institutional needs. Various ways alumni can support their alma mater include alumni association membership, annual giving, major gifts, planned giving, digital fundraising, and special campaigns, providing multiple entry points for engagement. Co-creation also leads to greater investment. People are more likely to support and promote something they helped build, making them not just participants, but champions of your work. 

Impact

Demonstrating the tangible outcomes of investments is crucial for sustaining long-term engagement. Institutions should show how donor contributions make a difference through scholarships, research breakthroughs, new facilities, or student success. Tracking and evaluating engagement metrics through VSE (Voluntary Support of Education) and CASE Engagement Metrics help institutions refine strategies and demonstrate ROI to stakeholders.

Innovate

Advancement should evolve with changing donor expectations, technological advancements, and institutional priorities. Innovation in fundraising, engagement strategies, and communications ensures that institutions remain relevant and effective in a competitive landscape. Innovation drives continuous improvement, efficiency, and creativity within the advancement ecosystem.

On the surface, there's nothing groundbreaking in these seven concepts. What I think is magical about this approach is that all of the elements are interconnected and equal in importance. It helps teams see how their work in alumni engagement impacts the other areas because these areas overlap with every element of the entirety of the advancement team.  Each team within advancement, as well as the entire advancement division, should be able to use this framework to define what they do and how they do it.

I'd welcome the opportunity to work with your teams to look at your work through the lens of the Advancement 7I framework.