Mobilize the Alumni

With research contracts, cost recovery and student financial aid totaling billions of dollars on the line, many universities have called upon powerhouse external lobbying firms to defend against federal funding cuts and make the case for the public good that flows from higher education. Engaging external government relations experts can bring important perspective and leverage in this critical period, but this approach may not be scalable or sustainable across the nearly 550 research universities in large and small communities across the country.

Fortunately, campuses have their own powerful asset for advocacy: alumni. Graduates know firsthand the benefits of higher education in their lives, professions and communities, and they can also give valuable feedback as campuses work to meet the challenges of this moment and become even better. The National Survey of College Graduates estimates that 72 million individuals hold at least a bachelor’s degree. Engaged well, alumni can be a force multiplier.

Alumni often get attention in their role as donors. They will receive, on average, more than 90 email messages from their alma mater this year, many asking them to reflect on the value of their college experience and pay it forward. The most generous donors will be celebrated at events or visited personally by campus leaders. Millions and sometimes billions of dollars will be raised to advance campus missions.

As generous as alumni donors may be, the effectiveness of their philanthropic support is linked to the even greater investments states and the federal government make in higher education. University leaders in fundraising and beyond have an obligation to provide alumni with candid information about the potential impacts of looming generational policy and funding shifts, along with opportunities to support their campus as advocates.

In a crisis, information and attention necessarily flow first to on-campus constituents. Crisis communications and management plans may initially overlook alumni or underestimate the compelling role that they can play with both external and internal stakeholders. While most alumni are not on the campus, they are of the campus in deep and meaningful ways. And, unlike the handful of ultrawealthy alumni who have weighed in to the detriment of their Ivy League campuses, a broad group of alumni can bring practical wisdom and a voice of reason to challenging issues.

Campus leaders now preparing for a long period of disruption should assess alumni engagement as part of this planning and gather their teams to consider:

• How might alumni and development staff work with strategic communications, government relations staff and academic leaders to shape university messaging and advocacy?
• What facts about policy and funding challenges do alumni need to understand in a media environment filled with misinformation?
• How might alumni perspectives inform campus discourse about challenges to the institution’s values and academic freedom?

• How might existing alumni programming provide opportunities for information-sharing between campus leaders, academic leaders and alumni?
• How are campuses acknowledging and supporting alumni who are directly affected by changes in the federal workforce and economic disruption?

This is a critical time for campus leaders to build bridges. Alumni can be a huge asset in this work. As degree holders, donors, professionals and citizens, engaged alumni know the specific value of their alma mater and of higher education broadly. They have stakes, authenticity and social capital, and they deserve the opportunity to add their voices.