Institutional Identity Matters: The Relationship between Students and Schools

Prospective students are the leading edge of your school’s institutional identity; the students you recruit today represent your brand tomorrow. This means that successful recruiting not only fills your class, it also contributes to grassroots identity-building for your institution.

Using Eduventures national research on prospective Student Mindsets™ and institutional brand segments, Eduventures VP of Research at ACT | NRCCUA Cara Quackenbush will illuminate two foundational questions of your institution’s identity positioning:

  • How can you use data to better understand what kinds of students are in your market?
  • How do they think about the institutions they are considering?

Related: [Webinar On Demand] Digital Channels That Reach Gen Z


Cara Quackenbush

Cara Quackenbush

Eduventures Vice President of Research

Cara is responsible for guiding the depth and breadth of the company’s research coverage and rigorous research methodologies and standards. Prior to joining Eduventures, Cara was an advancement professional with more than a decade of fundraising, management, marketing, and accounting experience at institutions of higher education. Cara’s experience spans annual giving, major giving, volunteer management, alumni engagement, parent fundraising, and planned giving. She has also conducted research on management practices and strategies in higher education, including higher education accounting practices, presidential leadership techniques, and legal policies affecting planned giving.

Cara is a frequent presenter at industry conferences and events, including CASE, and her work has been published in CASE Currents. Cara was the Associate Director of Gift Planning at Boston College, where she helped launch the university’s $1.5 billion capital campaign as well as its first-ever legacy gift campaign. Cara also worked in both the annual fund and the office of planned giving at her alma mater, Santa Clara University, where she earned her B.A. in journalism. Cara holds an MBA and an MS in accounting from the Carroll School of Management at Boston College.