The State of AI in Advancement Today

About The Episode:

Here is an interview that Inside Higher Ed recently did with Wren, which is William and Mary’s virtual engagement officer. It could be interesting to include:

• Inside Higher Ed interview with Wren and Wren’s website

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Here is an article Dan and other Advancement professionals participated in sharing insights around the use of AI within their work that could potentially be useful to link to:

• AGB magazine article around AI

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Host Dan Giroux sits down with Matthew Lambert, Senior Vice President for University Advancement at William & Mary, and Dan Frezza, Chief Advancement Officer at the College of Charleston. Together, they explore how artificial intelligence is reshaping the future of institutional advancement, from donor engagement to marketing and career services. With rapid technological shifts, both institutions are leveraging AI-powered tools, including autonomous virtual engagement officers (VEOs), to enhance outreach and optimize fundraising efforts.

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Key Takeaways

• AI is not a replacement, but an enhancement. AI tools in advancement free up professionals to focus on high-value tasks while automating routine processes like contact reports and donor outreach.
• Virtual Engagement Officers (VEOs) are changing the game. AI-driven fundraisers at William & Mary and the College of Charleston are already fostering one-on-one donor relationships, leading to increased engagement and donations.
• AI adoption requires a culture of innovation. Institutions that embrace risk-taking and long-term thinking are better positioned to leverage AI effectively.
• Personalization is key. AI tools can customize communication, ensuring alumni and donors receive relevant, engaging content that strengthens their connection to their alma mater.
• Transparency builds trust. Clearly identifying AI-powered agents in donor interactions helps maintain credibility and donor confidence.
• Advancement leaders should experiment and iterate. Small-scale testing of AI tools allows teams to refine their approach while minimizing risks.

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How is AI Being Used in Institutional Advancement?

AI is playing an increasingly critical role in institutional advancement, helping teams engage donors, streamline operations, and personalize communications. Both William & Mary and the College of Charleston are leveraging AI-driven solutions like virtual engagement officers (VEOs) to handle donor outreach, allowing human fundraisers to focus on high-value relationships. AI is also being integrated into marketing, career services, and student engagement to drive deeper connections across the university ecosystem.

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What Are Virtual Engagement Officers (VEOs) and How Do They Work?

VEOs are AI-powered autonomous fundraisers that manage donor portfolios, initiate personalized conversations, and guide alumni through the giving process. At William & Mary, the VEO named "Wren" is engaging alumni by sharing curated content, answering inquiries, and even suggesting philanthropic opportunities based on donor interests. Similarly, the College of Charleston’s VEO, “Alex,” is successfully fostering engagement by tailoring interactions, including crafting poetry for an alum who tested its capabilities.

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How Do Institutions Ensure AI Enhances, Rather Than Replaces, Human Connection?

A key priority for both institutions is maintaining authenticity and transparency in AI-driven interactions. AI fundraisers introduce themselves as virtual engagement officers, rather than impersonating human staff members. Additionally, AI serves as a bridge to real fundraisers, helping schedule meetings or flagging high-potential donors for personal outreach. By handling lower-priority tasks, AI allows advancement professionals to deepen relationships with major donors and alumni in meaningful ways.

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What Challenges Exist in AI Adoption for Advancement?

Implementing AI in institutional advancement comes with hurdles, including skepticism from staff, concerns over data security, and the need for institutional buy-in. Some advancement professionals worry about AI’s impact on job security, while others fear losing the human touch in donor relationships. However, leaders like Lambert and Frezza emphasize that AI is not replacing human fundraisers, but rather empowering them to be more efficient and effective.

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What’s Next for AI in Advancement?

Both William & Mary and the College of Charleston plan to expand their use of AI beyond fundraising. Future applications may include using AI for student engagement, career advising, and even enrollment marketing. As AI technology continues to evolve, its role in advancement will likely grow, offering new ways to personalize outreach, improve donor experiences, and drive institutional success.

AI is no longer a futuristic concept—it’s happening now, and institutions that embrace it strategically will have a competitive edge in advancement and fundraising.

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Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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