Although there are exceptions, most alumni associations face myriad challenges staying relevant in today’s world, says Stephens, a director and partner of Cincinnati- based Skystone Ryan, Inc., a fundraising consulting firm.
Membership in alumni associations, never large as a percent of total alumni, is running flat or declining, especially at schools where there is a fee for membership. Affinity schemes, like alumni-branded credit cards that helped alumni associations raise extra money, have run their course. Class reunions are declining in popularity, and alumni association participation at schools of all sizes is taking a back seat to professional and Greekletter organizations.
Younger alums, meanwhile, are increasingly distracted by other activities and question the value of an alumni association membership when a plethora of social networking tools on the Internet keeps them in touch with close friends from college. Also, alumni associations are getting drowned out by the blizzard of fundraising by schools scrambling to have alumni replace dollars lost from declining corporate and foundation support.
“Most associations are suffering,” notes fundraising consultant Jack Miller, president and CEO of the Colorado-based Miller Group. “Because you span an age group from their 20s to their 70s, the older alumni are looking for something different than the young person. The whole Web 2.0 presence means people can stay in touch today in ways that didn’t exist five years ago,” says Miller, referring to the disconnect younger alumni have with their schools through alumni associations.
Protecting Heritage
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