When Keith W. Cook first began practicing law in central New Jersey, he never imagined a career in higher education.
Today, after nearly two decades in advancement leadership at institutions including the Icahn School of Medicine at Mount Sinai, Seton Hall University School of Law, Penn State University, and the University of North Carolina at Chapel Hill, Cook has joined Georgian Court University as Vice President for Institutional Advancement. In the role, he leads the university’s fundraising, alumni relations, donor engagement, and advancement strategy in support of the university’s mission and long-term priorities.
Early in his legal career, Cook became involved with local nonprofit organizations, helping establish 501(c)(3) organizations, draft bylaws, build governing boards, and navigate the legal requirements that come with launching mission-driven organizations. Those experiences ultimately introduced him to institutional advancement—a profession he hadn’t previously considered.
“I had no idea that full-time careers in fundraising existed,” Cook said.
Looking back, however, he sees a natural connection between his legal career and the work he does now.
“At the core, advancement is really about relationships and people,” he said. “When you’re in certain legal professions, it’s about building a network and a client base and building trustworthiness…I think I had the key components of trustworthiness and relationship building that give somebody the opportunity to become a successful fundraiser.”
Those skills led him into philanthropic planning early in his career, opening opportunities to serve at several major universities before assuming senior advancement leadership positions. When the opportunity at Georgian Court arose, however, one aspect of the university immediately stood out.
“What drew me to Georgian Court, honestly, was its sense of mission,” he said.
Having spent much of his career at faith-based institutions, he said he has come to appreciate organizations where mission guides everyday decisions rather than existing simply as a statement of values.
“Georgian Court was probably the first place that I’ve been to where it wasn’t just something that was tacked on the wall,” he said. “I interviewed with [Jeffrey Schaffer, Executive Director of Mission & Ministry], and it became clear that mission was inherent within everybody’s discussion and talking points.”
For Cook, that sense of purpose provides the foundation for advancement work. When people are united by a common mission, he believes, relationships develop more naturally and endure over time.
“When you have a mission and something that people are aligned in, the relationship building naturally has a starting place,” he said. “When you want to grow and deepen relationships, having that North Star is very important.”
That philosophy also informs his approach to Institutional Advancement. Rather than defining it solely through fundraising, Cook sees advancement as building lifelong partnerships between alumni, donors, students, and the university. Philanthropy is one expression of that relationship, but not the only one.
“Advancement being relationship-driven, it’s not merely about asking people for gifts, but it’s about building partnerships for what our future could be,” he said.
As he begins meeting members of the Georgian Court community, Cook is focused on understanding what originally connected alumni to the university and how those relationships can continue to grow.
“If I’m talking to a graduate right now, I’d ask, ‘What was meaningful about your experience at Georgian Court? How did it shape and change your life, and how can we build upon that connection and relationship today?'” he said. “There are students and faculty who are striving to build those outside relationships that open doors and help students better understand the journeys that lie ahead.”
Cook also believes alumni engagement extends well beyond philanthropy. Volunteering, mentoring students, attending university events, sharing professional expertise, and opening doors for graduates all contribute to a vibrant alumni community.
“Investment is going to mean different things at different times to different people,” he said. “So that investment might be volunteering their time, it might be working with a student group…We have to say, ‘Okay, does that fit within our mission and vision? Does it help us? Does it help them? And is it going to grow our community?'”
He envisions Institutional Advancement working closely with colleagues across campus—from admissions and athletics to academic leadership and career services—to create more opportunities for alumni to stay connected with Georgian Court and one another.
“I think my goal is for community and collaboration to be the foundation of what we do, both internally and externally,” he said.
Ultimately, Cook hopes alumni see Georgian Court as a lifelong community rather than a place they attended for a few years. Building that sense of connection, he believes, creates the foundation for every aspect of advancement.
“If they’re informed and involved, then they’re engaged,” he said. “At that point in time, then we’ve earned the right to be able to talk to them about their investment.”
As he begins his tenure, Cook is optimistic about what lies ahead.
“I think we’re in store for some great things,” he said.
