Summer Engagement Strategies: Keeping Alumni Connected During the Off-Season

As a higher education professional, you know the value of engaging your alumni and fostering community post-graduation. It can be a challenge, however, not to let urgent fundraising needs skew all of your outreach toward asking for donations.

While you may think you need to prioritize donation appeals over other kinds of outreach to reach your goals, any fundraising consultant will tell you that relationships are the key to fundraising success. Engaging alumni beyond donations is how you build and sustain those crucial relationships and secure more stable funds over time. 

If your current engagement strategy needs attention, consider these four ideas to better connect with alumni and raise more in the long run:

1. Leverage multiple communication channels
2. Host a variety of events
3. Promote volunteer opportunities
4. Provide ongoing support for alumni

When your alumni feel connected to your university, they’ll be more likely to donate. Let’s dive into these strategies to learn how to foster that connection. 

1. Leverage multiple communication channels

To successfully engage your alumni, you first need to know where to reach them. Broaden your outreach efforts and get in front of more alumni by communicating across multiple relevant channels.

Create a multichannel marketing strategy that includes channels such as:

• Direct mail: If you’ve already seen direct mail’s effectiveness for donation appeals, start branching out. Handwritten thank-you notes and physical newsletters often make a greater impression than digital versions. 
• Social media: Social media is the perfect channel for quick announcements, engaging videos, and immediate interactions with alumni. It also provides space for alumni to connect with each other. Create Facebook groups for posting jobs, networking, and general peer-to-peer advice to encourage feelings of community.
• Email: Check metrics like email open rate and click-through rate to see how your current email strategy is performing. To increase engagement with your emails, send out surveys and personalized invitations to events or volunteer opportunities. 
• Newsletters: Alumni newsletters provide great opportunities to share major university-wide updates and celebrate the results of recent fundraising campaigns. Add an alumni recognition section to show your support for different alumni in every newsletter.

As you lay out your strategy and create content calendars, be sure to balance event announcements and fundraising appeals with more casual outreach. Share interesting blog posts, shout out faculty and students, and check in with individual alumni.

2. Host a variety of events

Any event provides a crucial opportunity to interact one-on-one with alumni. From class reunions to holiday parties to networking events, these gatherings allow your university to personally demonstrate what you’re doing with funding, how much you value your alumni, and the benefits of the lifelong community you offer them. 

When choosing alumni engagement events to host, strive for a balance that will interest as many alumni as possible. Host some events geared toward those fresh out of college and others more tailored to older alumni classes. Mix up your event formats, offering in-person, hybrid, and fully virtual attendance options. The more variety, the more chances you have to connect with each and every former student.

It can be tempting to put all of your focus on fundraising events, but make room for solely social events, too. For example, Meyer Partners’ year-end giving guide suggests hosting small events around the holidays to engage donors. These events aren’t focused purely on fundraising, but they do strengthen relationships and therefore increase the likelihood of future alumni giving.

3. Promote volunteer opportunities

Volunteering programs are highly engaging because they give alumni a chance to give back to their alma mater in ways other than donating funds. Develop a variety of volunteer opportunities alumni may like, such as mentoring recent grads in their job search or speaking at a prospective student event. 

To effectively promote these volunteer opportunities, use your donor data to segment alumni based on:

• Location: Consider segmenting alumni by city, state, or even time zone. These groups will help you determine those more likely to attend local in-person events and those you should promote virtual events to instead.
• Event preferences: Note the types of events alumni have attended in the past, then promote volunteer opportunities at similar events to each segment.
• Interests and fields of study: Former English majors may be interested in judging a student poetry competition, while those working in STEM fields would have more interest in volunteering at a science career fair. 
• Volunteering history: Create segments of one-time volunteers, active volunteers, those who’ve previously expressed interest, and those who have yet to volunteer with your university.

Then, tailor outreach to promote applicable opportunities to each group. In your outreach, consider also highlighting corporate volunteer grants. These are programs in which employers make donations on behalf of their employees for volunteering. Ask your volunteers to check if their employers offer these programs, as they could provide impactful funds for your university at no cost to your alumni.

4. Provide ongoing support for alumni

One of the best ways to engage alumni is to remind them of the value you can add to their lives. Just by being a part of your alumni community, they have access to a wealth of benefits they may not even know about. 

Show them the value of your community by emphasizing your university’s ongoing support for them. You can do so in a variety of ways, such as:

• Offering career services after graduation. Services like career counseling, exclusive job board access, and open career fairs are especially important for strengthening relationships with young alumni. 
• Celebrating individual alumni accomplishments. When alumni celebrate a major achievement, cheer them on with social media shoutouts, handwritten letters, and detailed highlights in your newsletter.
• Inviting them to academic events. Invitations to webinars, guest lectures, lunch and learns, and senior research showcases remind alumni of fond memories and facilitate lifelong learning.

These ideas work well as both general engagement and alumni appreciation strategies. Don’t limit these opportunities just to alumni donors. Make sure that every member of your community feels welcome to take advantage of these valuable opportunities.

You know your alumni are worth far more than their donations, so take the time to show them. You may be surprised that these outreach strategies not only improve your stewardship efforts but also help you find new donors in your alumni pool and inspire lifelong involvement with your university.

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.
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- 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:

Maintain an updated email list

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.

Focus on personalizing your outreach

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.

Put a face and a name to the sender of your emails

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. 

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Ensure that there’s a clear call-to-action

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.

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Provide value in the form of monthly newsletters and weekly updates

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.

