WHAT’S DISTINCTIVE about Mennonite higher education?
Graduates of Goshen College, Bethel College, Bluffton University, Eastern Mennonite University, Hesston College, Associated Mennonite Biblical Seminary and Eastern Mennonite Seminary answer that question in “12 Traits of Mennonite Colleges,” the main story in this issue of the Bulletin. The story was conceived and produced for Crossroads, EMU’s alumni magazine. How did it end up in the Bulletin? Because of camaraderie and generosity.
Last October, I attended the annual gathering of the Anabaptist Communicators with my colleague Jodi Beyeler in Wichita, Kan. We learned about the Anabaptist “market,” improving Web sites, the value of “branding” institutions and social networking. For me, the highlight was networking with colleagues who share a passion for promoting Mennonite institutions.
Among those I met was Andrea S. Wenger, director of marketing and communications at Eastern Mennonite University. While I’d heard a lot about the rivalries between EMU and Goshen, particularly around athletics and student recruitment, I felt a quick kinship with Andrea because of her openness and graciousness. Job wise, we had a lot in common and we talked openly about our joys and challenges. Our conversation went so well that I proposed we continue our discussions, perhaps with colleagues from other Mennonite colleges. When I mentioned that it had been 24 years since I’d last visited EMU, Andrea invited me to her beautiful campus.
In February, Jodi and I traveled to Harrisonburg and met with Andrea and her talented staff. Rachel Nussbaum Eby, director of communications for the Mennonite Education Agency, also joined us. We talked about our work and our ups and downs. We learned that EMU does some things better than Goshen and vice versa. We also talked with Rachel about ways the colleges together can advance our institutions and Mennonite higher education.
The person most passionate about that subject was Bonnie Price Lofton, publications editor for EMU, who proposed working together to increase the number of Mennonite students attending Mennonite colleges. Not long afterward, Bonnie and Andrea conceived an ambitious reporting project, which eventually became “12 Traits of Mennonite Colleges.” Bonnie and Jon Styer, EMU’s photographer and graphic designer, visited all the Mennonite colleges and seminaries to interview people for the story. When they finished, their stories and photos were published in Crossroads.
Because of a deep sense that this story needed a wider audience and a deep passion for what Mennonite higher education offers the church and the world, EMU also offered the stories to the Bulletin. We gratefully accepted this generous gift. Bonnie and Jon did a beautiful job with words and images to tell this story and we are thankful to be able to share part of it with our readers.
Under Rachel’s leadership, representatives of the colleges gathered in July for dinner at the Mennonite Church USA convention in Columbus. Although we compete for a limited pool of Mennonite students, we agreed to collaborate on marketing issues, starting with quarterly conference calls.
Recently, we shared successful communication and branding strategies. If we began the call with any pre-conceptions or rivalries, we promptly set them aside and spoke as colleagues. We exchanged advice about marketing and advertising. We also agreed to keep talking.
I consider this proof of the Holy Spirit at work because I believe that as we collaborate and help our colleges to thrive, we Anabaptist communicators also will be supporting the church’s mission of bringing Christ’s healing, peace and hope to the world. Whether we are Maple Leafs, Royals, Beavers, Threshers or Larks, we have much in common and much we can learn from one another.
Richard R. Aguirre
Director of Public Relations
rraguirre@goshen.edu