Engaging the Next Generation: Understanding Young Alumni Trends- Part 1
In today’s dynamic higher education landscape, engaging young alumni is crucial for building a strong, lifelong connection between graduates and their alma mater. The Alumni Attitude Study has played a pivotal role in understanding the trends and attitudes of young alumni by creating a comprehensive young alumni persona profile report. This report provides valuable insights into the unique experiences, preferences, and challenges faced by young alumni, offering a roadmap for universities to enhance engagement and foster a supportive community.
Demographic Profile of the Young Alumni Cohort Report
Young alumni, defined as those who graduated between 2014 and 2024, represent a significant segment of university alumni. Within the Alumni Attitude Study young alumni persona profile report, this cohort includes roughly 33,000 respondents. Gender distribution is 39% female and 60% male, with 13% being current donors, 16% lapsed donors, and 70% non-donors.
Comparison to Older Alumni
Compared to older alumni, young alumni report higher connectedness to their university and are more likely to recommend it. However, they express lower satisfaction with their student experience, but maintain a higher overall opinion and connectedness. Young alumni are more connected to specific faculty members and student groups they were involved with during their time on campus, rather than the university as a whole, which is the case for older alumni.
Financial Constraints and Giving Habits
Many young alumni face financial challenges, with 56% citing paying off college debt and 30% mentioning their personal financial situation as barriers to giving. Uncertainty about how donations are used also impacts willingness to donate, with 21% expressing uncertainty. Despite these challenges, there is a larger group of young alumni who plan to give in the future, emphasizing the importance of making them feel connected and valued.
Engagement Preferences
Young alumni prefer online engagement, such as social media and online activities, over traditional methods like alumni magazines or local events. They desire more invitations to alumni activities and information about programs, with a strong interest in lifelong learning opportunities. It is also important to note that these alumni do in fact read email and want more invitations to events, even if they never attend. Emphasizing diversity and inclusion initiatives is crucial, as young alumni report a higher interest in these efforts compared to older alumni.
Attitudinal Trends Among Young Alumni
Young alumni show strong affinity for their alma mater based on factors like their student experience, university vision and mission, and faculty excellence. For instance, the correlation or cohesiveness to affinity for “the university in general” and for “feeling good about their student experience” is high. They also value career readiness, with “responding to new career opportunities” also having a high connection to affinity. Additionally, young alumni have a greater interest in diversity and inclusion compared to older alumni, with a 21% higher interest in these initiatives.
Strategic Implications for Engagement
- Tailored Messaging and Programs
Craft messages and programs that resonate with young alumni priorities, such as career development, social impact, and digital engagement. For instance, highlighting the university’s commitment to diversity and inclusion can foster a sense of community and shared values.
- Involvement in Decision-Making
Involve young alumni in decision-making processes through surveys or advisory boards to ensure they believe that their voices are heard. Closing the feedback loop by sharing how their input influences decisions reinforces trust and encourages continued engagement.
- Cross-Campus Collaboration
Survey findings can catalyze dialogue between career services, advancement teams, and student groups. For example, if young alumni express interest in career readiness, alumni relations and student affairs can collaborate on programs that align with campaign goals, strengthening institutional alignment and amplifying impact. Also, it is important to let the alumni know about instances where other alumni are doing things that support student success and preparedness for lifetime well-being.
By understanding the unique attitudinal trends and preferences of young alumni, universities can develop targeted strategies to enhance engagement and build a lifelong connection with this critical demographic. Whether through career development opportunities, social impact initiatives, or digital engagement platforms, the key is to create meaningful interactions that resonate with young alumni values and priorities.
You asked for more young alumni engagement trends and we listened! This month, we’re excited to introduce a new blog series titled “Engaging the Next Generation: Understanding Young Alumni Trends.” This series is designed to explore the unique challenges and opportunities of engaging young alumni, based on exclusive data from the Alumni Attitude Study. Stay tuned for more updates from the series in upcoming newsletters and blog posts!
For more content about alumni engagement data trends, check out our blog Alumni Insights.
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I read the article on “Unlocking Young Alumni Engagement: Insights from the Alumni Attitude Study” and found it interesting. This email and web content is impressive. Just wanted to provide some positive feedback.