Structure, Strategy, & Silos—Oh My!
Part 2 of 3: From Support to Strategy
Last week, we explored how teams are labeled—and what those labels reveal about how your team is treated and empowered (or not).
But titles only tell part of the story. Structure tells the truth.
Who your team reports to, who they collaborate with, and how their work is prioritized reveals far more.
I’ve worked with teams embedded in Central MarComm, others nested in Advancement, and still others scattered across schools with dotted lines back to both.
Some have a seat at the strategy table. Others only get brought in to “make it look nice.”
If you want to elevate your Advancement MarComm function, this issue is about what kind of structure makes that shift possible.
Structure is Strategy
Let’s start with a truth some leaders tiptoe around:
Your org chart is a strategy document.
Yes, trust and influence matter. But structure still sends a message—internally and externally—about what your team is trusted to do.
Are they set up to:
- Act as a shared service?
- Drive donor engagement strategy?
- Execute only what development requests?
- Partner across alumni, stewardship, and major gifts?
And just as importantly: Are they looped in early—or after the plan is set?
What if an Advancement division evolved its Development Communications team into a fully integrated Advancement MarComm team—one that not only partnered with frontline fundraisers but also with donor relations, alumni engagement, campaign operations, and other key collaborators?
Could that team shift from simply producing gift proposals and announcements to co-owning donor engagement strategy? From reactive production to proactive partnership—earning a seat at the planning table, aligning messaging across functions, and strengthening bridges to Central MarComm and academic units?
It’s a hypothetical—but a useful one. Because when Advancement MarComm is positioned to lead, the ripple effects are real: sharper priorities, stronger storytelling, and more cohesive experiences for alumni and donors alike.
When teams are structurally empowered to plan with development, alumni, and stewardship—and align with central marketing—they can shape the narrative, strategy, and results.
Where Structure Breaks (and How to Fix It)
In a past issue, "The Silo Problem That’s Costing Institutions Millions", I unpacked how fragmented communications across Central MarComm and Advancement divisions erode donor trust, engagement, and giving.
This week builds on that idea. Silos aren’t just interpersonal. They’re embedded in how we design our teams.
So where does it break?
When Advancement MarComm teams sit deep under operations or report too far removed from campaign leaders, several things happen:
- Strategy becomes reactive.
- Messaging gets fragmented.
- MarComm becomes an order-taker, not a thought partner.
Here’s the fix:
Start by examining:
- Where your team reports—and how visible that is to leadership
- How often they meet with gift officers, donor relations, and alumni engagement
- Whether their role in planning is default or optional
Even a small structural change, like adding a dotted-line reporting relationship or giving them a formal role in planning a strategic initiative, can shift perception and open new doors.
Insights That Back It Up
"Charting a Course Toward Transformation" — by Jaime Hunt
Read the article
In this article for CASE, Jaime explores how marketing and communications professionals can move from service providers to strategic leaders—especially in the face of institutional transformation. One key insight: structure must evolve alongside expectations. When MarComm is embedded in organizational strategy, it builds trust, elevates visibility, and drives alignment across functions.
"Strengthen Your Donor Communications and Raise More" — Chronicle of Philanthropy
View the toolkit
This curated toolkit offers practical advice for improving collaboration between fundraising and communications teams. Tips include how to align around shared goals, reduce friction, personalize outreach, and use data to deepen donor relationships. The throughline? Stronger collaboration leads to stronger results—and better donor experiences.
NEW 5-Part Podcast Series: Reimagining Advancement MarComm
I’m excited to once again team up with Enrollify—higher education marketing's leading content platform—to launch a second five-episode "Pulse Check" podcast series starting mid-August through September!
This series (working title: "Advancement Rewired") will explore how Advancement Marketing and Communications must be reimagined to meet shifting expectations, support a transforming fundraising enterprise, and stay relevant in a dynamic higher education landscape.
I'll be joined by advancement leaders, strategists, creatives, and technologists who are reshaping how this function is structured, resourced, measured, and integrated.
Each episode will be tight, practical, and forward-looking. More details and guest reveals in the weeks ahead!
Final Thought
In the third and final issue of this series next week, I’ll map how teams evolve from executional support units to strategic leaders. We'll explore:
- Team behaviors and habits
- What credibility looks like in action
- How to claim a seat at the table—and make the most of it
But before that, ask yourself:
- Who does your team really work for?
- Who do they meet with regularly?
- Who defines the priorities?
Your answers are shaping more than just your org chart—they’re shaping how your institution engages, inspires, and delivers on its promise.
Let’s build teams that lead.
Let’s make it matter.
Dan
