Here are the best practices universities are adopting to highlight outstanding alumni achievements in order to boost their brand and draw more students.
At present, the U.S. Department of Education lists more than 4000 degree-granting academic institutions. As a result of the US education landscape being largely populated, there is cut-throat competition among institutions with respect to student admissions.
As universities largely depend on publicly visible rankings to attract students, there’s one weapon that they’ve consistently been using to boost their social proof: ALUMNI
In order to stand out and beat rising competition, institutions around the world are adopting creative approaches for highlighting outstanding alumni achievements. Here’s how our partners are leveraging the power of their alumni networks to boost their brand and draw more students.
Universities play a critical role in shaping the lives of their students who then go on to become successful alumni with promising careers and the potential to impact local communities.
The Alumni Spotlight program is a great approach for showcasing and recognizing some of these alumni leaders, who serve as outstanding role models for prospective students and young alumni.
Here’s how our customer, Nicholls State University made Alumni Spotlight an integral part of its engagement program. Every week, the university chooses an alum and highlights their achievements.
Nicholls State University gathered information for alumni spotlights by asking alumni to fill out the following questions via emails and telephonic interviews. The institution doubled down on a specific set of key questions to bring out alumni experiences & achievements in the best possible way. Here's the questionnaire used to collect data from alumni:
The institution ensured to follow a clear chronology by showcasing alumni’s current work, their journey of growth, and finally concluding with a crucial takeaway. Alumni responses are then compiled in an easy-to-grasp infographic template and published on the university’s alumni platform and social media channels.
Alumni look up to their alma mater because of the values and education that they receive but, for a few lucky ones, love is another reason. Yes, we’re talking about alumni who found love on campus and went on to lead happy lives together. Alumni couples are one of the most important segments of your alumni population because of their shared knowledge about your institution and deep understanding of the culture which they can help reflect.
Here’s how Nicholls State University showcases stories about alumni couples, elaborating on how they met, their time at the university, and their careers and families.
One interesting fact about Nicholls State University’s Couples Spotlights features is that it is done specifically during the month of February in honor of Valentine’s Day.
There are almost 28 million small businesses in the US that employ over 50% of the working population (120 million individuals). Recognizing the great service of these job providers (who also form a significant part of your alumni population) towards their country and community is an excellent approach towards boosting your university’s brand value.
Here’s how ULM Alumni Association, the official alumni wing of the University of Louisiana, Monroe, identifies a business run by its alumni and recognizes its effort via the “Business of the Month” features. The association attracts alumni to enroll in its ‘Business of the Month’ features by providing the following incentives:
1. ‘Business of the Month’ sign to display on store-front
2. Feature story on the university’s Alumni page on Facebook. (See their latest feature on Facebook here.)
3. Feature story in the university’s e-newsletter "Good News" (which is sent out each month to over 20,000 alumni)
4. Special showcase on Alumni website
5. Special alumni gear
ULM Alumni Association collects entries for its ‘Business of the Month’ features via calls and a simple form on their website.
Table of Contents
Subscribe
See how modern advancement teams bring alumni engagement and fundraising together.
Alumni are an institution’s most precious asset. However, the reality is that while alumni will often have a sense of belonging to their alma mater, a constant connection is needed to cultivate this relationship. While there are a bunch of ways to achieve this, today, we’re focusing on one of the most effective communication methods employed by schools and universities around the globe – email communication.
While there’s a plethora of information on best practices for email marketing, our experience with various schools has helped us understand email best practices specific to alumni.
Email has an ability many channels don’t: creating valuable, personal touches – at scale.
- David Newman
While email communication plays a crucial role in the digital engagement strategy of many institutions, the rate of success for each school may differ greatly. The difference lies in the approach that each school takes. Here’s a list of tested techniques that have brought success to most schools:
To be able to engage alumni via emails, it is pivotal to maintain updated email lists. Over time, alumni contact information is bound to get outdated. For your email campaigns to have higher alumni engagement rates, it is integral that your emails reach the right people, and that’s only possible if you have updated information about your alumni.
Whether you’re a small school or a larger university, there are various ways to keep your alumni database up-to-date. Tap on the banner below to read more about the complete list of all the database update techniques that are typically employed by schools and their relative benefits.
While creating an email, it is important to be able to evaluate what alumni would value. Sticking to a template might look like the easiest route, but schools have witnessed greater success with personalized email campaigns. One way of personalizing your emails is by segmenting alumni based on gender, class year, and other relevant criteria.
