Summer Institute for Communications and Marketing 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

In this session, the presenters discuss the importance of audience segmentation and generational marketing in alumni engagement. They emphasize the need to earn the attention of alumni by providing value, relevance, personalization, and empathy. They also highlight the importance of deeper affinity and loyalty in inspiring support and engagement from alumni.<br /><br />The presenters discuss the characteristics and marketing strategies for each generation. The Silent Generation, born before 1945, values stability and relationships and responds well to traditional advertising and direct mail. Baby Boomers, born between 1946 and 1964, have purchasing power and embrace technology, and are motivated by good deals. Generation X, born between 1965 and 1979, is more skeptical of brands and prefers nostalgia and word of mouth. Millennials, born between 1980 and 1997, prioritize authentic brand messaging and social and environmental causes. Generation Z, born between 1998 and 2012, is diverse and tech-savvy, values financial stability, and relies heavily on social media for reviews and recommendations.<br /><br />The presenters also discuss different life stages and provide examples of engagement approaches for each stage. For new graduates, programming can include job fairs and mentoring programs, while young families can be engaged with family events and virtual access. In-transition alumni can be engaged through networking and cultural events, and retirees through travel and health/wellness programs.<br /><br />Fundraising approaches are also discussed, with a focus on empathy for young alumni, retention and identification for mid-career alumni, and major gifts and planned giving for late-career alumni. The presenters also suggest using personas to further understand and cater to alumni preferences.<br /><br />In conclusion, the presenters stress the need to strategically segment alumni data, understand their priorities, differentiate engagement efforts, and add value in order to effectively engage and inspire support from alumni.

Keywords

audience segmentation

generational marketing

alumni engagement

value

relevance

personalization

empathy

affinity

loyalty

fundraising approaches