In a former job as a program director for two online master’s degrees, I was required to write a weekly blog post for students on a topic related to the program or school. These postings were designed to create a sense of attachment to the institution, which is often lacking among online students. I believe it more than paid dividends for the institution in that the online students became our ambassadors, pitching the school to friends and family, as well as on listservs, as a great place to get a degree. I also believe that the connection improved student motivation, performance, and persistence.