This week’s Keynote is one of the most emotional and thought-provoking conversations we’ve had so far on Speaking Engagement. My guest is from Trinity Christian College, which announced earlier this year that it would close at the end of August. I wanted to have Mackenzi on because very few people in advancement and engagement ever openly discuss what happens when an institution reaches the end of its lifecycle and what leadership, community, and communication look like in that moment.
Watch the Full-Length version on YouTube. (48 mins)
What makes this conversation remarkable is that it is not centered primarily on anger or blame. Instead, Mackenzi describes something much more complicated and much more human. Since the closure announcement, alumni have returned to campus in large numbers, former communities have reconnected, and the institution has experienced a surprising mixture of grief, gratitude, joy, and reflection. One of the most striking moments in the conversation comes when she says, “My heart is broken and it’s never felt so full.”
For those of us working in advancement, alumni engagement, and communications, this episode raises difficult but important questions. What do institutions owe their communities during moments of crisis? How should schools communicate financial realities before it is too late? And what does it mean when closure creates more engagement than normal operations did? Beneath all of that is a larger reminder that people do not ultimately connect most deeply to strategic plans or marketing campaigns. They connect to memory, belonging, relationships, and shared experience. That truth sits at the center of this conversation.
Big Themes This Week
Institutional closure reveals what people actually value about colleges and universities: belonging, memory, relationships, and shared experience.
Clear, empathetic communication can preserve trust and cooperation even during moments of institutional crisis and uncertainty.
Higher education institutions may need to do a better job educating alumni and donors about the broader financial and demographic pressures facing the sector.
Engagement often increases during moments of urgency or loss, raising difficult questions about how institutions create meaning and affinity during normal operations.
Alumni engagement should increasingly be viewed as institutional infrastructure, not simply programming, especially as colleges face enrollment pressure, financial strain, and long-term sustainability concerns.
Team Discussion Questions
How transparent should institutions be with alumni and donors about financial and demographic pressures?
At what point should institutional leaders begin communicating urgency externally?
How should institutions balance transparency with reassurance during difficult moments?
Are our teams equipped to handle emotionally complex conversations with alumni, donors, students, and staff?
What can advancement teams learn from Trinity’s approach to one-on-one donor conversations and education?
What responsibilities do alumni have in supporting the long-term sustainability of their institutions?
How can alumni contribute beyond philanthropy during periods of institutional strain?
