Understanding Why Alumni Support Their K12 Schools, and How to Inspire Contributions
Many K12 education leaders know that alumni care about their schools. Alumni feel proud of where they came from and want to give back. But in order to grow support, especially through giving, mentoring, and volunteering, it’s important to understand what really motivates K12 alumni to reconnect with their alma mater.
When you know what drives a person to give, you can create better programs that connect alumni to their school’s goals, current students, and the future of the campus.
Alumni Give Because They Feel Connected
Memories Matter
Many alumni give because they have fond memories from their school years. When someone looks back on their time at school and remembers important moments, like being in a school play, making friends, or having a great teacher, those memories create nostalgia, which plays a big role in alumni giving.
A study from CASE (Council for Advancement and Support of Education) showed that alumni who remember their school years in a positive way are more likely to become donors and give, even if they haven’t stayed in touch. Now imagine how much more willing they would be had they maintained a long-term connection with their school.
Identity Is Powerful
Research from Stanford University found that alumni are more likely to make contributions when they feel that their school is part of who they are. When someone says, “I’m a graduate of Central High School,” they are not just saying where they went to school, they are sharing a part of their identity.
When educational institutions remind alumni of their value and show that they are still part of the school community, alumni feel seen and appreciated. This sense of identity and belonging can lead to greater support for school programs and philanthropy.
Influence from Peers
People often take action when they see others doing the same thing. This idea is called “social proof.” When alumni know that their peers from graduation are giving, attending events, or volunteering, they are more likely to do the same.
That’s why class giving challenges, alumni spotlights, and campaign leaderboards can be helpful. They show that other graduates care, and this encourages more people to get involved. Community matters.
What Motivates Alumni to Monetarily Give?
1. Supporting a Cause That Matters to Them
Alumni are more likely to give when the school connects the gift to something that matters to the person. For example, a graduate who played on the soccer team may want to support the athletic department or provide jerseys for a team. A person who received financial help may want to support scholarships for current students.
What You Can Do: Learn about your alumni. Ask about their interests and past involvement. Then, invite them to support programs that match those interests. Alumni Nations helps schools and alumni organizations do this by creating systems that track alumni involvement and build stronger relationships.
2. Seeing the Impact of Their Contributions
People want to know that their contributions make a difference. If someone gives money, they want to see what happens as a result. Schools that share stories and updates about how alumni donations helped students are more likely to see continued support.
What You Can Do: After someone gives, send them a message that explains how their support helped. Show pictures of students using new equipment, or share a message from a current student who received a scholarship. These updates remind alumni that their gifts have real value and make them feel like valued donors.
3. Feeling Recognized and Appreciated
Many alumni want to feel noticed when they give. A person doesn’t need to be honored with a plaque or their name on a building to feel appreciated. A thank-you letter or message from a student can make a big difference.
What You Can Do: Make it a goal to thank every person who gives. Use social media, newsletters, and alumni platforms to highlight graduates who support the school. When alumni see that their peers are being appreciated, it builds a stronger culture of recognition and generosity.
4. Joining a Group or Campaign
Some alumni give because they see that others are doing the same. They enjoy joining in class challenges, reunion fundraising campaigns, or matching gift opportunities. These giving campaigns make supporting the school feel like a shared effort among peers.
What You Can Do: Run giving campaigns tied to class years or alumni events. Use your alumni platform to track how many people have given and post updates to show progress.
Case Study: Howard-Suamico School District and Alumni Nations
The Situation: Like many K12 educational institutions, Howard-Suamico School District in Wisconsin faced increasing costs and limited funding. With over 6,000 students across eight schools, district leaders needed to find new ways to raise funds while also strengthening ties with the community and their graduates.
The Solution: The district partnered with Alumni Nations to build a strong alumni organization and engagement strategy. Together, they launched a dedicated alumni platform called Pirate Nation, designed to connect graduates with current students, school news, and opportunities for giving and involvement.
