EVERYBODY.
With that one word, sung in unison by five forty-something men, Millennials across America sat straight up on their sectionals during this year’s Super Bowl.
The Backstreet Boys were back: not as a punchline, but as a portal to the past. Both Coinbase and T-Mobile have tapped the energy of this late-’90s boy band to teleport viewers back to awkward middle-school dances and Discmans tucked into Jansport backpacks. Similarly, Dunkin’ threw us back into a ’90s-sitcom aesthetic (albeit with some creepy de-aging technology) to evoke a simpler, more optimistic cultural moment.
Nostalgia marketing certainly isn’t new, but it’s definitely effective. Brands like T-Mobile and Coinbase aren’t just selling phone plans or cryptocurrency. They’re selling a feeling.
Higher Ed’s Untapped Advantage
Colleges and universities are uniquely positioned in the nostalgia economy: After all, very few life chapters are as formative as the college years. For many, those years represent newfound independence, intellectual awakening, deep friendships, and a sense of possibility.
But all too often, higher ed advancement communications don’t mention those experiences. Instead, they default to one of two modes. On the one hand, you have institutional messaging about rankings, outcomes, or strategic plans. On the other, it’s forward-looking case statements full of glossy renderings of future facilities.
That’s not to say that these kinds of details aren’t important. But neither mode, on its own, is emotionally compelling.
Engagement begins with a feeling, not a message.
Why Memories Beat Messaging
When Millennials hear the Backstreet Boys, the Spice Girls, or NSYNC, they don’t think about the harmonies or the choreography. They remember the exhilaration of singing the lyrics at the top of their lungs in the passenger seat of their best friend’s Toyota Tercel. (Or was that just me?)
The emotional recall is immediate and powerful. Higher education fundraising materials should be, too.
Colleges and universities, more than almost any other sector, are sitting on untapped reserves of memories. When we can help graduates reconnect with those emotions, they’re more likely to engage.
Nostalgia Done Right
Done right, nostalgia is about so much more than the “good old days.”
It shouldn’t trap us in the past. Instead, it should remind us of the sense of hope we once carried: when the future felt wide open, and anything was possible.
Instead of saying: “Our new interdisciplinary science center will advance cross-collaborative research,” what if we led with “Remember that professor who made you feel like your ideas mattered?” Or instead of “Our strategic plan will elevate experiential learning opportunities,” it was “Remember staying up until 2 a.m. debating political policy over a microwaved tray of pizza rolls?”
We have the chance to extend a powerful invitation to alumni: You once stood on this campus filled with possibility. What if you could help someone else do the same?
Past Meets Future
That kind of language is what bridges the gap between “remember when?” and “what if?” And it’s far more effective than a list of campaign pillars.
Acknowledging the past doesn’t mean sacrificing a future vision.
Major gift donors will always need strategic plans and detailed funding priorities. Hope alone doesn’t close eight-figure gifts. But nostalgia can be a way to open the door. Because emotional reconnection drives engagement. Engagement builds trust. Trust supports vision. And vision unlocks transformation.
You can’t skip the architectural renderings, but you shouldn’t overlook the emotional resonance that comes before it.
Now, if you’ll excuse me, I’m going to go pop in my Backstreet Boys CD and feed my Tamagotchi.
FAQ: Nostalgia marketing, higher education fundraising, and alumni engagement
What is nostalgia marketing in higher education fundraising?
Nostalgia marketing uses alumni memories and emotional connections to drive giving. Instead of leading with facilities or rankings, it reminds donors of their formative college experiences.
How does nostalgia marketing improve higher education fundraising?
Nostalgia creates immediate emotional engagement. When alumni relive their college years, they’re more likely to connect emotionally before considering strategic plans or funding priorities.
Why don’t most advancement teams use nostalgia marketing?
Higher ed advancement communications default to two safe modes: institutional messaging about rankings, outcomes, and strategic plans or forward-looking case statements with glossy facility renderings. Both feel professional and measurable, but neither sparks emotional connection like alumni memories do.
Can nostalgia marketing work for major gift fundraising?
Yes, nostalgia opens the door. Emotional reconnection builds trust, which supports the vision needed to close eight-figure gifts. It doesn’t replace strategic plans; it makes donors receptive to them.
What’s the difference between nostalgia marketing and regular alumni engagement?
Regular alumni engagement builds community. Nostalgia marketing specifically taps formative memories to create urgency around giving—what if you could help someone else feel that same possibility?
What are real-world nostalgia marketing examples?
-
T-Mobile: Backstreet Boys reunion ad → instant millennial nostalgia → phone plan sales
-
Coinbase: Late ’90s aesthetics → crypto trust → wallet signups
-
Dunkin’: ’90s sitcom de-aging → donut sales via simpler times
These show the pattern higher education fundraising can adapt: memory → emotion → action.
