Chronic absenteeism is a longstanding problem that has surged to troubling levels. Recent data show that in 20 states, more than 30% of students are chronically absent, about twice the rate seen before the pandemic. Absenteeism is a multifaceted problem, and the reasons students stop showing up aren’t always academic. Sometimes it’s because they don’t feel connected to their school, or they are not engaged in the curriculum. Other times, they face adversity outside the classroom. While the problem is complicated, it’s easy to overlook one of its simplest, most effective solutions: What if the key to keeping students is a performance stage, a music room or an art studio — a creative outlet to shine?
Despite decades of research, arts education is still treated as a “nice-to-have” when education budgets allow. From 2015 to 2019, the NAMM Foundation conducted a four-year study across 1,700 New York City public schools serving over 1.1 million students. They found that schools offering music and arts programming had lower rates of chronic absenteeism and higher overall school-day attendance than those that didn’t. Similarly, a comparison of cohort data over seven years found that dropout rates fell from 30% to just 6% among students participating in consistent arts programming.
Clearly, the arts are a powerful tool for academic engagement, resilience and, most importantly, graduation. For example, after tracking more than 22,000 students for 12 years, the National Dropout Prevention Center found that those with high levels of involvement in the arts were five times more likely to graduate from high school than those with low involvement.
But while over 90% of Americans feel the arts are important for education, only 66% of students participate, and access remains uneven. Charter schools, the fastest-growing segment of public education, have the lowest availability of arts courses: Just 37% of public charter high schools offer arts instruction. Students in charter schools, military families and homeschool programs are too often the ones with the fewest opportunities to engage with the arts, despite needing them most.
This is an issue that the Cathedral Arts Project in Jacksonville, Florida, is trying to solve.
In partnership with and with funding from the Florida Department of Education, our program piloted a year-long arts education initiative during the 2024-25 school year, reaching more than 400 students in charter schools, homeschools, military families and crisis care. Our teaching artists visited classrooms weekly, providing instruction in dance, music, visual arts and theater. Throughout the year, students in kindergarten through high school found joy, confidence and connection through creative learning. Homeschool students brought history to life through art projects, children from military families found comfort and stability during times of deployment and young people in crisis discovered new ways to express themselves and heal. Each moment affirmed the power of the arts to help children imagine what’s possible.
To better understand the impact of this work, we partnered with the Florida Data Science for Social Good program at the University of North Florida to analyze reports and survey evaluations collected from 88% of program participants. Here’s what we found:
Students grew not only in artistic skill, but also in self-confidence, teamwork, problem-solving and engagement. After completing the program, over 86% of students said they “like to finish what they start” and “can do things even when they are hard” — a key indicator of persistence, which is a strong predictor of long-term academic success. Students rated themselves highly in statements like, “I am good at performance.”
Families noticed, too. In the age of screens, nearly three-quarters reported that their child had increased in-person social interaction since beginning arts programming and had improved emotional control at home. Nearly one-third saw noticeable gains in creative problem-solving and persistence through challenges.
According to the State of Educational Opportunity in America survey conducted by 50CAN, parents view the arts as a meaningful contributor to their child’s learning, and they want more of it. In Florida, where families have been given the power of school choice, they’re increasingly seeking out programs that inspire creative thinking and meaningful engagement while promoting academic success. But finding them isn’t always easy. When funding allows, traditional public schools may offer band or visual arts, but these options are often unavailable to families choosing alternative education options for their children.
Now in its second year, our program fills this critical gap by working directly with school choice families across northeast Florida, bringing structured arts instruction to students who otherwise wouldn’t have access.
What makes the arts such an effective intervention? It’s structure, expression and connection. When students learn through the creative process, they navigate frustration, build resilience and find joy in persistence. These are not soft skills — they’re essential for survival, and increasingly important in today’s workplaces.
Arts education is a necessary investment in student achievement. It’s time for other states to treat it that way and follow Florida’s lead.
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The current state of UK higher education in 2025 is marked by an existential crisis, rather than merely a series of difficult challenges.
This crisis comes from the inherent tension of attempting to operate a 20th century institutional model within the complex realities of the 21st century. This strain is exacerbated by complex socio-economic difficulties facing students, coupled with the immense pressures experienced by staff.
A city under siege
Conceptualising UK HE as a “city”, it becomes evident that while valuable as centres of learning, community and potential, this “city” is currently under siege and there is a “dragon at the gates”. The “dragon” represents a multifaceted array of contemporary pressures. These include, but are not limited to, funding reductions, evolving regulatory demands and the escalating cost-of-living crisis. Empirical research indicates that the cost-of-living crisis profoundly impacts students’ capacity for engagement.
Furthermore, this “dragon” is continuously evolving. With the rapid ascent of artificial intelligence (AI) and the distinct characteristics of Gen Z learners representing two of its newest and most salient “heads”. While AI offers opportunities for personalised learning, simultaneously, it presents substantial challenges to academic integrity and carries the risk of augmenting student isolation if not balanced with human connection. Concurrently, Gen Z learners have learned a state of “continuous partial attention” through constant exposure to multiple information streams. This poses a unique challenge to pedagogical design.
Defence, survival and the limits of future-proofing
In response to these multifaceted challenges, the prevalent institutional instinct is to defend the city. This typically involves retreating behind existing structures, consolidating operations, centralising processes, tightening policies and intensifying reliance on familiar metrics such as Key Performance Indicators (KPIs), National Student Survey (NSS) action plans, attendance rates and overall survey scores.
However, survival mode often means the sacrifice of genuine student engagement. This refers not to the easily quantifiable forms of engagement, but the relational, human dimension, wherein students develop a sense of belonging, perceive their contributions as meaningful and feel integrated into a valuable community. Research consistently demonstrates that this sense of belonging is paramount for psychological engagement and overall student success. Consequently, an exclusive focus on defending established practices, reliant on systemically imposed metrics, risks reinforcing barriers that actually impede connection, wellbeing and the institutional resilience that is critically needed.
While the concept of “future-proofing” is often invoked, it is imperative to question the feasibility of achieving perfect preparedness against unknowable future contingencies.
Attack strategies
Given the limitations of a purely defensive stance, a different strategic orientation is warranted: a proactive “attack” on the challenges confronting HE. Genuine engagement should be reconceptualised not merely as a student characteristic, but as an institutional design choice. Institutions cannot expect students to arrive with pre-existing engagement; rather, they must actively design for it.
This proactive engagement strategy aligns precisely with the University of Cumbria’s commitment to people, place, and partnerships. These themes are woven through the university’s new learning, teaching and assessment plan, providing a framework for institutional pedagogic transformation.
Relationships as the bedrock of community
The “citizens” of our HE “city” – students and staff – constitute its absolute bedrock. Strong relationships between these stakeholders are fundamental to fostering a resilient academic community. A critical institutional challenge lies in ensuring that existing systems, policies and workload models adequately support these vital connections. It is imperative to grant staff the requisite time, flexibility and recognition for their crucial relational work. This represents a shift in focus from a transactional interaction to a relationship-centric approach.
Understanding the distinct experiences of diverse groups of students (e.g. apprentices, online learners and commuter students) is of critical importance for building meaningful and authentic engagement. Fundamentally, ensuring that students feel “seen, heard and valued” is a key determinant of psychological engagement and a prerequisite for all other forms of learning to take root.
Designing for inclusive environments
The concept of “place” encompasses the entire physical and digital environment of the HE institution. Belonging, rather than being an abstract sentiment, possesses a strong spatial and environmental dimension. For institutions like the University of Cumbria, intentional design of consistent environments that cultivate a sense of “This is my place” is paramount. An important tactic in this regard is to build belonging by design, particularly at critical transition points such as induction.
This notion of “place” is particularly vital for commuter students, who often lack the built-in community afforded by residential halls. For this cohort, the physical campus serves as the primary site of their university experience. A critical assessment of their campus experience between scheduled classes is needed. Are institutional spaces designed to encourage students to remain, study and connect? When students choose to utilise them, these spaces facilitate spontaneous conversations, the formation of friendships, and the organic development of belonging.
This kind of intentionality is required for digital learning environments. Are virtual learning environments (VLEs) merely content repositories, or are they designed as welcoming community hubs? The creation of inclusive, supportive environments – both physical and virtual – where students feel genuinely connected, is absolutely fundamental to effective engagement. Moreover, clear opportunities exist to strengthen recognition of how an individual’s sense of place can positively impact learning experiences primarily delivered online.
Partnerships in fostering genuine student experiences
The final pillar, “partnerships,” refers to the cultivation of alliances within the HE “city”. While “student voice” is frequently championed, research strongly indicates a necessity to move beyond mere collection of voice towards fostering genuine student influence and co-creation. The distinction is crucial: “student voice” may involve an end-of-module survey, whereas “student influence” entails inviting students to co-design assessment questions for subsequent iterations of that module.
The University of Cumbria’s recent consistent module evaluation approach serves as an exemplary model. Achieving a 34.2% response rate in the first semester of 2024/25, which exceeds sector averages, and, critically, delivering 100% “closing the loop” reports to students, demonstrates a commitment to acknowledging and acting upon all feedback. This provides a concrete illustration of making student influence visible.
From strategy to action
This approach is a fundamental paradigm shift: from a reactive, defensive posture focused on metrics to a proactive engagement strategy. This “attack” on the challenges, framed by the University of Cumbria’s distinctive strategic approach, is predicated on three core actions: prioritising People by enabling relational work, designing a sense of Place to foster belonging, and building authentic Partnerships that transform student voice into visible influence. Translating this strategy into actionable practice does not necessitate additional burdens, but rather the integration of five practical tactics into existing workflows:
Rethink what you measure and why: Transition from a “data-led” to a “data-informed” approach. This involves utilising data for meaningful reflection and making deliberate choices to enhance the student experience, rather than reacting defensively to metrics such as KPIs, NSS scores and attendance data.
