Gratitude Can Drive Alumni Giving

Gratitude Is the Bridge Between Then and Now

Each fall, as leaves turn and school bands begin to play, alumni are reminded of moments that shaped their lives. They think of the teacher who encouraged them, the coach who challenged them, and the classmates who became lifelong friends.

This season of gratitude is a time to connect those memories to a larger purpose. Alumni Giving allows future students to share in the same opportunities that shaped past graduates.

For K12 public schools, education foundations, and districts, November represents more than fundraising. It is a time to celebrate the legacy of public education and invite alumni to express thanks through Alumni Giving. A contribution is not only financial support. It is a gesture of gratitude for the people and places that helped students grow.

The Power of Nostalgia and Gratitude

Research on Alumni Giving shows that emotional connection encourages generosity. DonorSearch found that alumni who feel appreciation for their school are more likely to give than those who receive general appeals.

Hanover Research noted that effective engagement programs help donors see the outcomes of their generosity. Gratitude becomes meaningful when it is linked to visible results.

For K12 organizations, gratitude can be built into every communication. Examples include:

• “Thank you for the teachers who believed in us.”
• “Thank you for the memories made in these classrooms.”
• “Let us help today’s students create their own memories.”

When Alumni Giving is presented as an act of thanks, graduates feel part of a continuing story rather than a transaction.

Stories of Impact

Storytelling connects the past with the future. Across the country, education foundations and alumni networks use stories of gratitude to inspire Alumni Giving and volunteering.

Example 1: Reviving the Arts Program

The Eastview Education Foundation began a campaign to restore its high school’s arts program. The effort focused on alumni stories instead of numbers. Graduates described how music and theater gave them confidence and belonging. Within weeks, alumni from several decades supported the effort through Alumni Giving that funded new instruments and costumes. The campaign carried a simple message of thanks: “We are thankful for the stage that gave us our voice.”

Example 2: Scholarships for the Next Generation

In a rural district, alumni raised more than $100,000 for scholarships. The campaign, titled “Pass It Forward,” featured stories of former students who once received help and later supported others through Alumni Giving. Gratitude guided each contribution.

These examples show that Alumni Giving is not charity. It is stewardship of a shared legacy.

Building the Ask Around Thanks

Many appeals focus on need, such as “We need to raise $10,000.” Gratitude-based appeals focus on appreciation: “Because of you, our schools are stronger. Together, we can continue that strength.”

K12 schools and education foundations can center gratitude in their Alumni Giving outreach through these steps.

1. Start with a Thank-You
Appreciation should come before a request. A short video or post that thanks alumni for their role in the school’s story can reconnect graduates before any fundraising message is shared.

2. Use Impact-Based Language
Phrases such as “Thanks to alumni like you, students are thriving” build trust. This kind of message respects the relationship between schools and donors and strengthens the foundation for future Alumni Giving.

3. Personalize Gratitude by Generation
Each generation of alumni holds different memories. Graduates from the 1960s may connect with stories of tradition, while 2010 graduates may relate to innovation or inclusion. Tailored messages make Alumni Giving more personal and meaningful.

4. Present Giving as a Tradition of Thanks
Giving can be presented as an ongoing tradition of gratitude. Milestones such as class reunions or anniversaries can mark moments to renew Alumni Giving.

5. Show the Results of Gratitude
Stories and images can show how Alumni Giving benefits students and teachers. Examples include funding for STEM labs, music programs, and teacher grants. Donors who see their impact are more likely to continue giving. Learn more about effective alumni giving strategies that demonstrate impact and inspire continued support.

Engaging Alumni Across Generations

Gratitude appears in different ways for each generation. Tailored outreach helps each group feel included in the culture of Alumni Giving. Using the right communication and database tools makes it easier to segment and personalize your outreach to each generation.

Recent Graduates (1-10 years out)

Values: Connection, transparency, and community impact

Approach: Use social media and peer networks to share short stories about results. Show how small acts of Alumni Giving provide visible improvements such as classroom supplies or student wellness programs.

Example message: “You helped shape our school’s spirit. Your support helps the next class continue that story.”

