RNL’s award-winning creative team wrote this post, sharing their insights on messaging and design. The team has won more than 100 advertising awards for fundraising campaigns.
Fourteen entries. Fourteen awards. For the 40th Annual Educational Advertising Awards, RNL’s creative fundraising campaigns stood out, with every one of our entries winning in their categories. And half won gold!
Being recognized by the largest educational advertising awards in the country speaks to RNL’s mastery of higher education fundraising best practices, as well as our creative team’s expertise and collaboration with our campus partners: the judges review for “creativity, marketing execution and message impact.” These campus partners range from West to East Coast, from small-but-mighty to multi-campus. The creative and fundraising tactics behind these seven award-winning campaigns are equally wide-ranging:
Bethune-Cookman University: Giving Day Total Fund Raising/Development Campaign
As an extension of Bethune-Cookman University’s advancement team, RNL developed Giving Day mail and emails inviting donors to honor Dr. Mary McLeod Bethune’s legacy. These eye-catching creative components showcased B-CU’s dynamic 120-year brand and emphasized the history of proud investments in Wildcat Nation.
Bennett College: CYE Total Fund Raising/Development Campaign
Bennett College serves a broad variety of students, the diversity of which was highlighted in this calendar year-end campaign across mail, email and digital ads. The appeal warmly celebrated Bennett’s donors and alumnae to cultivate connection, while communicating donor impact by demonstrating how their investment in today’s Bennett Belles creates a more equitable future.
Commonwealth University of Pennsylvania: End of Year Total Fund Raising/Development Campaign
In RNL’s first year of partnering with Commonwealth University Foundation to solicit funds for three campuses—Bloomsburg, Lock Haven and Mansfield—RNL honed in on what makes each campus unique. For the Fall and Calendar Year-End appeals, our investigative writer identified feature stories to resonate with each unique audience while advancing each campus’s priority focus. Our design director created seasonal pieces, including holiday cards worthy of display and GivingTuesday 2024 designs with branding balanced between the campus and the global day of philanthropy.
Linfield University: Homecoming Special Event Campaign
In our third year of fundraising work with Linfield University, RNL helped develop the first Homecoming appeal of our partnership. Appealing to a 50-year reunion alumni segment, a vintage background texture and historic mascot photo inserted nostalgia. Our writer developed copy in the voice of Mack the Wildcat, and our designer created Mack’s signature from scratch, riding the energy of Homecoming to invite alumni support in a fun, engaging way.
Wittenberg University: Calendar Year End Total Digital Marketing Program
The holidays are the most active time for fundraising, and RNL’s emails and digital ads for Wittenberg University pierced through the noise of the season. Leveraging Witt’s primary red and secondary teal colors, the campaign presents a strong, immediately recognizable brand while calling to mind Ohio winters with graphics and background photos from RNL’s Adobe stock account, expanding on the available assets and adding depth, texture and oodles of visual interest.
West Virginia University: Donor Renewal Total Fund Raising/Development Campaign
Donors have been clear: Knowing how their generosity makes an impact increases their likelihood to continue investing in an institution. That’s exactly what these pieces did for West Virginia University’s donors. Through a mix of visually appealing quotes, facts and links to video stories, the WVU community saw how important their contribution is—and as a token of gratitude and an investment in retention, they received a window cling acknowledging their donor status for that year, which RNL has created with WVU annually since 2020.
West Virginia University: FYE Direct Mail Appeal
During a time of transition, West Virginia University’s fiscal year end letter showcased how the university’s legacy set the stage for the future. With gradients and strategic placements, the RNL designer used bold brand colors to aesthetically balance the black-and-white photos and a timeline of historical milestones. With a broad audience spanning education, health care and community programs, the language and layout inclusively touches on a variety of key points to resonate with all.
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51,000 alumni weigh in on giving priorities, engagement preferences, and more.
This blog features an excerpt from Howard Heevner, fundraising industry leader and co-author of the 2025 RNL National Alumni Survey.
RNL’s 2025 National Alumni Survey was just released and, while the insights gleaned from this report are always valuable, one could argue that this data is worth its weight in gold during times of extreme uncertainty like we are currently facing in our sector. After all, there are a few universal truths that strategic fundraisers understand, regardless of differing priorities, levels of experience, or overall philosophy:
“Hope”‘” is not a strategy.
Stewardship matters.
You will never regret confirming your flight departure time ahead of an important donor visit…
When in doubt, go straight to the source: your donors.
RNL’s National Alumni Survey gives fundraisers a valuable opportunity to refine their engagement strategies by focusing on what truly matters—understanding donor expectations. By analyzing responses from more than 51,000 alumni across generations and institutions of all types, this report sheds light on alumni sentiments toward their alma maters, their giving priorities, generational volunteer trends, and the motivations behind their contributions of time, talent, and financial support.
Facilitated by RNL’s Sarah Kleeberger, this report also benefits from the expertise of longtime RNL partner and industry leader Howard Heevner. Howard provides both a foreword and conclusion to the report, offering insightful commentary, practical applications, and a forward-looking perspective on the future of donor engagement.