Build belonging at transitions: Recognising belonging as a critical component of psychological engagement and overall student success, this tactic underscores the importance of intentionally designing key junctures in the student journey, such as induction and progression points, to be inherently inclusive.
Enable relational work: Acknowledging that strong student-staff relationships form the “bedrock” of a resilient academic community, and that staff often face conflicts between fostering these connections and workload pressures, this tactic advocates for formally enabling “relational work”.
Turn voice into influence: Meaningful partnership necessitates moving beyond mere collection of student “voice” to cultivating their genuine “influence”. The critical determinant is not simply whether the institution is listening, but whether substantive changes are being implemented based on student feedback. This can be achieved through the establishment of “visible feedback loops” that demonstrate the impact of student input and leveraging technology to complement, rather than replace, human interaction.
Partnership by design: This final tactic advocates for embedding co-creation with students as an intrinsic element from the initial stages. Rather than being an occasional or supplementary activity, authentic partnership should be structurally integrated, with students actively involved in key decision-making processes.
The fundamental question facing HE in 2025 – “What is a university for?” – is increasingly met with the unsettling realisation that conventional answers no longer suffice. However, a cautiously optimistic outlook prevails. The answer to this pivotal question lies not in defending existing paradigms, but in actively and courageously constructing a new institutional reality.
This article has been adapted from a keynote address delivered by Dr Helena Lim at the University of Cumbria Learning and Teaching Conference on 18 June 2025, and has been jointly authored with Dr Jonathan Eaton, Pro Vice Chancellor (Learning & Teaching) at the University of Cumbria.
For further insights into the research underpinning these arguments, the “Future-proofing student engagement” report is available here.
November 2, 2025, By Dean Hoke — When Sweet Briar College’s trustees voted to close in 2015, they framed the decision as a financial necessity. Alumnae mounted an extraordinary campaign—raising $28.5 million in 110 days—and, through a state-brokered settlement, the college reopened under new governance. By 2023, donors had contributed well over $133 million since the crisis. What looked like an inevitable failure became one of higher education’s most remarkable turnarounds.
Sweet Briar is not only a story of crisis response; it exposes a recurring miscalculation in today’s merger conversations: the assumption that boardroom consensus equals donor legitimacy. Trustees speak for donors in a fiduciary sense—they hold legal responsibility for institutional assets—but not in the communal sense that captures sentiment, legacy, and trust. When colleges announce merger talks, headlines dwell on enrollment curves and debt ratios. Yet behind every deal stands a quieter, decisive constituency: major donors, family foundations, and planned-giving benefactors whose confidence (or loss of it) can determine whether the combined institution thrives—or limps forward under the weight of broken relationships.
This article reframes mergers as philanthropic integration projects. The legal mechanics matter, but durable success is won in the design phase: early engagement with philanthropic stakeholders, explicit safeguards for identity and donor intent, transparent transition planning, and a mission-first case that invites continued—and new—investment. When leaders bring donors and alumni into the architecture of the merger rather than the press release, they convert anxiety into commitment and preserve the institutional DNA that constituents care about most.
We’ll see this principle in contrasting cases: mission-advancing acquisitions that attracted significant philanthropic support, integrations that prioritized identity and donor intent from the outset, and lessons from failed or contested processes. The throughline is simple: treat philanthropy as a core workstream—not an afterthought—and the odds of a credible, sustainable merger rise dramatically.
The stakes have never been higher. Survey data from Ruffalo Noel Levitz’s 2025 National Alumni Survey, which surveyed more than 50,000 alumni, reveals that donor relationships with higher education are already strained. While 81% of alumni report that being philanthropic is important to them personally and 77% make charitable donations, their connection to their alma mater has weakened dramatically. Only 31% of alumni who donate to any charity gave to their alma mater last year, dropping to just 19% among Millennials and 10% among Gen Z graduates.
Even more troubling: 59% of alumni who never donate to their alma mater actively support other causes, as do 83% of lapsed donors. They have not stopped giving—they have simply redirected their philanthropy elsewhere. This suggests that alumni disengagement reflects institutional failure rather than generational selfishness.
Satisfaction drives everything. Alumni who report being ‘very satisfied’ with their student experience are 18 times more likely to donate than neutral respondents and 73 times more likely than dissatisfied graduates. Yet only 42% of Gen Z alumni report feeling ‘very satisfied’ with their experience, compared to 72% of Silent Generation graduates.
Mergers test already-fragile relationships. When institutions announce consolidation, donors who felt lukewarm about their undergraduate experience see confirmation that their alma mater is failing. A merger framed solely as a financial necessity will not inspire them. But a merger presented as advancing mission-driven impact—expanding access, strengthening programs that address social challenges, or preserving an educational model under threat—can mobilize support from the very alumni who have drifted away.
As Millett (1976) noted, successful integrations often ‘show structure, not just sentiment’—for example, Case Western Reserve kept a distinct Case Institute identity, and Carnegie Mellon created a Carnegie Institute of Engineering and a Mellon Institute of Science to carry legacies forward.
A half-century ago, John D. Millett’s 1976 analysis of U.S. college mergers examined a range of cases—from research institutes to liberal arts colleges—and distilled lessons that remain strikingly current. Four observations deserve renewed attention today:
1. Endowments transfer; relationships do not. In many mergers, endowments and restricted funds move to successor institutions through standard legal pathways. The mechanics are manageable. The harder work is relational: ensuring donors can see how their original intent will be honored in the new configuration, and that the program or ethos they loved will not be erased.
2. Alumni skepticism is predictable—and manageable. Leaders should not assume alumni approval, especially when the smaller institution is absorbed. Visible steps to cultivate and retain legacy alumni—keeping familiar staff contacts for a transitional period, acknowledging a distinct identity, and offering tangible ways to shape the merged future—go a long way.
3. Governance approval is not donor legitimacy. Even when boards vote, state bodies concur, and presidents sign, philanthropic legitimacy remains a separate test. Communities expect to be consulted; they often oppose mergers if they learn about them too late. Participation must be planned early, not added later.
4. Language and structure matter more than sentiment. Labels and explanations—federation versus absorption, mission expansion versus rescue—shape how alumni and donors interpret the outcome. Leaders who explain clear educational benefits and who visibly protect identity through formal structures earn trust faster.
Historical Examples: Structure, Not Just Sentiment
After the Case Institute of Technology and Western Reserve University merger, the successor Case Western Reserve University continued the designation of Case Institute of Technology as an organizational component. At Carnegie Mellon University, leaders created a Carnegie Institute of Engineering and a Mellon Institute of Science—formal structures that carried legacy identities forward within the new entity.
The Bellarmine-Ursuline (Louisville) merger (1968-1971) offers another instructive example. The combined institution briefly used the Bellarmine-Ursuline name before reverting to Bellarmine College in 1971, but Bellarmine has continued to honor Ursuline identity through durable structures—explicitly including Ursuline alumnae in alumni awards and honors and recognizing the Ursuline legacy through commemorations and alumni programming. These are structural signals that preserve identity even when the combined name does not persist.
Millett also notes that successor institutions often made special effort to cultivate and retain alumni of the absorbed college, including keeping an alumni-relations officer from the legacy institution and providing a special alumni designation or status—practical ways to keep traditions and community intact during transition.
Crisis-Reactive: What Not to Do
Planning is done privately, the announcement is abrupt, and donors are asked to accept a fait accompli. Mills College’s merger with Northeastern University proceeded despite alumni resistance, prompting legal challenges over donor intent. The Alumnae Association spent hundreds of thousands in legal fees opposing the merger, and a class action lawsuit resulted in a $1.25 million settlement. The litigation divided alumnae and consumed resources that could have been invested in the merged institution’s success.
Even when the legal mechanics are sound, the community verdict is that identity has been erased. The result: backlash, donor-intent disputes, and years of costly trust repair.
Compliance-Only: Necessary but Insufficient
Teams carefully inventory restricted funds, ensure transfers align with donor intent, and communicate the basics. This prevents disasters but rarely generates enthusiasm or new investment. Survey data reveals that 70% of alumni need to believe their gift amount matters, and 66% rate the ability to see how their gift is used as critical. When a college merges, donors worry their legacy has been erased—regardless of legal assurances that funds will be protected.
The compliance model maintains existing donors but does not mobilize new support for the merged institution’s expanded mission. The message is ‘We will comply,’ not ‘Here is a better future you can help build.’
Strategic Partnership: The Target State
Donors and foundations are treated as co-creators from Day 0. Leaders conduct quiet briefings with major benefactors pre-announcement, frame the merger as mission expansion, and embed structural commitments to legacy preservation. This model doesn’t eliminate hard feelings, but it channels energy toward shared outcomes.
Delaware State University–Wesley College (2020–21). DSU—an HBCU—acquired Wesley and framed the move as mission advancement, launching the Wesley College of Health & Behavioral Sciences to expand pathways in nursing and allied health for underserved students. Financing combined philanthropy and prudence: a $20M unrestricted gift from MacKenzie Scott (with a portion—reported as roughly one-third of the $15M total—applied to transition costs) and a $1M Longwood Foundation grant for the acquisition. The case shows how a mission-first narrative can catalyze major-donor and foundation support.
By tying dollars to a new health‑workforce pipeline—rather than balance‑sheet triage—leaders converted donor anxiety into visible, restricted impact.
Ursuline College–Gannon University (ongoing). From the outset, both institutions engaged stakeholders publicly and affirmed philanthropy principles: “Honoring donor intent is important to Gannon University,” and donors will be able to designate gifts to the Pepper Pike campus. Ursuline will retain its identity as the Ursuline College Campus of Gannon University after the transition, and the Ursuline Sisters of Cleveland have voiced support for the merger—signals aimed at preserving community trust and legacy while the integration proceeds through 2026. These commitments, paired with the HLC’s Change-of-Control approval, frame the merger as continuity-minded rather than absorptive.
