Ask not what your alumni can
do for you...

You’ve just won the lottery. Being the generous sort, you’re more than happy to help out family and friends with your newfound wealth. But when dear old Uncle Charlie, who swears he was in the front row at your baptism and “always knew you were smart as a whip,” appears out of nowhere in need of a little seed money for his new venture, you’re reluctant — at best — to grant his request.

Do your alumni think of their alma mater as a close friend? Or more like the distant uncle?

If schools want financial support from their graduates, they must give something back in return. As donations from corporations, foundations, and alumni are increasingly important to the health of all colleges and universities, many schools are increasing efforts to reach out to their graduates — and not just for their checkbooks.

Alumni are a school’s only permanent consitituency. When your graduates enter a new phase in life (e.g., a change in career, a cross-country move, retirement) you want them to turn to the school for advice.

Career services and counseling are the most common need. New college graduates no longer travel a linear career path and will have numerous jobs in their working life. By providing ongoing access to counselors and an alumni network, schools become the place graduates can trust to help them succeed.

Staying in touch is vital to any healthy relationship. But don’t assume that direct mail or quarterly publications are the only way to communicate with your alumni. Newer graduates are more likely to prefer electronic communications. Many schools are establishing online communities for graduates on the institution’s website, or on social networking sites like Facebook.

Building better alumni relationships will prove beneficial if it leads to a larger endowment. If your school is considered a frequent and valuable resource for alumni throughout their life, they will be more likely to contribute when asked — whether they win the lottery or not.

Ask not what your alumni can do for you...

Ask not what your alumni can
do for you...