The Ultimate Collection of Statistics for Alumni Engagement, Giving and Membership

Updated August 29, 2024

Here's the latest update to our alumni/advancement statistics page. Use these stats for presentations, articles, and in making programming decisions. 

1. Troubling Trends in Alumni Engagement
2. Trends relating to Soliciting Gifts and Alumni Engagement
3. Trends about Delivering Meaningful Value to Alumni
4. Membership Retention and Acquisition Trends
5. Email Marketing Trends for Alumni Organizations
6. Institutional Giving, Donor Behavior and Giving Patterns
7. Mobile, Digital and Social Media Usage Trends
8. Demographics/Alumni Cohorts and Behavior
9. Sources

These stats come from a variety of U.S. sources, some stats may be contradictory.  I'll leave it up to you decide which stats are most trustworthy. See the sources at the bottom of the page. Keep in mind that some are gateway pages that require you to register or submit your information to receive the actual research data. 

If you have a stat that should to be included, or you want us to include stats from your own research, contact me here .

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Troubling Trends in Alumni Engagement                                   

93% of alumni organizations choose not to offer their alumni any benefits, or they see little or no engagement from the low-value benefits they do offer. (VAESE, 2024)

90% of alumni professionals admit they do a "poor job" or "need to do more" to attract and engage their young alumni. (VAESE, 2024)

82% of alumni professionals estimate their alumni would rate their benefits and services as having little or no value. (VAESE, 2024)

81% of alumni organizations using Net Promoter Score (NPS) track alumni satisfaction, but less than 50% track alumni satisfaction consistently, resulting in poor follow-up on negative feedback or insights for improvement. (VAESE, 2024)

The percentage of institutions with at least a ten percent opt-out rate (alumni asking to be put on the “do not contact,” “do not solicit” list) has increased 79% since 2015. (VAESE, 2024)

75% of alumni professionals are either somewhat or very concerned about not having enough staff to complete necessary tasks. (VAESE, 2024)

75% of alumni would engage more with their alumni organization if their alumni benefits were mobile-friendly. (Codebroker)

74% of alumni professionals report they are either “very” or “somewhat” concerned about being understaffed. (VAESE, 2024)

74% of alumni organizations have one FTE or less dedicated to administrative or clerical functions. (VAESE, 2024)

73% of alumni organizations have enhanced their digital communication efforts since the COVID-19 pandemic, focusing on more digital communications like social media, email newsletters, and digital magazines, to stay connected with alumni. However, only 16% have added new benefits to increase their overall value proposition to enhance alumni engagement. (VAESE, 2024)

70% of organizations say their top goal is to increase alumni engagement, yet 27% of those admit to having no dedicated strategy to boost engagement. (the 27% is self-reported, so the real number is likely to be significantly higher) (VAESE, 2024)

Since 2016, 70% of alumni organizations report a decrease or flatlining of their total number of alumni relation's FTEs. (VAESE, 2024)

68% of organizations have seen alumni opt-out rates (alumni requesting not to be contacted) increase or not improve, a 13% increase since 2017. Only 5% of institutions report seeing a decrease in opt-out rates. (VAESE, 2024)

67% of nonprofit CEOs report not planning on being in their position in five years, yet 77% of organizations report they have no leadership transition plan. (Concord Leadership)

64% of alumni organizations admit their engagement efforts are inconsistent, lacking a comprehensive, strategic approach to building relationships across multiple alumni cohorts. (Ruffalo Noel Levitz Alumni Engagement Report, 2023)

60% of senior alumni relations executives report to a Vice President/Vice Chancellor -- 12% of senior alumni relations executives report directly to the President/Chancellor. (VAESE, 2024)

56% of alumni offices have six or fewer full-time employees. (VAESE, 2024)

The number of schools that send five or more gift solicitations to new graduates during their first year is up 55% from 2015. (VAESE, 2024)

54% of alumni organizations primarily use email as their main engagement tool, with limited use of other digital platforms like podcasts, webinars, or apps, which are increasingly preferred by younger generations. (Eduventures Alumni Engagement Multichannel Strategy Report, 2024)

54% of alumni organizations are no longer autonomous, showing a substantial increase (35%) in the number of schools that have integrated their alumni operations under the umbrella of the institution since 2016. (VAESE, 2024)

52% of alumni professionals report they fear their alumni relations budget will be cut next year. This is up 40% since the first VAESE study in 2016. (VAESE, 2024)

52% of alumni organizations have never conducted a survey of their alumni. (VAESE, 2024)

52% of alumni professionals are either “somewhat” or “very concerned” about the overall lack of alumni engagement. Only 26% report “little” or “no concern” about alumni engagement. (VAESE, 2024)