University of Tennessee Southern (formerly Martin Methodist College).
University of Tennessee Southern (formerly Martin Methodist College) When Martin Methodist joined the University of Tennessee System in 2021, leaders prioritized transparent, compassionate communication—“a liminal space” requiring a strong plan, as President Mark La Branche put it. They also set aside portions of the legacy endowment (via the Martin Methodist College Foundation) to protect signature programs, showing that integration need not erase institutional identity.
Public commitments to donor intent and the campus naming convention did early legitimacy work that legal filings can’t.
When a stronger institution absorbs a struggling one, leaders often assume donor concerns belong primarily to the acquired institution. This is a strategic error. The acquiring institution’s donors also have a stake in the outcome—and their continued support is essential to merger success.
Major donors to the acquiring institution may question why resources should be directed toward absorbing another college. They may worry that the acquired institution’s struggles will tarnish their alma mater’s reputation, or that merger costs will compete with planned campus improvements. These concerns are legitimate and require proactive engagement.
Frame the Merger as a Strategic Opportunity
The narrative for acquiring institution donors must emphasize strategic opportunity rather than charitable rescue. Several frames can be effective:
Geographic expansion: The merger creates a presence in a new market, expanding the institution’s reach and visibility.
Program complementarity: The acquired institution brings academic strengths that fill gaps in the acquiring institution’s portfolio.
Mission advancement: The merger expands capacity to serve students and fulfill the educational mission on a greater scale.
Competitive positioning: In an era of consolidation, the merger strengthens the institution’s competitive position and long-term sustainability.
Rather than waiting for resistance to emerge, acquiring institution leaders should brief major donors before public announcement. These confidential conversations acknowledge donors’ legitimate interest in institutional strategy, allow leaders to address concerns directly, and create opportunities for donors to become merger advocates.
Legal clarity: When restricted funds cannot be used as originally intended post‑merger, pursue a cy‑près modification early—advancement and counsel should partner on donor communication before any filing to preserve trust.
You can brief a small set of major donors pre‑announcement under strict NDAs without privileging them over faculty governance or regulators. Use a defined rubric for who is briefed (e.g., top 10% of lifetime commitments and active pledgors), disclose no nonpublic counterparties’ terms, and limit to mission rationale, identity safeguards, and timeline. Record each briefing in counsel’s log.
Before Announcement (Day 0 Work)
Philanthropic due diligence—parallel to financial. Inventory endowed and restricted funds, bequests in the pipeline, and active foundation grants. Identify potential cy-près risks and draft stewardship language now. Treat this as a distinct workstream with advancement, finance, and counsel at the table from the start.
Quiet briefings with top donors and foundations on both sides. Under confidentiality, preview the rationale, surface donor-intent questions, and invite advice. Ask for early champions willing to speak publicly when the time comes.
Identity protections by design, not promise. Prepare a naming plan (e.g., ‘[Legacy] College at [Acquirer]’), preserve scholarship and reporting lines, and keep alumni-relations continuity for 12-24 months. Publish a short ‘Identity & Intent’ brief on day one that shows, in plain language, how donor purposes are carried forward.
At Announcement
Mission-driven case for support. Lead with the educational value only possible together: new academic pathways, access expansions, regional partnerships, research synergies. Avoid rescue framing. Make the case specific and concrete, tied to programs and outcomes donors care about.
Dedicated ‘Legacy to Impact’ funds with challenge matches. Create visible vehicles that convert anxiety into investment—restricted funds for scholarships, program launches, and student success tied to the integrated entity.
Community-benefit specificity. Spell out local benefits and stakeholder wins (clinics, teacher pipelines, innovation hubs). When people can ‘see’ the upside, they are likelier to invest in it.
First 12-24 Months
Quarterly transparency. Report enrollment in merged programs, first scholarship cohorts, renewed or new foundation grants, and capital milestones. Transparency reduces rumors and builds credibility.
Recognition symmetry. Offer parity for legacy and acquirer donors—naming walls, digital honor rolls, endowed-fund dashboards, and joint stewardship events.
Two-sided cultivation. Brief the acquirer’s major donors so they see strategic growth rather than a charitable drain. Ask two or three to seed a matching pool restricted to merger priorities; matches signal confidence and reduce perceived risk.
Because reliable analytics on donor behavior in mergers are sparse, leaders should build their own lightweight evidence base. For each merger, track three years pre- and post-integration for: total private support; alumni participation (where available); number of $1M+ gifts; and the mix of restricted versus unrestricted giving.
Pair quantitative metrics with a qualitative log: Was identity preserved in naming? Did a Legacy Alumni structure exist? Were there donor-intent disputes? Did the acquirer launch dedicated legacy funds? How soon were KPIs reported?
Even a simple dashboard, updated quarterly, changes the conversation with trustees and donors. It shows momentum (or lack thereof), prompts targeted stewardship, and gives leaders permission to make mid-course corrections. It also validates the core claim of this article: philanthropy works best when it is built into planning, not bolted on after the fact.
The most fundamental error in merger planning is treating donors as communications targets rather than strategic partners. Donors are not merely sources of revenue to be managed; they are partners whose investments reflect belief in institutional mission and values.
Mergers that succeed treat donors, foundations, and alumni as planning inputs, not a downstream audience for PR. Millett’s 1976 study reminds us that while the legal mechanics of endowment transfers are straightforward, the human mechanics are not. Alumni skepticism is predictable; identity needs visible protection through formal structures, not just promises; language and framing carry unusual weight.
When leaders internalize those lessons—and create structures that honor donor intent, invite co-creation, and make the mission upside measurable—legacy becomes leverage rather than liability. Higher education’s financial pressures are real, but so is the reservoir of goodwill that donors and alumni hold for institutions that respect them.
The Sweet Briar alumnae who raised $133 million did not do so because they were told the college would comply with donor intent. They did so because they were invited to co-create a future worth investing in. That is the lesson for every merger: bring philanthropic stakeholders into the room early, build identity protections into the design, launch vehicles that convert anxiety into investment, and report steadily and transparently on what their support makes possible.
That is how two proud legacies become one stronger future—and how the ‘silent stakeholders’ find their voice in shaping it.
Sources (selected): institutional FAQs and press releases (Ursuline–Gannon; DSU–Wesley; UT Southern), RNL Alumni Giving Data 2025 (for participation/attitudes), and Millett, J.D. (1976) ED134105 on college mergers.
Dean Hoke is Managing Partner of Edu Alliance Group, a higher education consultancy. He formerly served as President/CEO of the American Association of University Administrators (AAUA). Dean has worked with higher education institutions worldwide. With decades of experience in higher education leadership, consulting, and institutional strategy, he brings a wealth of knowledge on colleges’ challenges and opportunities. Dean is the Executive Producer and co-host for the podcast series Small College America.
College students are mastering the art of “doing school” – but far too few are actually learning (Geddes et al., 2018; Stevens & Ramey, 2020; Weinstein et al., 2018). The widespread use of artificial intelligence tools among students complicates the learning process by blurring the line between genuine understanding and task completion (Gawande et al., 2020; Jie & Kamrozzaman, 2024). It is incumbent on faculty to design learning experiences that prevent students from mistaking a passing grade for a genuine education.
This hourglass paradigm, created by Western Kentucky University education faculty, outlines key stages of effective learning and aligns with current understanding of how the brain processes and retains information (Mahan & Stein, 2014). It functions as a conceptual guide, helping students contextualize instructional content within a broader framework of cognitive engagement. The hourglass shape represents the complexity and intellectual rigor inherent in genuine learning – an endeavor that far exceeds the passive acts of listening, reading, and rote repetition. Many students, shaped by their P–12 educational experiences, have developed habits that emphasize completing tasks over engaging deeply with the learning process. In high school, success often comes from passive methods like re-reading notes or even something as simple as listening attentively in class (Gurung & Dunlosky, 2023). These habits often persist into college, where students may misplace effort on checking boxes rather than meaningful engagement with the content. While this approach may yield favorable academic outcomes in the short term, it infrequently results in deep understanding.
Figure 1 – The Reading and Learning Hourglass Note. This figure was created by the authors.
Top Half of the Hourglass
The top half represents what students are expected to do when first exposed to novel material – either in lecture or when reading.
Step #1 – Establish a Purpose
This requires students orient themselves toward finding specific information. What specific information are they expected to discern while listening or reading? What are they supposed to do with the information they find? Purpose establishes reason for attention – a key component in encoding the visual/auditory stimuli (Dubinsky & Hamid, 2024). Good teaching provides purpose and directs attention to the most important information.
Practical Application for Instructors
Clearly communicate the purpose of each lecture, reading, or activity. Assign reading surgically – not whole chapters at once. Frame lessons with guiding questions or objectives that help students focus their attention and recognize what they are expected to learn and apply.
As students encounter information meeting the established purpose, they deliberately document (extract) the evidence. This, too, is an important part of the encoding process. It focuses attention, moving students from a passive state during which the mind is prone to wander to an active state of responsibility requiring productivity.
Practical Application for Instructors
Assign students a specific task during lectures or readings (e.g., identifying key arguments, examples, or terms) and require them to record and reflect on these findings. This encourages active engagement and accountability during knowledge acquisition.
Step #3 – Make Sense
Sense and meaning are both necessary for long-term learning, but they are different constructs. Sense means that something is readily comprehensible and consistently applied (Sousa, 2011). After students have extracted the evidence, do they comprehend the material? This is a stopping point if the answer is “No.” They should either revert to the material to try to make sense of it or ask questions of the instructor/classmates (or even generative AI, as permitted) to ensure comprehension.
Practical Application for Instructors
Pause periodically to ask comprehension questions or pose simple checks for understanding. Encourage students to identify confusing parts and model how to work through confusion by thinking aloud or unpacking difficult concepts together.
