To show Hendrix alumni that their school still cares about them, Owen’s former office sends a note of congratulations every time they learn of a job promotion through LinkedIn. “We do something that’s called ‘Hendrix Peeps.’ We buy Peeps candy and send it with a little postcard that says, ‘Congratulations on your new promotion from your Hendrix peeps,’” she explains. “It sounds kind of hokey, but at the same time it’s a connection. We see you and we’re proud of you.”

When you become aware of other big changes in an alum’s life, these are opportunities to reach out and congratulate them. “Acknowledge them and what they’ve accomplished. It’s amazing how people respond to that,” Owen says. 

Like McMillan at Hemlock, Cannon’s alumni spotlights acknowledge the achievements of Central Hinds graduates. “For example, the next one I’m working on is a young man who just finished basic training with the Coast Guard,” Cannon says. She regularly posts features about former high school athletes who are playing at the next level—in college and beyond. Alumni can submit nominations for spotlights on the website. 

“The things that have gotten the most response are usually our young alumni that are just starting their careers. We love to see our kids doing well and to be able to say, ‘That kid came from Central Hinds, and she’s doing big things,’” Cannon says. This year, she has begun writing big send-offs for her graduating students. “We’re trying to get our students involved as alumni before they even leave by doing senior spotlights with their plans for the future—so that as they graduate, they already see the value in staying connected,” she says.  

Why Alumni Engagement Matters

When most people think of alumni engagement, they think of schools hitting up former students for donations. While financial gain is certainly one potential benefit, it should not be your whole focus. 

You need volunteers. 
“Your volunteers are your backbone, and you really can’t do your job without them,” says Owen. Public schools are in constant need of more hands on deck—in classrooms, in the central office or at events. If you’re looking for an assistant volleyball coach or club sponsor, ask yourself: Are we ignoring a huge potential resource by not better engaging our alumni?

At Hendrix, Owen recruited volunteers to help the admissions office call prospective students. After all, alumni are excellent spokespeople for your schools. No one knows what it’s like to be a student at your school better than a former student. Likewise, alumni can offer your current and prospective students a peek into what their lives might look like after graduation. 

When possible, appeal to specific groups of people within your wider alumni base; don’t treat them like a monolith. Students who were politically active before they could vote will likely still be active members of their political parties, so ask them to speak at a political club or to student government. If you’re engaging with a former choir member, don’t just ask them to volunteer—ask them to help with the next concert. 

Yes, you need financial support. 
This one is obvious because it’s necessary. Smart alumni programs know that financial support is only one of the many benefits of a robust alumni engagement program. Having said that, public schools almost always lack proper funding. Alumni are an enormous source of income for private schools and universities, and while public schools don’t operate the same way, small donations matter. 

Those alumni who are unable to donate cash may still be willing to provide financial assistance in other ways. Former students who own businesses might be interested in sponsoring a sports team or offering discounts to staff, and engaged alumni who still live nearby are more likely to show up at the polls when you need to pass a bond.

But a fundamental principle of fundraising is that engagement has to come first. Alumni engagement is no different. “You need to build a relationship before you swoop in and ask someone for a cash gift,” Owen warns. Owen says she never asked for money the first time one of their alumni attended an event on campus or offered to volunteer because that is a big commitment in itself. “Be grateful for everything your alumni give you because their time is the greatest commodity,” she tells us.

Your students will gain the biggest benefit.
In the end, the top priority for schools is to provide the best possible outcomes for their students. “That’s how my daughter got her first job at a veterinary clinic. A teacher called an alum and said, ‘We’ve got a Cougar kid hoping to go to vet school. Have you got anything you could do to help her out?’” Cannon says. 

Owen agrees that networking and career guidance are some of the biggest benefits of a robust alumni engagement program. “We have a large number of students that go to medical school, and we have a shadowing program with doctors during the summertime,” she says. “That gives students an opportunity to get an idea of what it’s actually like working with patients and being in a hospital or clinic environment.” 

Matching students’ career interests with alumni who work in those fields actually benefits both parties. Mentees gain valuable insights into potential careers and make important contacts in those industries, while mentors meet students they can someday recruit to become interns and employees. And alumni don’t just have the potential to make a positive impact on students’ academic careers; at Central Hinds they have actually been able to contribute to current students’ health. Every year, a local dentist and a local optometrist—both alumni—visit the school and offer free screenings. 

You need to attract new students.
If we’ve said it once, we’ve said it a million times: K-12 is facing unprecedented competition for students and staff. “We’re in the middle of nowhere. We’ve got a cow pasture on one side and woods on the other side,” Cannon says about Central Hinds Academy. It’s just one more reason why showing off their former students makes so much sense. “It’s an advertisement for parents who are thinking about sending their kids here,” she says. “We’re not just some little rural school—we’re a school that’s putting quality people out into the world.” Cannon is right. Plus, satisfied alumni are much more likely to send their children to your schools. 

Although public schools like Hemlock don’t have the same resources as private institutions like Central Hinds Academy or Hendrix College, Cannon says public schools do have one advantage when it comes to alumni engagement. “Sometimes I have to really search out people to spotlight. Public schools usually have a larger pool to draw from,” she says. “I think any school can build a sense of community and let their alumni know that they are still important even though they’ve graduated. That’s possible for any school to do.”