ISM has recently published several articles on the 21st Century School, all addressing the changing nature of the classroom experience. No less dramatic are the changes taking place in school resource management, resulting from the need for schools to maintain strong enrollment and to generate increasing amounts of gift and auxiliary revenue—all within the context of a challenging economy. These changes require that the school’s message be coordinated to engage a donor base that is sophisticated in gathering and synthesizing information from multiple sources. Admission prospects and donors are demanding the demonstration of value, and philanthropy must now fulfill their interest as much as it meets institutional need. In view of these changing circumstances, the 21st Century School is compelled now to coordinate the roles of admission, development, and marketing/communicating.