Step #4 – Form Meaning
Meaning is about connections and relevancy. Once the information has been extracted and is comprehensible, the next step is determining how it connects to other information. To what other concepts is it related in the subject/discipline? How does it connect to something the student knows personally? Formation of meaning and sense making are both crucial steps in the process of consolidation – the second step in the formation of long-term memory/learning.
Practical Application for Instructors
Help students connect new content to prior knowledge by explicitly referencing past lessons or real-world examples. Use prompts such as “How does this relate to what we learned last week?” or “Where have you seen this concept applied outside of class?”
Bottom Half of the Hourglass
With the passage of time comes opportunity to study the information. Studying requires consolidation, retrieval, and active production. If students are simply re-reading information or listening again to recorded lectures, they are still in the top half of the hourglass and are not yet studying – they are simply revisiting the knowledge event. Sometimes review is necessary to ensure sense and meaning. However, students need to understand that unless they are producing something new through active retrieval, they are not studying.
Step #5 – Integrate Knowledge
After students have read multiple assignments and listened to numerous lectures, the resulting notes must be integrated into a cohesive body of knowledge. Students must synthesize this information rather than treating each reading or lecture as a discrete element – a process that supports deeper consolidation over time (Squire et al., 2015).
Practical Application for Instructors
Design cumulative tasks that require students to synthesize information into thematic essays, comparative analyses, or concept maps. Encourage students to revisit and reorganize their notes periodically to build coherence across topics.
Step #6 – Reproduce Knowledge
The best way to study to facilitate long-term learning requires active retrieval (Karpicke, 2012; Sosa et al., 2018). This process strengthens neural connections by repeatedly firing related pathways, leading to long-term potentiation – essentially, learning. Crucially, retrieval typically involves unaided recall; the value lies in the act of retrieval itself, not the product it creates. Reflection and verbal production counts as retrieval even though the product is intangible.
Practical Application for Instructors
Design assignments that require students to produce something from memory (e.g., timed short-answer questions, practice exams, or unprompted written explanations). Encourage use of retrieval-based study tools and de-emphasize passive review.
Step #7 – Share Knowledge
Students often do not know when to stop studying. Many are surprised when asked when studying should stop – the answer feels obvious: “When the test is on my desk!” In reality, studying ends when one can teach the material to someone else. As the final step of the process, the reproduction of knowledge should be so comprehensive and fluent that the students can teach the material to a peer or another individual unfamiliar with the subject matter.
Practical Application for Instructors
Create opportunities for students to teach each other. Incorporate peer instruction, study partnerships, or group teaching assignments where students must explain key ideas to classmates or create short instructional videos.
In a time when grades are often mistaken for understanding and AI tools tempt students to outsource cognitive effort, we must reclaim the purpose of education. The hourglass paradigm reframes learning as an active, metacognitive process – one that challenges students to move beyond passive habits and toward lasting intellectual growth. By designing instruction that aligns with how the brain learns best, we as faculty can help students learn how to learn and not just how to pass. This is not just a pedagogical preference; it is a professional obligation.
Dr. Daniel Super is a Clinical Associate Professor in the School of Teacher Education and director of the Barbara and Kelly Burch Institute for Transformative Practices in Higher Education at Western Kentucky University.
Dr. Jeremy Logsdon is an Assistant Professor in the School of Teacher Education and director of the Center for Literacy at Western Kentucky University.
References
Dubinsky, J. M., & Hamid, A. A. (2024). The neuroscience of active learning and direct instruction. Neuroscience & Biobehavioral Reviews, 163, 1-21. https://doi.org/10.1016/j.neubiorev.2024.105737
Gawande, V., Al Badi, H., & Al Makharoumi, K. (2020). An empirical study on emerging trends in artificial intelligence and its impact on higher education. International Journal of Computer Applications, 175(12), 43-47.
Geddes, B. C., Cannon, H. M., & Cannon, J. N. (2018, March). Addressing the crisis in higher education: An experiential analysis. In Developments in Business Simulation and Experiential Learning: Proceedings of the Annual ABSEL conference (Vol. 45). Association for Business Simulation and Experiential Learning. https://journals.tdl.org/absel/index.php/absel/article/view/3188/3106
Gurung, R. A. R., & Dunlosky, J. (2023). Study like a champ. American Psychological Association.
Jie, A. L. X., & Kamrozzaman, N. A. (2024). The challenges of higher education students face in using artificial intelligence (AI) against their learning experiences. Open Journal of Social Sciences, 12(10), 362-387. https://doi.org/10.4236/jss.2024.1210025
Karpicke, J. D. (2012). Retrieval-based learning: Active retrieval promotes meaningful learning. Current Directions in Psychological Science, 21(3), 157–163. https://doi.org/10.1177/0963721412443552
Mahan, J. D., & Stein, D. S. (2014). Teaching adults – Best practices that leverage the emerging understanding of the neurobiology of learning. Current problems in pediatric and adolescent health care, 44(6), 141-149. https://doi.org/10.1016/j.cppeds.2014.01.003
Sosa, P. M., Gonçalves, R., & Carpes, F. P. (2018). Active memory reactivation improves learning. Advances in Physiology Education, 42(2), 256–260. https://doi.org/10.1152/advan.00077.2017
Sousa, D. A. (2011). How the brain learns. Corwin.
Stevens, R., & Ramey, K. (2020, January). What kind of place is school to learn? A comparative perspective from students on the question. In Proceedings of the 14th International Conference of the Learning Sciences: The Interdisciplinarity of the Learning Sciences.
Weinstein, Y., Sumeracki, M., & Caviglioli, O. (2018). Understanding how we learn: A visual guide. Routledge.
College students are mastering the art of “doing school” – but far too few are actually learning (Geddes et al., 2018; Stevens & Ramey, 2020; Weinstein et al., 2018). The widespread use of artificial intelligence tools among students complicates the learning process by blurring the line between genuine understanding and task completion (Gawande et al., 2020; Jie & Kamrozzaman, 2024). It is incumbent on faculty to design learning experiences that prevent students from mistaking a passing grade for a genuine education.
This hourglass paradigm, created by Western Kentucky University education faculty, outlines key stages of effective learning and aligns with current understanding of how the brain processes and retains information (Mahan & Stein, 2014). It functions as a conceptual guide, helping students contextualize instructional content within a broader framework of cognitive engagement. The hourglass shape represents the complexity and intellectual rigor inherent in genuine learning – an endeavor that far exceeds the passive acts of listening, reading, and rote repetition. Many students, shaped by their P–12 educational experiences, have developed habits that emphasize completing tasks over engaging deeply with the learning process. In high school, success often comes from passive methods like re-reading notes or even something as simple as listening attentively in class (Gurung & Dunlosky, 2023). These habits often persist into college, where students may misplace effort on checking boxes rather than meaningful engagement with the content. While this approach may yield favorable academic outcomes in the short term, it infrequently results in deep understanding.
Figure 1 – The Reading and Learning Hourglass Note. This figure was created by the authors.
Top Half of the Hourglass
The top half represents what students are expected to do when first exposed to novel material – either in lecture or when reading.
Step #1 – Establish a Purpose
This requires students orient themselves toward finding specific information. What specific information are they expected to discern while listening or reading? What are they supposed to do with the information they find? Purpose establishes reason for attention – a key component in encoding the visual/auditory stimuli (Dubinsky & Hamid, 2024). Good teaching provides purpose and directs attention to the most important information.
Practical Application for Instructors
Clearly communicate the purpose of each lecture, reading, or activity. Assign reading surgically – not whole chapters at once. Frame lessons with guiding questions or objectives that help students focus their attention and recognize what they are expected to learn and apply.
As students encounter information meeting the established purpose, they deliberately document (extract) the evidence. This, too, is an important part of the encoding process. It focuses attention, moving students from a passive state during which the mind is prone to wander to an active state of responsibility requiring productivity.
Practical Application for Instructors
Assign students a specific task during lectures or readings (e.g., identifying key arguments, examples, or terms) and require them to record and reflect on these findings. This encourages active engagement and accountability during knowledge acquisition.
Step #3 – Make Sense
Sense and meaning are both necessary for long-term learning, but they are different constructs. Sense means that something is readily comprehensible and consistently applied (Sousa, 2011). After students have extracted the evidence, do they comprehend the material? This is a stopping point if the answer is “No.” They should either revert to the material to try to make sense of it or ask questions of the instructor/classmates (or even generative AI, as permitted) to ensure comprehension.
Practical Application for Instructors
Pause periodically to ask comprehension questions or pose simple checks for understanding. Encourage students to identify confusing parts and model how to work through confusion by thinking aloud or unpacking difficult concepts together.
Step #4 – Form Meaning
Meaning is about connections and relevancy. Once the information has been extracted and is comprehensible, the next step is determining how it connects to other information. To what other concepts is it related in the subject/discipline? How does it connect to something the student knows personally? Formation of meaning and sense making are both crucial steps in the process of consolidation – the second step in the formation of long-term memory/learning.
Practical Application for Instructors
Help students connect new content to prior knowledge by explicitly referencing past lessons or real-world examples. Use prompts such as “How does this relate to what we learned last week?” or “Where have you seen this concept applied outside of class?”
Bottom Half of the Hourglass
With the passage of time comes opportunity to study the information. Studying requires consolidation, retrieval, and active production. If students are simply re-reading information or listening again to recorded lectures, they are still in the top half of the hourglass and are not yet studying – they are simply revisiting the knowledge event. Sometimes review is necessary to ensure sense and meaning. However, students need to understand that unless they are producing something new through active retrieval, they are not studying.
Step #5 – Integrate Knowledge
After students have read multiple assignments and listened to numerous lectures, the resulting notes must be integrated into a cohesive body of knowledge. Students must synthesize this information rather than treating each reading or lecture as a discrete element – a process that supports deeper consolidation over time (Squire et al., 2015).
