Why Alum Giving is Falling Short
Alumni participation is falling, with median rates at just 8% (NAIS FY24 data) and declining yearly. Young alumni are giving elsewhere, drawn to causes with personal impact. Many schools prioritize parent donations, leaving alumni engagement underdeveloped. With more giving options than ever, schools struggle to stay top of mind. However, a shift in strategy—focusing on relationships, peer-driven engagement, and meaningful alumni connections—can reverse this trend and build a stronger, long-term donor pipeline.
The Alumni Engagement Loop
A powerful way to rebuild alumni participation is through alumni engagement loops—a strategy that keeps alumni connected through peer-driven interactions. Instead of relying on direct fundraising asks, schools can foster ongoing engagement through alumni-led groups, events, and traditions. As these connections strengthen, giving becomes a natural next step. To increase alumni participation, schools must shift from transactional fundraising to an engagement-based giving model.
How the engagement loop works:
- Alum 1 organizes a happy hour
- Alums of '21 start a WhatsApp group
- Alum 2 wishes Alum 3 Happy Birthday
- Alum 4 challenges group to give on Giving Day
- Alums 1, 2, and 3 all make a gift to reclaim the lead
Shifting to an Engagement Model
An engagement-based giving model prioritizes connection before contribution, ensuring alumni feel valued beyond donation requests. Instead of focusing solely on annual appeals, schools create ongoing engagement loops through peer-led groups, mentorships, and shared traditions. Alumni who stay involved are far more likely to give, especially when prompted by classmates. This model shifts fundraising from a transactional ask to a natural outcome of meaningful alumni relationships.
Boost Tip: Building your Ambassador Network: For K-12 schools without a strong history of alumni engagement, building a network of ambassadors can seem daunting. A great place to start is examining your CRM records and looking for alums with a multi-year giving history in classes with historically low participation rates.
Case Study: Your Next Giving Day
Applying the engagement-based giving model to Giving Day means shifting from mass appeals to peer-driven momentum. Instead of relying on bulk outreach, schools that activate alumni engagement loops early see higher participation. Class ambassadors, social groups, and alumni challenges create a natural buildup, making giving feel like a shared event. When alumni see familiar names leading the charge, they're more likely to join in—taking your giving day numbers to the next level, and in turn inspiring other groups in your community to give, like parents.
Leveraging Comments
Alumni give when they see their peers giving. Public donation comments create a ripple effect—when one alum shares why they give, it inspires others to do the same. A heartfelt message about lifelong friendships or a beloved teacher reinforces school pride and makes giving feel personal. Schools can highlight these comments in leaderboards, emails, and social posts, making alumni feel part of something bigger. The more personal the story, the more powerful the impact.
Comment from Gould Academy's 2025 Giving Tuesday Page: "Gould has been the one consistent positive force in my life for the past 52 years and given me a wealth of confidence, creativity, knowledge and the BEST of friends...to this day! (Luke Rosen, Mae Davis, Bonnie Pooley...was that a run on sentence?) I have endless love for my Gould family and can't WAIT for our 50th in 2025! Over the Bank here we come..."
Customizing Leaderboards
Leaderboards turn giving into a shared experience, inspiring alumni through friendly competition and school pride. Schools can highlight class participation, reunion years, or unique school values—such as giving in honor of traits like Kindness, Courage, and Creativity—to create a deeper emotional connection. Seeing peers contribute builds momentum, making alumni more likely to give. Schools can enhance this by featuring real-time rankings, donor spotlights, and milestone celebrations, encouraging alumni to rally their networks and push their class or cause to the top. By making giving feel communal, participation grows, ensuring alumni engagement extends beyond a single day.
Example: Celebrate Gould's Values... share why you support Gould!
Values Leaderboard:
- Kindness - 123 donors - $35,159
- Courage - 101 donors - $48,999
- Curiosity - 89 donors - $20,189
- Creativity - 82 donors - $43,007
