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How to write emails your alumni love?
Is sending out periodic e-mails to your alumni an important part of your job?
If yes, congratulations you are among the 46% of the schools who have recognized the need for engaging alumni over emails and newsletters.
Did you know?
61 % of all the communication with alumni is via e-mails.
But an alum on an average receives 16 e-mails in a year and there has been a 23.4 % increase in opt-outs of the communication.
What do all these stats point to? There is a clear room for improvement in this regard. In the age of too much information sending out e-mails that people love is a rare talent indeed. But don’t worry, we got your back.
In this post, we’ll cover some of the best practices for writing effective alumni emails that maximize your open rates and replies. When we're talking about creating an effective alumni message, there are 5 things that all the email tricks on the internet boil down to:
1. Find a reason to connect
2. Tell them why they should care
3. Bridge the gap
4. Give a clear CTA (Call-To-Action)
5. Write the subject
Let's take a deeper look at each of these.
1. CONTENT: Give your alumni/audience a reason to connect
Give your alumni a reason they should connect with you; a reason to care. There is no real easy way to do this. You really have to forget about your job, your school and your advancement goals for a moment, and really dive deep into what your alumni want. Keep in mind, you may not be able to take a one size fits all approach here. Your millennials segment may want something different from your GOLDS segment.
If you don't know the specifics of what your alumni want. You can start with some general survey data done in the past by numerous organizations.Here are some of the most common things alumni look forward to from their school/college.
1. News about recent events at the school
2. Stories on their fellow alums
3. Recent awards, recognition or achievements
4. A good blog post or shared content
5. General positive contribution to the community
A lot of first reactions to this list are, " Well, that doesn't seem like much!", but keep in mind that what you are trying to do is reinforce your mission to your constituents, showcase success and progress. If executed properly, this inevitably (though slowly) creates a vacuum, a fear of missing out from what is happening within the community - pushing more alumni to engage with your campaigns.
2. CAUSE: Tell them why they should care
A lot of people make the mistake of rambling on with email content, without mentioning why all of it matters. Be sure to clearly and concisely explain your value to your alumni. It’s not going to be easy, and will take a lot of iteration, tweaking, testing, and wordsmithing before you seem to get it right, but is tremendously powerful when you nail it.
Statistically, 83% of the Millennials give to, and 49% of them are willing to volunteer for a cause that they believe in.
Are you reinforcing your value well enough in a manner that your alumni can relate?
Something like “An opportunity to meet your favorite teachers “, would go a long way than “Click here to donate"
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3. CONNECT: Bridge the gap between your content and your cause
This is the heart of your email. Explain the reason for the content you picked in Step-1 and connect with how this is of value to your alumni.
This could be as short as a sentence, but no longer than four sentences.
Since the Avg. time people spend on reading an e-mail is 15-20 seconds, brevity is our best friend here.
Here is an example, “Your participation would help 20 more deserving students spend their best time here at the Regency Academy…"
At this point, you should have three things in your email: a reason to connect, a transition word or statement and more information on the reason you are emailing them today with your content.
4. CALL: Give a clear call-to-action
Don’t forget why you’re there in the first place. Did you just want your alumni to read your email and get back to whatever they were doing?
Prompt your reader to take an action with a Call-To-Action (CTA) at the end of the email.
Keep your CTA reasonable. Asking for donation, signing up on the new platform, registering for an event or volunteering opportunities are a few common CTAs. Make the hurdle as low as you can.
Lastly, there should only be one CTA in your email. The bottom line doesn't make it hard for them to say yes -- make it dead simple and easy.
Your CTA should be another one-liner like “Click here to confirm your presence at the Annual Gala.”
It is also important to note that more than one-third of your alumni may read emails on their phones, so make sure that your email is mobile-friendly.
5. CLOSE: Write the subject now!
It may seem counterintuitive to do this last, but the subject line is a reflection of the body content of the email, therefore should be written last. If you write the subject line first, you’re biasing the rest of the email and will risk overlooking important and relevant information by trying to conform your content to the subject line.
