This qualitative study explores how women leaders work as activists for other women through their administrative positions within higher education. Overall, participants shared their complicated relationships with the words "feminist" and "activist" and described how they engage in social change for women and other underrepresented populations in individual, group, and community contexts. Suggestions to advance equity for women in higher education involve both short-term and long-term strategies--such as self-advocacy, intentional professional development programs, representation, and policy development.