Engaging Alumni: Key Findings from the 2023 CASE Insights on Alumni Engagement Survey

  • Published July 1, 2024
  • / By Sarah Clough

The recently released CASE Insights Alumni Engagement White Paper offers a comprehensive analysis of alumni engagement trends across institutions globally. As we reflect on the findings, several key insights stand out that could significantly impact how institutions approach alumni engagement.

Key Findings

Communication and experiential engagement show the highest levels of participation, especially among recent graduates. The survey highlights four primary modes of alumni engagement: communication, experiential, philanthropic, and volunteering. Each mode has unique trends and challenges.

  • Engagement through communication is notably high among recent graduates, with 22.8% of alumni 0-5 years out engaging in this mode. This percentage declines in later cohorts, reaching 11.9%-14.9% for alumni more than 20 years out from graduation.
  • Experiential engagement, such as attending events, is strongest in the first few years following graduation (7.9% for alumni 0-5 years out) and rises again after an initial decline (5.9%-7.1% for alumni 31+ years out), highlighting its importance as a precursor to philanthropic engagement.

Engagement patterns vary significantly by graduation cohort. Recent graduates (0-5 years out) exhibit the highest levels of communication engagement, which tends to decline as alumni age. However, experiential and philanthropic engagement increase over time, indicating a shift in how alumni connect with their alma mater as they progress in their careers and personal lives.

  • Philanthropic engagement sees growth as alumni age, starting at 2.3% for alumni 0-5 years out and increasing to 9.9% for those 51+ years out.

Different regions exhibit unique engagement profiles, influenced by cultural and economic factors. The survey underscores the importance of regional context in alumni engagement.

  • Philanthropy plays a more central role in regions with less government-funded education, whereas experiential engagement is more prominent in others. For example, philanthropic engagement is significant in the United States, where 25.3% of engaged alumni participate in this mode. Philanthropic engagement ranges from less than 3% to 13.8% in other regions.
  • Experiential engagement is more prominent in regions with strong cultural ties to their alma mater. In Latin America, Europe, and Asia-Pacific, more than 30% of engaged alumni participate experientially, reflecting regional preferences for event-based engagement.

Institutions that engage alumni across multiple modes see higher overall engagement rates. Alumni who participate in communication and experiential activities are more likely to contribute philanthropically and volunteer, highlighting the interdependence of different engagement strategies.

  • In the United States, 33.2% of alumni engaged in experiential engagement also give philanthropically, and 20.9% of alumni engaged in communication are donors.

Implications for Alumni Engagement Strategies

  • Targeted Communication: Tailor communication strategies to keep recent graduates engaged, leveraging digital platforms and personalized content. Early engagement through effective communication can pave the way for deeper, long-term connections with the institution.
  • Diverse Engagement Opportunities: Offer a variety of engagement opportunities that cater to different interests and life stages to help maintain alumni involvement. This includes providing experiential activities such as events and reunions, alongside philanthropic outreach and appeals.
  • Regional Customization: Recognize and adapt to regional differences to enhance engagement efforts. Consider local cultural and economic contexts when designing engagement strategies to ensure they resonate with alumni across your institution.
  • Holistic Engagement Approach: Foster a comprehensive engagement strategy that integrates communication, experiential, philanthropic, and volunteering opportunities to lead to more robust alumni relationships. Encouraging alumni to participate in multiple engagement modes can amplify their connection to the institution and increase their interest in investing in the institution’s future.

The CASE Insights on Alumni Engagement survey provides valuable benchmarks to help refine your alumni engagement strategies. Understanding and leveraging these key findings will allow you to foster stronger, more meaningful connections with alumni. For counsel targeted to your unique needs and circumstances in alumni engagement, reach out to us today at info@martsandlundy.com.

You can learn more about the CASE Insights on Alumni Engagement and download the full report here.