Before we get into the HOW, let’s look at the WHY.

Blanket messaging no longer works in today’s era of personalized communication. Alumni want to feel that their connection with their alma mater is meaningful and tailored to them. By segmenting alumni, you can

• Tailor your messaging to align with alumni interests, needs, and experiences.
• Improve engagement rates by sending relevant content that resonates with each group.
• Enhance donor experience by making them feel valued and understood, which increases the likelihood of giving.
• Maximize fundraising results by targeting the right alumni with the right message at the right time.

Now, let’s explore the various ways to segment alumni and how this can supercharge your fundraising efforts.

1. Segment by Graduation Year

One of the simplest ways to segment alumni is by their graduation year or class year. This allows you to tailor communications to different generations of alumni, addressing their unique concerns and perspectives.

Why it works: Alumni from different eras have distinct experiences with the institution and likely have different capacities and interests when it comes to giving. Younger alumni may need more nurturing before becoming donors, while older alumni might be more financially stable and ready to make significant contributions.

How to use it: Create targeted messages for specific generations. For example, for recent graduates, focus on career support or networking opportunities. For older alumni, focus on legacy giving, reunion events, or updates on how the institution has grown since their time there.

2. Segment by Engagement Level

Not all alumni have the same level of connection with your institution. Some may be actively involved, attending events, volunteering, or giving regularly, while others may have limited or no engagement since graduation. Segmenting alumni by their level of involvement allows you to prioritize your efforts where they’ll have the most impact.

Why it works: Engaged alumni are more likely to contribute financially because they already have a strong connection to your institution. By identifying those who are less engaged, you can also develop strategies to re-engage them and turn them into potential donors.

How to use it: Break alumni into tiers such as highly engaged, moderately engaged, and inactive. For highly engaged alumni, you can focus on major giving campaigns or leadership opportunities. For less engaged alumni, offer opportunities to reconnect, such as attending events, joining regional chapters, or participating in mentorship programs.

3. Segment by Geographic Location

Where alumni live plays a significant role in their ability to attend events, contribute to local initiatives, or participate in fundraising campaigns. By segmenting alumni based on location, you can create region-specific appeals and engagement opportunities.

Why it works: Alumni are more likely to participate in activities and donate to causes that are locally relevant to them. Whether it’s hosting a local event or showcasing the impact of alumni contributions in their community, geography-based segmentation can create a more personal connection.

How to use it: Identify geographic clusters of alumni and tailor your communications accordingly. For example, alumni living in major cities might be invited to regional events or gatherings, while alumni living abroad might receive updates on international initiatives or virtual engagement opportunities.

4. Segment by Career/Professional Interests

Another effective way to segment alumni is by their career or professional interests. Understanding what alumni do professionally helps you tailor your fundraising efforts to appeal to their passions, industries, or expertise.

Why it works: Alumni are more likely to give if they feel that their contribution will make an impact on the areas they care most about. For instance, if you know that a segment of alumni works in healthcare, you can appeal to them by highlighting fundraising campaigns that support health-related programs or research.

How to use it: Use career data to identify key segments such as healthcare professionals, entrepreneurs, educators, or tech industry leaders. You can then personalize your outreach with relevant projects, opportunities, or networking events that align with the alumni’s professional interests.

5. Segment by Giving History

Alumni who have donated in the past are valuable prospects for future campaigns. Segmenting alumni based on their giving history allows you to tailor your messaging to past donors differently from non-donors.

Why it works: Past donors are more likely to give again, especially if they’ve had a positive experience with your institution. By acknowledging their previous contributions and showing the impact of their donations, you can increase the likelihood of repeat giving.

How to use it: Create segments for first-time donors, repeat donors, and non-donors. For first-time donors, send personalized thank-you messages and show how their gift made a difference. For repeat donors, offer opportunities to increase their impact through matching gift programs or major giving. For non-donors, consider sharing stories of how alumni support has driven significant change at the institution.

6. Segment by Affinities and Interests

Alumni who were involved in specific activities, clubs, or academic programs often maintain a strong connection to those areas post-graduation. By segmenting alumni based on their affinities and interests, you can tap into their passion for a particular cause or community within the institution.

Why it works: Alumni are more likely to contribute to areas that hold personal significance, such as the athletic program they were part of, the student organization they led, or the academic department that shaped their career path.

How to use it: Leverage affinity data to create targeted campaigns for athletics, arts, specific academic programs, or other affinity groups. For example, if an alumnus was involved in the music program, consider asking for their support in funding scholarships or facilities for the arts.

💡 Discover how American University fosters stronger connections through alumni affinity groups and networks [Read more]

7. Segment by Wealth/Capacity

Another powerful segmentation method is to assess the wealth or giving capacity of your alumni. Understanding their financial ability can help you tailor your asks and ensure you’re approaching alumni with appropriate, respectful appeals.

Why it works: Tailoring your ask to someone’s giving capacity ensures that you’re not asking for too much or too little, increasing the chances of a positive response.

How to use it: For those with higher capacity, focus on major gifts, planned giving, or naming opportunities. For alumni with lower capacity, emphasize smaller, recurring gifts that add up over time or suggest other ways they can contribute, such as volunteering.

8. Segment by Life Stage

Alumni at different stages in their lives may have different priorities, capacities, and interests when it comes to giving. By segmenting alumni based on their life stages, such as young professionals, mid-career professionals, retirees, or parents of current students, you can create more relatable and appealing messages.

Why it works: Alumni in different life stages have different motivations. A young alum may be interested in networking or career support, while a retiree may be more focused on leaving a legacy or giving back to future generations of students.

How to use it: Tailor your campaigns to life stages. For young alumni, emphasize career support or paying it forward. For mid-career professionals, focus on networking opportunities or targeted programs. For older alumni, highlight legacy giving or opportunities to make a lasting impact through scholarships or endowments.

Manually creating these segments can be time-consuming and increase the workload. That’s why it’s crucial to have the right tech stack that automates these filters, allowing you to effortlessly create highly segmented lists and tailor your initiatives, requests, and communications.

Here’s how you can easily create and use segmented lists on Almabase:

For example, if you want to host a young alumni meetup for those living near California and invite them, here’s how you can do it using Almabase: