Engaging the Next Generation: Understanding Young Alumni Trends- Part 3
Personalization is key to effective alumni engagement. Young alumni, in particular, have unique experiences and connections that shape their relationship with their alma mater. By understanding these nuances, universities can tailor their engagement strategies to resonate more deeply with this critical demographic.
Increased Affinity for Specific Faculty Members and Student Groups 
Young alumni often report a stronger affinity for specific faculty members and student groups they were involved with during their time on campus. This increased affinity is more pronounced compared to older alumni, who tend to feel a broader connection to the university as a whole. For instance, young alumni show a higher correlation to affinity for their college or school within the university (0.544) and for the current faculty (0.497). Additionally, they are more connected to activities or groups they were directly involved with than older cohorts, which are more connected to the university in general or athletic performance. These findings suggest that engagement strategies for young alumni should emphasize personal connections and experiences, rather than broad institutional messaging.
Engagement Preferences
Young alumni prefer modern, digital-first methods of engagement over traditional approaches favored by older alumni. They express a 21% higher interest in participating in online activities, such as social media campaigns, virtual events, and digital networking platforms. Lifelong learning opportunities also resonate strongly with young alumni; while they may not always attend these events, they value knowing that professional development resources are available.
Additionally, diversity and inclusion initiatives play a significant role in engaging young alumni. Compared to older cohorts, young graduates report a 21% higher interest in DEI efforts on campus. Conversely, traditional methods like reading print materials (e.g., alumni magazines) or attending local events are less appealing to young alumni, with interest levels 43% lower for print magazines and 15% lower for local events.
Strategies for Personalized Engagement
- Faculty and Student Group Connections
Leverage these connections by involving faculty members in alumni events or creating opportunities for young alumni to reconnect with their former student groups. This could include hosting faculty-led workshops or reunions for specific student organizations. For example, if a young alumnus/a was part of a business club, invite them to a networking event featuring a keynote speaker from that club.
- Tailored Communication
Craft messages that highlight the achievements of specific faculty members or student groups. Use social media and email campaigns to share stories of how these groups are making an impact, reinforcing the sense of community and shared values. Young alumni are more likely to engage with online activities, such as social media, with 21% expressing a higher interest in participating in online activities compared to older alumni.
- Personalized Invitations
Invite young alumni to events that align with their interests or past involvement. For example, if they were part of a specific student club, invite them to events related to that club’s activities or achievements. This approach helps create meaningful connections and encourages participation.
By personalizing engagement efforts to reflect the unique connections and experiences of young alumni, universities can enhance overall alumni satisfaction and loyalty. Whether through faculty-led events, tailored communication, or personalized invitations, the key is to create meaningful interactions that resonate with young alumni values and priorities.
For more content about alumni engagement data trends, check out our blog Alumni Insights.