Higher education is navigating unprecedented challenges: shrinking endowments, political scrutiny, declining public trust, and generational shifts in alumni expectations. In this turbulent climate, alumni engagement isn’t just a nicety: it’s a lifeline. While financial pressures might tempt institutions to cut back, the data* reveals that now is precisely the time to invest in alumni relationships. Here’s why engaging alumni is critical and how to do it effectively.
The Storm Facing Higher Education
Financial Strain: Endowments are down, tuition revenues are stagnant, and government funding is uncertain.
Political Pressures: Debates over diversity, equity, and inclusion (DEI), academic freedom, and institutional priorities are polarizing campuses.
Public Skepticism: Only 48% of Americans express confidence in higher education, down from 57% a decade ago (Gallup, 2025).
Alumni Disconnect: Young alumni report lower satisfaction with their student experience compared to older peers, yet they crave meaningful connections post-graduation (Alumni Attitude Study Young Alumni Persona Report, 2025). In this environment, alumni are not just donors; they are advocates, mentors, and ambassadors who can amplify institutional value, defend missions, and secure long-term stability.
Why Alumni Engagement Matters More Than Ever
Transparency Builds Trust: 38% of alumni doubt how their gifts would be used (Alumni Attitude Study, 2025). Transparent communication about donation impact, such as funding scholarships or supporting research, rebuilds trust.
Action Step: Publish annual impact reports with infographics and donor testimonials. Highlight how gifts directly address alumni priorities, like career readiness or mental health resources.
Financial Realities Demand Creative Engagement: While 35% of alumni cite student debt as a barrier to giving (Alumni Attitude Study, 2025), they still want to contribute. Non-monetary engagement (mentoring, volunteering, or advocating) builds loyalty until financial circumstances improve.
Action Step: Create micro-volunteering opportunities (e.g., virtual career panels or alumni-student mentorship programs). Offer “give time, not money” campaigns to involve cash-strapped alumni.
Young Alumni Crave Personalized, Digital-First Connections: Young alumni prioritize connections to specific faculty members and student groups over broad institutional loyalty. They also prefer digital engagement: 21% report higher interest in social media engagement than older alumni and they also report 43% less interest in print magazines (Alumni Attitude Study Young Alumni Persona Report, 2025).
Action Step: Host faculty-led virtual workshops or student group reunions. Use Instagram and LinkedIn to share department-specific achievements or alumni career milestones.
Alumni Are Critical Advocates in a Polarized Climate: Overall, 63% of alumni report that having a diverse and inclusive environment has a significant positive impact on their overall opinion of their alma mater (Alumni Attitude Study, 2025). Young alumni are 21% more interested in these initiatives than older generations (Alumni Attitude Study Young Alumni Persona Report, 2025). As political debates target campus policies, engaged alumni can champion institutional values publicly. For example, sharing stories of how their collegiate experience prepared them to be more effective participants and leaders in diverse workgroups throughout the rest of their lives.
Action Step: Mobilize alumni as advocates through op-eds, social media campaigns, or legislative outreach. Highlight alumni-driven insights about how their lifetime well-being was improved because of the divisive and inclusive environment they experienced while a student.
Investing in Engagement Yields Long-Term Returns
Reducing alumni engagement budgets during financial strain is shortsighted. Consider:
Advocacy Value: Alumni defending your institution’s reputation during crises are priceless.
Future Giving: 70% of young alumni are non-donors now, but many plan to give once financially stable (Alumni Attitude Study Young Alumni Persona Report, 2025). Building relationships today secures tomorrow’s support.
Recruitment Impact: 60% of prospective students say alumni testimonials influence their college choice (NACAC Report, 2025).
How to Navigate Choppy Waters
Leverage the Alumni Attitude Study: Use data to segment outreach, personalize messaging, and track progress.
Prioritize Digital Communities: Invest in LinkedIn groups, virtual networking platforms, and hybrid events to engage globally dispersed alumni.
Highlight Shared Values: Showcase alumni-driven initiatives (e.g., climate action or social justice) to unite communities around common goals.
Close the Feedback Loop: Share how alumni input from the Alumni Attitude Study has shaped new programs, like expanded mental health services or career development workshops.
Conclusion: Alumni Are Your Anchor
In turbulent times, alumni engagement isn’t an expense, it’s an investment in resilience. By listening to alumni, acting on their feedback, and fostering authentic connections, institutions can transform challenges into opportunities. The Alumni Attitude Study isn’t just a survey; it’s a roadmap for building trust, loyalty, and advocacy. As one young alumnus noted: “I’ll give when I can, but for now, knowing my voice matters keeps me connected.”
Now is the time to double down. Your alumni aren’t just your past, they’re your future.
Ready to strengthen your alumni strategy? Learn how PEG Ltd. can help. Comfort your alumni by asking them for their opinion and letting them know you care.
*Data sourced from the Alumni Attitude Study (AAS) and leading industry reports.
For more content about alumni engagement data trends, check out our blog Alumni Insights.