Practical Application for Instructors
Design cumulative tasks that require students to synthesize information into thematic essays, comparative analyses, or concept maps. Encourage students to revisit and reorganize their notes periodically to build coherence across topics.
Step #6 – Reproduce Knowledge
The best way to study to facilitate long-term learning requires active retrieval (Karpicke, 2012; Sosa et al., 2018). This process strengthens neural connections by repeatedly firing related pathways, leading to long-term potentiation – essentially, learning. Crucially, retrieval typically involves unaided recall; the value lies in the act of retrieval itself, not the product it creates. Reflection and verbal production counts as retrieval even though the product is intangible.
Practical Application for Instructors
Design assignments that require students to produce something from memory (e.g., timed short-answer questions, practice exams, or unprompted written explanations). Encourage use of retrieval-based study tools and de-emphasize passive review.
Step #7 – Share Knowledge
Students often do not know when to stop studying. Many are surprised when asked when studying should stop – the answer feels obvious: “When the test is on my desk!” In reality, studying ends when one can teach the material to someone else. As the final step of the process, the reproduction of knowledge should be so comprehensive and fluent that the students can teach the material to a peer or another individual unfamiliar with the subject matter.
Practical Application for Instructors
Create opportunities for students to teach each other. Incorporate peer instruction, study partnerships, or group teaching assignments where students must explain key ideas to classmates or create short instructional videos.
In a time when grades are often mistaken for understanding and AI tools tempt students to outsource cognitive effort, we must reclaim the purpose of education. The hourglass paradigm reframes learning as an active, metacognitive process – one that challenges students to move beyond passive habits and toward lasting intellectual growth. By designing instruction that aligns with how the brain learns best, we as faculty can help students learn how to learn and not just how to pass. This is not just a pedagogical preference; it is a professional obligation.
Dr. Daniel Super is a Clinical Associate Professor in the School of Teacher Education and director of the Barbara and Kelly Burch Institute for Transformative Practices in Higher Education at Western Kentucky University.
Dr. Jeremy Logsdon is an Assistant Professor in the School of Teacher Education and director of the Center for Literacy at Western Kentucky University.
References
Dubinsky, J. M., & Hamid, A. A. (2024). The neuroscience of active learning and direct instruction. Neuroscience & Biobehavioral Reviews, 163, 1-21. https://doi.org/10.1016/j.neubiorev.2024.105737
Gawande, V., Al Badi, H., & Al Makharoumi, K. (2020). An empirical study on emerging trends in artificial intelligence and its impact on higher education. International Journal of Computer Applications, 175(12), 43-47.
Geddes, B. C., Cannon, H. M., & Cannon, J. N. (2018, March). Addressing the crisis in higher education: An experiential analysis. In Developments in Business Simulation and Experiential Learning: Proceedings of the Annual ABSEL conference (Vol. 45). Association for Business Simulation and Experiential Learning. https://journals.tdl.org/absel/index.php/absel/article/view/3188/3106
Gurung, R. A. R., & Dunlosky, J. (2023). Study like a champ. American Psychological Association.
Jie, A. L. X., & Kamrozzaman, N. A. (2024). The challenges of higher education students face in using artificial intelligence (AI) against their learning experiences. Open Journal of Social Sciences, 12(10), 362-387. https://doi.org/10.4236/jss.2024.1210025
Karpicke, J. D. (2012). Retrieval-based learning: Active retrieval promotes meaningful learning. Current Directions in Psychological Science, 21(3), 157–163. https://doi.org/10.1177/0963721412443552
Mahan, J. D., & Stein, D. S. (2014). Teaching adults – Best practices that leverage the emerging understanding of the neurobiology of learning. Current problems in pediatric and adolescent health care, 44(6), 141-149. https://doi.org/10.1016/j.cppeds.2014.01.003
Sosa, P. M., Gonçalves, R., & Carpes, F. P. (2018). Active memory reactivation improves learning. Advances in Physiology Education, 42(2), 256–260. https://doi.org/10.1152/advan.00077.2017
Sousa, D. A. (2011). How the brain learns. Corwin.
Stevens, R., & Ramey, K. (2020, January). What kind of place is school to learn? A comparative perspective from students on the question. In Proceedings of the 14th International Conference of the Learning Sciences: The Interdisciplinarity of the Learning Sciences.
Weinstein, Y., Sumeracki, M., & Caviglioli, O. (2018). Understanding how we learn: A visual guide. Routledge.
In my classroom, students increasingly ask for relevant content. Students want to know how what they are learning in school relates to the world beyond the classroom. They want to be engaged in their learning.
In fact, the 2025-2026 Education Insights Report vividly proves that students need and want engaging learning experiences. And it’s not just students who see engagement as important. Engagement is broadly recognized as a key driver of learning and success, with 93 percent of educators agreeing that student engagement is a critical metric for understanding overall achievement. What is more, 99 percent of superintendents believe student engagement is one of the top predictors of success at school.
Creating highly engaging lesson plans that will immerse today’s tech-savvy students in learning can be a challenge, but here are two easy-to-find resources that I can turn to turbo-charge the engagement quotient of my lessons:
Virtual field trips Virtual field trips empower educators to introduce students to amazing places, new people and ideas, and remarkable experiences–without ever leaving the classroom. There are so many virtual field trips out there, but I always love the ones that Discovery Education creates with partners.
I also love the virtual tours of the Smithsonian National Museum of Natural History. Together as a class or individually, students can dive into self-guided, room-by-room tours of several exhibits and areas within the museum from a desktop or smart device. This virtual field trip does include special collections and research areas, like ancient Egypt or the deep ocean. This makes it fun and easy for teachers like me to pick and choose which tour is most relevant to a lesson.
Immersive learning resources Immersive learning content offers another way to take students to new places and connect the wider world, and universe, to the classroom. Immersive learning can be easily woven into the curriculum to enhance and provide context.
One immersive learning solution I really like is TimePod Adventures from Verizon. It features free time-traveling episodes designed to engage students in places like Mars and prehistoric Earth. Now accessible directly through a web browser on a laptop, Chromebook, or mobile device, students need only internet access and audio output to begin the journey. Guided by an AI-powered assistant and featuring grade-band specific lesson plans, these missions across time and space encourage students to take control, explore incredible environments, and solve complex challenges.
Immersive learning content can be overwhelming at first, but professional development resources are available to help educators build confidence while earning microcredentials. These resources let educators quickly dive into new and innovative techniques and teaching strategies that help increase student engagement.
Taken together, engaging learning opportunities are ones that show students how classrooms learnings directly connect to their real lives. With resources like virtual field trips and immersive learning content, students can dive into school topics in ways that are fun, fresh, and sometimes otherworldly.
Leia J. DePalo, Northport-East Northport Union Free School District
Leia J. (LJ) DePalo is an Elementary STEM and Future Forward Teacher (FFT) in the Northport-East Northport School District with over 20 years of experience in education. LJ holds a Master of Science in Literacy and permanent New York State teaching certifications in Elementary Education, Speech, and Computer Science. A dedicated innovator, she collaborates with teachers to design technology-infused lessons, leads professional development, and choreographs award-winning school musicals. In recognition of her creativity and impact, DePalo was named a 2025 Innovator Grant recipient.
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Student recruitment has never been more competitive, or more personal. The institutions standing out right now aren’t the ones shouting the loudest; they’re the ones showing the most truth. That’s where authenticity comes in.
Prospective students want to see real stories from real people, not polished marketing copy or staged photos. They want to hear from the student who filmed a late-night study session, the alum who just landed their first job, or the professor who shares genuine classroom moments. That’s the power of user-generated content (UGC). It turns your community into your most credible storytellers.
In this guide, we’ll look at what authentic content really means, why it works, how to build it into your strategy, and how to measure its impact. Along the way, you’ll see examples of schools already doing it well and learn simple ways to kickstart your own approach.
If your goal is to humanize your brand and connect with Gen Z on a deeper level, authenticity isn’t a trend. It’s the foundation. Let’s get into it.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
What Is User-Generated Content (UGC) in Higher Education Marketing
User-Generated Content (UGC) is any material created by people outside your marketing team: students, alumni, faculty, or even parents. It includes everything from TikToks and Instagram stories to blog posts, reviews, and testimonial videos. What makes UGC powerful is its honesty. It’s not scripted or staged; it’s content created by individuals sharing their own experiences. That authenticity lends it credibility that traditional marketing can’t replicate.
Authentic content, on the other hand, goes beyond UGC. It’s any content that feels real, relatable, and trustworthy, even if your institution produces it. A student-led vlog created by your admissions team, a behind-the-scenes video from orientation week, or an unfiltered faculty Q&A on LinkedIn can all count as authentic content. The goal is to showcase genuine stories without the hard sell.
Here’s the distinction: UGC is always created by your community, while authentic content can come from anyone, as long as it feels natural and transparent. The most effective education marketers use both. Inviting their audiences to create, while also producing school-made content that keeps the same raw, human touch. Together, they tell a believable story that draws students in and builds lasting trust.
What Is Authentic Storytelling in Higher Education Marketing?
Authenticity is the backbone of modern education marketing. Students trust people more than institutions, and they can spot inauthenticity instantly, especially Gen Z, who’ve grown up spotting inauthenticity from miles away. Research shows people are about 2.4× more likely to say UGC feels authentic than brand-created content. That difference matters: authentic stories make prospects stop scrolling, listen, and believe.
Authenticity also builds emotional connection. Gen Z and Millennials want to see themselves in your content, to think, “That could be me at that school.” A student-run TikTok showing dorm life or a grad’s blog about their first job after graduation brings that feeling to life. It’s no surprise that social is now a default research channel. The vast majority of students use social media to research colleges, and peer-created posts carry even more sway.
The impact extends to engagement. Across benchmarks, UGC often delivers meaningfully higher social engagement and can drive up to ~4× higher CTR in ads. And over time, that engagement builds trust: 81% of consumers trust UGC more than branded content. In a high-stakes decision like education, that trust can make all the difference.
