Effective and meaningful communication strategies include concrete ideas about how to give audiences a sense of how your organization is going to fit into their lives. It also offers them a glimpse of how they will fit into your world. A plan that goes beyond just “getting the word out” or “keeping people informed” will expand into a more meaningful experience.  Your emails, social posts and website all need to do more than explain what you offer, they also need to create a sense of community.

So how do you welcome people into your space? How do you address the needs of the audiences you already serve while also opening the door to new people? The solution doesn’t need to be flashy, elaborate or offer all the answers, it just needs to be informative, thoughtful, and comprehensive. 

Last week, when the Supreme Court released their decision on affirmative action in college admissions, Skidmore College (my alma mater) released a statement from its president to address the decision. Assuring their community of their continued commitment to a holistic admissions process, they also acknowledged the complex work ahead of them as they determined the path forward.

I want to make it clear that I’m not about to assess the college admissions process in the wake of this decision: This post is about the way Skidmore acknowledged and addressed the potential needs of their community in the wake of this news.

Many colleges released similar statements. Many also included links to their previous communications, as well as information on the decision itself. What struck me about the statement from Skidmore was the additional page of resources that they offered to readers.

The page includes Skidmore’s own communications, and statements from a range of regional and national organizations.  Each organization has a separate mission, but together, they  reinforce the message that Skidmore is committed to “educating a diverse population of talented students who are eager to actively engage in the learning process” and “welcoming each entering class through a holistic process that helps to create a rewarding learning experience for students of many backgrounds and identities.”

Their FAQs went even further, addressing questions readers may have, including the basics of the case itself, the final decision, and the concerns readers may have about how all of this would affect Skidmore’s enrollment and admissions plans. It was also clear that the page would be updated as information becomes available.

This is how you strengthen a community. Skidmore understood that while the decision is a matter of national concern, not everyone is following this particular story closely. They made an assumption that their readers might have questions, and rather than send them away from their site to learn more, Skidmore provided that information themselves. It’s also important to note that they included information on counseling services. 

There’s so much that colleges and universities need to sort through as they adjust their strategies to fall in line with this decision. And Skidmore was transparent about the fact that the answers aren’t clear yet. But to create a space that the entire community can go to as a resource–and their entire community includes alumni, current students, and prospective students–this is how you shore up your supporters. This is how you dig into your mission. And this is how you expand your reach, by letting people know that while no one has all the answers, there is a place for everyone to ask questions.