Since the goal of the subject line is to get the recipient to open the email and read the first sentence, you want your subject lines to reflect the content from step 1 - the reason you are reaching out today to connect.
It could go something like:
“St.Thomas Family welcomes you back ”
“Join us at the Regency Scholars Luncheon!”
Keep your subject line to seven words or fewer.
But, there's one more thing... Edits
At this point, you could step away from my email for a little bit and come back later with a fresh set of eyes. When you come back you can evaluate the email again over a checklist.
→ Is it personal? Emails that are obviously automated are immediately ignored. Remember, customization is not personalization.
→ Does it sound like a sales email? People love to give but hate to be sold to. At the first sign of an appeal, your reader is most likely to raise the fence.
→ Does the email have a natural flow to it? Stitching otherwise meaningful sentences may make up a confusing paragraph. One sentence should lead right into the next, and reading the email should be effortless. Also, be sure to write in a conversational tone.
→ Is it short, concise and to the point? After your first draft, cut it in ½. Then cut out another 20%. Remove extemporaneous words that don’t add to the message. Don’t use 15 words when 8 will do.
→ Does it offer value? This may seem obvious, but how many emails have you received that don’t offer any value?
→ Would I open it, read it and respond to it? Step into their shoes. Would I open the email? Would I feel compelled to respond?
→ Is it a truly thoughtful email with your Alumni in mind? Use the word “you” more than “I.” Have I made it obvious that I took the time to research my Alumni?
You can get really creative with the content of the email, but if you use this general outline, you'll be able to quickly and easily create effective emails that work. You'll see that most of the templates follow this relative structure.
Types of alumni outreach emails
Now that you know how to write some excellent emails, let’s take a refresher on the more common kinds of emails you are most likely to send out:
- Welcome emails: For new alumni joining the network.
- Event invitations: For reunions, webinars, and alumni gatherings.
- Fundraising appeals: Requests for donations or support for alumni-related projects.
- Newsletter updates: Regular updates on school events, alumni accomplishments, or news.
- Volunteering opportunities: Emails encouraging alumni to get involved or mentor current students.
- Survey or feedback requests: To collect insights on alumni engagement or program improvement.
- Milestone announcements: Celebrating important anniversaries or achievements of alumni or the institution.
- Alumni spotlights: Featuring the achievements or stories of individual alumni.
- Job or networking opportunities: Sharing career development resources or job openings.
- Alumni benefits or perks: Highlighting discounts, services, or exclusive offers available to alumni.
Examples of alumni outreach emails
Now, let’s look at a few solid templates that you can take inspiration from for your own emails:
1. Event invitation
Subject Line: “Join Us for the 2025 Alumni Homecoming Weekend!”
Dear [First Name],
As a valued member of the [University Name] Class of [Graduation Year], you’re invited to reconnect with classmates at our Homecoming Weekend from [Dates]. This year’s agenda includes:
- A keynote speech by [Notable Alumnus] on [Topic]
- Campus tours showcasing the new [Facility Name]
- Networking sessions in [Industry-Specific Groups]
RSVP by [Date] to secure your spot and enjoy early-bird pricing. We’d love to hear how [University Name] shaped your journey!
Best regards,
[Your Name]
Alumni Relations Office
[University Name]
2. Fundraising appeal
Subject Line: “Help Shape the Next Generation of [University Name] Leaders”
Dear [First Name],
Did you know 85% of current students rely on scholarships made possible by alumni like you? Your gift of [$50/$100/$500] directly funds:
- Merit-based scholarships for first-generation students
- Cutting-edge research labs in [Department Name]
- Campus sustainability initiatives
Click here to make a tax-deductible donation before [Fiscal Year-End Date]. Every contribution, no matter the size, makes a difference.
With gratitude,
[Your Name]
Advancement Team
[University Name]
3. Post-event follow-up
Subject Line: “Thank You for Attending [Event Name]!”
