What Alumni Want From Their Schools

But the desire to stay involved with a school is tricky. For instance, half (50%) of respondents said they wanted to stay involved because they enjoyed their time as students. A smaller number (42%) said they wanted to stay involved to remain in contact with other alums and friends. Only 31% said they wanted to out of a desire or obligation to give back to the school. Again, all is not lost, Ellison says, if the college experience wasn’t monumental.

“It’s driving and building a long-term relationship,” maintains Ellison. “For the 25-year-old alumni, it’s just reconnect with the school. Telling them, ‘hey, we’re here, come back and visit, this is what we have.’ Don’t ask for anything. But when you’re 30, it’s ‘hey, you might be on your second job now or considering looking, is there anything we can do?’ So looking at it as an alumni life cycle. And over the course of that time, there might be an opportune time to make the pitch for a donation once you’ve made that emotional connection.”

Michael Ellison of Corporate Insight. Courtesy photo

Michael Ellison of Corporate Insight. Courtesy photo

While the research suggests some strategies for an alumni office to involve their alums, Ellison says it’s not a blueprint. “I don’t think our survey numbers support a list of ‘if you do this, then this will happen,'” he explains. “But I think it certainly shows the importance of building that emotional connection.”

The desire for an emotional relationship could also stem from the demographics of the respondents, which were skewed younger (66% were 39 or younger). As Ellison noted, often times alums who have donated multiple times and are older already have a go-to alumni relations officer and have an established relationship.

And, perhaps surprisingly, those relationships should be built through more communication, instead of less.

“Even those not donating wanted more communication from the schools,” Ellison says. “So I don’t think you need to be shy about how often you’re communicating. You’ve got to be doing it in the right way. I think one thing that came through loud and clear is you can’t be calling them at dinner on Sunday night.”

Another way to build a relationship is by building trust, Ellison claims. This includes being transparent and upfront with where donations are going, he says.

“What’s an emotional relationship built on? It’s built on trust,” Ellison insists. “So over the years, build that relationship. And don’t just think short-term dollars. It’s one thing to get a donation, that’s great, but what are you doing with that money?”

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