Benefits of UGC in Campaigns
Incorporating user-generated content (UGC) into your marketing mix delivers tangible gains in both performance and perception. The first, and often most noticeable, benefit is higher engagement. According to industry data, social campaigns featuring UGC see up to 50% higher engagement, while ads with UGC achieve 4× higher click-through rates (CTR) than standard creative. The reason is simple: real photos and videos from students feel relatable. Prospects engage with them more readily than with polished brand assets. The August 2025 HEM webinar confirmed this pattern, showing that UGC consistently lifted social engagement by 50% and CTRs by a factor of four.
UGC also stretches your marketing budget. Instead of producing every asset in-house, you can tap into the creativity of your student community. UGC can reduce content production costs by shifting more creation to students and alumni, and in paid campaigns, CPC/CPL are often lower when UGC is used.
Beyond performance metrics, UGC builds credibility. It’s a living form of social proof, real students sharing their experiences in their own words. That authenticity creates trust and fosters community pride. When students and alumni contribute content, they become advocates, helping schools turn everyday stories into powerful recruitment tools that attract, engage, and convert.
Best Practices for Implementing UGC
Launching a user-generated content (UGC) initiative takes planning and structure. Here’s how to build a sustainable, effective framework that keeps authenticity at the heart of your strategy.
Make UGC a Core Content Pillar: Treat UGC as a foundational part of your marketing plan, not an add-on. Include it in your annual content calendar alongside official updates, blogs, and campaigns. Schools that do this well, like the University of Glasgow’s #TeamUofG campaign, consistently weave student voices into their newsletters, social feeds, and websites, making authenticity a constant thread, not a seasonal feature.
Align with Enrollment Cycles: Timing matters. Match UGC themes with where prospects are in the funnel. Early awareness? Share student life and orientation highlights. Decision season? Spotlight testimonials and day-in-the-life videos. Seasonal UGC enrollment marketing tactics, like winter study sessions or graduation snapshots, keep your school top of mind year-round.
Assign Ownership and Collaboration: Even though UGC is created externally, internal management is key. Assign a small cross-functional team, including marketing, admissions, and communications, to coordinate, moderate, and track results. Admissions can identify standout students to act as ambassadors, while marketing supports them with creative direction.
Guide Contributors Without Scripted Control: Students thrive with light structure. Provide a short framework—Hook → Introduction → Key Message → Call-to-Action. To help them share meaningful stories that align with your brand. Offer practical production tips: use natural light, steady shots, and clear audio. Authentic doesn’t mean low quality.
Protect Participants and Your Brand: Always secure written permission before reposting UGC, especially when featuring minors. Create clear content-use policies, moderate posts regularly, and track your branded hashtags with social listening tools. This ensures alignment with your school’s tone and values.
Prioritize Diversity and Inclusion: Feature a range of student perspectives, including international, mature, online, and graduate learners. Authentic storytelling thrives on variety. Prospects should be able to see themselves reflected in your content.
Examples of Real UGC Applications in School Marketing
To inspire your own strategy, let’s look at the many ways schools are using UGC and authentic storytelling to strengthen engagement and humanize their brands. Across the education sector, institutions are experimenting with creative formats that empower students, faculty, alumni, and even parents to share their real experiences.
Example: Syracuse University, Student Vlog on YouTube. A Syracuse student’s “Day in the Life” YouTube vlog offers an unscripted, immersive look into campus life: lectures, study sessions, and community activities. YouTube’s longer format allows for deeper storytelling and helps prospective students experience the campus virtually.
Student “Day in the Life” Takeovers One of the most effective UGC formats is the student takeover, where a student documents a typical day on campus through Instagram or TikTok. These videos often follow an unscripted, narrative flow, showing classes, dorm life, study sessions, and social activities from morning to night. Schools typically host these takeovers on official channels or promote student posts through hashtags. This format resonates because it offers an unfiltered look at campus life and helps prospective students picture themselves in that environment.
Example: Stanford University, UGC Nature Reel Stanford University curated a student-shot Instagram Reel featuring the aurora borealis over Pinnacles National Park. The video, captured entirely by a student, embodies the spirit of authentic storytelling, showing beauty, wonder, and student life through the lens of a real experience.
Behind-the-Scenes of Events UGC thrives on authenticity, and few things feel more genuine than spontaneous moments from student events. Encouraging students to share behind-the-scenes perspectives from orientations, club fairs, or sports games helps outsiders experience the energy and community spirit that define your school. These candid glimpses make institutional content more approachable and emotionally engaging.
Faculty or Staff Takeovers and Reflections Authentic content doesn’t have to come solely from students. Faculty and staff can also contribute by sharing casual reflections or quick videos about their daily work. A professor might record a short lab update, while an admissions officer could post a quick tour from a college fair. These snapshots add a human touch to your education marketing strategies by showing the passion, personality, and commitment that drive your institution.
Student-Run Q&As and AMAs Interactive Q&A sessions, where current students answer prospective students’ questions live on Instagram or through social threads, are among the most effective UGC formats. This setup offers unfiltered, peer-to-peer insights that prospects trust. When real students respond in their own voices, it builds transparency and community, turning your social platforms into spaces for genuine connection.
Social Media Contests and Hashtag Campaigns Encouraging students to create around shared prompts or themes is another great UGC driver. Campaigns like “Show your campus pride” or “Dorm room decor challenge” can generate dozens of authentic submissions in a short time. Just ensure clear rules and creator permissions (and parent consent for minors) so you can safely feature the best entries across your platforms. These initiatives not only supply fresh content but also boost engagement and school spirit.
Testimonials from Parents and Alumni UGC isn’t limited to current students. Parents and alumni can offer powerful, credible perspectives through short testimonial videos or written stories. Sharing how a parent watched their child grow or how an alumnus found career success can feel more authentic than any scripted message, and often connects strongly with audiences considering your programs.
Example: Louisiana State University, Alumni-Submitted Carousel LSU showcased an alumna’s entrepreneurial journey through a carousel post featuring her photos and story. The alumni-submitted visuals celebrate post-graduation success while reinforcing a sense of lifelong belonging, transforming alumni into ambassadors for the LSU brand.
Fun Trends and Challenges Participating in lighthearted social trends can also create strong UGC moments. Whether it’s a campus meme, a TikTok challenge, or a humorous group video, joining or amplifying these moments signals that your institution is lively, student-centered, and culturally aware. These pieces of content not only entertain but also reinforce your brand’s relatability and spirit.
Using Podcasts to Showcase Authenticity
Podcasts have become one of the most powerful tools for education marketers looking to connect with audiences through genuine, long-form storytelling. Unlike short-form social media content, podcasts allow room for nuance, emotion, and conversation, making them ideal for showcasing the real voices and experiences that define your school community. Whether you’re featuring students, faculty, or alumni, the format gives your audience something they crave: authenticity.
Set a Clear Purpose and Goals Before launching a podcast, clarify its purpose.
What role will it play in your marketing strategy?
Is it meant to support recruitment by spotlighting programs and student experiences?
To engage current students through campus discussions?
To deepen alumni connections with nostalgia and advice?
Each episode can have a distinct focus, but your overall series should align with strategic objectives. Identify your audience: prospective students, parents, current students, or alumni, and craft episodes that meet their needs. A school emphasizing innovation might produce a series around student research and campus projects, while one focused on student life could highlight real stories about growth, belonging, and discovery.
Plan Your Content Strategy Successful podcasts rely on structure and consistency. Choose a defined theme or niche rather than covering every topic under the sun. Themes like Student Voices: First-Year Journeys or Faculty Conversations: Research That Matters help listeners know what to expect. Pre-plan your first 8–10 episodes to maintain a steady release rhythm.
Aim for a predictable cadence (biweekly or monthly) so listeners know when to expect new episodes. Formats can vary: student interviews, faculty discussions, narrative storytelling, or on-site event recordings. Involving student co-hosts or interviewers adds natural authenticity and relatability, bridging the gap between your institution and prospective students.
Focus on Storytelling and Value Every episode should deliver something meaningful. Encourage guests to share honest stories, not scripted talking points. A student might recount a defining academic challenge; a professor might discuss what inspires their teaching; an alum could describe their career journey post-graduation.
Let conversations unfold naturally; even small moments of humor or vulnerability can make an episode memorable. Strive to balance emotional connection and practical value, offering listeners insight, inspiration, or tangible takeaways.
Feature Diverse Voices Authenticity thrives on diversity. Feature a wide range of speakers—students from different backgrounds, professors across disciplines, and staff who shape campus life behind the scenes. Mixing perspectives gives your audience a fuller, more human picture of your institution. Episodes could spotlight student-led initiatives, faculty research, or stories that reflect different aspects of campus life, from residence halls to community outreach.
Production and Promotion Good audio quality matters. Use a reliable microphone, record in a quiet space, and lightly edit to maintain clarity while preserving natural conversation flow. Publish episodes consistently and promote them across channels, email newsletters, your website, and social media. Short audiograms or quote graphics can extend your podcast’s reach while reinforcing its authentic tone.
Example: Higher Ed Storytelling University Podcast. The Higher Ed Storytelling University podcast features marketers, educators, and students discussing authenticity, narrative strategy, and digital storytelling. This example illustrates how schools and industry experts are using long-form audio to humanize their messaging and reach broader audiences.
Building a successful user-generated content (UGC) strategy doesn’t require starting from scratch. With the right tools and a few well-planned quick wins, your institution can begin collecting and showcasing authentic stories almost immediately. Below are practical tools and easy-to-implement tactics that can help you get started.
UGC Creation and Curation Tools
Canva: A go-to tool for both marketing teams and students. Canva makes it easy to design branded graphics, quote cards, and short visuals using preset templates. Students can create Instagram takeover intros, testimonial cards, or club event spotlights, all while staying on-brand thanks to shared school colors and fonts.
