Panel discussion

Driving collaboration through data sharing

A case study in higher education CRMs

Whose data is it? Modern CRMs can make contact information available to any staff member who needs it, but colleges and universities have unique challenges in managing constituent data. Communications with applicants, students, alumni, and donors have remained siloed in many higher education institutions. However, clear collaboration across your enrollment, student life, alumni, and advancement teams can lead to a much richer experience for those you communicate with.

In this recorded discussion, we talk with a panel of cross-functional executives from Arcadia University, exploring its transformative and shared approach to managing constituent data. They share valuable insights about how they secured buy-in, their roadmap for building a unified Salesforce instance, and the challenges they’ve faced in shifting the way their departments collaborate.

Follow along as members of the President’s Cabinet at Arcadia share how they collaborated between IT, Marketing, Enrollment, and Advancement to build a unified view of their data. PTKO’s Patti DeBow, Arcadia alumna and former Trustee, moderates this discussion, providing an insider’s perspective on the importance of aligning internal efforts to meet the expectations of donors and alumni.

Event recording and resources

Slide deck: Driving collaboration through data sharing

Data Governance: Arcadia’s policy on data

Contact the Arcadia team


Headshot of Rashmi Radhakrishnan, Vice President for IT and Chief Information Officer at Arcadia UniversityRashmi Radhakrishnan

Vice President for IT and Chief Information Officer, Arcadia University

As a member of the President’s Cabinet, Rashmi leads and manages IT strategies for the University’s long-term technology needs, oversees cybersecurity initiatives at Arcadia’s campuses around the world, and ensures user-centric IT support for all members of the Arcadia community. She is leading the digital transformation initiative which is part of the University’s strategic plan, Arcadia 2025.

Headshot of Rakin Ahsan Hall, Vice President for Enrollment Management at Arcadia University

Rakin Ahsan Hall, M.Ed

Vice President for Enrollment Management, Arcadia University

Being a higher education professional with experience working at 5 different institutions frames Rock’s thinking around building teams and student cohorts. Working within executive leadership at R1 institutions, medium size state schools, and now a small university allows him to pull from a breadth of experiences in order to narrow gaps and create stronger fidelity between systems. Rock is passionate about inclusion and plurality. Diversity is a key part of any successful equation.

Headshot of Laura Baldwin, Vice President for Marketing & Communications at Arcadia UniversityLaura Baldwin

Vice President for Marketing & Communications, Arcadia University


Laura Baldwin, MBA, is Vice President for Marketing and Communications at Arcadia University. She leads the University Marketing and Communications (MarCom) team and is responsible for communications, branding, web services, public relations, event and conference services, and marketing strategies for Arcadia. Baldwin led the crisis communications through COVID.

Headshot of Patti DeBow smiling with shoulder length, thick, brown, curly hair and blue eyes. Grey blazer with purple blouse and a black pattern on it.Patti DeBow

President, ParsonsTKO

Patti is a data-minded strategy and operations executive with a passion for solving the unique challenges found in the non-profit and public sectors. In her role as President, she oversees project execution and operations, ensuring that we deliver high-quality, comprehensive, and effective solutions to our clients.

Patti came to ParsonsTKO with over a decade of experience in management consulting at Accenture, where she worked on strategic planning, customer engagement, digital transformation, program and operational strategy, and financial forecasting. Prior to that, her 5 years of experience in data analytics at Towers Perrin and an MBA from Wharton business school gave her a background in data-driven analysis that informs her approach to managing the growth of our company.

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