Introducing impact: How higher ed can win the value battle

Universities are facing rising pressure to justify their value to taxpayers and policymakers. With federal funding declining, institutions must now prove their contributions to local and national progress. Many are turning to data and case studies to demonstrate their impact.

Research tracking tools like Overton are helping universities measure their influence. The database monitors how often academic work appears in state and federal policy documents. Studies show that around three-quarters of public policies reference research from a local university.

Campus leaders are also refining how they present their work to secure donor support. At Harvard, the homepage now highlights recent research outcomes rather than just academic achievements. The University of Cologne followed a similar approach in 2025, redesigning its website to showcase real-world impact ahead of a central site relaunch later that year.

The shift comes as higher education faces scepticism over its worth. Schools must now frame discussions carefully—especially around diversity. Terms linked to DEI (diversity, equity, and inclusion) are being avoided in favour of broader mission-based language. The University of North Carolina at Charlotte, for example, must explain how affordability and diversity programmes directly benefit the state’s economy and workforce.

Advancement teams are adopting these strategies to offset reduced government funding. By focusing on measurable outcomes, universities aim to strengthen public trust and financial backing.

The push for accountability is reshaping how universities communicate their role. Institutions are using data, website redesigns, and strategic messaging to highlight their contributions. The goal is clear: prove their value in ways that resonate with both policymakers and the public.