A 50% consumer adoption rate of radio took about 30 years.  Mobile phones took only 15 years to reach that same level of adoption, and social media took less than 4 years.  In 2023, 55% of businesses report adoption of AI in at least one business function. (McKinsey). With ChatGPT launching its public platform in November of 2022, AI has become the fastest technology to achieve 50% adoption. However, only 40% of alumni relations professionals use AI in their business functions. 43% of alumni relations professionals don’t use AI, are not familiar with AI, or are “too busy to bother with learning” to use AI to help them improve their engagement strategy and execution. (VAESE, 2024)

50% of organizations either don’t not have a strategic plan, or if they claim there is one, they admit it is not in writing. (VAESE, 2024)

49% of institutions report their alumni engagement has declined or flatlined since COVID, with another 7% stating engagement has decreased significantly. This trend was particularly pronounced in public institutions and highlights ongoing challenges in maintaining engagement amidst external pressures like the pandemic. (VAESE, 2024)

47% of alumni organizations invest nothing in offering benefits and services to their alumni. (VAESE, 2024)

47% of alumni professionals believe their biggest roadblock to engaging more alumni is the lack of value their organization offers. (VAESE, 2024)

47% of alumni relations professionals admit that they have not significantly changed their engagement practices in over five years, relying on outdated methods that fail to resonate with younger alumni. (CASE Alumni Relations Innovation Survey, 2023)

43% of alumni professionals report they are either “very” or “somewhat” concerned about the lack of strategic leadership in their alumni organization. (VAESE, 2024)

Institutions report a 40% decrease in in-person alumni event attendance over the past five years, while virtual engagement has increased but not at a sufficient rate to offset the decline. (CASE Alumni Relations Report, 2023)

The average alumni organization spends 34% of their overall budget on programming, and 66% on salaries.  The median figures are 52% on programming, and 48% on salaries. (VAESE, 2024)

31% of institutions do not track or do not know their rates of alumni who opt-out of contact (asked to be put on the "do not contact" or "do not solicit" list.)  (VAESE, 2024)

Only 30% of alumni organizations active on social media say their efforts lead to meaningful engagement or participation in alumni events or programs. (MStoner Higher Education Social Media Study, 2024)

Only 28% of alumni organizations use personalized content in their communications, despite data showing that personalized outreach can increase engagement rates by up to 40%. (Ruffalo Noel Levitz Communication Effectiveness Report, 2023)

Private institutions (USA based) have seen a dramatic reduction of alumni FTEs, dropping 27% nationally since 2016. Dues-paying organizations have fared the worst, seeing a drop of 49% in their average number of professional (non-clerical/administrative) FTEs. (VAESE, 2024)

Only 25% of alumni relations professionals actively use advanced data analytics (beyond basic demographics) to tailor their engagement strategies, missing opportunities for targeted communication and personalization. (CASE Global Reporting Standards, 2023)

Only 20% of alumni are aware of the full range of benefits offered by their alma mater's alumni association, leading to underutilization and perceived low value. (Alumni Relations Benchmark Survey, 2023)

Just 16% of alumni organizations report the addition of new, compelling benefits that they anticipate will help them better attract and engage their alumni. (VAESE, 2024)

When adjusting for a cumulative 30% inflation rate since 2016, alumni relations budgets have decreased significantly, with overall budgets dropping 16% in spending power since 2016. (VAESE, 2024)

Only 15% of alumni organizations offer robust career services such as job boards, resume reviews, or alumni career fairs, which are highly requested by over 70% of surveyed alumni. (Ruffalo Noel Levitz Communication Effectiveness Report, 2023)

13.1% of alumni have opted-out of contact with their alma mater, for large alumni organizations with 10 or more FTEs. (VAESE, 2024)

Only 9% of alumni organizations invest “a significant amount” annually to procure benefits and/or services that will motivate alumni to join/engage/give. 64% invest “little or nothing” to procure benefits, and 28% rely solely on alumni/ae loyalty, nostalgia, and philanthropic generosity to motivate alumni/ae to engage/join/give. (VAESE, 2024)

The average number of gift solicitations sent to first-year graduates has increased 3.7 to 3.9 solicitations per institution since 2017. (VAESE, 2024)

Institutions outside the United States have seen a dramatic increase the number of FTEs dedicated to alumni relations, where on average the number of FTEs has jumped 115% since 2016. (VAESE, 2024)

The median number of FTEs (full-time equivalent employees) in alumni relations is 4.0, compared to 3.7 in 2016, an increase of 8%, yet the average number of FTEs in alumni relations is 9.3, compared to 8.6 in 2016, an increase of 9%. (VAESE, 2024)

In 2024, the median alumni general budget is $240,852. As such, half of all alumni budgets are lower and half are higher. The average is $887,549, (this stats reveals the degree to which very large alumni organizations skew the overall data. (VAESE, 2024)

The median alumni programming budget (excluding salaries) is $125,022, while the average alumni programming budget is $298,146. (VAESE, 2024))

