About the Episode
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About the Episode:
How do you get alumni to actually engage? It’s the million-dollar question for higher ed advancement teams—and today, we’ve got answers. In this week’s episode, Ryan Catherwood, Senior Vice President at Chris Marshall Advancement Consulting (CMAC), Senior Consultant at Washburn & McGoldrick, and host of the Alumless podcast joins Dustin to break down the evolving landscape of digital alumni engagement.
Ryan brings decades of experience in alumni relations, fundraising strategy, and digital marketing, and he shares insights on what works, what doesn’t, and what’s next. From the shifting role of social media to the power of email (yes, email!), and the reality check on alumni platforms, this conversation is packed with actionable takeaways.
Key Takeaways
- LinkedIn is the most strategic social media platform for alumni engagement due to its professional audience and data-driven insights.
- Email remains the most effective conversion tool for engaging alumni, but institutions must strike a balance between solicitation and value-driven content.
- Alumni engagement platforms often fail due to poor adoption—universities should explore alternative ways to facilitate mentorship and networking without relying on opt-in systems.
- Volunteer engagement should focus on meaningful participation, not just event planning—schools must rethink how they scale alumni involvement.
- Social media strategy should be intentional and platform-specific—simply repurposing content across channels is ineffective.
How Should Institutions Approach Social Media for Alumni Engagement?
Social media has long been a key channel for alumni engagement, but platforms and user behaviors are shifting rapidly. Ryan argues that institutions need to rethink their approach, with a strong emphasis on LinkedIn. While many schools default to Facebook and Twitter, LinkedIn offers the best opportunity to connect with alumni in a professional setting, leveraging data for more personalized outreach.Moreover, universities must recognize that content strategies cannot be one-size-fits-all. Platforms like Instagram and TikTok demand specialized content, and most advancement teams lack the expertise to produce high-quality short-form videos. Instead of spreading efforts thin across multiple channels, Ryan suggests that institutions focus their social media strategy on the platforms where they can drive the most meaningful engagement.
Why Email is Still the Best Engagement Tool
Despite the rise of social media and digital platforms, email remains the most effective tool for driving alumni action. Ryan references the work of Ashley Budd, a leader in advancement marketing, who champions email as a direct and personal way to connect with alumni. The key is balancing solicitation emails with content that alumni actually enjoy receiving.Many institutions underutilize email or worry about sending too many messages. However, Ryan argues that well-crafted, engaging emails that provide value—whether through compelling storytelling, interactive content, or exclusive university updates—will keep alumni engaged and receptive to future asks. The brands people love are in their inbox multiple times a week, and universities shouldn't be afraid to embrace a similar approach.
Are Dedicated Alumni Engagement Platforms Worth the Investment?
Many institutions have turned to private alumni engagement platforms like PeopleGrove, Graduway, and Hivebrite to create exclusive digital communities. However, Ryan expresses skepticism about their long-term viability. Most of these platforms require alumni to opt-in and create an account, which often leads to low adoption rates.One of the biggest challenges is that students—who are expected to use these platforms to connect with alumni mentors—never actually asked for them. As a result, alumni sign up but rarely receive requests, leading to disengagement. Ryan suggests that schools reconsider the opt-in model and explore alternative ways to facilitate mentorship and networking without requiring alumni to manage yet another digital profile.
Rethinking Volunteerism and Alumni Events
Events have long been the cornerstone of alumni engagement, but the post-COVID era has shifted expectations. Alumni are more selective about which events they attend, making it essential for institutions to prioritize quality over quantity. Ryan advises that events should always have a compelling program rather than relying on casual meetups or happy hours, which have become less effective in drawing engagement.Additionally, he challenges the traditional model of using volunteers primarily to plan events. Instead, he suggests that alumni volunteerism should focus on meaningful participation, such as offering career advice, mentoring students, or serving as ambassadors for the institution. Universities should rethink how they scale alumni involvement to ensure it aligns with the needs and interests of both the institution and its alumni community.
About the Show: The Higher Ed Geek Podcast explores the impact of edtech on the student experience by speaking with diverse leaders from institutions, companies, and nonprofit organizations. Each week we aim to provide an engaging, fun, and relevant dose of professional development that honors the wide range of work happening all across the higher ed ecosystem. Come geek out with us! The Higher Ed Geek Podcast is hosted by Dustin Ramsdell and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Dustin Ramsdell
About The Enrollify Podcast Network:
The Higher Ed Geek is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and I Wanna Work There.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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