It’s always a good practice to use a real name as opposed to a common name such as ‘Your Alumni Association’ as the sender of your emails. Using a person who your alumni may already be familiar with is ideal. You could even add in a picture and signature of the person at the end of the email to make the email seem more genuine.
Other than the high risk of your alumni email landing in spam, adding multiple links often comes at the expense of having an unfocused message, severely impacting your click-through rates. Sticking to a clear call-to-action button is the best practice.
Mercy High School, Burlingame does an amazing job at targeting its alumni with emails that have a clear call-to-action.
While we discussed how personalized email campaigns can help boost alumni engagement rates, monthly alumni newsletters and weekly updates have also proven to be highly effective. Monthly alumni newsletters and weekly update emails act as a source for alumni to stay updated with all that’s happening at their school and often evoke nostalgia and a sense of pride.
Here’s how Upper St. Clair School District & Taylor’s University keep their alumni engaged with informational monthly newsletter emails.
This is probably the most basic yet the most essential part of creating a successful email campaign. Optimizing your emails so that they appear in your alumni’s inbox at the right time and in the right format is critical to your campaign’s success. Here are some key aspects that should be ensured with respect to email optimization:
1. Ensure that alumni receive your emails during their active hours. If your alumni are in a different time zone, scheduling your emails is highly recommended. Analyzing past email delivery statistics might help in scheduling the timings for your new campaigns.
2. While attaching any images to your email, it is recommended to stick to a maximum file size of 1 MB.
3. Subject lines play an integral part in the success of any email marketing campaign. Including your alumni’s first name within the subject line is a great practice that we’ve seen schools achieve success with. Adhering to shorter, to-the-point subject lines is also highly recommended.
When it comes to engaging subject lines, QuestBridge Academy hands-down wins the game. For its September Bar Night event, the institution reached out to its alumni with a simple, yet highly effective subject line:
Here are some outreach email templates to kickstart your emails:
Subject: Connect & Grow: Your [Institution Name] Network
Dear [Alumni Name],
Hello from [Institution Name]! We hope you're doing well.
Did you know your connection to [Institution Name] offers a powerful way to boost your career? Our alumni network is full of people in many different fields, ready to connect.
We've made it easy for you to use this network:
- Network Platform: [Link to platform] - Join our special online platform to find and connect directly with fellow alumni for advice, opportunities, and shared experiences.
- Virtual Event: [Link to event details] - Sign up for our next online networking event. It's a great chance to meet alumni working in specific areas you're interested in.
- Career Help: [Link to career services page] - Visit our career services page just for alumni. You can find job postings, get tips, and learn about workshops to help you move forward.
Make the most of your [Institution Name] connections today.
Best regards,
The [Institution Name] Alumni Relations Team
Subject: Support [Institution Name]: Help Students Succeed
Dear [Alumni Name],
We're reaching out because you can make a real difference at [Institution Name]. Your time here helped shape your path, and now you can help shape the path of current students.
Supporting [Institution Name] is a direct way to invest in the future. Your contribution, no matter the size, can help provide essential resources:
- Give Now: [Link to donation page] - A financial gift helps fund scholarships for deserving students, support important research, and improve campus facilities.
- Volunteer: [Link to volunteer page] - If you have time to share, consider volunteering. You could mentor a student, help at an event, or offer your professional skills.
Every bit of support helps us give students the best possible experience.
Thank you for considering how you can help.
With sincere gratitude,
The [Institution Name] Advancement Team
Subject: Stay Connected to [Institution Name]
Dear [Alumni Name],
Life after graduation takes you to new places, but your connection to [Institution Name] and the people you met here is still important. We love sharing what's happening and hearing about your journey.
Here are a few simple ways to stay part of the [Institution Name] community:
- Read Our Magazine: [Link to magazine] - Check out the latest alumni magazine for campus news, stories about fellow graduates, and updates on upcoming events.
- Follow Us: [Links to social media profiles] - Connect with us on social media for daily updates, photos, and a chance to interact with the wider community online.
- Find a Local Chapter: [Link to chapter list] - Look for an alumni chapter in your area. It's a great way to meet up with other alumni near you for social events and activities.
- Update Info: [Link to update form] - Please take a moment to make sure we have your current contact information so you don't miss out on important news and invitations.