The average general budget for large, NCAA Division 1 conference school is $1.5 million. For NCAA Division 1 schools not affiliated with a Division 1 Conference, the average general budget is $688,911. (VAESE, 2024)

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Trends relating to Soliciting Gifts and Alumni Engagement  

85% of all fundraising totals come from major gifts or planned giving, showing a lack of balanced, broad-based support and insufficient engagement with mid-level and small donors. (CASE Voluntary Support of Education Survey, 2023)

82% of surveyed alumni professionals indicate that their institution's leadership prioritizes fundraising goals over creating meaningful alumni experiences, potentially harming long-term loyalty and giving. (Eduventures Higher Education Leadership Survey, 2024)

77% of alumni relations departments report that their primary metric of success is the total dollar amount raised, not engagement or satisfaction levels. (Eduventures Research, 2023)

72% of alumni report experiencing "solicitation fatigue," where constant asks for donations without engagement have reduced their willingness to participate or donate. (CASE Voluntary Support of Education Alumni Giving Insights, 2023)

68% of alumni feel they are solicited for donations too frequently, which diminishes their connection and affinity to the institution. (Inside Higher Ed Alumni Relations Trends Survey, 2023)

63% of alumni who had disengaged from their alma mater cited over-solicitation for donations as a primary reason, with many feeling "treated like an ATM" rather than a valued community member. (Inside Higher Ed Alumni Relations Satisfaction Survey, 2024)

Over the past five years, contributions from small donors (gifts under $100) have decreased by 22%, reflecting a potential disconnect between alumni engagement and broad-based support. (Giving USA Annual Report on Philanthropy, 2023)

Institutions that focus more on recurring small donations rather than major gift campaigns have seen a 25% increase in total donor count, showing the effectiveness of focusing on alumni engagement and sustained giving. (Giving USA Annual Report on Philanthropy, 2023)

Young alumni giving rates have dropped by 18% over the past decade, with many citing a lack of meaningful engagement or perceived value beyond solicitation requests. (CASE, Alumni Giving Trends, 2024)

The percentage of alumni who give to their alma mater has continued a steady  decline over the past half-century, going from 20% in the 1980s, to roughly 7.5% in the 2020s. (CASE Voluntary Support of Education Survey)

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Trends about Delivering Meaningful Value to Alumni

75% of alumni want more transparency on how their donations are used, with 48% saying they would increase their giving if they had clearer insights into the impact of their contributions. (Eduventures Alumni Giving and Transparency Report, 2024)

74% of alumni state that their institution's digital platforms (websites, apps, etc.) are outdated or difficult to navigate, leading to poor engagement rates for online programs and events. (Higher Ed Digital Experience Study, 2023)

69% of alumni expressed interest in lifelong learning benefits (e.g., certifications, workshops, webinars) offered by their alma mater, but only 31% of institutions currently provide such programs. (Ruffalo Noel Levitz Alumni Benefits and Engagement Study, 2024)

67% of alumni indicate they would participate in an online mentorship program if offered, yet only 21% of institutions provide a structured digital mentorship platform. (Eduventures Alumni Career Development Trends Report, 2024)

67% of alumni say that the events they have attended (either in-person or virtual) did not meet their expectations for networking, professional development, or content relevance, leading to lower future attendance rates. (MStoner Alumni Event Satisfaction Survey, 2024)

62% of alumni report that their institution's alumni network provides "little to no career value," citing outdated networking tools and lack of relevant opportunities. (Alumni Engagement Insights, 2023)

59% of alumni prefer smaller, more intimate networking events or affinity-based gatherings over large, general alumni events, which are still the most common type of event offered by 78% of institutions. (Ruffalo Noel Levitz Alumni Event Effectiveness Survey, 2024)

58% of alumni report that they rarely read communications from their alma mater, perceiving them as irrelevant or overly focused on fundraising rather than value-added content. (MStoner Higher Education Survey, 2024)

58% of alumni relations teams do not use real-time feedback tools (such as surveys or social media monitoring) to adjust their engagement strategies, resulting in stagnant or declining engagement rates. (Ruffalo Noel Levitz Alumni Feedback and Engagement Report, 2023)

53% of alumni organizations have shifted to predominantly digital engagement programs, yet only 32% of alumni report feeling "highly engaged" with their alma mater's digital content. (Inside Higher Ed Digital Engagement Report, 2024)

47% of alumni express concerns about how their personal data is handled by their institution, leading to decreased trust and engagement. (CASE Alumni Data Trust Report, 2024)

41% of alumni donors under 40 prefer giving through crowdfunding or social media campaigns over traditional channels, but only 19% of institutions have fully integrated these options. (CASE Giving Channels and Preferences Report, 2023)

41% of alumni report receiving communication through channels they do not prefer (e.g., print instead of digital), leading to disengagement and frustration. (CASE Communications and Marketing for Alumni, 2023)

