Effective communications

Communication from trusted sources is essential for helping students access, succeed in, and complete higher education.

But often, simply giving students information isn't enough.

What can you do?

Effective communications campaigns often follow a three-part structure.

For each message within that structure, use these tips to encourage engagement and follow-through.

Capture Attention

The first challenge of effective communications is making sure your message gets through. Simply sending students an email or text message does not guarantee they will notice or engage with it.

  • For emails, subject lines should convey urgency.

  • Create different audience segments and multiple message versions to avoid using caveats such as “if you…”

  • Consider all available messengers, especially people with existing relationships with recipients.

  • Write and format emails from an individual to an individual, not like mass newsletters.

  • Consider all available channels. Where will students notice your message? We recommend email for new information and text messages for reminders.

Once you have someone’s attention, the next step is to make sure they understand the message you’re sending. Successful communications equip students with the information they need to move forward.

  • Eliminate extraneous information. When in doubt, say less!

  • Lay out the details of what the requested action entails, how long it will take, and what will happen next with a clear timeline.

  • Highlight key information (like the call-to-action) with headers, bolded text, color, and white space. Avoid all caps.

  • Use plain language with a first-person active voice and avoid administrative jargon.

  • Normalize utilization of campus services that may be stigmatized by emphasizing that many students use them.

Build Intention

Facilitate Action

Communications should always go beyond just delivering information; they should focus on making it easy for students to take action.

  • Include a deadline, even if it’s made up. Set it early enough to leave time for missing it.

  • Consider the timing of each message: early enough to prepare, but late enough to feel urgent.

  • Remove hassles by providing everything a student will need to complete the task, like a link straight to their advisor’s calendar or who to contact for help.

Get started

Download a one-page checklist with behavioral tips for writing effective messages.

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Have questions? Get in touch!