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Recent grad refresh: Carleton University’s transformed approach to building relationships with new alumni

Author

Listed:
  • Mckinnon, Sarah

    (Annual Giving Officer, Carleton University, Canada)

Abstract

As alumni donor bases continue to mature, devoting resources and energy to welcoming new alumni and cultivating philanthropic relationships is essential. Following consultation with recent graduates, Carleton University developed a refreshed strategy to guide communications, engagement and solicitation with its newest alumni. In the two years since implementation, beginning in 2019, Carleton has seen an increase in the number of new donors and revenue, as well as positive indicators of engagement. This paper outlines the approach Carleton took to audit its existing practices and offers a comprehensive account of the process of developing and implementing this new strategy. The refreshed approach is one that emphasises inclusion and provides value to alumni. This revamped strategy has bolstered donor acquisition, resulting in an increase in the number of recent grad donors and revenue while improving engagement with new alumni. Specific tactics used to cultivate and solicit recent grads are detailed, demonstrating their effectiveness in developing better relationships with alumni at Carleton.

Suggested Citation

  • Mckinnon, Sarah, 2022. "Recent grad refresh: Carleton University’s transformed approach to building relationships with new alumni," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(1), pages 6-20, June.
    • Handle: RePEc:aza:jeam00:y:2022:v:7:i:1:p:6-20
    as

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    More about this item

    Keywords

    alumni; annual giving; recent graduates; young alumni; cultivation; direct marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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