Brown University Becomes the First Ivy League to Redefine U.S. Admissions and Engagement with Goin’

A New Chapter for U.S. Admissions

At Brown University, community has always been part of the culture. But in the competitive landscape of U.S. higher education, where students are bombarded by offers, comparisons, and uncertainty, even the most prestigious institutions face an old challenge: yield.

For Matthew Wallace, Director of Admissions, Marketing, and Student Engagement at Brown University, it was time to rethink the process.

“Yield has always been an issue for us,” Matthew explains. “We’re a rigorous Ivy League institution, but our yield has been pretty low. It’s not just about who gets accepted — it’s about who chooses us in the end.”

That challenge led Brown to explore a new kind of student experience—one that begins before a student even accepts their offer, and continues with meaningful, positive touchpoints throughout their journey.

Creating Community Before Commitment

When Matthew first encountered Goin’, it wasn’t through a sales pitch but rather through recommendation.

“Goin’ was highly recommended to us,” he says. “We didn’t know much about the company at first, but once we met the team, we fell in love almost immediately. The transparency, the authenticity, the alignment with our values… it was one of the most transparent relationships we’ve had.”

That trust wasn’t misplaced. Today, over 130 universities worldwide rely on Goin’ to help their students connect, integrate, and feel at home long before arrival,  a network that now includes institutions like Brown University.

For Brown, Goin’ offered something different, a space where admitted students could experience the Brown culture before enrolling.

“If we can create a community where students feel comfortable — where they can get to know each other, our staff, and our current students — they can find out what it’s like to be part of Brown before they even accept our offer,” says Matthew.

“It’s like a try it before you buy it experience. Try our culture before you step foot on campus.”

That kind of early immersion, he believes, can transform the decision process, especially for students juggling offers from multiple elite institutions.

Why Community Matters More Than Ever

Across the U.S., the role of community in pre-enrollment is often overlooked. But Matthew argues that connection isn’t just a “nice-to-have”, it’s essential.

“It can be intimidating,” he admits. “You’re going into a graduate school or higher education institution, and you wonder if you belong there. That sense of community — from peers, staff, leadership — makes everything easier.”

He also sees it as a way to address a growing emotional challenge among applicants.

“A lot of students go into Brown thinking, maybe I don’t belong here, because it’s such an elite institution. It’s a kind of imposter syndrome,” Matthew says. “If they get a taste of our community before they arrive, it eases that anxiety. They’re more prepared and more confident when they start.”

That sense of belonging, he believes, is the foundation of success, academically, socially, and emotionally. Learn 5 key practices for building a community.

Engagement That Drives Yield

While Brown’s admissions team doesn’t view Goin’ as a “silver bullet” for yield, Matthew is clear about its strategic value.

“We’re not relying on Goin’ to solve all our problems,” he says. “But it’s a step in the right direction. Engagement will be key, and with this platform, there’s more opportunity. It’s built specifically for students.”

Previously, Brown had tried using other digital tools like Slack to connect with admitted students, but found engagement lacking. Goin’, on the other hand, gives them a structured, student-centered community, one that not only hosts discussion but measures it.

“We’re excited to see how we can track who’s curious, who’s interested, and who’s really engaged,” Matthew says. “That helps us focus our energy on students who might be on the fence — and see what we can do to help them find the best fit, even if it’s not Brown. We want what’s best for them.”

It’s an approach that prioritizes transparency and empathy over pressure, one that builds trust through experience. Learn more about how to ensure your community delivers here.

Making the Journey Fun, Not Formal

Matthew also points to Goin’s gamification features as an unexpected but powerful advantage.

“Let’s make it fun,” he says. “Not everything has to be a grind for higher education. If students can connect in a space that feels lighthearted and social — where they can talk about housing, finances, or even share jokes — it breaks down barriers.”

That relaxed tone reflects Brown’s culture, often described as “the kind Ivy.” It’s an institution where collaboration and warmth coexist with academic excellence, and Goin’ gives them a digital space that mirrors that identity. Learn more on Gamification in Higher Ed here.

Pioneering a New Model for U.S. Institutions

With Goin’, Brown University becomes the first Ivy League institution and second major U.S. universities to adopt a pre-enrollment friendships and community model, a step that Matthew sees not as a risk, but as leadership in action.

“Brown has always been a pioneer, and so is Goin’. We both look for new opportunities to help people. We’re excited to be the first major school in the U.S. to work with Goin’ and to open pathways for others.”

The goal, he says, is simple:

“To make sure that students get the best possible experience — the most transparent, the most authentic experience. That’s what matters.”

In a landscape where students are increasingly choosing universities that feel human, Brown’s approach may very well redefine what U.S. admissions look like in the years to come.