About the Episode
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About the Episode:
Safaniya Stevenson sits down with Daniel Freeman, Chief Development Officer at Gaston Community College, to unpack how a “curiosity-first” approach reshaped alumni engagement. Tapping into years of fundraising experience and his knack for building authentic relationships, Dan shares how he turned passive alumni into active supporters using low-cost, high-impact development tactics. If you're in enrollment marketing or advancement and you're wondering how to spark alumni giving at a two-year institution, this is your must-listen guide.
Key Takeaways
- Alumni engagement at community colleges requires rethinking “alumni” itself — include trades, certificates, and workforce program completers, not just degree-holders.
- Curiosity content is a game-changer — framing communications as questions instead of statements leads to deeper conversations and meaningful connections.
- Start small, but smart — Dan used basic tools like physical mailers and email newsletters to build trust and gather data before expanding engagement efforts.
- 50%+ open rates are possible — Even in a cluttered inbox world, alumni will engage if the message feels personal and relevant.
- Physical proximity is your advantage — community college alumni often still live nearby. Events like golf tournaments and 5Ks can become major touchpoints.
- Development is not a transaction — it's a relationship — post-gift stewardship is just as important as the ask itself.
- Data matters — tracking opens, bounces, and clicks gave Dan the confidence to iterate and prove that alumni do want to hear from their alma mater.
Episode Summary: What You’ll Learn in This Episode of Talking Tactics
How do you define "alumni" at a community college?
Dan challenges the traditional view that alumni are only those who completed a degree. At Gaston Community College, “alumni” now includes everyone from HVAC certificate earners to career upskillers. This broader definition opens the door to engaging a more diverse group of supporters and advocates — many of whom had transformative experiences at the college.
What was Dan’s aha moment for alumni engagement?
During his onboarding listening tour, Dan heard about two alumni who had reached out to the college without any prompt. That was his lightbulb moment — if people are willing to engage on their own, how many others are just waiting for an invitation? From there, he committed to finding and activating this "invisible audience."
What tactics did Dan use to start engaging alumni?
He started with the data — pulling 25 years of alumni records and contact info. From there, he sent a physical mailer (which returned surprisingly few bounces) and followed up with emails. His first mass email campaign invited alumni to a new event, and when he saw over 50% open rates, he knew he was on to something.
Why is email still effective for alumni engagement?
Despite the noise in most inboxes, Dan’s personalized, curiosity-driven emails cut through. His trick? The subject line sparks interest, the body opens with gratitude, and the CTA invites a two-way conversation. The result: sustained high open rates, event participation, and alumni showing up in unexpected ways.
What is “curiosity content,” and how do you create it?
Curiosity content is about asking open-ended questions that invite alumni to tell their stories. Instead of pitching programs or asking for money, Dan opens conversations with questions like:
- Tell me how you got here.
- What was your experience like at Gaston?
- What makes you tick?
This approach builds trust, surfaces shared values, and uncovers meaningful alignment between alumni passions and institutional priorities.
How does this approach affect giving?
By focusing on what alumni care about, Dan builds deeper relationships. He shared stories of donors inviting him to their homes, introducing him to their businesses, and opening up about their legacies. One gift even took six months to finalize — not because of hesitation, but because the relationship needed time and trust to mature.
What advice does Dan have for others wanting to try curiosity content?
Start with what you have — whether it’s a small list, an old event, or a local supporter. Ask questions, not just for information, but to truly understand. Dan emphasizes the quote: “Don’t ask, don’t get.” Curiosity isn’t just a tactic — it’s a mindset.
Connect With Our Host:
About The Enrollify Podcast Network: The Higher Ed Pulse 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 Confessions of a Higher Education Social Media Manager.
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