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How Universities Are Using Relationship Marketing to Engage Their Community and Stay Competitive

In today’s crowded higher-education market, universities face growing pressure to stay competitive—not just with prospective students, but also with faculty, alumni, and donors. Ongoing economic uncertainty, rising student expectations, and heightened competition for enrollment have made attracting students and securing donations at previous levels increasingly difficult. Universities are exploring new ways to engage their diverse audiences, from leveraging data-driven personalization and consolidating tech stacks for more efficient communication to incorporating SMS marketing into their outreach strategies. Institutions must reshape how they engage their students, strengthen alumni connections, and build donor support to stay ahead.

Economic Pressures

Universities are being affected by lower enrollment and a volatile economic climate. Rising tuition costs and concerns over student debt are causing fewer prospective students to pursue traditional degrees, contributing to a drop in student enrollment. However, the impact extends beyond student numbers—a turbulent economic climate can also affect donor behavior. Inflation and market instability make donors more cautious, with some reducing or delaying their contributions. To address this, universities must rethink their donor engagement strategies. Showing the direct impact of donations—such as funding scholarships, supporting research, or enhancing student programs—can help reassure donors of the value of their contributions. For example, universities might launch specific campaigns that highlight how a $100 recurring donation can fund a semester's worth of books for a student in need; or how a one-time $500 gift can sponsor a faculty research project. Flexible giving options, like recurring or smaller donations, can also appeal to those who wish to support the institution despite economic uncertainty.

Operational Efficiency & Tech Stack Consolidation

One of the most pressing challenges universities face today is the need to become more efficient with fewer resources, due to issues mentioned above, all while managing increasingly complex digital ecosystems. Many institutions struggle with disconnected technology systems across various departments—whether it's separate platforms for alumni relations, donor management, or student enrollment. This siloed approach can cause inefficiencies, duplicative efforts, and inconsistencies in messaging. To address these issues, universities are increasingly consolidating their tech stacks, streamlining operations through centralized platforms. By implementing a unified Email Service Provider (ESP) or Customer Relationship Management (CRM) system, universities can create a more cohesive and efficient process for communicating with their constituents. This ensures that all departments are aligned with the institution's goals and provides a cost-effective way to maintain high-quality engagement across diverse audiences. A great way to start is by issuing an RFP (or RFPs!) for your envisioned tech stack. To help you strategize and coordinate with internal teams, check out our Higher-Ed RFP Guide for tips on launching a well-organized, thoughtful process.

Personalization & Customization

As people become more accustomed to hyper-personalized experiences in their daily lives, universities are increasingly expected to meet those same standards. By leveraging advanced technology and data, institutions can offer personalized messaging, whether it’s sharing relevant academic resources with faculty, promoting alumni events, or providing tailored donation opportunities to key supporters. For example, a university could send alumni personalized emails that reference their graduation year, major, and past involvement, paired with specific donation opportunities tied to programs they were passionate about. This personalization helps deepen engagement, drive loyalty, and, in some cases, increase financial support.

Digital Marketing & Social Media

While digital marketing has long been a cornerstone of higher-ed recruitment, its role has expanded beyond just attracting students. Platforms like TikTok, Instagram Reels, and LinkedIn are now essential for engaging alumni, faculty, and donors as well. Universities are creating content that speaks directly to these groups, whether it's highlighting faculty achievements, showcasing alumni success stories, or sharing impactful donor-funded projects. An integrated marketing strategy that utilizes messaging across digital, social, and traditional platforms can enhance engagement and ensure a cohesive brand presence, a feat that is challenging but hugely important for universities.

Video Content & Virtual Tours

Video content, including virtual tours, is emerging as a powerful tool for engaging not just prospective students but also other key audiences. For instance, virtual tours allow alumni to revisit campus and evoke nostalgia, potentially increasing their likelihood of registering for events like Homecoming, the biggest fundraising event of the year for most campuses. Additionally, video stories that showcase faculty research or highlight donor-funded initiatives might motivate someone to offer support or share their expertise. As audiences increasingly turn to video for information, universities should leverage this medium to enhance engagement and foster deeper emotional connections with their entire community.

Storytelling & Authentic Branding

Branding is a crucial aspect for higher-ed institutions, and cohesive branding across all departments is essential for creating a unified identity. Utilizing consistent colors, logos, and design elements across websites, emails, and promotional materials helps reinforce brand recognition and fosters a sense of community among students and alumni. By implementing a templatized branding system, universities can ensure that every department aligns with the institution's overall vision while still allowing for localized messaging. This consistency enables schools to effectively share authentic stories from students, alumni, and faculty, highlighting what makes their communities special and building strong emotional connections with prospective students. Learn more about how Emma can help templatize your marketing efforts here.

Adapting to the Future

As higher education institutions look to the future, they must continue to adapt to meet the needs of their diverse community. By consolidating their tech stacks, universities can operate more efficiently across departments, from faculty communications to donor outreach. A centralized Email Service Provider (ESP) allows for streamlined messaging that reaches each audience with content that matters to them. Whether it’s personalized emails for prospective students, engagement opportunities for alumni, or targeted donation appeals, institutions can maintain a unified voice while offering localized experiences that strengthen relationships across the board. Interested in learning how Emma by Marigold can streamline your higher-ed marketing efforts?

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