How Do You Build a Successful Alumni Association?

Forming an alumni association can be a game-changer for any institute of higher education. It can be a vehicle for bringing in substantial donations and greater recognition as like-minded alumni connect to work on innovative ideas.

Consider Google, for example. Cofounders Larry Page and Sergey Brin are both alumni of Stanford University. The popularity and credibility to the university grew significantly due to the output of their collaboration with Google, making Stanford a preferred choice for top-notch prospective students.

Given this evidence, failing to establish an active alumni community is a missed opportunity. It keeps your school from reaping potentially game-changing benefits.

Six Important Steps to Follow

Building a successful alumni association requires careful planning and execution. Here are the six essential steps to help you get started in building a successful alumni association:

Step One: Determine Your Goals

Before you bring alumni together, answer the following question–why do you need a strong alumni association? Usually, universities want an active and engaged alumni community to:

• Create professional networking opportunities for current students
• Encourage engagement and attendance at social events 
• Receive donations
• Establish mentoring opportunities for alumni
• Create committees and boards for extracurricular, alumni-led activities

Brainstorm your answer to the question mentioned earlier. Be as specific as you can. The answer will help you choose an effective implementation strategy.

Step Two: Reach Out to Alumni

Once you have a clear understanding of your goals, it's time to reach out to your alumni. Determine if the structure of your alumni organization is formal or informal, and then use appropriate communication channels (social media, email, mail, etc.) for the outreach. You might need to utilize the institution's alumni database to create targeted outreach campaigns.

Make sure you clarify the reason for reaching out upfront. Let them know what you're working on and directly ask if they're interested in participating.

Step Three: Sketch a Plan

Arrange an in-person or online meeting with those who express interest. In this meeting, discuss short-term and long-term goals for your alumni association. Ideally, you should spell out the following:

• Members and their roles
• Activities (fundraising, scholarships, fellowships, mentoring programs, newsletters, etc.)
• Expenses

We also recommend conducting elections for establishing a board of directors and ensuring democratic leadership. If you're meeting with alumni online, you can conduct online alumni board elections. If you're meeting in person, you can conduct traditional voting if the number of board members to be elected ranges between ten and fifteen. 

If the count exceeds this range, opt for virtual alumni association elections to ensure accuracy and save time. It's best to schedule elections prior to the second meeting.

Step Four: Structure the Association 

Once the members are elected, it’s important to ensure they understand their roles and responsibilities. You want to set up rules or guidelines for the following:

• Duties and powers of elected members
• Committees and functions of committees
• Meeting times
• Sources and regulation of funds
• Communication
• Focus projects

After this, design a plan of action for an immediate campaign or goal. Assign tasks and begin your first-ever alumni association project.

Step Five: Market to Expand

After the formation of the alumni association, it's essential to market it and expand its reach. Use social media, email marketing, and other channels to promote the association's activities and events. You can also partner with the institution's marketing department to leverage its resources and expand your reach.

Step Six: Monitor Progress

Lastly, monitor the progress of the alumni association to ensure it is meeting its goals. Collect feedback from alumni through surveys and focus groups, evaluate the effectiveness of the association's activities, and adjust them accordingly. 

Tips to Improve Alumni Engagement 

Because alumni don't get paid for the time and effort they invest in an alumni association, it can be difficult to convince people to participate. Here are two ways you can encourage engagement:

Create a Virtual Mentoring Program

Many alumni are willing to help current students succeed but may not have the time to participate in traditional mentoring programs.

Consider creating a virtual mentoring program. It is a flexible and convenient approach for both alumni and students and can help build stronger connections between alumni and your institution.

Provide Exclusive Benefits

Offer exclusive benefits to alumni, including discounts on continuing education courses, access to career resources, and invitations to special events. 

Keep Alumni Involved

You can conduct a survey to determine what types of benefits alumni would find the most valuable and tailor your offerings accordingly. 

Remember, incentives have a greater chance of guaranteeing long-term collaboration with alumni compared to other alumni engagement strategies. For more information on this idea, check out our post on what the best way to engage alumni is!