Engaging all alumni, especially recent graduates (or at least I still call myself that), with content that is relevant, interesting and valuable is the key to alumni engagement and involvement.

The number one complaint of alumni is almost always the same: “the only time I ever hear from my college is when they call me for money.” The annual fund asking for money and university development efforts won’t go away — they are imperative.

So, how can we provide alumni with valuable content that is about more than just a hand out?

The key to great alumni communication is getting the right message to the right audience at the right time in an interesting way. Think FBO (feature, benefit and outcomes) and you are on your way to success! Here are a few examples from my alma mater, Iowa State University, that demonstrate best practices.

Tell your story through alumni stories.

Communicate verbally and visually by showcasing interesting research and alumni success. The email below references exactly what research the alum from 2000 is working on, “understanding the molecular basis of how enzymes function,” and their current profession.

Juxtaposing older alums and more recent grads is a great strategy. This post also references a 2012 graduate who is a quality management and industrial specialist. It wraps up with a nod to the School of Education’s Science Bound program, which provides ethnically diverse students with a route to STEM. Over 350 students have completed the five year pre-college commitment. Pretty significant outcomes.

Share the cause. Demonstrate the impact.

Alums care about the cause and impact, not just information about what they majored in. This email talks about student participation in the 2014 World Food Prize Iowa Youth Institute partnership and has engaging photos that liven up my inbox. Even though I am a College of Business graduate, this email referencing the College of Agriculture and Life Sciences shares a cause that matters to me. It makes me feel great about my university’s contribution and how ISU is impacting the world!

Show me the money! What’s in it for me?

Customers who have already bought from you are 10x easier to sell to than new customers. When you have a new program or a new scholarship, share that information with your alumni first! They are an already vetted audience and are also a great multiplier of your message. Plus – who wouldn’t want a shot at a scholarship worth over $5,000?

How is your institution connecting with alums?

Strategic alumni engagement starts through solid communication and great stories. How is your college or university fostering strong alumni connections? Tell us your thoughts and share your ideas by commenting below!