CapCut: A free, mobile-friendly video editing app perfect for short-form social content. Encourage students to use it to trim clips, add subtitles, and polish their footage before submission. Subtitles, in particular, improve accessibility and help engagement since many viewers watch videos without sound.
Later or Buffer: Social media scheduling platforms like these help teams plan and publish UGC consistently. For example, you can schedule weekly “Student Spotlight” features or testimonial series, keeping your feeds active with minimal daily effort.
TINT or Tagboard: These UGC management tools collect content tagged with your campaign hashtags across multiple platforms into one dashboard. They also help you request permissions, filter submissions, and display curated UGC feeds on your website (such as a live “#CampusLife” wall on your admissions page).
Quick Wins to Kickstart UGC
Identify 3 Student Storytellers: Start small. Find three enthusiastic students, perhaps a club leader, athlete, or international student, and invite them to share their stories through takeovers, vlogs, or blog posts. Their content will serve as authentic examples and inspire others to participate.
Launch a Branded Hashtag: Create a memorable, campaign-specific hashtag like #[YourSchool]Life or #Future[YourMascot] and start promoting it immediately. Add it to your bios, marketing emails, and on-campus signage. Repost tagged content regularly to reward engagement and grow participation.
Pilot an Authentic Video Post: Experiment with one short, genuine video on Instagram or TikTok. Try a student Q&A, a “what I wish I knew” segment, or a move-in day recap. Compare engagement metrics with your usual posts. You’ll often find authentic, lightly produced clips outperform polished ads.
Amplify Existing UGC: Look for what’s already out there. Students are likely tagging your school in posts or videos. Engage with those by resharing or commenting, signaling that you value authentic voices.
Offer Student Club Consultations: Provide quick content workshops or audits for student groups. Helping them improve their storytelling or branding indirectly elevates the quality of UGC being created across campus.
Measuring the Impact of UGC
Just like any other marketing initiative, your user-generated content (UGC) strategy needs to be measured to prove its value and refine future campaigns. The impact of UGC goes beyond clicks and likes. It touches trust, community sentiment, and enrollment. That’s why it’s important to measure both quantitative and qualitative outcomes. Here’s how to assess what’s working and why.
Track Engagement and Reach Start with the fundamentals: likes, comments, shares, saves, and views. Compare these against your institution’s regular branded posts. UGC often performs better, signaling a stronger connection and authenticity. Also track reach and impressions—are your hashtags expanding visibility? If your student takeover generates thousands of views and dozens of replies, that’s evidence of increased awareness and interest at the top of the funnel.
Monitor Cost Efficiency If UGC is part of paid campaigns, track cost per click (CPC) and cost per lead (CPL). Ads using student-generated content tend to have higher click-through rates and lower costs because they appear more genuine. Run A/B tests: one glossy ad versus one featuring a real student photo. If the authentic ad drives more engagement at a lower cost, you’ve got clear ROI data to share with stakeholders.
Measure Conversions and ROI Track what happens after engagement. Did a UGC-driven post increase form submissions or event sign-ups? Ask applicants how they heard about your school. If they mention your social media or specific student stories, that’s qualitative proof of impact. You can also calculate Return on Ad Spend (ROAS) by comparing tuition value or lead generation to ad spend, or use proxy metrics like cost-per-application to show improved performance. Learn more in HEM’s social media playbook.
Gather Feedback from Students and Staff Numbers don’t tell the whole story. Collect feedback from your community through surveys or informal polls. Ask whether students feel represented in your content or whether prospective students found your UGC helpful. Anecdotal comments, like “Your Instagram takeovers made me want to apply,” are qualitative gold and demonstrate the emotional impact of authenticity.
Track Sentiment and Community Growth Pay attention to the tone of comments and discussions. Are people tagging friends or expressing excitement? Positive sentiment indicates your content resonates. Also, monitor the growth of branded hashtags and organic posts. If more students are tagging your school or sharing their own stories without prompting, your UGC strategy is inspiring real advocacy.
Build a UGC Dashboard Bring it all together with a simple dashboard that tracks UGC performance quarterly, engagement rates, CPC/CPL trends, sentiment highlights, and standout examples. This helps visualize the tangible outcomes of authenticity-driven marketing and makes it easier to communicate results to leadership.
Example: University of Tennessee, Knoxville A University of Tennessee senior’s “Day in the Life” video exemplifies how authentic, student-produced content can outperform traditional marketing posts. The Reel’s organic engagement, thousands of views, and high interaction highlight the measurable impact of relatability on social media reach and engagement.
Authenticity in marketing is the foundation of meaningful connection. By weaving user-generated and authentic content into your strategy, your institution can foster trust, spark engagement, and inspire real relationships with students and families. Throughout this guide, we’ve explored how to define UGC, why it works, and how to implement it strategically through proven best practices and simple quick wins. The takeaway is clear: campaigns that feel real outperform those that feel rehearsed.
Of course, launching an authenticity-driven strategy takes more than good intentions. It demands planning, creativity, and a partner who understands how to balance storytelling with measurable results. That’s where Higher Education Marketing (HEM) comes in. Our team has helped colleges and universities around the world capture genuine student stories and transform them into powerful digital campaigns. Whether you’re planning a branded hashtag initiative, building a library of student video testimonials, or training student ambassadors and UGC programmes to create engaging social content, HEM can guide you every step of the way.
Authentic voices are your greatest marketing asset, and with HEM’s expertise, you can amplify them strategically. Reach out today for a free UGC strategy consultation and discover how genuine stories can drive real enrollment results. Let’s build trust, engagement, and community authentically.
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Frequently Asked Questions
Question: What Is User-Generated Content (UGC) in Higher Education Marketing
Answer:User-Generated Content (UGC) is any material created by people outside your marketing team: students, alumni, faculty, or even parents. It includes everything from TikToks and Instagram stories to blog posts, reviews, and testimonial videos.
Question: What Is Authentic Storytelling in Higher Education Marketing?
Answer: Authenticity is the backbone of modern education marketing. Students trust people more than institutions, and they can spot inauthenticity instantly, especially Gen Z, who’ve grown up spotting inauthenticity from miles away.
Ever call a service provider only to get bounced between departments, retelling your story to every new agent, each one promising a fix that never comes? You hang up frustrated, unheard, and uncertain.
This same dynamic plays out in higher ed every day. A prospective student tells an admissions counselor, “I need to finish my graduate degree in one year.” That context gets lost in the handoff. The student success team never hears it. Course sequencing doesn’t line up. Frustration builds. Momentum stalls.
That isn’t just a communication slip. It’s a broken promise.
Too often, institutions treat the student journey as a series of separate phases — marketing handles outreach, admissions manages enrollment, and student success supports retention — but students don’t experience their education in phases. They experience it as one journey.
And when we don’t design for that, we create invisible gaps that undermine trust, break continuity, and erode outcomes.
This isn’t a marketing problem. Or an admissions problem. Or even a student success problem. It’s an alignment problem.
The real challenge is that internal teams aren’t playing from the same sheet of music. Without shared data, shared metrics, and shared goals, it’s impossible to have a meaningful conversation about where the student journey breaks down.
It also makes improvement feel like guesswork. One team pushes harder on applications. Another tries to boost first-term persistence. But without a full-funnel view, efforts remain disjointed and hard to scale.
To grow enrollment and retention sustainably, you need institutional alignment around the full journey, from first click to graduation.
Full-Funnel Enrollment Planning as a Solution for Growth
A full-funnel strategy doesn’t just connect dots — it puts everyone on the same map. Sustainable enrollment growth requires moving beyond early-stage efforts and focusing on a unified enrollment strategy that carries a prospective student from interest all the way through graduation. That means marketing, admissions, and student success teams need to share the same data, vision, and goals. Here’s what that looks like in practice.
Connect Marketing, Admissions, and Student Success
Replace handoffs with collaboration. That means shared access to student data, from first inquiry to graduation. When teams see the same big picture, outreach becomes more relevant, timing improves, and support gets proactive.
Build a Shared Road Map With Clear Metrics
Institutions need to establish a single road map that charts the student journey from inquiry to enrollment to graduation and attach measurable goals to each phase, such as enrollment yield, first-term persistence, and long-term retention rates. A shared scorecard keeps the discussion focused on the big-picture student journey, rather than team silos.
This shared dataset should be analyzed to detect patterns and trends. Where are students dropping out of the funnel? Which programs retain the best-fit learners? Which messages produce the best engagement? The insights you glean from your analysis can help you tweak targeting and support.
Align Around Student Fit Early
Retention starts with recruitment. When marketing and admissions teams are aligned with student success, they can spot patterns of persistence and adjust targeting accordingly. It’s not just about getting more students in the door — it’s about attracting students who will thrive.
Structure Cross-Team Check-Ins
Yes, it means more meetings, but structured, purposeful alignment sessions across departments can surface insights you’d otherwise miss. Better yet, tie every meeting to shared key performance indicators (KPIs) and use that data to drive strategy.
Treat Technology as a Bridge, Not a Band-Aid
Modern customer relationship management (CRM) platforms give you visibility into every stage of the funnel. Real-time reporting and alerts enable teams to identify issues — where students are disengaging, where more support is needed, which outreach messages are failing to resonate — and respond quickly before they become systemic.
Reframing Retention as a Targeting Opportunity
Strong retention doesn’t begin in week eight of the semester. It begins the moment a prospective student clicks “Learn More.” Strategies for success include the following:
Target right-fit students using behavioral and demographic data.
Tailor outreach to meet the expectations of adult and online learners.
Use predictive insights to intervene before a student disengages.
When you design a journey that prioritizes clarity, continuity, and fit, your enrollment and retention numbers start to reflect that.
Key Takeaways
With the value of higher ed under scrutiny and students facing more choices than ever, institutions must start treating the student journey like a customer journey.
