The success of Alumni Associations depends on their ability to build relationships around the evolving needs of graduates with diverse interests and motivation. Since it is difficult if not impossible to appeal to everyone, the challenge is how to appeal to most grads while they are accumulating life experiences. How to create a personal connection with grads outside of the campus area? How to create loyalty from grads with various pursuits?
Today’s alums are looking for personal and professional development support, i.e., unemployed and employed, single and married, second thoughts to a second career and every change in-between. Helping them define themselves through these changes is an enormous challenge for associations and they are using various tactics to connect to grads. Some universities connect better by having their alumni outreach located in the schools/colleges versus having a centralized Alumni Association. A number of associations are offering workshops addressing issues beyond graduation although the campus-focus may be limiting their results. Either way, the listening audience may be shrinking:
Are you currently involved in any Alumni activities? Why?
88% of our surveyed participants said No. 49% between ages 21-34, 12% – ages 35-44 and 27%- over 45. The majority are in touch with their college friends and advisors/professors which they preferred over alumni activities. Distance from school, convenience, value, disinterest and being turned off by the heavy solicitations for donations were common reasons for lack of participation:
“Not a member of the alumni association. I guess I don’t see a big benefit to joining the alumni association. I enjoyed my college experience and am a loyal fan of their sport teams, but did not stay involved in the school.”-91 Alum
“No. I haven’t heard of any programs that interest me.”-99 Alum
“Not formal alumni events, but my classmates and I plan several whole group activities each year.”-04 Alum
“No, activities are scheduled at the college. Also, and maybe more importantly, I am in contact with my close friends and most of them are not involved either.”-02 Alum
For some, it’s like a friend who is always having parties at their house, you may like them but it is too much of a hassle to go. Being friendly, they then send you updates with candid shots of the event letting you know that you were missed. “But oh by the way, if you would like to donate, that would be nice too.” What?! “Dude, can you party near my place sometimes or at least meet me somewhere half way.”
Perceived value of the Alumni Association varies among age groups. Loyalty is not a foregone conclusion with the younger generation; they expect you to earn it. What’s in it for me and how does it make my life easier? The older generations tend to allow inherent loyalty in relationships–it’s my Alma Mater, I will donate or not based on that alone:
“No. Our Alumni Association is so big that Alumni activities are not the best way to keep in touch with my friends. Also, I was never particularly interested in football, which seems to be a central theme in many alumni activities.” –06 Alum
“I almost feel forgotten by my university.” –08 Alum
“Yes. I belong to the Alumni Association. I was a mentor for my College department –72 alum
“Yes I participate for networking and continuing education” –86 Alum
Most of today’s alums are looking for their Alma Maters to help them thrive instead of survive. If they are thriving they will return the favor in support– personally, professional and financially. If they aren’t they tend to be indifferent and a little cynical:
“No, they are always trying to put a good spin on events while stalking you for money. I can’t figure out how they keep getting my address.” –92 Alum
It would be great if alumni programs helped more and did not just ask for funds.” -78 Alum
“No, Lack of interest.” – 98 Alum
“No – not interested, no time.” –04 Alum
“No. Not interested.”-81 Alum
“Students need to be aware of the Alumni services while attending. In addition, the emails I receive are directed at donating funds not really speaking about the services that are offered.” –89 Alum
“No, I did not feel a connection to the school and felt that the administrative side of the business was poor. The school experience left a bad taste.”-89 Alum
UP NEXT: “Did you feel like your college supported you beyond graduation?” and “Have you ever donated money to your college?”
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