Summer Institute for Educational Fundraising 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 document, the authors discuss the importance of audience segmentation and generational marketing in alumni engagement. They highlight the different characteristics and preferences of each generation, including the Silent/Greatest Generation, Baby Boomers, Generation X, Millennials, Generation Z, and the Alpha Generation. They also provide marketing strategies for each generation, such as traditional advertising, social media marketing, and influencer marketing. <br /><br />The authors emphasize the significance of personalization, relevance, and empathy in engaging alumni. They explain that segmentation allows for tailored messaging and experiences that make alumni feel known, understood, and valued. This, in turn, deepens affinity and loyalty, leading to increased support and engagement.<br /><br />The document also discusses life stages and their impact on alumni relations. It identifies different life roles and experiences, such as career building, family establishment, retirement, and volunteerism. The authors suggest that understanding these life stages is crucial for effective engagement. They provide examples of marketing and communication strategies for each life stage, including videos, webinars, podcasts, and printed materials.<br /><br />Furthermore, the authors propose engagement approaches based on different life stages, including programming examples for new graduates, young families, those in transition, retirees, and older alumni. They also outline fundraising approaches for young alumni, mid-career alumni, and late-career alumni, emphasizing empathy, student scholarships, and planned giving.<br /><br />Lastly, the document introduces the concept of personas in alumni engagement. It suggests creating personas based on demographic and psychographic information to better understand and cater to the needs and preferences of different alumni segments.<br /><br />In conclusion, the authors stress the importance of strategic segmentation, understanding alumni's priorities, and delivering value in engagement efforts. They encourage engagement professionals to meet alumni where they are and communicate in a way that resonates with their specific generational and life stage perspectives.

Keywords

audience segmentation

generational marketing

alumni engagement

Silent Generation

Baby Boomers

Generation X

Millennials

Generation Z

Alpha Generation

personalization