Using support from Alumni Nations, the district located contact information for nearly 13,000 alumni and started sharing news, event updates, and giving opportunities through email and social media. Alumni Nations also guided district staff through a structured outreach plan that included branding materials, mailers, and a digital newsletter highlighting both successful graduates and stories from around the campus.
The Results:
- Over 30,000 alumni contacts have been added to the district’s alumni database
- More than 3,500 alumni and supporters actively follow Pirate Nation
Pirate Nation became a key part of the district’s “Upward Together” capital campaign, which raised $3.5 million - A significant portion of that funding came from alumni donations made through the Pirate Nation platform
Why It Worked: Howard-Suamico focused first on building relationships, what they called “friendraising before fundraising.” They shared stories about current students, sent regular updates, and created a sense of pride around being part of Pirate Nation. As Superintendent Damian LaCroix explained, Alumni Nations provided a clear strategy and tools to build trust and grow philanthropy over time.
By tapping into the power of peer connection, community pride, and clear recognition of donors, the district turned a once-untapped alumni base into a key resource for both engagement and giving. The campaign not only raised money for facilities and student programs, it also brought new energy to the school’s identity and helped alumni feel part of something meaningful after graduation.
“If you start with relationship-building, the fundraising will follow,” LaCroix said. “Our work with Alumni Nations gave us the engine to do that successfully.”
Start with Engagement, Then Build Toward Giving
It’s important to remember that alumni often need time to reconnect before they feel ready to give. A person might first attend an event, follow the school’s social media page, or sign up for the alumni newsletter. Each of these actions builds a stronger connection.
Later, that person may choose to give a donation or become a mentor to a current student. Every interaction matters, and engagement often leads to long-term philanthropy.
What You Can Do: Create simple ways for alumni to stay connected. Share alumni news, ask for stories, and invite them to volunteer. These small steps can lead to larger contributions over time.
Different Generations Give in Different Ways
Understanding what motivates different age groups can help you reach more alumni.
Younger Graduates (Millennials and Gen Z):
These alumni are more likely to give if they see the direct impact of their donations. They prefer digital tools, short videos, and online campaigns. Encourage them to give in ways more than monetary. They are more likely to show their support through social media, volunteering, and programs.
Older Graduates (Gen X and Baby Boomers):
These groups are more likely to make larger contributions over time. They often give because of tradition or a sense of duty. They may prefer newsletters, phone calls, or invitations to in-person events like reunions or class lunches.
What You Can Do: Use different tools to reach different people. Emails and social media might work well for younger graduates, while phone calls and printed materials may be better for older alumni. Meet alumni where they are.
How Alumni Nations Helps Schools Build Giving Communities
Alumni Nations works with K12 educational institutions to build stronger relationships with their graduates. Our team helps schools:
Create alumni platforms that are easy to use
Share stories about alumni and current students
Plan giving campaigns that connect to student programs
Build an alumni organization that supports long-term goals
We understand what motivates alumni to give, and they help schools put those insights into action. Alumni support helps schools grow donors, increase philanthropy, and build meaningful peer connections within the alumni network.
You can learn more at www.alumninations.com.
Final Thoughts: Giving Starts with Connection
Alumni give because they care about their school and their community. But caring alone is not always enough. Alumni must feel connected, appreciated, and inspired to make donations or other contributions.
When schools take time to build relationships, share meaningful stories, and show how alumni can help students, they build a platform for long-term support.
An engaged alum is not just a donor. They can be a mentor, a volunteer, a speaker, and an advocate for your campus. These connections begin with a simple question: “How can we help you stay part of our school community?”
That question can lead to something powerful, not just for your graduates, but for your current students as well.
Ready to take the next step?
Explore more insights, case studies, and guides from Alumni Nations:
- Alumni Nations Blog
- Education Foundations Resource Page
- Contact the Alumni Nations Team
Let’s build something great for your alumni, your students, and your school.
