Episode Details

In this episode of Advancement Amplified: AI for IA, host Dan Giroux sits down with Andrew Gossen, Executive Director of Communications, Marketing, and Participation at Cornell University, to explore how AI is reshaping advancement teams. Andrew shares insights on AI’s impact on marketing, fundraising, and engagement, as well as how institutions can balance efficiency with the human connection that remains at the heart of advancement. From predictive analytics to AI-powered donor insights, this conversation highlights key strategies for leveraging AI in higher education advancement.

Guest Name: Andrew Gossen, Executive Director for Communications, Marketing, and Participation (Division of Alumni Affairs and Development), Cornell University

Guest Social: https://www.linkedin.com/in/andrewgossen/

Guest Bio: Andrew Gossen is the executive director for communications, marketing, and participation in Cornell University's Division of Alumni Affairs and Development. He joined Cornell in 2010 to integrate emerging digital technologies – among them social media and crowdfunding – into the division's strategic plan. Previously, Gossen spent eight years at the Alumni Association of Princeton University in a number of diverse roles. His focus is using digital technologies and approaches to engagement to build audiences and mobilize them on behalf of a range of causes and organizations.

In addition to speaking frequently on this topic to domestic and international audiences, he has served CASE Commission on Alumni Relations, co-chaired the CASE Joint Commission Task Force on Social Media, and received a CASE Crystal Apple Award for Teaching Excellence in 2018. Gossen holds a bachelor's degree from Princeton and a doctorate in social anthropology from Harvard University.

Key Takeaways

• AI Adoption in Advancement Is Still Emerging – While AI’s potential is clear, many institutions are still figuring out how to implement it effectively.
• Generative AI and Predictive Analytics Are Game-Changers – AI can automate content creation, analyze engagement data, and refine outreach strategies at scale.
• Personalization at Scale Is the Goal – AI-driven tools can help institutions better segment and engage their audiences while maintaining a human touch.
• AI Frees Up Time for Relationship-Building – Automating administrative tasks allows advancement professionals to spend more time connecting with donors.
• Culture and Training Matter – AI adoption requires a mindset shift, continuous learning, and collaboration across advancement and IT teams.

The Evolution of AI in Higher Ed Advancement

Cornell University has been at the forefront of AI exploration in advancement since 2018. Andrew Gossen explains that while AI has been on the radar for years, the release of generative AI tools like ChatGPT has significantly accelerated conversations. Unlike previous technological shifts, such as the rise of social media, institutions are proactively engaging with AI rather than resisting it. However, many teams are still struggling to determine how AI will fundamentally change their workflows and engagement strategies.

Harnessing AI for More Effective Marketing and Engagement

One of the most immediate and tangible uses of AI in advancement is in marketing and communications. AI-driven marketing automation allows institutions to test different content strategies, analyze audience responses, and refine outreach in real-time. At Cornell, the integration of AI with advanced marketing platforms has created opportunities to A/B test content at scale, reducing the manual effort required by staff. This enables institutions to reach donors and alumni with more relevant, personalized messaging—without overburdening their teams.

AI’s Role in Fundraising: