While a well-attended alumni event is a victory in itself, the true value for an institution lies in what happens next. The ultimate goal of alumni engagement is to foster a relationship that translates into lasting support, and events are a powerful catalyst in this process. Research confirms a strong correlation between event attendance and giving; according to RNL's 2024 National Alumni Survey, alumni who participate in events are 2.5 times more likely to donate compared to those who don't attend.

This makes the immediate post-event period an unmissable window of opportunity for advancement teams. Yet, it’s all too easy for that momentum to dissolve as everyone’s fatigued from planning and executing  the event to immediately start work on the next.

While there’s no one-size-fits-all approach in fundraising or alumni relations and each institution’s culture and alumni base is unique, here’s a simple, actionable playbook that’s helped advancement teams like yours keep alumni engaged and turn great events into deeper commitment and support. Adapt, personalize and experiment while keeping these simple tips in mind  as a flexible foundation.

Post-Event Follow-up Playbook:

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Step 1. Send a Timely Personalized Thank You (within 24 hours): A timely, personalized thank-you message makes attendees feel valued. A video message is better than a generic email. Even just a quick video shot on phone can be a great personalized touch. Consider using texting as an alternate channel to email. Aim to send these out to all attendees within 24 hours of the event.

✉️Email Template

‍Subject: Thank you for joining us at [Event Name]!

Hi [First Name],
Thank you so much for being a part of our recent [Event Name]! Your presence made the day truly special for everyone at Example University.

We loved having you back on campus (or seeing you virtually) and hope you enjoyed reconnecting with classmates and friends.

If you have a moment, reply to this email and tell us your favorite part of the event. Thanks again for being such an important part of the Example University family.

Warm wishes,
[Your Name]
Advancement Team, Example University

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📽️Video Script Template (30–45 seconds):

Hi [First Name],
I’m [Your Name] from Example University.

I just wanted to send a quick note of thanks for joining us at [Event Name] here at Example University. It was so wonderful to see you reconnecting with classmates and enjoying the [mention a highlight—e.g., keynote, activity, or fun moment].
Your presence made the day truly memorable for us. We’re grateful to have you as part of our alumni family and look forward to staying connected.
Thanks again for being with us—and see you at the next one!
Take care.

📱Text Message Template
Hi [First Name]! This is [Your Name] from Example University.

Thank you for joining us at [Event Name]—it wouldn’t have been the same without you. Hope you had a great time! If you have any photos or favorite moments to share, just reply to this message.

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Step 2. Share Event Highlights on social media (within 2 days): Capitalize on the post-event buzz by sharing photos, video clips, and testimonials across your digital channels. Tagging attendees (with permission) and encouraging them to share their own content extends the event's reach and reinforces the sense of community. This visual recap serves as both a fond memory for attendees and a promotional tool for future events.

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Step 3. Ask for feedback and listen (within 5 days): A couple of days later, send a short survey to gather feedback on the event experience. In addition to questions about logistics and programming, include a question to gauge their philanthropic interests, such as, "Which university initiatives are you most passionate about supporting?" This provides valuable data for future, personalized fundraising appeals. Showing alumni that you are acting on their feedback builds trust and makes them feel heard.

✉️Email Template
Subject: Help us make your next Example University event even better

Hi [First Name],
We’d love your feedback! Your experience matters to us and helps shape future events at Example University.
Would you take 2 minutes to fill out this quick survey? ([Survey Link])
P.S. Is there a cause or program at Example University that inspires you? Let us know at the end of the survey—we want to make our alumni programs even more meaningful for you!

Thank you so much for your input,

[Your Name]
Advancement Team, Example University

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Step 4. Offer them value (following week): Go beyond the event by actively connecting alumni to resources, programs, or information relevant to their interests and life stage through segmented, personalized communication. For example: graduates of the last decade might appreciate career development webinars, mid-career alumni could be interested in industry networking or continuing education, while older alumni may enjoy mentoring opportunities or exclusive campus updates. Curate and deliver value based on what each group cares about most, keeping your institution top of mind beyond just the event.

Email Template

✉️ Subject: Stay connected - opportunities just for you

Hi [First Name],
At Example University, we want to be part of your journey—no matter where life takes you!
Here are some ways to stay connected this season:
• Recent grads: Join our next career development workshop ([date/link])
•Mid-career alumni: Register for our professional networking series
•Senior alumni: Discover volunteer and mentorship opportunities
Check out more events and exclusive resources here: [Link]

Let us know how you’d like to be more involved. We’re excited to grow with you!
Best regards,
[Your Name]
Advancement Team, Example University

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Step 5. Make an ask (a few days later):

Don’t let the momentum fade—when the time is right, invite alumni to take the next step with a targeted ask. Direct them to a customized online giving page that reflects the theme or purpose of the event (for example, supporting scholarships if the event honored student achievements). Personalize the ask based on what you’ve learned about their interests and past engagement, wherever possible. Show them how their gift—large or small—will make a tangible difference in a cause that resonates with them. It’s also particularly useful for those that have made a donation in the past to be acknowledged again.

✉️Email Template (for those who have never made a donation to your institution)
Subject: Continue the [Event Name] Spirit—Support What Matters to You

Hi [First Name],

Thank you for your continued connection to Example University.If you were inspired by [highlight/story from event] and want to help [cause/theme, e.g., “future students achieve their dreams”], I invite you to visit your personal giving page: [Custom giving link]
No gift is too small—your generosity makes all the difference! Thank you for being a champion for Sample University.

With appreciation,
[Your Name]
Advancement Team,
Sample University

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✉️Email Template (for those who have made at least one gift before)
Subject: Continue the Legacy - Support [Initiative/Event Theme] at Example University

Hi [First Name],

We’re so grateful for your past generosity and for joining us at [Event Name]. Your support has already created new opportunities for our students and campus community.

Because you care deeply about [previous fund/support area or reference their prior gift if possible], we wanted to let you know about a special opportunity to make an even greater impact. This time, your support for [specific initiative or theme connected to event] can [briefly mention anticipated outcome, e.g., “help award five new scholarships”].

If you’d like to continue your tradition of giving, you can make your gift here: [Personalized Giving Link]

Thank you again for everything you do for Example University. Together, we’re building a legacy that lasts for generations.

With gratitude,
[Your Name]
Advancement Team,
Example University

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How Almabase helps you maximize post-event engagement

Almabase’s guest communication tools allow you to create personalized emails for all your post-event engagement needs.

The events module allows you plan your email communications ahead of time, leading to an automated yet personalized experience for your attendees before, during, and after your event.

Our recently introduced Emily AI also allows you to effortlessly craft amazing emails with just a few prompts in minutes. Perfect for when you’ve got your attendee segments in place and want to focus on cultivating your relationships with donors and attendees from past events without the hassle of designing emails from scratch.

Almabase also allows provides text and video messages, making your update alerts and storytelling efforts as streamlined or meticulous as you need them to be.  Almabase offers a great toolbox to help you get started with post-event engagement. This is just a very brief glimpse at what Almabase has to offer, and combined with streamlined engagement reports, consent collection, and native two-way data sync with Raiser’s Edge NXT (RE NXT).

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Wrapping it up

Remember, even a simple, thoughtful follow-up can set your institution apart and turn meaningful moments into lasting relationships. By adapting this playbook to fit your alumni community and celebrating what makes them unique, you’ll not only increase engagement and support, but also foster a true sense of pride and belonging. Start small, keep it genuine, and you’ll be amazed by the connections and generosity that follow.

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About the author

Kalyan Varma

Co-founder & CEO, Almabase

Kalyan Varma is a co-founder and CEO at Almabase, a company that helps universities and high schools build lifelong relationships with their alumni and drive higher donations. Kalyan has spoken about alumni relations at various conferences in the past and has worked over 500+ institutions so far on their advancement strategy. He also has an active social media presence and speaks regularly about trends in alumni relations and fundraising.