38% of alumni feel that their alma mater provides adequate networking opportunities, especially for mid-career professionals looking to advance or switch industries. (Eduventures Alumni Networking Report, 2023)

34% of alumni are satisfied with the benefits packages offered by their alma mater, citing outdated or irrelevant offerings. (CASE Alumni Benefits and Services Survey, 2023)

Less than 30% of alumni are satisfied with their alma mater's online platforms for engagement, citing outdated interfaces, lack of user-friendly features, and poor mobile optimization as major drawbacks. (Higher Ed Digital Experience Study, 2024)

Only 29% of alumni organizations offer career coaching, job placement services, or mentorship programs, missing an opportunity to provide tangible value to alumni. (Alumni Relations Benchmark Survey, 2024)

Only 26% of institutions have invested significantly in updating their digital platforms for alumni engagement, despite a clear shift in alumni preference towards digital interaction. (CASE Digital Alumni Engagement Trends Report, 2023)

Only 21% of institutions provide a structured digital mentorship platform, despite 67% of alumni indicating they would participate in an online mentorship program if offered. (Eduventures Alumni Career Development Trends Report, 2024)

Only 15% of alumni organizations offer robust career services such as job boards, resume reviews, or alumni career fairs, which are highly requested by over 70% of surveyed alumni. (Alumni Career Development and Engagement Survey, 2024)

Only 13% of institutions regularly involve alumni in decision-making processes or advisory boards, despite alumni being a key stakeholder group. (Alumni Access Governance and Engagement Insights, 2023)

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Membership Retention and Acquisition Trends

Associations have seen a 98% decline in the number of average dues-paying members, with the average number of members per institution going from 62,719 members in 2016, to 31,686 in 2024. (VAESE, 2024)

91% of alumni organizations who choose not to offer alumni benefits, or they report they see little or no engagement from the benefits they do offer.  Two out of three institutions (67%) believe that appealing to alumni loyalty and philanthropy is all that’s needed to motivate their alumni to engage/join/give. (VAESE, 2024)

82% of associations collect member data, but only 26% use it effectively to tailor benefits, communications, or engagement strategies, missing key opportunities for personalization and retention. (Association Data Utilization Report, 2024)

71% of dues-paying alumni organizations report a decrease or flatlining of total membership in 2024. (VAESE, 2024)

71% of associations still rely heavily on email marketing as their primary means of communication, despite declining open rates and engagement levels, particularly among younger members. (Higher Logic Digital Communication Trends Report, 2023)

67% of associations say their members perceive less value in the benefits offered compared to five years ago, primarily due to outdated offerings and a lack of innovation. (Membership Marketing Benchmarking Report, 2024)

64% of members prefer benefits that can be accessed and utilized in real-time (like digital resources or virtual events), but only 30% of organizations offer such benefits. (Member Engagement and Benefits Utilization Study, 2023)

61% of associations do not use member journey mapping to understand and improve the member experience, missing out on opportunities to increase satisfaction and retention. (ASAE Member Journey Mapping Report, 2024)

57% of associations have reported higher engagement rates from remote or virtual events compared to traditional in-person events since the pandemic. (Virtual Engagement and Retention Trends Report, 2024)

55% of associations cite lack of engagement as the primary reason for high attrition rates, yet only 22% have a formal strategy in place to improve engagement among existing members. (Marketing General Membership Marketing Benchmarking Report, 2024)

53% of members report that they are unaware of the full range of benefits available to them, highlighting a communication gap that could impact retention rates. (ASAE Communication Effectiveness Study, 2023)

53% of organizations do not regularly track member satisfaction, missing opportunities to identify and address dissatisfaction early. (Member Satisfaction and Feedback Utilization Report, 2023)

50% of members who do not renew after their first year cite lack of perceived value or unclear benefits as their primary reasons for not continuing membership. (Marketing General Membership Benchmark Report, 2024)

48% of associations primarily use one-way communication channels (like newsletters or email blasts) rather than interactive methods (such as surveys or social media polls) to engage members, missing opportunities for feedback and engagement. (ASAE Communication Strategies Report, 2024)

48% of alumni associations using a membership model have not made significant changes to their membership models in over five years, despite shifting member expectations and market dynamics. (Association Innovation and Membership Models Report, 2023)

43% of associations have adopted hybrid membership models (combining both digital and physical benefits) to cater to diverse member needs, resulting in a 19% increase in member satisfaction. (Hybrid Membership Models Effectiveness Report, 2023)

41% of members are more likely to renew if they can customize their membership package to fit their personal or professional needs. However, only 15% of organizations offer such customization options. (Membership Customization Trends Report, 2023)

37% of members report they are less willing to pay membership dues compared to five years ago, primarily due to perceived lack of value or relevance of the benefits offered. (Membership Value Perception Study, 2024)

