University Fundraising Tips: Create Engaging Alumni Events

Alumni events shouldn’t feel like a pitch for donations. No one wants to show up just to hear about fundraising goals. The real goal? Bringing graduates back into the university’s story—one they helped write. 

University fundraising works best when alumni feel like they’re still part of something bigger, not just former students, with an occasional email update. A great event sparks memories, strengthens connections, and makes giving back feel natural. 

The right event doesn’t just bring graduates back—it makes them feel like they never really left. So, how do you make that happen? Let’s find out.

1. Understand Your Alumni

Before planning alumni events, take the time to understand who your alumni are and what they care about. This helps make events more engaging and increases the chances of building long-term support for your university fundraising efforts.

Gather Information

Start by collecting data on alumni interests, career paths, and past involvement with the university. 

Look at attendance records from previous alumni events, survey responses, and donation history. Social media and networking platforms like LinkedIn can also give insight into what alumni are doing now.

To gather meaningful insights, consider asking alumni questions like:

• What do you remember most about your time at the university?
• What kind of alumni events would you be interested in attending?
• Are you open to mentoring or networking with current students?
• What causes or university initiatives matter most to you?
• Have you attended past alumni events? If not, what would make you interested in attending?

Segment Groups

Not all alumni connect with the university in the same way. Some may feel a stronger bond with their academic department, while others may be more connected through athletics or student organizations. 

Organize alumni by graduation year, major, or shared interests to tailor events that speak to each group. For example, a networking night for business graduates may be more appealing to one segment, while a campus reunion may work better for another.

2. Plan Engaging Alumni Events

Bringing alumni together in a meaningful way is an essential step in university fundraising. Events should offer value to alumni while also keeping them connected to the university. 

Networking Mixers

62% of alumni organizations now provide virtual or hybrid networking events, and for good reason. 

Networking mixers bring alumni together in a relaxed setting to reconnect, share experiences, and build new relationships. 

These events create opportunities for professional growth while keeping alumni engaged with the university. A well-planned mixer can strengthen alumni connections and encourage future support for university fundraising.

Activities

• Icebreaker Conversations – Short introductions and structured discussions help alumni start conversations easily.
• Panel Discussions – Invite successful alumni to share insights on career paths, industry trends, or how their time at the university shaped their journey.
• Speed Networking – A fast-paced setup where alumni rotate through brief one-on-one conversations to maximize connections.
• Mentorship Pairing – Match alumni with current students or recent graduates based on shared interests or career fields.

Sell tickets, register guests, and check them in seamlessly with BetterWorld’s Free Fundraising Software For In-Person Events. Sign up today for free and keep all the funds you raise!

Educational Workshops

Did you know that 69% of alumni are interested in lifelong learning opportunities? Educational workshops do just that. These alumni events give opportunities to continue learning while staying connected to the university. 

These sessions can cover industry trends, career development, or personal growth topics. Hosting workshops not only strengthens alumni relationships but also creates a natural space to introduce university fundraising strategies.

Activities

• Guest Lectures – Invite experts or distinguished alumni to share insights on relevant topics.
• Skill-Building Sessions – Offer practical training in areas like leadership, technology, or business development.
• Panel Discussions – Host conversations featuring alumni who have made an impact in different industries.
• Q&A Sessions – Give attendees a chance to ask speakers about career paths, challenges, or industry trends.

Family-Friendly Events

Family-friendly events bring alumni together in a relaxed setting to facilitate fundraising. They also give graduates a chance to reconnect with their university while including their loved ones. 

These events create a welcoming space where alumni can share memories and learn how they can support ongoing university fundraising campaigns.

Plan activities that appeal to alumni of all ages to keep them engaged and increase participation. The goal is to make them feel connected while giving them a meaningful reason to contribute.

Activities 

• Outdoor Picnics – Host a casual gathering with food, games, and music in a park or on campus.
• Alumni Sports Day – Organize friendly matches where graduates, their families, and students can compete or cheer from the sidelines.
• Movie Nights – Show classic films on a big screen, either outdoors or in an auditorium, creating a nostalgic experience.
• STEM or Art Workshops – Set up hands-on sessions where alumni and their kids can participate in creative or educational activities.
• Campus Scavenger Hunts – Design a game that takes alumni through important spots on campus, allowing them to reminisce while engaging with current students.

Virtual Reunions

Not all alumni can return to campus for in-person events, but that shouldn’t stop them from staying involved. In fact, 57% of associations have seen higher engagement in remote or virtual events than in traditional in-person ones since the pandemic.

Virtual reunions provide an easy way for graduates to reconnect, no matter where they live. These online gatherings help maintain strong relationships and offer a chance to share updates about university fundraising strategies.

Keeping virtual events interactive ensures that alumni stay engaged. Adding structured activities makes the experience more meaningful and encourages participation.

Activities

• Live Campus Tour – Show new developments on campus while alumni ask questions.
• Panel Discussions – Feature alumni speakers who share career insights or discuss how their university experience shaped their journey.
• Online Networking Sessions – Set up breakout rooms based on industries or graduation years so alumni can connect with peers.
• Trivia Night – Organize a game with university-related questions to bring back memories in a fun way.
• Impact Stories – Share updates on how alumni fundraising has supported scholarships, research, or student programs.

Pro Tip: Use BetterWorld’s Free Virtual Event Tool for a seamless fundraising experience, accessible from anywhere. Request a demo today—it's free and always will be!

