Alumni Communications

A NEW APPROACH TO ALUMNI COMMUNICATIONS

University Advancement Groups are failing Millennials.

Your university is bleeding Millennials. Every day, more and more students are graduating under-employed, in debt and without much hope of starting a career. And they blame you. In whole or in part, Millennials are holding their universities accountable for the situation they're in. This is a problem, because Millennials are the fast-growing segment of your alumni association. When you go to engage them or to ask them for money in the near future they won't be there. The Millennials could be the Lost Generation -- the first group of graduates in the history of post-secondary education in North America that universities can no longer count on for donations and support.  

Read the book that is changing the way alumni associations think about communications -- The Lost Generation. Written by non-profit marketing expert John Suart, the book makes the case for a change in thinking. Millennials are different. That’s the key takeaway from this book. They think differently, but more importantly, they live in different times than the Xers or Boomers. Universities need to change their advancement models to accommodate this shift. Really, it’s more a shift in thinking than anything else. The relationship the university has with Millennials isn’t something that can wait. Millennials are hurting and they hold their universities responsible to some extent. Until universities realize this they will burn through their Millennials until there are no more.  The choice is clear. But so, too, are the actions. The threshold to take charge of this issue is very low. The question for universities is not if they can change their relationship with Millennials, but if they have the vision to do so before it is too late.