36% of new alumni association members prefer a pay-as-you-go membership model rather than an annual dues-paying structure, especially younger members who value flexibility. (Higher Logic Membership Flexibility Study, 2023)

The percentage of alumni organizations offering a dues-paying membership program has declined 35% since 2016, going from 26% in 2016 to 17% in 2024. (VAESE, 2024)

34% of associations have introduced or expanded virtual benefits (such as webinars, online networking, and digital resources), which has contributed to a 12% increase in member satisfaction. (Higher Logic Virtual Membership Benefits Report, 2024)

31% of organizations have developed mobile-first strategies for member engagement, leading to a 22% increase in mobile engagement metrics (e.g., app downloads, mobile site visits). (Mobile Engagement Strategies in Associations Report, 2024)

Organizations that focus on building member-driven communities (forums, discussion boards, peer networks) see a 35% increase in member retention rates. (Community Engagement Impact Report, 2023)

Organizations that have a structured onboarding process for new members see retention rates improve by 18% compared to those that do not have a defined onboarding strategy. (ASAE Membership Onboarding Effectiveness Report, 2023)

28% of alumni organizations do not offer any benefits to their alumni, but instead admit they rely solely on alumni/ae “loyalty, nostalgia, and/or philanthropic generosity” to motivate alumni to engage/join/give. This reflects that many alumni professionals lack insights into the connection between offering benefits and higher giving rates. (VAESE, 2024)

27% of associations now offer digital-only membership tiers, reflecting a trend toward catering to younger, tech-savvy members who prefer online access to benefits and resources. (Higher Logic Association Digital Engagement Study, 2024)

Only 25% of membership organizations use automated processes (like automated emails or EFTs) to manage member renewals, although automation is proven to increase renewal rates by up to 30%. (Marketing General Membership Automation Report, 2023)

Only 21% of membership organizations use advanced data analytics to predict and prevent member churn, showing a significant gap in leveraging data for retention strategies. (American Membership Association Analytics Report, 2023)

Only 21% of associations use social proof (testimonials, case studies, member stories) effectively in their marketing materials, even though it can increase conversion rates by 15-20%. (Membership Marketing and Communication Effectiveness Report, 2023)

Only 19% of associations provide regular training to staff on best practices for member engagement and retention, resulting in a lack of skills and consistency in engagement efforts. (Membership Management Best Practices Report, 2023)

Only 18% of membership organizations successfully attract Millennials and Gen Z, even though they make up over 45% of the current workforce. This suggests a gap between what younger generations seek and what membership organizations provide. (American Society of Association Executives (ASAE) Membership Trends Report, 2023)

Only 17% of membership organizations invest in advanced professional training (such as data analytics, member journey mapping, or digital engagement strategies) for their membership professionals. (ASAE Professional Development in Membership Management Report, 2024)

Just 16% of alumni organizations have added new, compelling benefits to help them better attract and engage their alumni.  (VAESE, 2024)

Only 15% of associations have an effective follow-up process after members attend events, leading to lost opportunities to deepen engagement and foster loyalty. (Membership Event Engagement Report, 2023)

The average churn rate for first-year members in associations is 43%, indicating significant difficulties in onboarding and engaging new members effectively. (Membership Marketing Benchmarking Report, 2023)

The average tenure of a member in a dues-paying organization is 7 years. After this period, members are significantly more likely to lapse unless re-engagement efforts are targeted specifically at long-term members. (Membership Retention Trends Report, 2023)

Organizations that rate themselves as "highly innovative" in terms of membership offerings are 3 times more likely to report increases in both member acquisition and retention. (Innovation in Membership Models Study, 2024)

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Email Marketing Trends for Alumni Organizations

The average alumni organizations send 7.6 emails per month. Larger schools in the NCAA Division 1 conferences send an average of 14.3 emails per month. Smaller schools not associated with the NCAA Division 1 conferences send 8.5 emails per month. (VAESE, 2024)

The average email open rate for all alumni organizations is 25.8%. (VAESE, 2024)

The average email click rate for all alumni organizations is 12.7% (VAESE, 2024)

The average email unsubscribe rate for all alumni organizations is 0.6% (VAESE, 2024)

82% of marketers report higher engagement rates (opens, clicks, and conversions) when using segmented and targeted email campaigns. (eConsultancy, 2024)

Marketers who used segmented email campaigns noted a 760% increase in revenue, as they were able to send more targeted and relevant messages. (Campaign Monitor, 2023)

Emails that include dynamic content tailored to the user's behavior (e.g., browsing history, past interactions) can result in a 300% increase in click-through rates. (Dynamic Yield Personalization Effectiveness Study, 2023)

Personalized emails generate a 122% median return on investment (ROI) compared to non-personalized emails. (Instapage Email Marketing Insights, 2023)

