This blog post was written by Brigitte Chapman ’94, Director of Alumni Relations, South Carolina Governor’s School for Science and Mathematics. Her session, The Importance of Engaging Alumni, will be held at 2 p.m. Friday, November 8 at the Professional Conference.
Have you ever wondered why some schools thrive and enjoy strong alumni support while others struggle to tap into that resource? If you’re like most people, you might think alumni giving is primarily about sending out fundraising letters or posting on social media, and the gifts roll in. But after working closely with alumni for years, I can tell you it’s much more than that—it’s about building meaningful relationships.
I recently had the opportunity to present on how alumni engagement can transform educational institutions, specifically high schools. Drawing from my experience as the Director of Alumni Relations at the South Carolina Governor’s School for Science and Mathematics (GSSM), I highlighted how we more than tripled alumni participation in five years. Not only that, but alumni giving now makes up 24% of our foundation’s annual budget. So, how did we achieve that? Let me walk you through it.
The Real Power of Alumni Engagement
Fundraising isn’t just about asking for money—it’s about creating an environment where alumni feel valued and connected to their alma mater. In my presentation, I asked the audience two questions:
- How many of you have donated to your college in the last five years?
- How many have also mentored students, introduced them to a colleague, or spoken to a class or at a high school event?
Fewer hands went up for the second question, which is understandable. People tend to associate giving with writing checks, not realizing that their time and expertise can be just as valuable.
At GSSM, we saw a shift when we started offering alumni more ways to contribute besides financial donations. From speaking at events to mentoring students and teaching summer camp courses, alumni began to feel like they were part of something bigger. The key takeaway? Alumni want to give back, but they need to feel connected emotionally before they open their wallets.
Building Authentic Relationships
Our alumni engagement strategy is rooted in one simple truth: people give to people. Alumni are more likely to support their alma mater when they have a strong relationship with the school or someone at the school. We created a plan that focuses on building and maintaining those connections. Regular communication, personal invitations to events, and providing opportunities to contribute to current students’ success are all part of our approach.
One of our biggest successes has been the establishment of an Alumni Association Board. This board brings alumni together to brainstorm ways to stay involved and create more opportunities for engagement. We’ve also held regional gatherings called Reconnect events, which allow alumni to meet face-to-face and reconnect with each other, the school, and parents. These gatherings help nurture that sense of community and belonging.
It’s More Than Just Fundraising
While donations are important, alumni engagement isn’t only about financial contributions. It’s about fostering a sense of pride and loyalty that goes beyond a one-time donation. We encourage alumni to mentor students, teach a January Interim course or at summer camps, or establish scholarships in honor of beloved teachers or mentors—these acts of giving back show that alumni care about the future of their school and its students.
Class competitions and reunions are excellent opportunities to raise funds, but they’re also a chance for alumni to reminisce about their school days and reignite their connection to the institution and to each other. We’ve found that people are more willing to give when they’re emotionally invested.
How You Can Make This Work for Your School
If you’re considering starting or revamping your alumni engagement strategy, I advise focusing on authentic relationships. Keep in mind that fundraising is just one part of the puzzle. You’ll want to offer alumni a variety of ways to get involved that resonate with them personally.
Whether you’re part of a high school, a residential school, or a specialized day school, the principles remain the same. Building alumni engagement takes time, but it’s well worth the effort. The return on investment isn’t just financial; it’s about creating a long-lasting community of supporters who care deeply about each other and the future of your institution.
If you’d like to learn more about how to build an alumni engagement strategy that works, consider exploring resources like CASE (Council for Advancement and Support of Education), or check out some of the strategies GSSM has used.
Call to Action
The potential of your alumni network is vast, but it all starts with the first step: engagement. I encourage you to begin thinking about how you can authentically connect with your alumni in ways that benefit both them and your institution. Ready to take your school’s alumni engagement to the next level? Let’s get started today!
Incorporating these strategies can unlock a brighter future for your institution, one where alumni feel valued, connected, and inspired to give back in ways that go beyond just writing a check.