Excerpt from the 2025 RNL National Alumni Survey Report, written by Howard Heevner:
Howard Heevner
As part of RNL’s second annual research study, we are again sharing the collective wisdom of 51,000 alumni representing a broad spectrum of higher education. The opportunity to provide a conduit for these voices to be heard is an honor, and along with the team at RNL, we are excited to share the feedback alumni from 21 institutions.
In higher education, we often spend our time looking inward or looking at other institutions instead of turning to those we wish to connect, engage, and inspire to be in a closer relationship with our institutions. For decades, we have been able to rely on an expectation of loyalty from our alumni because that’s how it’s always been. However, so many factors have changed the nature of that relationship and those expectations. Among them are the rising costs of education, the implied and often explicit promise that degree achievement will provide you with a pass to greater opportunity, and the increasing mistrust of institutions and higher education.
There is a growing concern for our pipeline of donors. We have seen a dramatic decrease in alumni donor counts across the United States over the past three decades. These trends pre-date the pandemic but seem to be exacerbated post-pandemic. Many schools are struggling to acquire new donors and are searching for new methodologies to do so. However, it seems most often we are taking the fractured giving structures that brought us here and bringing those into these new strategies. Maybe the issue isn’t our tools or strategies, but our ability to authentically connect with our alumni.
These aren’t just random comments—they’re real voices from our latest research, and they stopped me cold.
For the past three years, RNL and ZeeMee have been diving deep into the emotional landscape of college planning. Our latest pulse survey (our third round!) reached over 2,600 high school seniors through the ZeeMee app, and their responses about safety concerns left me genuinely shaken.
Last year, we added a crucial question: we asked students who expressed worry about their safety in college to tell us, in their own words, what specifically scared them. Their candid responses paint a vivid— and sometimes heartbreaking—picture of what’s keeping our future college students up at night.
Here’s what they told us, unfiltered and unvarnished.
Understanding college safety concerns
Every night, a high school senior lies awake somewhere in America, staring at their college acceptance letter. But instead of dreaming about new friends and future possibilities, they’re wrestling with darker questions: “Will I be safe there? Will I belong? Will someone hurt me because of who I am?”
These aren’t just passing worries. They’re the heavy weight on students’ hearts as they contemplate their next big step. Through hundreds of candid conversations with students, we’ve uncovered the raw, unfiltered truth about what keeps them up at night. Their voices—brave, vulnerable, and achingly honest—paint a picture of what safety means to Generation Z and why traditional campus security measures are just the beginning of what they need to feel truly secure.
After analyzing hundreds of student comments about their safety concerns, 10 clear themes emerged, revealing how identity, background, and lived experience shape their fears. Understanding these concerns is crucial for colleges aiming to create safer, more supportive environments.
1. Personal safety and physical harm
Across all groups, students expressed anxiety about their physical safety on campus and in surrounding areas. Random attacks, mugging, and the general unpredictability of urban environments were frequent concerns.
“I’m worried about approximate safety, like the area’s crime rate or state. There’s always going to be dangers.” – First-Generation Male
“Being alone at night or generally in an open area with few people.” – First-Generation Female
Takeaway for institutions:
Provide real-time crime alerts and transparent reporting about campus safety statistics.
Partner with local authorities to increase security presence around campus.
Encourage students to use campus safety apps for safe travel between locations.
2. Sexual assault and gender-based violence
Female and non-binary students, regardless of generation status, are consistently worried about sexual assault, harassment, and gender-based violence. Parties, walking alone at night, and navigating unfamiliar environments amplified these fears.
“Rape culture is real. Parties can be dangerous, and not knowing who to trust makes it worse.” – Continuing-Generation Female
“I’m suicidal and afraid of being raped.” – First-Generation Non-Binary
Takeaway for institutions:
Expand bystander intervention training for all students.
Ensure that Title IX resources and reporting processes are well-publicized and easily accessible.
Provide self-defense classes and safe-ride programs for students traveling after dark.
3. Safety in new and urban environments
Moving to a new city or a high-crime area was a significant concern, particularly among first-generation students unfamiliar with city living.
“The area of the college I chose is notoriously dangerous.” – Continuing-Generation Female
“Since I’m out of state, I won’t know who to trust, especially in a big city.” – First-Generation Female
Takeaway for institutions:
Offer city orientation programs to help students identify safe routes, neighborhoods, and resources.
Highlight partnerships with local authorities and emergency services.
Make campus safety maps available, showing emergency call boxes and security patrol zones.
4. Racial and ethnic discrimination
Concerns about racism, hate crimes, and bias were prominent among students of color, especially first-generation and male students. Black, Muslim, and international students frequently mentioned fears of being targeted because of their identity.
“Since I’m African, racism and all that.” – First-Generation Male
“I’m a Black Muslim woman. Being assaulted, being hate-crimed, Islamophobia.” – First-Generation Female
Takeaway for institutions:
Create visible reporting channels for bias-related incidents.
Provide diversity and inclusion training for campus staff and students.