We value your connection. Stay in touch!
Warmly,
The [Institution Name] Alumni Relations Team
Subject: Keep Learning with [Institution Name]
Dear [Alumni Name],
The world keeps changing, and learning new things is key to staying ahead. As a graduate of [Institution Name], you have access to special resources to help you keep learning and growing in your career and personal life.
We offer opportunities designed just for our alumni:
- Online Courses: [Link to course platform/library] - Explore our library of online courses to learn new skills or brush up on topics relevant to your field.
- Webinars/Workshops: [Link to events page] - Attend online sessions led by our faculty or industry experts on a variety of interesting topics.
- Library Access: [Link to library access info] - Access many of the academic databases and publications available through the campus library from wherever you are.
- Mentorship: [Link to mentorship program details] - Whether you want to share your experience or learn from someone further along in their career, our mentorship program connects alumni.
Keep your mind sharp and continue your learning journey with [Institution Name].
Sincerely,
The [Institution Name] Professional Development Team
Subject: Share Your [Institution Name] Story
Dear [Alumni Name],
Your time at [Institution Name] gave you unique experiences and memories. Your positive stories are the best way to show others what makes our institution special and why it's a great place to learn.
We invite you to share your pride and help us tell the [Institution Name] story:
- Share Your Story: [Link to testimonial submission form or social media hashtag] - Tell us about your favorite memories or how [Institution Name] impacted you. We might feature your story!
- Represent Us: [Link to volunteer page] - Volunteer to represent [Institution Name] at college fairs or other events to talk to prospective students about your experience.
- Engage Online: [Links to social media profiles] - Like, share, and comment on our social media posts. This helps our news reach more people.
- Refer a Student: [Link to referral form] - If you know a student who would be a great fit for [Institution Name], encourage them to apply and let us know.
Your voice is important in helping us build a strong future for [Institution Name].
Best regards,
The [Institution Name] Communications & Alumni Relations Team
We hope we’ve given you some new ideas and motivations to make the most out of your email channels. If you’re looking for a tool to streamline your communication efforts, let us know and we’d love to show you how we can help.
6 ways to increase alumni engagement over emails
Find the email best practices to increase alumni engagement for your school, college, or university. Here's the list of techniques for alumni email marketing
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
If you’re someone handling alumni engagement for your school, you know that engaging recent graduates is one of the most challenging aspects. So, before diving right in, let’s take a closer look at why young alumni need to be engaged and its long-term impact.
Young alumni have the potential to turn into future major donors. But, they must be approached the right way. Billionaire and former New York City Mayor Michael Bloomberg’s first donation to his alma mater, Johns Hopkins University, was at the age of 23 and the amount was $5. Since then, he has donated close to $1.8 billion to support research, teaching, and financial aid at the university.
Yep, that’s accurate.
Chances are this segment of your alumni population won’t respond to your fundraising asks for the next few years. They are just starting a career and personal financial problems such as paying off student loans or relocating to a new city for college are likely to get prioritized over donating to or engaging with their alma mater.
While young alumni may not be the biggest contributors over the next few years, they can be of great help to your school by offering you their valuable time, in the form of volunteer work and internships.
Here’s a look at the 6 most effective strategies employed by schools to engage their young alumni.
While this is something that is recommended irrespective of whether or not your school is catering to young alumni, having a responsive alumni website is especially great for capturing the attention of the younger generation. As the younger generation is more inclined towards using mobile devices, being able to easily access all the websites and their resources on their devices helps provide more opportunities for them to engage with their alma mater.
Take a look at Nicholls State University’s up-to-date and easily accessible mobile-friendly website below.
As recent graduates, your alumni already have a lot to worry about. The key to building a lasting relationship is to address these issues and provide them with valuable support. This could be in the form of workshops, job prospects, mentorships, social networking mixers, or even emotional support.
A time-tested technique for finding out what your young alumni would be most interested in, alumni surveys are great at saving time and effort. Creating a short survey asking alumni what they would like to hear about from their alma mater is an effective way of grabbing attention and delivering value. There are various tools such as Typeform and Survey Monkey that can help you create short surveys. For example, The College of Idaho took a short survey that revealed ‘Financial Planning’ as the most pressing concern for a majority of young alumni. Based on the results of this survey, the college organized a free workshop on Saving Money & Paying Off Debts, as a way to support its young alumni.
