At the Steier Group, we are often asked this question by school leaders: How do we get more alumni to give?
It’s easy to think the answer to this question might be another big event – a volleyball tournament, golf scramble or downtown bar crawl. The photos look great. The energy is high. For a night, it feels like a win.
But here’s the truth: unless those events are followed by personal connections, they’re just a moment, not a movement. Events alone rarely create lasting connection. Before you send out the “Register now!” emails, ask yourself:
- Do the same people always attend – are we reaching anyone new?
- Will we follow up individually with everyone who attends?
- Has this event truly grown our revenue – or are we spending more than we’re raising?
If the honest answer is no, it may be time to try something different.
The power of one conversation
Alumni events are fun, but they take months of planning, volunteer wrangling and budget stress. Imagine if that same time went into your team reaching alumni on a one-on-one basis? These meetings will build trust, uncover stories and create real connections.
A Zoom call with a classmate from the 1980s. A coffee with a former student council president who is an elected official. A quiet tour of campus with someone who hasn’t been back in decades. These aren’t flashy moments, but they’re the ones that build trust, spark memories and lead to real engagement.
Alumni want to be known.
Where do we start?
Not sure who’s a high-potential supporter? Start by contacting graduates celebrating their 50th reunion. Then look at classes 45–49 years out, then move down to the 30-year mark. Look for alumni who have recent career news or successful alumni talked about by other alumni. Dig into LinkedIn.
If your CRM doesn’t have much information on alumni, it could feel overwhelming to start this process. But some work upfront will lead to long term dividends. Maybe you could recruit some student volunteers to help. Here’s the assignment – review the yearbooks using the index, and create a log of activities involvement, by each alumnus/alumna. You can then add this information to your CRM if it isn’t there. The more you know, the more meaningful your outreach can be.
The first meeting isn’t an ask. It’s a conversation. Listen more than you talk. Find out what they loved about their high school experience, what they care about now, and the causes they already support. After the meeting, record your notes in your CRM and develop a plan for the next meeting or interaction, considering what you learned from meeting with them.
Now, make it personal
Now that you’ve gathered more information and had a conversation with an alum, what should be your next steps? Here are a few ideas:
- Were they active in theater? Invite them to watch a dress rehearsal.
- Former high school athlete? Invite them to the alumni game. Ask them to invite old teammates — the best messenger is a peer. When we ask people why they attend or get involved, the answer is most often because someone they know asked them.
- Parent of a prospective student? Coordinate a visit on a special school day or meet up at a game. Celebrate their legacy with a photo.
- Career professional? Invite them to speak at a career day or host a student for job shadowing.
- Mentioned a favorite teacher? Perhaps invite that teacher to attend coffee with you and the alumni the next time you visit.
- Band or choir member? Welcome them back to perform in the alumni section at a home game or Christmas concert. Even if they fake it on the music – the goal isn’t perfection, but connection and legacy.
The point isn’t the event itself. It’s that the invitation is tailored to their story.
Why this matters for campaigns
When alumni feel known and valued, they’re more likely to take your call when you reach out to ask them to participate in a campaign planning study interview. They’ll share honest feedback, express interest in specific projects and be more likely to volunteer for roles in a capital campaign.
Most importantly, when you get to this point – your campaign ask won’t be the first time they’ve heard from you in years. It will feel like the next step in a relationship you’ve already built.
We know how to help your school turn alumni relationships into campaign momentum. Contact me today if you’d like to learn how we can help.