Emails triggered by specific user behaviors (e.g., event registration, webinar attendance) have 4 times higher open rates and 5 times higher click-through rates compared to standard emails. (HubSpot Behavioral Email Marketing Report, 2024)

Emails with personalized content (such as the recipient's name or interests) see a 29% higher open rate and a 41% higher click-through rate than non-personalized emails. (ActiveCampaign Email Marketing Trends Report, 2024)

Organizations using AI for email personalization and content optimization see a 35% increase in open rates and a 40% increase in click-through rates. (Gartner Marketing Insights, 2024)

Emails that include video content can increase click-through rates by up to 65%, demonstrating the growing importance of multimedia in email engagement. (Wistia Video Marketing Impact Study, 2023)

Adding interactive elements (such as surveys, polls, and quizzes) within emails can increase click-to-open rates by up to 73%. (Litmus Email Marketing Interactive Content Report, 2023)

65% of consumers are more likely to open emails that contain content directly relevant to their personal or professional interests, reinforcing the importance of customized content. (Adobe Consumer Email Preferences Study, 2023)

69% of email recipients report emails as spam based solely on the subject line or sender name if it appears irrelevant or suspicious. Ensuring clear, relevant subject lines is critical. (Return Path Email Deliverability Report, 2024)

45% of consumers say they will unsubscribe from emails if they receive them too frequently, highlighting the importance of balancing frequency and relevance. (HubSpot Email Marketing Report, 2023)

Organizations that use A/B testing for their email campaigns see an increase of 37% in email engagement metrics (opens, clicks, conversions) by optimizing content based on what performs better. (HubSpot Email Marketing Strategy Report, 2023)

Emails that are sent at a frequency of 1 to 4 times per week are considered optimal for engagement, with open rates declining significantly if emails are sent too frequently or lack relevance. (Campaign Monitor Email Marketing Benchmark Report, 2023)

Emails that include dynamic content tailored to the user's behavior (e.g., browsing history, past interactions) can result in a 300% increase in click-through rates. (Dynamic Yield Personalization Effectiveness Study, 2023)

55% of all emails are opened on mobile devices, yet only 36% of marketers optimize their emails for mobile, resulting in potential loss of engagement. (Litmus State of Email Report, 2023)

55% of alumni professionals report that "content fatigue" among their audience is a significant barrier to email engagement, emphasizing the need for fresh, engaging, and relevant content. (CASE Alumni Engagement Report, 2023)

67% of higher education institutions have adopted email marketing automation tools, yet only 40% use them to their full potential, missing opportunities for automated follow-ups, segmentation, and dynamic content. (Higher Logic Email Automation Trends Study, 2024)

Only 25% of alumni organizations use real-time analytics to monitor the effectiveness of their email campaigns, resulting in slower response times to adjust strategies. (Marketing General Email Marketing Effectiveness Report, 2023)

Universities that segment their alumni email lists by graduation year, location, or interests see open rates improve by 22% compared to non-segmented lists. (CASE Email Marketing in Higher Education Study, 2023)

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Institutional Giving, Donor Behavior and Giving Patterns

78% of high-net-worth individuals are less likely to contribute to capital campaigns, preferring donations that provide immediate relief or measurable outcomes. (Bank of America High Net-Worth Study, 2024)

73% of alumni organizations are now integrated with institutional fundraising or are working toward integration.  Just 3% report they are not integrated and have no plans to integrate. The assimilation of alumni relations and institutional fundraising is an ongoing trend. 

71% of donors state that they rely on information from the organization they support to evaluate the impact of their gifts. This suggests a need for improved communication and transparency to retain donor confidence. (Bank of America Philanthropy Report, 2024)

67% of donors to higher education report they would increase their giving if they felt their donations were making a measurable impact. This underscores the need for better communication and transparency from institutions. (Blackbaud Donor Insights Report, 2024)

64% of donors indicate they are more likely to give when they feel actively involved or when they experience tangible benefits (e.g., exclusive events, networking opportunities). (Fundraising Effectiveness Project, 2024)

59% of donors report feeling overwhelmed by the number of donation requests they receive from non-profits, including educational institutions, indicating "donor fatigue" as a growing issue. (The Chronicle of Philanthropy Donor Attitudes Survey, 2024)

50% of alumni donors report they are less likely to give to their alma mater due to what they perceive as "excessive fundraising asks" and a lack of compelling reasons to give. (CASE Alumni Giving Report, 2024)

49% of alumni donors feel their contributions are not valued or appreciated by their institution beyond financial transactions, leading to lower engagement and retention. (Donor Experience Survey, 2024)

47% of alumni non-donors say they have not been invited to any meaningful alumni events or activities, contributing to a sense of disconnection from their alma mater. (Enterprise Alumni Engagement Study, 2023)

43% of high net-worth individuals have stopped donating to at least one organization due to over-solicitation, and 31% cited a lack of clarity on how their donations are used. (Bank of America Study of High Net-Worth Philanthropy, 2024)

