Rethinking Engagement: Data-Informed Strategies for a Changing Advancement Landscape

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May 27, 2026 12:00 PM - 1:00 PM ET

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As advancement evolves, so does our understanding of alumni and constituent engagement. With six years of CASE data, institutions are redefining how they measure engagement and connect it to strategic goals.

Jenny Cooke Smith, Executive Director of CASE Insights

Prior to joining CASE, Smith spent 15 years in a variety of positions within Blackbaud’s Target Analytics, most recently leading donorCentrics™ benchmarking cohorts, providing opportunities for institutions and organisations globally to review and discuss direct marketing and annual giving trends. She joined CASE in 2019 to help members find value through using data and is most proud that through projects like CASE’s Alumni Engagement Metrics, institutions can begin to answer questions such as ‘we know engagement leads to giving, but how do we show it?’.

Smith is currently co-teaching a course on CASE’s Global Reporting Standards and researching the latest trends on alumni engagement globally, enjoying opportunities to present again in-person, and working individually with CASE member institutions to develop strategies using CASE data and benchmarks.

Heather Ashley, Executive Director of the UF Alumni Association and Alumni Relations, University of Florida

Heather Ashley serves as the Executive Director of the UF Alumni Association and Executive Director of Alumni Relations, leading initiatives to engage and inspire the University of Florida’s living-degreed-alumni population of more than 520,000 Gators worldwide. She focuses on building meaningful connections, advancing philanthropic support, and creating empowering opportunities for alumni to remain invested in UF’s success. After 15 years at UF in varying alumni and fundraising leadership roles, Heather has decided to officially become a Gator and is currently pursuing a Ph.D. in Leadership Development.

Her research examines the intersection of alumni engagement and philanthropy in higher education, blending academic insight with practical strategies to strengthen alumni networks and institutional impact. Her commitment to education and leadership began as a student-athlete on the UConn women’s volleyball team. That experience not only developed her teamwork and leadership skills but also opened doors that shaped her career and personal mission. As a scholarship recipient, Heather experienced firsthand the transformative power of educational opportunities—fueling her dedication to ensuring future generations have access to similar opportunities through strong alumni support and giving.

Outside of her professional role, Heather is the proud mom of 11-year-old twin boys who share a love for Disney. One of her sons is on the autism spectrum, an experience that has deepened her understanding of neurodivergence and its impact across life stages and educational experiences. This perspective shapes her commitment to fostering inclusive environments where voices are valued and included in strategic and leadership decision-making.

Kim Julian Bowden, Vice President of Annual Giving, Georgia Tech Alumni Association

Kim is Vice President of Annual Giving with the Georgia Tech Alumni Association in Atlanta, GA.  She oversees Roll Call, Georgia Tech’s annual fund, which just concluded its landmark 75th year, as well as data analytics, gift processing, and stewardship.  Prior to her time at Georgia Tech, Kim worked in Development and Alumni Relations at Emory University, as Executive Director of Annual Giving (2010-2019), Senior Director of Annual Giving (2004-2006), and Associate Director of Development and Alumni Relations for Emory’s School of Nursing (2004-2006).   

Before working in higher-education fundraising, Kim was the Membership Operations Supervisor at the High Museum of Art at the Woodruff Arts Center in Atlanta, where she was responsible for membership acquisition, renewal, and upgrade campaigns. She also managed special projects targeting current members for additional support during the Museum’s capital campaign.  She began her work in fundraising as Managing Director of Actor’s Express Theatre Company in Atlanta after working as a Stage Manager and Production Manager. 

Kim received her BA in English and Theater Arts from Furman University and her MBA from Emory University. Kim previously served as Chair and Vice-Chair of the Annual Giving Directors Consortium and has been a presenter with AASP, Academic Impressions, CASE, Georgia Education Advancement Council, and Ruffalo Noel Levitz.