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Optimize your 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: 

5 Alumni Outreach Email Templates

Here are some outreach email templates to kickstart your emails:

1.  Networking & Career Advancement

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

2. Giving Back & Philanthropy

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

3. Staying Connected & Community

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

4. Learning & Professional Development

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

5. Institutional Pride & Advocacy

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

Conclusion

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.

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As a school administrator or fundraising coordinator, you know the importance of carefully planning and executing school fundraisers. After all, the supplementary revenue from these campaigns allows you to enrich students’ educational experiences in various ways, from upgrading the school’s technology to purchasing new sports equipment for physical education classes.

The key to effective school fundraising is getting your whole community involved in campaigns they’ll enjoy participating in. Chances are there are more people than you’d think who are invested in your students’ academic success—you just need to provide them with appealing opportunities to support your school.

In this guide, we’ll walk through three strategies for engaging your community in your school fundraisers, including how to:

1. Understand Your Audiences
2. Diversify Your Fundraising Methods
3. Promote Your Fundraisers Through Multiple Channels

As you apply these tips to your school’s campaigns, make sure that your offline and online fundraising efforts align. Each type has different advantages—for instance, digital campaigns are often more convenient to participate in, while traditional fundraisers can make it easier to form individual connections with supporters. Keep this in mind when building out your fundraising calendar to maximize the benefits to your school. Let’s dive in!

1. Understand Your Audiences

The first step in planning a school fundraiser that will excite your community is to know who your target audiences are. That’s right, audiences—there are several different groups of people you’ll need to engage in your campaigns, including:

• Faculty and staff, to ensure that their needs and desires are taken into account as you plan fundraising initiatives and allocate the revenue generated from them.
• Parents and other family members, since this group is likely to be the most interested in improving their children’s education.
• Your school's alumni, who have likely reflected on their time as students and may want to help enhance the experience for those who come after them.
• Current students, as they’re the ones who will benefit most directly from your fundraising efforts.

Each group’s involvement in your fundraisers will vary depending on your students’ education level. For example, parents will often take a more active role in elementary school fundraisers, while alumni are more likely to participate in higher education campaigns. However, you should still consider all of these groups because together they constitute the bulk of your school’s community.

2. Diversify Your Fundraising Methods

Many schools rely on the same few fundraisers year after year. While having some tried-and-true ideas in your toolbox can be useful for planning purposes, diversifying your fundraising methods can spark new interest in your campaigns. Plus, having multiple revenue streams is more financially sustainable—your school will be in a better position to fund its initiatives even if some costs are higher than expected or a revenue source falls through.

Some new campaigns to consider adding to your school’s fundraising strategy include:

• Online shopping fundraisers - This type of campaign allows community members to contribute to your school simply by making everyday purchases at participating online retailers. You may have heard of AmazonSmile before its 2023 discontinuation, and there are alternative fundraising platforms your school can still use that function similarly to the Smile program but provide even more flexibility and higher commission rates.
• Gift card fundraising - This method involves supporters buying gift cards to their favorite businesses where a portion of the proceeds go back to your school. ShopRaise’s gift card fundraising guide recommends partnering with a platform that offers a variety of digital gift cards, as this provides supporters with a wide range of options and makes the gift cards easy to distribute via email.
• Crowdfunding - Crowdfunding campaigns are great for funding specific projects that can benefit from many small donations, and their social sharing ability encourages donors to get their friends and family involved. Make sure your fundraiser has a defined goal and time frame to create a sense of urgency around contributing.
• Events - Whether they’re held in-person or virtually, fundraising events bring your school’s community together around a common cause. There are also many types of events that work well for schools, from auctions to walk-a-thons to family movie nights, so choose one that resonates with your supporter base.

No matter what fundraising methods you try at your school, collect participation data and ask for supporters’ feedback on each one. Then, use this information to determine which fundraisers are most popular among your community so you can focus on those methods going forward.

3. Promote Your Fundraisers Through Multiple Channels

Use a multi-channel marketing strategy to spread the word about all of your school fundraisers. Leveraging several communication methods creates multiple opportunities for community members to learn about your fundraiser, which in turn can lead to increased involvement.

Here are some popular marketing channels that you could use to promote your school’s fundraisers:

• Your website - When community members want in-depth information about your school’s activities, they’ll likely turn to your website. Create a dedicated fundraising page that includes a calendar of all of the campaigns you’re planning for the current academic year and descriptions of each of your fundraisers. Also, include links to signup forms, landing pages, or other materials necessary to participate.
• Email marketing - If your school sends out a weekly or monthly newsletter, add a “Fundraising” section to each issue. Additionally, send out individualized email blasts to each of your major mailing lists: parents and guardians, alumni, faculty, and staff.
• Social media - Your school’s social media accounts are a great way to keep the community up to date on current fundraising initiatives. Make sure to tailor your content to each platform for maximum engagement. For example, you might turn a text-based Facebook post into a series of infographics for Instagram and a short explainer video for TikTok.
• Flyers - Consider supplementing your digital communications with print marketing materials like fundraising flyers to increase awareness of your campaigns. Hang flyers around the school building in places where students and parents are likely to see them, such as the front lobby and the cafeteria, and send a copy home with each student. To connect your online and offline efforts, include a QR code to your signup form or landing page.

Similarly to your campaigns themselves, collect and analyze data on each of your marketing methods to see which ones are most effective at reaching your community. That way, you can put more time and resources into the channels that convert more supporters.

Keep in mind that every school is unique, so the fundraising and marketing methods that best engage your community might be different from other schools in your area. But with the right tools and a strong understanding of your school’s target audiences, you can develop a fundraising strategy that generates both excitement and reliable revenue.

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