35% of alumni unsubscribe from email communications after receiving more than six fundraising appeals within a year, indicating a threshold for perceived harassment. (Nonprofit Email Engagement Report, 2023)

Personalized thank-you notes and tailored updates increase the likelihood of donor retention by 35%, highlighting the effectiveness of personalization over generic communications. (CASE Alumni Relations Best Practices, 2023)

Institutions that implement formal donor stewardship programs see 23% higher retention rates, suggesting that personalized engagement is more effective than frequent solicitation. (Blackbaud Donor Stewardship Report, 2023)

Institutions that focus on recurring giving programs rather than one-time donations have seen a 17% increase in overall donor retention rates, suggesting that sustained engagement is more effective than repeated asks. (NonProfit PRO Recurring Giving Benchmark Study, 2024)

Institutions that solicit recent graduates more than 10 times per year have seen a 15% higher opt-out rate, suggesting that aggressive solicitation tactics are counterproductive. (VAESE; CASE Voluntary Support of Education Survey, 2024)

29% of donors under 40 prefer giving through digital platforms (e.g., social media campaigns, crowdfunding) rather than traditional solicitation methods. (Global Trends in Giving Report, 2023)

Donor retention rates at private institutions dropped to 64% in 2023 from 67% in 2014, while public institutions remained steady at 55%. This indicates a challenge in maintaining donor loyalty, especially in private institutions. (Blackbaud Charitable Giving Report, 2024)

Only 18% of high-net-worth individuals donated to higher education in 2023, a decline from 22% in 2021, showing a growing preference for causes perceived as more impactful or urgent, such as health or social justice organizations. (Bank of America Philanthropy Report, 2024)

The average alumni participation rate across all types of institutions declined to 7.8% in 2023, continuing a downward trend from 8.5% in 2016, and roughly 20% in the 1980s, reflecting increasing challenges in engaging alumni donors. (Council for Aid to Education (CAE) Voluntary Support of Education Survey, 2024)

On average, a large institution send to new graduates is 5.8 solicitation per alumni within the first twelve months after graduation. (A large alumni organization we define as having 10 or more employees dedicated to alumni engagement.) This practice of aggressively soliciting new graduates raises ongoing questions about how cultivation and engagement efforts can take a back seat to the demands of fundraising.

Only 8% of Millennials give to their alma mater, preferring to donate to causes that have a direct and visible impact, such as social and community-focused organizations. (Evertrue Millennial Giving Report, 2024)

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Mobile, Digital and Social Media Usage Trends

As of 2024, 99% of Americans aged 18-29, 97% of Americans aged 30-49, 92% of Americans aged 50-64, and 83% of Americans aged 65+ own a smartphone, indicating near-universal smartphone adoption among younger and middle-aged adults. (Pew Research Center Mobile Fact Sheet, 2024)

97% of households earning $75,000 or more per year own a smartphone, demonstrating high penetration among higher-income demographics. (Pew Research Center Mobile Fact Sheet, 2024)

96% of adults aged 18-24 use YouTube regularly, making it the most widely used digital platform among younger audiences. (Pew Research Center Social Media Use Report, 2024)

95% of alumni organizations report using Facebook to communicate with alumni, while 78% use LinkedIn, and 56% use Instagram. Instagram use is up from 44% in 2019, showing growth in visual social media engagement. (CASE Social Media Usage Report, 2024)

93% of smartphone owners use their device at work, indicating a blending of personal and professional device use. (Pew Research Center, 2024)

85% of smartphone users utilize their devices to screen or manage their emails, reflecting the importance of mobile-optimized email communications for engagement. (Adobe Email Usage Study, 2024)

85% of alumni organizations find LinkedIn to be a valuable platform for career-related services, networking, and professional development, making it the second most popular digital engagement tool after Facebook. (CASE Alumni Relations Best Practices Survey, 2024)

80% of U.S. adults use YouTube, reinforcing its popularity as a digital engagement tool. (Pew Research Center Social Media Use Report, 2024)

78% of Power 5 Division 1 (NCAA) alumni organizations send a digital or e-magazine to their alumni, and 58% of recipients report reading at least half of the content they receive. (Ruffalo Noel Levitz Digital Engagement Trends Report, 2024)

76% of alumni professionals agree that personalized digital content (tailored emails, personalized social media messages) leads to higher engagement rates compared to generic communications. (Huron Digital Engagement Insights, 2023)

72% of alumni organizations believe they need to upgrade their digital and mobile engagement tools to better connect with alumni, particularly in a post-pandemic digital-first world. (Ruffalo Noel Levitz Digital Transformation in Alumni Engagement Report, 2023)

68% of alumni organizations do not regularly update their Instagram accounts, missing opportunities to engage younger alumni who prefer visual content. (CASE Digital Strategy Report, 2024)

