Mark Koenig, OSU, Vice President for Advancement Services

Beyond The Rolodex - CRM Adds Critical Functionality For Higher Ed

  • Legacy contact management systems for higher education keep information in silos. A modern CRM system can connect to other systems and opens access to many more resources and data.
  • Universities can benefit from bringing a for-profit marketing perspective to higher education.

“The annual fund is a marketing division. They do segmentation, they send out mailings and emails, they may use crowdfunding or crowdsourcing initiatives . . . . they must manage all the different vehicles through which they run their program.”

What do university advancement and the private sector have in common? According to Mark Koenig, more than you might think — both types of organizations revolve around sales and marketing.

This is an excerpt from The Future of Higher Education. The eBook was generously sponsored by Ellucian.