The new wave of student activism at colleges and universities is here to stay. Mismanaging the institutional response to activism can bring severe consequences, from enrollment shortfalls, to bad PR, to fundraising declines. Even institutions that considered themselves quiet campuses have been recently surprised by outbursts of activism, which highlighted the costs of not being prepared to respond. It only takes one viral social media posting or incident to activate students and dramatically change the campus environment. While student affairs divisions and campus safety offices typically take the lead in responding to campus protests, best-practice institutions recognize that successfully addressing student concerns and minimizing negative consequences requires proactive planning and leadership from administrators across the institution.