Dear [First Name],
On behalf of [University Name], thank you for joining us at [Event Name]. We hope you enjoyed [Keynote Speaker’s] insights and reconnecting with classmates.
Share your feedback via our survey to help us improve future events. As a token of appreciation, you’ll receive early access to [Upcoming Resource/Event].
Stay connected:
- Follow us on [Social Media Links]
- Save the date for [Next Event] on [Date]
Warm regards,
[Your Name]
Events Team
[University Name]
4. Mentorship program invitation
Subject Line: "Share Your Expertise: Join Our Alumni Mentorship Program"
Dear [First Name],
Your journey since graduating from [University Name] in [Year] with a degree in [Major] has been remarkable. Your work at [Company/Organization] exemplifies the kind of success we hope all our graduates achieve.
Would you consider sharing your professional insights with current students through our Alumni Mentorship Program? The commitment is flexible:
- Virtual mentoring sessions (1-2 hours monthly)
- Career panel participation (quarterly)
- Resume review opportunities (as your schedule permits)
Last year, 87% of student participants reported that alumni mentorship significantly influenced their career decisions. Your expertise in [Industry/Field] would be invaluable to students exploring similar paths.
Please complete our brief interest form by [Date] to join our mentor network. We'll match you with students based on your field and availability.
Warm regards,
[Your Name]
Alumni Relations Coordinator
[University Name]
Conclusion
Despite all the advice and templates we offer, your alumni are individuals with their motivations and concerns. Remember to personalize your overall outreach to give your alumni the value they deserve from each email you send out.
If you’re looking for a platform to power your outreach efforts and streamline your communications, do give us folks at Almabase a try! 🤗 ⬇️
Is sending out periodic e-mails to your alumni an important part of your job?
If yes, congratulations you are among the 46% of the schools who have recognized the need for engaging alumni over emails and newsletters.
Did you know?
61 % of all the communication with alumni is via e-mails.
But an alum on an average receives 16 e-mails in a year and there has been a 23.4 % increase in opt-outs of the communication.
What do all these stats point to? There is a clear room for improvement in this regard. In the age of too much information sending out e-mails that people love is a rare talent indeed. But don’t worry, we got your back.
In this post, we’ll cover some of the best practices for writing effective alumni emails that maximize your open rates and replies. When we're talking about creating an effective alumni message, there are 5 things that all the email tricks on the internet boil down to:
1. Find a reason to connect
2. Tell them why they should care
3. Bridge the gap
4. Give a clear CTA (Call-To-Action)
5. Write the subject
Let's take a deeper look at each of these.
1. CONTENT: Give your alumni/audience a reason to connect
Give your alumni a reason they should connect with you; a reason to care. There is no real easy way to do this. You really have to forget about your job, your school and your advancement goals for a moment, and really dive deep into what your alumni want. Keep in mind, you may not be able to take a one size fits all approach here. Your millennials segment may want something different from your GOLDS segment.
If you don't know the specifics of what your alumni want. You can start with some general survey data done in the past by numerous organizations.Here are some of the most common things alumni look forward to from their school/college.
1. News about recent events at the school
2. Stories on their fellow alums
3. Recent awards, recognition or achievements
4. A good blog post or shared content
5. General positive contribution to the community
A lot of first reactions to this list are, " Well, that doesn't seem like much!", but keep in mind that what you are trying to do is reinforce your mission to your constituents, showcase success and progress. If executed properly, this inevitably (though slowly) creates a vacuum, a fear of missing out from what is happening within the community - pushing more alumni to engage with your campaigns.
2. CAUSE: Tell them why they should care
A lot of people make the mistake of rambling on with email content, without mentioning why all of it matters. Be sure to clearly and concisely explain your value to your alumni. It’s not going to be easy, and will take a lot of iteration, tweaking, testing, and wordsmithing before you seem to get it right, but is tremendously powerful when you nail it.
Statistically, 83% of the Millennials give to, and 49% of them are willing to volunteer for a cause that they believe in.
Are you reinforcing your value well enough in a manner that your alumni can relate?