Ensure campus police and security are trained in cultural sensitivity.
5. Isolation and being alone
Being away from family and trusted support systems was a significant source of anxiety, especially for first-generation students. Women were more likely to express concerns about being alone while navigating new environments.
“I would be alone away from home. Just knowing that anything could happen and I wouldn’t have that support system to call on.” – First-Generation Female
“I’ve never lived away from home and don’t know if I’m ready to make safe decisions all the time.” – Continuing-Generation Male
Takeaway for institutions:
Establish peer mentorship programs to help new students build connections.
Promote campus counseling services, emphasizing their accessibility.
Encourage students to join student organizations for community-building.
6. Campus safety and security measures
Many students, regardless of gender or generation status, questioned whether campus safety protocols were robust enough to protect them.
“What if someone sneaks onto campus or tries to harm me?” – First-Generation Female
“Sometimes the safety measures that are there aren’t enough.” – Continuing-Generation Male
Takeaway for institutions:
Regularly assess and update campus security protocols.
Provide students with clear information about emergency procedures.
Ensure dormitories and common areas have secure access systems.
7. Substance use and peer pressure
Students were wary of the prevalence of drugs and alcohol on campus, especially in social settings where peer pressure could lead to unsafe situations.
“Narcotics float around campus daily, causing self-harm to other students.” – Continuing-Generation Male
“I’ve heard some college guys spike drinks, and it isn’t safe to go places alone.” – First-Generation Female
Takeaway for institutions:
Promote alcohol and drug education programs during orientation and throughout the year.
Partner with student organizations to create substance-free social events.
Ensure campus safety staff are trained to handle substance-related emergencies.
8. Mental health and well-being
Many students expressed worries about managing their mental health while adjusting to college life, especially those from first-generation backgrounds.
“I struggle with anxiety, and being in unpredictable places worries me.” – First-Generation Female
“Just any fighting or being depressed.” – Continuing-Generation Male
Takeaway for institutions:
Expand mental health resources, including counseling and peer support groups.
Train faculty and staff to recognize signs of mental health struggles.
Promote mindfulness and stress-relief programs on campus.
9. LGBTQ+ safety and acceptance
LGBTQ+ students are worried about harassment, discrimination, and feeling unsafe in gendered spaces.
“I’m trans and nowhere really feels safe to be trans.” – First-Generation Non-Binary
“I look like a cis male even though I am AFAB. I’m worried about my safety using the women’s bathroom.” – Continuing-Generation Non-Binary
Takeaway for institutions:
Ensure that gender-neutral restrooms are available across campus.
Promote LGBTQ+ resource centers and support groups.
Train campus staff on LGBTQ+ inclusivity and safety.
10. Gun violence and mass shootings
With the rise in school shootings, concerns about gun violence were prevalent across all demographics.
“The reality of increasing school shootings really scares me.” – First-Generation Female
“How easily accessible and concealable guns are.” – Continuing-Generation Male
Takeaway for institutions:
Conduct regular active shooter drills and safety trainings.
Ensure campus police are equipped to handle potential threats.
Promote anonymous reporting systems for suspicious activity.
Building safer campuses: Where do we go from here?
While each student’s experience is unique, the themes that emerge highlight common anxieties that colleges and universities must address. Institutions can make campuses feel safer by:
Improving transparency: Regularly update students on campus safety protocols and crime statistics.
Strengthening support systems: Expand counseling, mentorship, and peer support programs.
Enhancing security: Invest in access-controlled dorms, safe-ride programs, and emergency call boxes.
Promoting inclusivity: Ensure students from marginalized communities feel protected and respected.
Empowering students: Provide self-defense classes, bystander training, and safety resources.
Behind every statistic in this report is a student’s story – a first-generation student wondering if they’ll make it home safely from their late-night library sessions, a transgender student searching for a bathroom where they won’t be harassed, a young woman calculating the safest route back to her dorm. Their fears are real, their concerns valid, and their hopes for a safe campus environment are deeply personal.
The path forward isn’t just about adding more security cameras or emergency phones, though those matter. It’s about creating spaces where every student can exhale fully, knowing they’re physically safe and emotionally secure. Where belonging isn’t just a buzzword in a campus brochure but a lived experience. Safety means being free to focus on learning, growing, and becoming—without constantly looking over your shoulder.
This isn’t just a challenge for institutions—it’s a sacred responsibility. Because when we promise students a college education, we promise them a chance to transform their lives. And that transformation can only happen when they feel truly safe being themselves. The students have spoken. They’ve shared their fears, hopes, and dreams for safer campuses. Now it’s our turn to listen—and, more importantly, to act.
Read Enrollment and the Emotional Well-Being of Prospective Students
RNL and ZeeMee surveyed 8,600 12th-grade students to understand their anxieties and worries of students during the college search process. Download your free copy to learn:
The greatest challenges for 12th graders about the college planning process
The barriers keeping students from applying to college
The social fears of college that keep prospective students up at night
The top safety concerns of students
What excites and encourages students about the college journey
How students describe these anxieties, stresses, and fears in their own words