Instead of the usual marketing email blasts, focused emails targeted at specific segments of alumni are bound to yield better results. The most effective way to keep young alumni engaged with emails is to provide them with consistent value, right from the start. If you are trying to engage alumni who recently graduated, targeting them with emails that showcase relevant job opportunities is the best way to do it.
Take a look at how T. Howard Foundation, a non-profit organization based out of Silver Spring, Maryland, shares job opportunities with its young alumni via emails.
According to a recent study published by Broadband Search, 79% of college graduates use at least one social media site.
Social media is a great tool for engaging young alumni not just because of its high accessibility and adaptability but also because of the flexibility it provides. There is no limit to how creative you can get and that’s what resonates the most with young alumni. Incorporating more video content and trying to create campaigns that urge alumni to take action are ideal components of a great social media strategy. Here’s how William Peace University drew the attention of its young alumni and got them talking about their upcoming reunion.
While having a digital engagement strategy in place is pivotal, completely depending on it is not recommended. In-person interaction is a fundamental part of fostering lasting relationships with young alumni. Here’s how our customer, Charlotte Christian School got this right.
As a way of extending support to young alumni, Charlotte Christian School sent out a video featuring beloved teachers wishing alumni good luck ahead of their exams and conveying to them how much they care. The video also acts as a special appeal for alumni to come back to school for a wonderful time with their teachers and friends.
6 strategies for increasing engagement from young alumni
Engaging recent graduates of alumni engagement can be a challenging aspect. Here’s a look at the 6 effective strategies peers use to engage their young alumni.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
We’ve come a long way from relying on large registry books to sprawling Excel sheets, and now to databases. An alumni database is a robust, interactive system to record alumni information as the data can be accessed, represented, and used to fuel powerful digital initiatives. That last bit is important because having a well-oiled database is only as effective as how you use it. In today’s blog, we’ll go over some ways in which you can maximize the potential of your institution’s database for higher fundraising success:
Any good giving campaign today needs to know for sure what kind of alumni they want or can reach out to. This is where having a well-built database comes in handy. Having detailed records of past donations is a great way to guide your fundraising strategy. A regularly updated database can take your planning further to an even higher level through details such as stock ownership, business affiliations, political donations, real estate value, etc. to help you find the perfect prospects for your giving campaign.
Modern alumni database tools are capable of automated and customizable segmentation. This can help you create more targeted giving campaigns. Take the following common segmentations for example:
You can already start to imagine a more targeted experience based on the above examples. However, it is important to remember that you’ll need to ensure that your database is updated regularly for all your segmentation needs.
CRM (Customer Relationship Management) systems enhance the usability of your data, enabling you to take advantage of powerful automation features that do the menial tasks such as personalizing emails based on donor segments, sending surveys, requesting feedback, etc. in a system that continuously updates with each alumni interaction.
Matching gifts have emerged as a great way to attract donors, amounting to 2 to 3 Billion USD of donations annually. Donors can be sure that their donations are being multiplied without any additional cost from themselves. A customizable database should allow you to segment prospective donors who have employers that provide matching gift opportunities, allowing you to create targeted communication strategies for them. On the flip side, it will be crucial to ensure your database is up to date to ensure that any career changes from your alumni are accounted for.
Donor retention is crucial and making sure your donors feel appreciated is a huge part of it. A well-built database will be able to categorize donors based on gift size, location, physical presence, etc. to allow you to send gifts, emails, and other forms of appreciation in a more personalized way. This will be especially helpful for multi-channel giving campaigns where you may want to thank donors in different channels while making sure nothing feels generic.
It is crucial to look back at your most recent giving campaign (or even group a few recent ones) and see where you can improve. While you may have noticed a lot of verbal feedback, it is also important to consult your data. Any decent database will work well with tools that can visualize reports for you to easily see what you got right and where you can do better. It should also allow you to compare it with past giving campaigns.
While AI/ML technologies are very much still finding their feet in advancement, it is important to understand the potential they hold, and whether that suits you. Even for simple implementations such as a chatbot to answer potential donor questions, you want to make sure it provides the right information, and that depends entirely on the data you are able to train it on. A comprehensive, well-structured database is the foundation of any technological implementation today.
How to Leverage Your Alumni Database to Drive Fundraising Success
Learn how your alumni database ensures fundraising success from prospect research and alumni segmentation all the way to measuring results and more.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
.svg)
.webp)
.webp)
%20(1).webp)