We can all agree that the power of word-of-mouth advocacy is stronger in Higher Ed than anywhere else. Advocacy fuels awareness, recruiting, retention, and donations. It is present in students, staff, faculty, and alumni. But, despite its power and ubiquitousness, advocates typically don't know how to spread the word beyond "showing support" with a pledge or windshield sticker. Imagine if you could match the right message to the right person at the moment they wanted to spread the word. In this session, you will learn how to weave advocacy into the very fabric of your institution, so when you deliver an experience worth talking about, there's an easy-to-share message to go with it.