Something like “An opportunity to meet your favorite teachers “, would go a long way than “Click here to donate"
3. CONNECT: Bridge the gap between your content and your cause
This is the heart of your email. Explain the reason for the content you picked in Step-1 and connect with how this is of value to your alumni.
This could be as short as a sentence, but no longer than four sentences.
Since the Avg. time people spend on reading an e-mail is 15-20 seconds, brevity is our best friend here.
Here is an example, “Your participation would help 20 more deserving students spend their best time here at the Regency Academy…"
At this point, you should have three things in your email: a reason to connect, a transition word or statement and more information on the reason you are emailing them today with your content.
4. CALL: Give a clear call-to-action
Don’t forget why you’re there in the first place. Did you just want your alumni to read your email and get back to whatever they were doing?
Prompt your reader to take an action with a Call-To-Action (CTA) at the end of the email.
Keep your CTA reasonable. Asking for donation, signing up on the new platform, registering for an event or volunteering opportunities are a few common CTAs. Make the hurdle as low as you can.
Lastly, there should only be one CTA in your email. The bottom line doesn't make it hard for them to say yes -- make it dead simple and easy.
Your CTA should be another one-liner like “Click here to confirm your presence at the Annual Gala.”
It is also important to note that more than one-third of your alumni may read emails on their phones, so make sure that your email is mobile-friendly.
5. CLOSE: Write the subject now!
It may seem counterintuitive to do this last, but the subject line is a reflection of the body content of the email, therefore should be written last. If you write the subject line first, you’re biasing the rest of the email and will risk overlooking important and relevant information by trying to conform your content to the subject line.
Since the goal of the subject line is to get the recipient to open the email and read the first sentence, you want your subject lines to reflect the content from step 1 - the reason you are reaching out today to connect.
It could go something like:
“St.Thomas Family welcomes you back ”
“Join us at the Regency Scholars Luncheon!”
Keep your subject line to seven words or fewer.
But, there's one more thing... Edits
At this point, you could step away from my email for a little bit and come back later with a fresh set of eyes. When you come back you can evaluate the email again over a checklist.
→ Is it personal? Emails that are obviously automated are immediately ignored. Remember, customization is not personalization.
→ Does it sound like a sales email? People love to give but hate to be sold to. At the first sign of an appeal, your reader is most likely to raise the fence.
→ Does the email have a natural flow to it? Stitching otherwise meaningful sentences may make up a confusing paragraph. One sentence should lead right into the next, and reading the email should be effortless. Also, be sure to write in a conversational tone.
→ Is it short, concise and to the point? After your first draft, cut it in ½. Then cut out another 20%. Remove extemporaneous words that don’t add to the message. Don’t use 15 words when 8 will do.
→ Does it offer value? This may seem obvious, but how many emails have you received that don’t offer any value?
→ Would I open it, read it and respond to it? Step into their shoes. Would I open the email? Would I feel compelled to respond?
→ Is it a truly thoughtful email with your Alumni in mind? Use the word “you” more than “I.” Have I made it obvious that I took the time to research my Alumni?
You can get really creative with the content of the email, but if you use this general outline, you'll be able to quickly and easily create effective emails that work. You'll see that most of the templates follow this relative structure.
Types of alumni outreach emails
Now that you know how to write some excellent emails, let’s take a refresher on the more common kinds of emails you are most likely to send out:
- Welcome emails: For new alumni joining the network.
- Event invitations: For reunions, webinars, and alumni gatherings.
- Fundraising appeals: Requests for donations or support for alumni-related projects.
- Newsletter updates: Regular updates on school events, alumni accomplishments, or news.
- Volunteering opportunities: Emails encouraging alumni to get involved or mentor current students.
- Survey or feedback requests: To collect insights on alumni engagement or program improvement.
- Milestone announcements: Celebrating important anniversaries or achievements of alumni or the institution.
- Alumni spotlights: Featuring the achievements or stories of individual alumni.
- Job or networking opportunities: Sharing career development resources or job openings.
