The majority of financial aid and student financial accounts offices we talk to are at their administrative capacity. The time cost of an emergency like incorrect information sent, or, say, a vague executive order that sent the entire higher education space into a frenzied confusion, is high. 

Here are five practical strategies that student financial services leaders can use to navigate high-demand situations with tips on how to reactively meet the moment and think ahead so you have a solid plan in place.  

It’s likely your office employs some or all of these strategies already. But if there’s one thing we know about a crisis situation, a reminder of the tools you have at your disposal can make all the difference in taking quick action. 

1. Deploy a call and email triage system

Not all inquiries require a live response immediately. Implementing a triage system helps prioritize urgent cases and streamline communication.

✅ Meet the moment:

• Set up an automated email acknowledgment/auto-responder to let students know their inquiry was received and provide estimated response times.
• Update voicemail greetings with key information and direct callers to FAQs or self-service resources.
• Assign staff members to categorize incoming inquiries (e.g., appeals, deadlines, general questions) and prioritize high-urgency cases.

💡Thinking ahead: Implement an IVR (Interactive Voice Response) system that directs callers based on the nature of their inquiry to reduce wait times.

2. Use mass notifications to get ahead of questions 

Instead of answering the same questions repeatedly, proactively push out key information via multiple channels.

✅ Meet the moment:

• While we have data that shows that personalized messages drive better outcomes, sometimes a mass email addressing common concerns and whatever clear next steps you can is more helpful than waiting for more information to be able to personalize communications. If your office is also receiving information in real-time, commit to when the next update will be or the fact that you will update when you have more concrete information
• Post updates on social media and student portals to cut down on redundant inquiries.
• Use SMS alerts (if applicable), for urgent updates that require immediate attention.
• Partner with your marketing team to add a pop up or alert banner to your website or webpage.

💡 Thinking ahead: Set up an emergency response communication plan to quickly deploy messages when major financial aid updates arise. Consider getting your marketing, communications/PR team’s input and alignment.

3. Utilize pre-written response templates 

Even if automation isn’t in place yet, templated responses can significantly speed up email and chat handling.

✅ Meet the moment:

• Draft ready-to-send email templates addressing common concerns so staff can personalize and send quickly.
• Use canned responses in Gmail, Outlook, or customer service platforms like Freshdesk.
• Provide staff with a quick-reference FAQ sheet so they can consistently answer questions without needing to research each case.

💡 Thinking ahead: Invest in an AI-powered chatbot or a help desk system (like Zendesk or Intercom) to automate responses to frequently asked questions.

4. Temporarily reassign staff and extend support hours 

When call and email volumes spike, shifting resources immediately can provide much-needed relief.

✅ Meet the moment:

• Pull in cross-trained staff from other departments to assist with high-priority cases.
• Extend support hours temporarily to spread out inquiries and reduce peak-time congestion.
• Implement a callback system so students aren’t stuck on hold.

💡 Thinking ahead: Train a cross-functional response team year-round that can be activated during high-demand periods.

5. Set up a centralized online resource hub or webpage

Students and parents often seek reassurance that they’re not alone in their concerns. A single, updated resource page can dramatically cut down on repetitive inquiries.

✅ Meet the moment:

• Update your financial aid website or webpage with FAQs and step-by-step guidance.
• Pin a live document (Google Doc or website update) with real-time information on changing policies.
• Publish a new page to your website, like many schools did related to the 2024 FAFSA delay.
• Direct inquiries to this central resource in email signatures, voicemail messages, and auto-replies.

💡 Thinking ahead: Create an always-accessible knowledge base that can be updated instantly whenever new financial aid changes occur.

Take a deep breath. 

We wish we could tell you that with these strategies in place, you and your office can handle whatever is thrown your way. With the educators at all levels bracing for impact, it’s critical to plan for an uncertain future. Handling a surge in inquiries to your office requires quick, reactive solutions to manage immediate demand, as well as long-term strategies to prevent future bottlenecks. By leveraging these strategies, financial aid leaders can maintain efficiency, reduce stress on staff, and ensure students get the timely support they need. 

Perhaps most important of all: don’t forget to give yourself and your colleagues grace as you figure out how to navigate uncertainty for your institution.