Two Cornell divisions are riding the wave of the university's future.

In a move that signals one way the university will streamline its operations, the Division of Alumni Affairs and Development (AAD) will begin insourcing its communications to the Division of University Communications Aug. 30.

The strategic alliance is a response to President David Skorton's call to "reimagine Cornell" and forge a leaner, stronger university, said Thomas W. Bruce, vice president for university communications, and Charles D. Phlegar, vice president for alumni affairs and development.

"As the administration looks for ways to streamline its operations and avoid duplication, this is a qualitative and quantitative step in that direction," Bruce said. "By rethinking the relationship between our two divisions, we are reimagining a more effective way to fulfill our part of the Cornell mission."

The move will enhance the university's efforts to speak to its constituents with one voice. University Communications will provide comprehensive marketing and communication strategies, plans and services that support AAD's activities, Phlegar said. "This arrangement will ensure the integration and seamless delivery of communications on behalf of AAD in line with the university's overarching messaging, public outreach, branding and social networking efforts," he said.

"It really is a great day for university communications to have earned the trust of AAD," Bruce added. "AAD can focus their energies on fundraising and engagement with alumni, with the assurance that their efforts will be given the greatest reach possible, thanks to the professionals at university communications."

The collaboration is part of a long-term planning process at University Communications. An early step was the transfer of the Division of Human Resources' communications earlier this year to the communications division.

Seven full-time members of AAD's marketing and communications organization will join the public affairs and marketing units of university communications. "They will become pillars of our organization, and together, we will provide the kind of communications support that AAD rightly should expect," Bruce said.

The two divisions have worked collaboratively and well for years, added Glenn Altschuler, vice president for university relations and dean of the School of Continuing Education and Summer Sessions. "The new arrangement formalizes the relationship and clarifies individual roles and responsibilities. It will, I am confident, lead to ever more effective -- and elegant -- communications with Cornell's alumni and friends."