Counting What Truly Counts: How Comprehensive Alumni Engagement Can Sustain and Elevate Higher Education

By Sue Cunningham , President and CEO, Council for Advancement and Support of Education

The earliest example for the word “alumnus” can be found in the Oxford English Dictionary from 1602 when the word was used by the English writer Anthony Copley. The word “alumna” was recorded in 1621 when John Wilson translated a work written in Italian by two Jesuit theologians. These two words are derived from the Latin verb "alere" which means “to grow, nourish.” 

The essence of the word, to grow and to nourish, speaks both about what our institutions do for our students and what our alumni can do for our institutions. Alumni are the largest and longest-lasting community for any educational institution. They embody institutional memory. In an era, in many parts of the world, when the reputation of higher education is experiencing a challenging environment, our largest community becomes essential champions, advocates and advisors. 

At CASE, we have long recognized the vital role alumni play in sustaining institutions. Our advocacy for a broader view of alumni engagement has always been rooted in the understanding that alumni contribute in myriad ways, including, and not limited to, invaluable philanthropic support. In May 2023, after dialogue with U.S. News & World Report, we were pleased to see the removal of alumni giving as an indicator, as the sole indicator of alumni engagement, in their rankings in 2023. While this is a step forward, we hope future editions will reflect the full spectrum of alumni involvement that CASE Insights measures, honoring the many ways at alumni help to nourish and grow their alma maters. 

As we encourage institutions globally to submit data for our sixth annual CASE Insights on Alumni Engagement survey, our work continues to be driven by the understanding that engaged alumni are the true mark of a thriving institution. Thriving institutions are hubs of creativity, discovery, learning and personal and community growth. Engaged alumni contribute to this vibrancy—whether through mentoring students, providing career opportunities, or simply sharing in the pride of their institution’s successes. They are more than supporters; they are vital partners in sustaining the heart of the institution and enriching the broader community. 

In creating the CASE Insights on Alumni Engagement survey in 2019, CASE sought to capture a holistic view of alumni engagement through four key measures: experiential engagement, volunteerism, communication, and philanthropic support. Looking at engagement across these categories helps us better understand how alumni stay connected to their institutions long after graduation, reflecting the lasting impact these institutions have on their lives.  It is particularly encouraging to see institutions around the world promoting alumni involvement alongside philanthropic engagement when in the past the primary measure of alumni engagement was the percentage of alumni who were supportive through donations. 

After five years, and with data collected from institutions across 20 countries, a clear trend is emerging: if alumni are not engaged through volunteerism, communication, or experiential opportunities early on, they are significantly less likely to contribute philanthropically. This underscores the value of measuring engagement in all its forms, as alumni serve not only as donors but also as volunteers, mentors, advocates, ambassadors, and more. The CASE Insights on Alumni Engagement survey reflects this full spectrum of contributions, aiming to showcase the decades of work that alumni relations professionals have dedicated to building meaningful, lasting connections.  

Global Examples of Alumni Engagement Excellence 

As President and CEO of CASE, I have the privilege of working with 3,000 schools, colleges, and universities globally. Prior to this role, I spent years working in advancement in both the UK and Australia. It was always disheartening to meet an alumna who expressed disappointment that the only time she heard from her university was when it asked for a gift. Whilst this may not always be accurate, perception matters. Therefore, it is particularly encouraging to see institutions around the world promote alumni engagement alongside philanthropy. There are myriad examples of this practice. Consider, for example, the University of Iowa's "Together Hawkeyes" campaign. Launched in October 2023, this campaign set ambitious goals, including connecting with 300,000 alumni, fans, and friends, and creating three million interactions through social media, sporting events, and cultural activities. Just think about that: a network of 300,000 individuals, each with their own connections and influence, extending the reach of the institution far beyond its physical borders. The University of Toronto’s "Defy Gravity" campaign also set a bold goal: to inspire 225,000 alumni to contribute their time and talent an astonishing one million times as volunteers, mentors, donors, and leaders. Imagine the collective impact of one million acts of engagement. The University of Melbourne’s Believe Campaign launched a second phase in with a goal to engage 100,000 alumni ‘in the life of the University’ by the end of the campaign; and Trinity College Dublin’s Inspiring Generations campaign had a goal of achieving 150,000 alumni volunteer hours. 

In the same spirit, INACAP in Chile, is a 27-college network that is deeply focused on engaging its 400,000 alumni. Their engagement is centered on lifelong learning, drawing graduates back as future students and maintaining an impressive contact rate with 95% of their alumni. Impressively, INACAP is in touch with 95% of its alumni. For institutions like INACAP, which still receive significant government funding, their alumni engagement ambitions have no connection to cultivating philanthropic support but rather on enhancing the institution’s reputation and strengthening its connections to the community. 

Harnessing Alumni Engagement for National Impact. 

Universities and governments worldwide are increasingly leveraging the power of alumni networks to serve as advocates and advance state and national priorities.  At the University of Washington, for example, alumni played a key role in the creation of the Washington College Grant, a scholarship program designed to support low- and middle-income students. Through UW Impact, University of Washington alumni lobbied the state government, working alongside corporations and educational institutions across the state, to secure funding through corporate taxation for the grant, ultimately ensuring that countless students have the opportunity to pursue higher education and contribute meaningfully to society. 

The Australian Government has established the Australia Global Alumni initiative, a program designed to connect and invigorate a global network of scholars who have studied in the country. Beyond networking, this initiative provides opportunities for ongoing professional development and builds connections that could spark future investments in the country. Likewise, The British Council’s Alumni UK program and EduCanada’s global alumni network are focused on strengthening ties with graduates, fostering cultural diplomacy, advancing national economic and educational priorities, and promoting international cooperation. 

Embrace Comprehensive Alumni Engagement 

When we engage effectively with our alumni, when they feel part of our institutional community and our national community, they can be powerful advocates, not just for their alma mater but for the sector, and potentially also for the nation where they studied. I believe that this represents a significant opportunity, as some have already demonstrated, for mobilizing our alumni to support the important work that the educational sector is leading in transforming lives and society. And now, with CASE Insights on Alumni Engagement, we have the means of measuring and tracking our institutional successes around the world. This data offers valuable insights into how alumni engagement differs across geographies and institution types. We hope their impact is recognized more broadly, just as we have counted and tracked the many ways they make a difference, because their contributions are a true testament to the transformative power of education.