- Alumni benefits or perks: Highlighting discounts, services, or exclusive offers available to alumni.
Examples of alumni outreach emails
Now, let’s look at a few solid templates that you can take inspiration from for your own emails:
1. Event invitation
Subject Line: “Join Us for the 2025 Alumni Homecoming Weekend!”
Dear [First Name],
As a valued member of the [University Name] Class of [Graduation Year], you’re invited to reconnect with classmates at our Homecoming Weekend from [Dates]. This year’s agenda includes:
- A keynote speech by [Notable Alumnus] on [Topic]
- Campus tours showcasing the new [Facility Name]
- Networking sessions in [Industry-Specific Groups]
RSVP by [Date] to secure your spot and enjoy early-bird pricing. We’d love to hear how [University Name] shaped your journey!
Best regards,
[Your Name]
Alumni Relations Office
[University Name]
2. Fundraising appeal
Subject Line: “Help Shape the Next Generation of [University Name] Leaders”
Dear [First Name],
Did you know 85% of current students rely on scholarships made possible by alumni like you? Your gift of [$50/$100/$500] directly funds:
- Merit-based scholarships for first-generation students
- Cutting-edge research labs in [Department Name]
- Campus sustainability initiatives
Click here to make a tax-deductible donation before [Fiscal Year-End Date]. Every contribution, no matter the size, makes a difference.
With gratitude,
[Your Name]
Advancement Team
[University Name]
3. Post-event follow-up
Subject Line: “Thank You for Attending [Event Name]!”
Dear [First Name],
On behalf of [University Name], thank you for joining us at [Event Name]. We hope you enjoyed [Keynote Speaker’s] insights and reconnecting with classmates.
Share your feedback via our survey to help us improve future events. As a token of appreciation, you’ll receive early access to [Upcoming Resource/Event].
Stay connected:
- Follow us on [Social Media Links]
- Save the date for [Next Event] on [Date]
Warm regards,
[Your Name]
Events Team
[University Name]
4. Mentorship program invitation
Subject Line: "Share Your Expertise: Join Our Alumni Mentorship Program"
Dear [First Name],
Your journey since graduating from [University Name] in [Year] with a degree in [Major] has been remarkable. Your work at [Company/Organization] exemplifies the kind of success we hope all our graduates achieve.
Would you consider sharing your professional insights with current students through our Alumni Mentorship Program? The commitment is flexible:
- Virtual mentoring sessions (1-2 hours monthly)
- Career panel participation (quarterly)
- Resume review opportunities (as your schedule permits)
Last year, 87% of student participants reported that alumni mentorship significantly influenced their career decisions. Your expertise in [Industry/Field] would be invaluable to students exploring similar paths.
Please complete our brief interest form by [Date] to join our mentor network. We'll match you with students based on your field and availability.
Warm regards,
[Your Name]
Alumni Relations Coordinator
[University Name]
Conclusion
Despite all the advice and templates we offer, your alumni are individuals with their motivations and concerns. Remember to personalize your overall outreach to give your alumni the value they deserve from each email you send out.
If you’re looking for a platform to power your outreach efforts and streamline your communications, do give us folks at Almabase a try! 🤗 ⬇️
Blackbaud, the leading provider of software for powering social impact, and Almabase, the digital-first alumni engagement solution, have announced the expansion of their partnership to the education sectors of Canada and the United Kingdom. The partnership will provide institutions with a modern, digital-first solution to improve constituent data, drive self-serve engagement, and boost event participation.
A Unified Vision
The partnership aligns with Blackbaud’s commitment to customer-centric innovation across digital engagement, Advancement CRM, and financials.
“Partners bring integrated capabilities that extend capabilities and outcomes for Blackbaud customers. We are thrilled that Almabase’s offering, integrated with Blackbaud Raiser’s Edge NXT® and leveraging Blackbaud’s best-in-class payment solution, Blackbaud Merchant Services™, is now available to even more of our customers around the world.”
- Liz Price, Sr. Director of Global Partners at Blackbaud
