Often when someone is contacted by their alma mater their immediate reaction is that they are asking for money. The reason is understandable; they often are just seeking donations (for some Universities it is an important income stream). This is not however the way to develop the relationship with Alumni – my daughter refuses to take calls from Brighton Uni now as since leaving only two years ago she has had numerous clumsy calls asking for money.
Alumni who have gone on to be succesful in their fields can help in so many ways if they choose to ‘give something back’. Often in senior positions in businesses they can offer help in mentoring students, allowing internships or placements, providing topics for research projects, or speaking to students on specialist subjects. Developing relationships with Corporates is important for a University if it wants to grow the organisation and enhance the employability of students. There can be significant benefits to business also (including attracting talent and developing their own staff).
Financial contributions can take the form of scholarships or awards/prizes – all very useful to a University not just for their financial value but because they can be used creatively as incentives or rewards for students.
All this however depends upon building up a strong relationship – which requires a consistent and mature approach to ‘engagement’ with alumni. This takes a brave and long term commitment for the organisation at a time when costs are being cut all round.