Do you have an effective alumni communication strategy? Alumni engagement is a core need for every college and university. From encouraging donations to building professional networks, your graduated students—when engaged—can become a crucial part of your institution’s value proposition and revenue generation.
But even if they loved their studies and experience, they won’t just come to you automatically.
According to a 2022 CASE survey, less than 20% of alumni continue to engage with their former school after graduation. For some institutions, that figure is much lower.
Simply put, you need an effective alumni communication strategy. These seven tips can help you get there.
1. Clearly Define Your Communication Goals
You might look to communicate with your alumni for a number of reasons, including:
- Generating donations
- Recruiting alumni volunteers
- Increasing event attendance
- And more
The key is defining exactly what your goal is before any execution of a communication effort. For example, the same email or postcard promoting homecoming should not also try to get donations. The more nuanced your goals, the better.
2. Mind the Sender(s)
Depending on your communication goals and content, the sender of the message can make a massive difference. In some cases, it might be most appropriate to come from your alumni director. In others, anything from a current student to your institution’s president might be more effective in getting your message across.
3. Offer Multiple Types of Engagement Opportunities
Asking recently graduated alumni to donate can make them cynical, especially in a difficult labor market. But there are always other ways to help the institution, from mentoring current students to helping your admissions office at recruitment events. In your communications, be careful not to over-index for donations as the most valuable type of engagement.
See how AtlasRTX Can Help You Drive Alumni Engagement
4. Add Value Where You Can
The reciprocity principle applies even and especially to your alumni. You cannot ask for donations without offering something in return.
The value you offer in return, of course, can vary drastically depending on the level of donation you ask for. For a small end-of-year mailing, mailing labels with your institutional label may be sufficient. For larger gifts, promotional products from your bookstore or recognition at the event may be more appropriate.
5. Use a Multi-Channel Communications Approach
As with any type of marketing, trying to reach your alumni through a single channel may not be enough. Instead, look to build a multi-channel approach, including:
- Physically mailed letters
- Mentions in the alumni magazine
- Phone calls
- Emails
- Text messages
- Social media
- And more
Some of these tactics are well-established within alumni offices. Others require a bit more exploration, which we’ll do below.
6. Leverage Social Media—Strategically
You’ll frequently find social media recommended among newer alumni communication tools you have to leverage. But how you leverage it matters just as much.
Never ask for direct donations. Instead, look to engage your audience, making them feel like a part of the community. That might include anything from Instagram student takeovers to responding to comments and direct message in ways that keep the conversation going over time.
7. Embrace the Power of Conversational AI
Last, but certainly not least, an AI-powered digital assistant can go a long way toward building better alumni communication and donor experiences online. It ensures more personalized engagement, helping you cultivate deeper relationships through a wide range of digital channels, from texting to social media.
Modern digital environments require a modern approach to communicating with your alumni. Through tools like digital assistants, you can embrace this new normal as you look to optimize the ways you generate revenue and continue building your alumni network.
Ready to learn more and get started? Read more about the power of conversational AI on our blog or request an AtlasRTX Demo today.