That means designing around measurable satisfaction at every stage. Rallying around shared information. And giving every team a role in both the promise and the delivery of student success.
Because when students fall through the cracks, they don’t just feel confused. They feel let down.
Enrollment growth requires an end-to-end student journey approach, not a single-stage fix.
Full-cycle planning drives stronger enrollment and better retention.
Alignment among internal teams is the foundation for sustainable results.
It’s Time to Close the Gaps
At Archer Education, we partner with institutions to connect marketing, enrollment, and student success into one seamless journey. We help you build full-cycle strategies that grow enrollment, increase retention, and, most importantly, deliver on your promises to students.
Ready to start the conversation? Let’s talk.
Contact our team to learn more about our tech-enabled strategy, marketing, enrollment, and retention services.
While most teachers are eager to implement the science of reading, many lack the time and tools to connect these practices to home-based support, according to a new national survey from Lexia, a Cambium Learning Group brand.
The 2025 Back-to-School Teacher Survey, with input from more than 1,500 K–12 educators nationwide, points to an opportunity for district leaders to work in concert with teachers to provide families with the science of reading-based literacy resources they need to support student reading success.
Key insights from the survey include:
60 percent of teachers are either fully trained or interested in learning more about the science of reading
Only 15 percent currently provide parents with structured, evidence-based literacy activities
79 percent of teachers cite time constraints and parents’ work schedules as top barriers to family engagement
Just 10 percent report that their schools offer comprehensive family literacy programs
Teachers overwhelmingly want in-person workshops and video tutorials to help parents support reading at home
“Teachers know that parental involvement can accelerate literacy and they’re eager for ways to strengthen those connections,” said Lexia President Nick Gaehde. “This data highlights how districts can continue to build on momentum in this new school year by offering scalable, multilingual, and flexible family engagement strategies that align with the science of reading.”
Teachers also called for:
Better technology tools for consistent school-to-home communication
Greater multilingual support to serve diverse communities
Professional learning that includes family engagement training
Gaehde concluded, “Lexia’s survey reflects the continued national emphasis on Structured Literacy and shows that equipping families is essential to driving lasting student outcomes. At Lexia we’re committed to partnering with districts and teachers to strengthen the school-to-home connection. By giving educators practical tools and data-driven insights, we help teachers and families work together–ensuring every child has the literacy support they need to thrive.”
Higher education provides students with the opportunity to participate in a diverse range of academic programs that facilitate further exploration beyond the classroom. Participating in a guided research project offers valuable exposure to discipline-specific inquiry. Under the mentorship of a faculty research advisor, students gain critical skills such as project management, research methods, and early professional development. While the roles and responsibilities of the research advisor can vary depending on the type of research (e.g., human subjects, qualitative, quantitative, mixed methods), there are commonalities in how to best support student researchers. These strategies highlight best practices along with other important considerations for research advisors.
Traditionally, a research advisor guides and oversees student-led research by providing pivotal insight and direction throughout the project (National Academy of Sciences, 2009). The advisor plays a vital role in ensuring that the student follows ethical standards and guidelines. Beyond its formal role, research advisors also serve as mentors who motivate, encourage, and support students as they develop intellectually and professionally. They also create a protected and affirming space for students to be vulnerable in instances of uncertainty as the research project progresses. This dual function as both advisor and mentor has a lasting impact on students’ academic success and career trajectories. Through intentional mentorship and guidance, research advisors help students cultivate scholarly excellence, professional competence, and life skills that extend beyond the academic environment into daily activities.
There are several considerations that may cause faculty members to feel apprehensive about serving as research advisors, especially since these responsibilities extend beyond classroom instruction. This includes increased teaching loads, required committee responsibilities, professional development, community service, and administrative duties (Springer et al., 2023). Balancing these institutional demands can be overwhelming. These expanding roles and expectations contribute significantly to faculty fatigue, often leading to demoralization and persistent stress. Additionally, a student’s aptitude, skills, level of independence, and overall capacity for college-level research can also add to the complexity of serving as a research advisor.
Teaching, Learning, and Engagement Strategies
The advisor role aligns with several teaching and educational philosophies. Notably, Behaviorism (stimuli, reinforcement, and environment) and Essentialism (back to the basics) are all useful. These conceptual and philosophical frameworks are demonstrated in each of the posited strategies through the intentional use of engaging activities and techniques. Also instructive is Jean Piaget’s philosophy, which emphasizes a hands-on approach that focuses on active learning and interaction, which leads to the student’s self-exploration and discovery (Uzun, 2024). Promoting engagement that fosters problem-solving and critical thinking is especially important in the student-researcher-advisor relationship. Serving as a research advisor also requires employing an eclectic approach in relation to teaching and educational philosophies. Throughout each of the following strategies, it is imperative that the student’s learning and each engagement opportunity are meaningful, productive, and place the student researcher at the center of the collaboration. Each of these strategies presents teachable moments not only for students but also for the research advisor. The implementation of each plan to support the student, specifically how and why it is addressed.
Assess Students’ Readiness for Research
Conducting a low-stakes, informal assessment of the students’ interests, strengths, and areas of opportunity is a good starting point. Prior involvement with the student, due to their having taken a course with the faculty, may have already allowed for a preliminary assessment of the student’s preparedness for college-level research. In the absence of experience working with the student, one quick assessment method is to explore the student’s understanding of the research project more deeply. Engage in active listening, ask insightful and probing questions, and allow the process to unfold naturally. This encourages the student to demonstrate what they know about producing a noteworthy project. Students have a wide range of learning styles, competencies, and abilities. The goal is not to judge but to assess through an objective lens. This strategy enables faculty to make informed decisions about the commitment level, existing competencies, and overall student needs when undertaking scholarly research (Sharp, 2002).
Model Behavior and Coach for Success
Engaging students outside of the classroom also allows faculty to demonstrate other skill sets. The research advisor should conduct themselves in a manner that shows students ways to interact with various research stakeholders and how soft skills can be applied across different contexts. Much of the advisor’s time is spent monitoring and supporting the student. It is also imperative that the student is empowered and given the space to work independently, which is vital to students’ metacognition (Howlett, 2021). Research can be daunting; therefore, a key part of the coaching process involves implementing activities and providing affirming feedback that keeps the student engaged and interested. This strategy is essential because it supports students in gaining the requisite proficiencies as a researcher and collaborating with others.
Introduce and Teach Project Management Skills
Prioritizing tasks and effective time management are valuable skills that can enhance a student’s academic, professional, and personal life. Monitoring and evaluating overall goals and objectives promote the success of the research project. A practical approach to this strategy is to assign the student small tasks with specific timelines and deliverables, then provide incremental feedback. Scheduling project meetings to identify immediate tasks and priorities helps students understand and appreciate how to manage projects effectively. Clearly defined due dates, which may sometimes be inflexible, must be communicated (Sharp, 2002). Students are empowered when given relevant information, as well as a clear understanding of each phase of the research project. Adopting this strategy is a value-added benefit for students, as it reduces the likelihood of missed deadlines and critical deliverables throughout the project cycle.
Create a Safe Space for New Experiences and Growth
Naturally, some students may feel intimidated or unsure about how the student-faculty research collaboration will proceed. Uncertainty is expected since this is a new role and experience. It is notably different from previous instructor-student interactions that existed in the classroom. While the faculty advisor anticipates various outcomes, the student also has expectations related to faculty expertise and creativity, as well as benefiting from their full support and constructive criticism (Abbas, 2020). The research advisor must ensure that a safe environment is created for the student to feel empowered to share alternative or completely different viewpoints on various aspects of the research project. Maintaining a safe environment also encourages collaboration, student growth, and overall development. Using this strategy creates an environment of trust, teamwork, and mutual respect.
Finally, regardless of the size or type of institution, service and student engagement activities are viewed positively in higher education. Serving as a research advisor gives faculty the chance to showcase what they do outside the classroom. A large part of their time is dedicated to meeting teaching and learning responsibilities, for which they are evaluated on annually. Great effort is also made to ensure that faculty adequately support students with academic challenges. Taking on the role of research advisor also allows high-achieving students to be engaged. Additionally, this role supports and addresses the needs of students with aspirations for graduate studies, those seeking more challenging opportunities, or who have a general interest in scholarly research. Ultimately, it is a win-win situation for both the student and the faculty member who takes on this important role.
Curtis L. Todd, PhD, is Professor of Social Work in the School of Arts and Sciences at Atlanta Metropolitan State College, where he also provides instruction in Criminal Justice. Quintero J. Moore, MD, is Assistant Professor of Biology in the School of Arts and Sciences at Atlanta Metropolitan State College.
References
Abbas, A., Arrona-Palacios, A., Haruna H., and Alvarez-Sosa, D. 2020. Elements of students’ expectation towards teacher-student research collaboration in higher education. Frontiers in Education Conference (FIE): IEEE.
Howlett, M.A., McWilliams, M.A., Rademacher, K. et al. 2021. Investigating the Effects of Academic Coaching on College Students’ Metacognition. Innovative Higher Education: Springer Nature.
National Academy of Sciences, National Academy of Engineering (US) and Institute of Medicine (US) Committee on Science, Engineering, and Public Policy. (2009). On Being a Scientist: A Guide to Responsible Conduct in Research – Advising and Mentoring. 3rd Edition. National Academies Press: National Academy of Sciences.
Sharp, J.A., Peters, J., & Howard, K. (2002). The Management of a Student Research Project. 3rd Edition. Routledge: Taylor & Frances Group.
Springer, A., Oleksa-Marewska, K., Basinska-Zych, A., Werner, I., and Bialowas, S. (2023). Occupational burnout and chronic fatigue in the work of academic teachers-moderating role of selected health behaviours. National Library of Medicine: PLoS One.
Uzun, Aylin. 2024. Education Based on Piaget’s Theory. Research In Educational Sciences-I: IKSAD.
