Summer Institute for Advancement Services Pre-Institute Sessions-Not Your Father’s Buick Alumni Engagement for All Ages and Stages

Not Your Father’s Buick Alumni Engagement for All Ages and Stages

Pdf Summary

The document is titled "Talking 'Bout My Generation: Alumni Engagement for All Ages and Stages" and is presented by Caryn Schultz Korman, Assistant Vice Chancellor of Alumni and Donor Engagement at the University of Illinois Chicago, and Katie Young, Director of Alumni Relations at Greenhill School. The session focuses on the importance of audience segmentation and generational marketing in alumni engagement.<br /><br />The session begins with a quick poll to determine the generation of the audience. The document then provides an overview of why segmentation matters, highlighting that it adds value both to and from alumni by earning their attention, personalizing their experience, and inspiring deeper affinity and loyalty.<br /><br />Next, the document discusses generational marketing and provides insights into the characteristics and marketing strategies for each generation, including the Silent Generation, Baby Boomers, Generation X, Millennials, Generation Z, and the Alpha Generation. It emphasizes the importance of speaking their language, choosing the right platform, and utilizing different marketing approaches for each generation.<br /><br />The document also addresses life stages and alumni relations, dividing them into categories based on age ranges. For each life stage, it suggests specific marketing and communication strategies to effectively engage alumni, such as profile videos, webinars, podcasts, and printed materials.<br /><br />Additionally, the document explores engagement approaches, offering examples of lifecycle programming and fundraising approaches for different segments of alumni. It emphasizes the importance of empathy, differentiation, and meeting alumni where they are with asks.<br /><br />Finally, the document concludes with the importance of strategic segmentation, demonstrating empathy and understanding, differentiating engagement efforts based on life stage and generation, and adding value and making asks that resonate with alumni.

Keywords

Alumni Engagement

Generational Marketing

Audience Segmentation

Value

Personalized Experience

Silent Generation

Millennials

Generation Z

Life Stages

Engagement Approaches