Why Young Alumni Engagement Feels Difficult and What We Can Do About It

Young alumni engagement has long been one of advancement’s most persistent challenges. Low event attendance. Limited giving. Minimal volunteer participation.

But what if the problem isn’t that young alumni don’t care?

In a recent webinar, Shweta Mathew sat down with Dr Amanda Shoemaker, Director of Advancement Operations at the University of Illinois’ College of ACES, to unpack exactly that. Drawing from Amanda’s doctoral research, the session moved beyond assumptions and into something more useful: real insights from young alumni themselves.

The Challenge isn't New, but it is Misunderstood.

Across institutions, one pattern holds true:

Young alumni (graduates from the last decade) consistently engage less in events, volunteering, and giving, despite a wide range of opportunities available.

But this isn’t a story of complete disengagement. They’re still opening emails, following on social media, and staying loosely connected.

Which leads to the real question: Why does engagement drop off when it comes to deeper involvement?

Three Insights That Change How We Think About Engagement

Through in-depth interviews with recent graduates, Amanda identified three recurring themes that explain this gap.

1. They’re Looking for Belonging

Young alumni, along with attending something, want to see themselves involved in it. They’re asking questions that matter to them, such as, “Will I feel comfortable?” “Will I connect with someone?" etc.

In fact, one alum shared she avoided events where she’d be “the youngest person in the room by 20 years". That says it all.

Takeaway:

Engagement starts with peer connection.

2. They Don’t Know How to Engage (or Why It Matters)

Many young alumni want to get involved but don’t know how to. They aren’t aware of the opportunities that exist, or how to participate, or even what they will get out of it.

And when it comes to giving, misconceptions run deep:

• “Do I need to give a large amount?”
• “Will my money even make a difference?”
• “Will I just get asked for more?”

At the core is one simple question:

“What’s in it for me?”

Takeaway:

Clarity and value communication matter more than volume of outreach.

3. Life Context Shapes Engagement

Early adulthood is chaotic, where everyone gets busy paying off loans, building careers or saving up for big life milestones.

Even when intent exists, engagement often depends on whether it’s convenient, timely or easy to act on.

As Amanda put it, engagement needs to “fall into place".

Takeaway:

It’s less about willingness and more about whether opportunities “fit” into already busy lives.

The Big Myth: Young Alumni Don’t Want to Give

One of the most surprising findings?

Many young alumni are open to giving. Even small amounts.

What stops them is perception because they end up assuming that small gifts don’t matter, or their impact won’t be visible, or they postpone their giving for “later in life”.

But consistent, small contributions are exactly what build long-term philanthropic habits.

‍A $5 gift today is more powerful than a $500 gift ten years later if it builds consistency.

What Can Institutions Do Differently?

The good news: solving this doesn’t require massive overhauls.

Small, intentional shifts can make a big difference.

1. Make Communication More Clear

• Highlight who will be at events
• Share what alumni will gain
• Start earlier marketing
• Use snail mail marketing
• Show the impact of participation and giving

2. Design Events for Real Life

• Offer virtual options (they still matter)
• Include professional value (networking, learning, career growth)
• Build a year-long engagement calendar

3. Remove Friction Everywhere

• Simplify sign-ups
• Add reminders and calendar integrations
• Make volunteering and giving effortless

4. Start Before Graduation

The most engaged alumni?

Those who were engaged as students.

Build habits early around student-alumni programs mentorship opportunities, and exposure to advancement work.

5. Normalize Small Giving

• Explicitly say small gifts matter
• Show where the money goes
• Close the loop with impact storytelling

Reframing the narrative around small, consistent contributions can help young alumni see that participation matters more than the amount.

The Shift That Matters Most

Ultimately, the biggest shift is in perspective. Instead of asking why young alumni aren’t showing up, institutions might need to ask whether they are making engagement clear, relevant, and worthwhile. Because the reality is, young alumni aren’t disengaged; they’re just waiting for experiences that truly fit their lives.

Want to Go Deeper?

If you’re interested in exploring Amanda’s research in detail, check out her full dissertation.

We also host Lunch & Learn sessions, smaller, personalized conversations where we dive into your institution’s specific challenges and opportunities around alumni engagement.

And if you’d like to see these insights come to life, watch the full webinar recording here.