The idea of altruistic marketing certainly isn't new, but it plays a critical role in graduate student recruitment. Our prospective graduate student "consumers" are seeking right-fit institutions that not only offer their intended program of study, but also demonstrate how they understand and support each individual student's needs. Graduate enrollment managers need to more fully adapt to advising and educating roles in the graduate search process, particularly in light of the COVID-19 pandemic. Perhaps now more than ever, students need allies who can help decipher all available program options and empower students to make educated decisions about their graduate school experiences.  Listen in on this first of a two-part conversation on altruistic marketing and how to deploy it as part of your recruitment strategy, and meet our new The NAGAP Report  co-host, Lauren McGowan!