Targeting those who were involved in clubs and athletics over all past students is a smart strategy, researchers say
Students who were engaged in activities when they attended colleges and universities are far more likely to continue their involvement and gift-giving as alumni, according to a new report from solutions provider Anthology.
In a study conducted of more than 2,000 recent graduates—those who earned various degrees over the past nine years—researchers noted that almost 80% of those involved in academic and social clubs or athletics were also active after they had left their institutions. That number spiked to 90% for club officers. However, more than 50% of those who were not engaged as students were not involved as alums.
Anthology CEO Jim Milton said institutions that take a more personalized approach with students while they are on campus likely will do better in retaining their interest after degrees have been conferred.