Community Service Projects

Alumni events don’t always have to be about social gatherings. Why not give graduates a chance to give back through service projects that can strengthen their connection to the university and its mission? 

These events bring alumni together for a shared cause while highlighting the impact of university fundraising.

Service projects should be meaningful and align with the values of the alumni community. Offer different ways to participate to ensure that more graduates get involved.

Activities

• Local Clean-Up Day – Organize a group to clean parks, neighborhoods, or campus spaces, reinforcing a sense of pride and responsibility.
• Food Drives – Set up donation stations or encourage alumni to volunteer at a local food bank.
• Mentorship Programs – Connect alumni with current students for career guidance, resume reviews, or industry insights.
• School Supply Donations – Collect and distribute supplies to schools in need, showing alumni how their support extends beyond campus.

3. Promote Alumni Events

Alumni events create opportunities for graduates to reconnect with their university, but without proper promotion, turnout can be low. A well-planned event needs strong outreach to reach the right people at the right time.

Use Digital Channels

Reaching alumni where they already spend time online makes event promotion more effective. 

Universities that use digital platforms like email, social media, and crowdfunding sites see better engagement. A recent study found that 29% of donors under 40 prefer giving through digital platforms instead of traditional methods. 

Sharing event details on LinkedIn, Facebook, and Instagram helps reach a wider audience. Posting short videos, alumni testimonials, and behind-the-scenes content can spark interest. 

Engaging with alumni in comment sections or through live Q&A sessions builds connections and keeps the event top of mind.

Personalized Invitations

Sending generic invitations may not be enough to get alumni involved. Personalizing messages makes a difference. Research shows that 76% of alumni professionals agree that tailored digital content, like personalized emails and social media messages, leads to higher engagement than mass communication.

Reach out with details that matter to each graduate to improve responses. For example, an invitation mentioning their graduation year, former professors, or past involvement on campus feels more relevant. 

This approach also strengthens alumni fundraising efforts. In fact, 76% of alumni donors say personalized outreach, like event invitations and volunteer opportunities, increased their likelihood of giving again.

Using digital channels and personal touches strengthens the connection with alumni. They are more likely to attend events and continue supporting university fundraising campaigns when they feel valued.

4. Encourage Alumni Contributions

Keeping alumni engaged means connecting them to the university’s ongoing success. One of the most effective ways to maintain that connection is to encourage their contributions. 

Highlight the Impact of Donations

Alumni are more likely to give when they see the direct impact of their contributions. Donations that fund scholarships, research, or campus improvements should be clearly communicated with real examples. 

Studies show that 67% of donors to higher education would give more if they felt their contributions had a measurable impact.

Sharing success stories can make a difference. Highlighting a scholarship recipient’s journey or showing before-and-after improvements to campus facilities helps alumni see how their support matters. 

Keep donors informed, whether through newsletters, social media, or alumni events, to build trust and encourage ongoing giving.

Offer Various Giving Options

Flexibility allows alumni to contribute in a way that suits them. Some prefer one-time donations, while others are open to monthly or annual contributions.

Institutions that focus on recurring giving programs rather than one-time donations have seen a 17% increase in donor retention. A steady commitment often leads to long-term engagement, making university fundraising more sustainable.

Offering digital payment options, employer matching programs, and crowdfunding opportunities can also boost participation. When giving is simple and accessible, more alumni are willing to take part in university fundraising efforts. 

5. Give Alumni a Chance to Become Part of the University’s Legacy

Alumni want to feel like they are still part of the university, even after graduation. When they see opportunities to leave a lasting impact, they are more likely to stay engaged and contribute.

Create Named Giving Opportunities

Alumni want to leave a lasting mark on their university, and offering named-giving opportunities allows them to do just that. 

Whether it’s a scholarship, a lecture hall, or a research fund, having their name tied to a meaningful project encourages greater participation in university fundraising.

Alumni Spotlights and Recognition

Recognizing alumni contributions can help keep them engaged. Featuring alumni in newsletters, on social media, or at alumni events highlights their achievements and reinforces their connection to the university. 

Seeing fellow graduates making a difference can inspire more participation and strengthen alumni relationships with the university.

Involvement in University Growth

Giving alumni a voice in the university’s future helps deepen their engagement. Inviting them to serve on advisory boards, mentor students, or contribute to new initiatives makes them feel valued. 

When they see how their input and support shape the institution, they are more likely to stay connected.

To get the best out of university fundraising, why not use our Free Software for School Fundraising? From auctions to ticketing and giveaways to online donations, we have everything you need.

6. Follow-Up After Events

Alumni events don’t end when attendees leave. A thoughtful follow-up can strengthen connections and encourage future participation. A simple thank-you message shows appreciation and keeps alumni engaged. 

Sending a personalized email or a handwritten note lets them know their presence matters. Public acknowledgments on social media or university newsletters can also highlight key moments and recognize contributions.

Saying thank you isn’t just good manners—it also supports alumni fundraising. Alumni who feel valued are more likely to stay involved by attending future events, mentoring students, or making donations.

Gather Feedback

Understanding what worked and what could be improved helps make alumni events more successful. Yet, only 15% of associations have an effective follow-up process, meaning many miss the chance to build stronger relationships.

Sending a quick survey or asking for feedback in a follow-up email gives alumni a voice. Keeping it short and easy to complete increases response rates. Universities can also host small focus groups or one-on-one conversations with engaged alumni to gather insights.