It was a drinking glass. Not even that; it was a picture of a drinking glass. Small in size, amber in color, and vaguely evocative of the ’70s, the glass was wholly unremarkable in any other context. 

Yet it meant everything to one alumnus of The Webb Schools, two private high schools in Claremont, California, U.S. While showing his children a book celebrating his alma mater’s first 100 years—100 Years in 100 Objects: The Centennial 1922-2022—the alumnus was stopped cold by object #84, a glass from Price Dining Hall. Other pages showcased rare, priceless artifacts, but it was an ordinary glass that brought him back to his years at Webb. 

“He was enthralled with it. It carried weight for him and he really got emotional about it,” said Joe Woodward, former Director of Strategic Communications for The Webb Schools, who oversaw the publication. “Alumni have a strange attachment to objects. They mean a lot to people. They remember.” 

Many who engage with alumni will say reminders of a place, an era, or a season can conjure nostalgic emotions. Instantly, and powerfully, alumni reconnect with their school days or college years. 

“So much of what we do is built around nostalgia and traditions,” said Dana Taylor, Assistant Director of Marketing for the University of Missouri, U.S. “From environmental branding in our buildings to our mascots—it’s something most universities do well because it comes ‘built-in’ to the college experience.” 

Nostalgia isn’t limited to alumni, of course. The success of Stranger Things and popularity of throwback sports jerseys prove that many audiences can be drawn in by approaches that harken back to the past. Advancement professionals sometimes evoke bygone eras while working with donors. Communicators may capture prospective students’ attention with retro style designs.  

That’s what Washington State University, U.S., did with CougBeat, a student publication that mimicked ’80s and ’90s teen magazines. Brent Reser, WSU’s Social Media Strategist, said his work on the project was influenced by a study on the health benefits of nostalgia. 

The 2020 study by psychology researchers at the University of Idaho, U.S.; Texas Christian University, U.S.; and Kyoto University, Japan, found that nostalgic thoughts and exercises reduced the perceived severity and/or increased tolerance of physical pain. 

“If nostalgia has the power to reduce pain, we felt we were onto something,” Reser said about Washington State’s retro magazine project. 

Because nostalgia can be appealing and impactful, it’s no wonder that educational institutions worldwide draw on the past to engage constituents. But how are advancement shops employing nostalgia to form deeper connections with alumni, donors, students, and the community? How can constituents’ nostalgia for pop culture, places, seasons, eras, and objects nurture their relationships with an institution? Advancement professionals from five institutions honored with 2022 CASE Circle of Excellence Awards share the stories behind their nostalgia-forward projects.