In higher ed marketing, a common hesitation comes up: Does fundraising content really belong on the college’s main social channels?

Some worry it changes the tone, shifting from engagement and information to soliciting donations.

Here is how I see it.

College’s  Mission Includes the Foundation

At community colleges, affordability and access to quality education are at the heart of our mission. Tuition is supported by state and county funding, but scholarships—powered by our Foundations—make a life-changing difference.

That means Foundation content isn’t just “fundraising.” It’s part of the larger story of how students are able to pursue their education. If we exclude it, we’re leaving out a crucial piece of the mission.

It’s About Impact, Not Just the Ask

The real key is how Foundation content is framed. Rather than being purely transactional, it should emphasize outcomes and community impact:

• Recognize donors → builds gratitude and trust.

• Highlight community support → reinforces pride and belonging.

• Show the student behind the scholarship → makes the story personal.

• Demonstrate the impact → connects giving directly to student success.

When people see the impact first, a light call-to-action (“here’s how you can help”) feels natural and mission-driven.

Marketing + Advancement = Stronger Together

This was a central theme in a live podcast I recorded live at American Marketing Association Higher Ed Symposium: How an Advancement Campaign Can Elevate College Brand Awareness.

Caitlin Currey, VP of Strategy at ID Five, shared how an advancement-driven campaign didn’t just raise dollars—it elevated the entire brand. Why? Because marketing and advancement are not competing priorities. When they’re aligned, they create:

• Stronger storytelling: Donor recognition becomes community pride.
• Broader appeal: Students, alumni, parents, and donors each see themselves in the message.
• Greater efficiency: One piece of content can serve multiple purposes.

💡And that last point is something I always keep top of mind. Whenever we create content, I ask: How can this be used by both the Foundation and Marketing to appeal to different audiences? By planning with that lens, we maximize resources, avoid duplication, and tell a more unified story.

How to Do It Well

If you’re not sure where to start, here are a few ways to weave Foundation content seamlessly into your marketing channels:

• Lead with impact stories, not just the fundraising appeal.
• Balance celebratory posts with gratitude and recognition.
• Use Foundation content to educate your community—many don’t know where scholarships come from.
• Repurpose assets across departments (e.g., a student spotlight can support recruitment and fundraising).

Final Thought

Marketing and advancement aren’t separate silos—they amplify each other. Sharing Foundation content isn’t changing the tone of your social channels. Done thoughtfully, it reinforces your mission, engages your community, and inspires generosity.

👉 How do you approach Foundation content at your institution? Do you integrate it into your main channels, or keep it separate? Or maybe you do both?