Mid-Career Alumni (10-25 years out)

Values: Family, community, and stability

Approach: Show how Alumni Giving supports schools their own children or relatives attend. Highlight the lasting value of consistent, long-term support.

Example message: “You are helping to keep our schools strong for your family and others. Thank you for your steady support.”

Legacy Alumni (25+ years out)

Values: Tradition, pride, and remembrance

Approach: Host events that honor their class and demonstrate how their legacy continues. Estate or endowment gifts can be introduced as lasting forms of Alumni Giving.

Example message: “Your class built a foundation of excellence. Thank you for ensuring that foundation continues for new generations.”

When every group sees how gratitude connects to the future, participation in Alumni Giving becomes part of their shared identity.

Ways to link gratitude with Alumni Giving:

Thank You Thursday Series: Share alumni reflections and historic photos each week leading up to Giving Tuesday.

Student Gratitude Videos: Record students thanking alumni whose Alumni Giving supported classroom projects.

Legacy Challenge: Invite alumni to share why they are thankful for their school using a community hashtag. Local sponsors can match posts with donations to the foundation.

When gratitude is placed at the center of communication, Alumni Giving becomes a positive, community-based experience.

The Circle of Gratitude

Alumni Giving represents a continuous circle of gratitude. Schools create opportunities for students. Students become alumni. Alumni give back to support new students.

Alumni Nations describes this cycle as the foundation of strong alumni networks. Each act of Alumni Giving, whether financial or through volunteering, builds that connection.

For K12 schools and education foundations, the goal is to develop a culture of appreciation. Alumni who feel valued continue to engage and give over time.

This November, schools can lead with gratitude. Alumni can be thanked for their memories, shown the results of their generosity, and invited to invest in the next generation through Alumni Giving.

Gratitude as the Foundation of Community

Public schools form the heart of local communities. Gratitude keeps that heart strong.

When schools thank alumni before making requests, they remind them that their story still matters. Alumni Giving then becomes part of an ongoing relationship rather than a single act.

As this season of thanks continues, communities can view Alumni Giving as both an expression of appreciation and a means of progress. Supporting schools honors the past and strengthens the future. Gratitude keeps that circle turning for generations to come.

Frequently Asked Questions About Alumni Giving

Q: Why should schools focus on gratitude in alumni giving campaigns?

A: Alumni who feel appreciated are significantly more likely to contribute than those who receive transactional appeals. Research from DonorSearch shows that emotional connection drives generosity. Gratitude transforms giving into an act of stewardship rather than obligation, helping alumni see their contributions as part of an ongoing relationship with their school.

Q: When is the best time to ask alumni for contributions?

A: November is ideal because Thanksgiving naturally evokes gratitude and Giving Tuesday creates fundraising momentum. This seasonal alignment makes it easier for alumni to connect their feelings of thankfulness with meaningful action. However, other strategic moments work well too, including class reunions, school anniversaries, homecoming events, and milestone celebrations that naturally inspire nostalgia and school pride.

Q: How can small gifts make a difference in K12 alumni giving?

A: Even modest contributions fund classroom supplies, student programs, and teacher grants that directly impact student experiences. When multiple alumni participate, collective impact grows substantially. For example, twenty-five alumni giving $50 each can fund new art supplies, update a classroom library, or provide scholarships for field trips—creating the same meaningful experiences that shaped their own education.

Q: How do schools show alumni the impact of their giving?

A: Schools can share stories with photos and videos of funded programs like STEM labs, arts programs, and scholarships. Feature student testimonials thanking donors for specific improvements. Provide regular impact reports showing concrete outcomes, not just dollar amounts raised, but actual changes in student experiences. When alumni see tangible results, they understand their role in the continuing story and are more likely to give again.

Further Resources

For additional guidance on developing gratitude-based Alumni Giving programs, visit:

These resources provide examples and best practices to help K12 schools and education foundations strengthen alumni relationships and grow sustainable Alumni Giving programs.

Ready to transform your alumni engagement strategy? Visit Alumni Nations to explore how we can help you build meaningful connections that inspire lifelong support for your school community.