67% of adults log into Facebook daily, while 61% of adults use Instagram daily, reflecting strong daily engagement on these platforms. (Statista Social Media Usage Statistics, 2024)

62% of alumni organizations now offer virtual or hybrid networking events, with 45% of alumni indicating a preference for virtual options due to convenience and accessibility. (Inside Higher Ed Alumni Event Trends Report, 2024)

47% of marketers state that Facebook remains a critical platform for audience engagement and lead generation, even as newer platforms like TikTok and Instagram gain popularity. (Social Media Examiner Industry Report, 2024)

41% of alumni organizations are experimenting with TikTok and other short-form video content to reach younger alumni, reflecting a shift towards more dynamic content strategies. (CASE Emerging Digital Platforms Report, 2024)

39% of alumni organizations actively use social media amplification metrics (likes, shares, comments) to measure engagement, indicating a need for better data utilization. (CASE Social Media Effectiveness Survey, 2024)

33% of alumni organizations are beginning to integrate AI-driven tools (like chatbots and AI-based email personalization) to improve engagement efficiency and responsiveness. (Gartner Digital Innovation in Higher Education Report, 2024)

31% of alumni organizations now offer a mobile app for engagement, up from 23% in 2020, representing a growing trend toward providing mobile-centric alumni engagement tools. (CASE Digital Engagement Report, 2024)

25% of senior alumni executives report they are not comfortable with or interested in leveraging new technologies for alumni engagement, presenting a gap in digital leadership. (Eduventures Higher Education Digital Leadership Report, 2024)

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Demographics/Alumni Cohorts and Behavior

Millennials are 262% more likely to be influenced by mobile ads and promotions compared to older generations, indicating the need for targeted mobile marketing strategies. (Access Development Consumer Insights Report, 2023)

Millennials are 247% more likely to be influenced by blogs, social media, and online reviews than the general population, underscoring the importance of digital content strategies. (Access Development Consumer Insights Report, 2023)

94% of Millennials prefer personalized communication from organizations, with 63% indicating they are more likely to engage if the content is tailored to their cultural and age-related interests. (Deloitte Millennial Survey, 2024)

91% of Gen Z and Millennials say they prefer visual content (e.g., videos, infographics, memes) over text-based content when engaging with organizations, making platforms like Instagram and TikTok essential for reaching these demographics. (Sprout Social Social Media Trends Report, 2024)

87% of young alumni prefer organizations that are transparent about how their donations or engagement efforts are used, and 58% want regular updates on the impact of their contributions. (Edelman Trust Barometer Special Report, 2024)

85% of Millennials are more likely to respond to mobile-optimized emails or content, and 62% of all alumni check emails first on their smartphones. (Adobe Consumer Email Usage Study, 2024)

80% of Millennials and Gen Z expect seamless, digital-first interactions with organizations, with mobile-friendly websites and personalized digital content being top priorities for engagement. (Huron Consulting Group Digital Engagement Study, 2024)

80% of Gen Zers experience anxiety or emotional distress when separated from their smartphones, highlighting the importance of mobile-optimized engagement strategies. (Pew Research Center, 2023)

76% of alumni donors say that personalized outreach (like event invitations or volunteer opportunities) increased their likelihood of giving again, while 49% of alumni non-donors report feeling disconnected from their alma mater due to a lack of communication about relevant events or opportunities. (Blackbaud Donor Insights Report, 2024)

73% of Millennials are likely to share content that makes them laugh, and 64% of Millennials will engage with content that is thought-provoking or educational. Content that blends education with entertainment has a higher chance of being shared and engaged with by younger alumni. (Newscred Content Marketing Insights, 2024)

66% of young alumni (ages 23-38) expect unique, value-driven experiences (e.g., VIP access, personalized networking events) as part of their alumni membership, and will disengage if these expectations are not met. (Brightpearl Customer Engagement Report, 2023)

66% of Millennials want unique experiences, such as exclusive events or VIP treatment, as part of their membership benefits. Offering alumni access to exclusive experiences can significantly increase engagement and loyalty. (Deloitte Millennial Survey, 2024)

62% of millennials say that if an organization engages with them on social networks, they are more likely to be loyal. (EliteDaily)

59% of alumni professionals report that virtual and hybrid events are now more effective at engaging younger alumni than traditional in-person events, with 45% of attendees preferring virtual attendance options. (CASE Alumni Event Engagement Report, 2023)

57% of Millennials are likely to disengage if they receive too many irrelevant or mass emails, making targeted, personalized communication essential for alumni organizations. (Campaign Monitor Audience Insights Report, 2023)

56% of Millennials have ditched a company/organization within the past year because of poor customer service. (Aspect)

44% of Millennials are less likely to engage with organizations that send generic or mass email communications, highlighting the need for tailored, specific messaging strategies. (Monetate Consumer Engagement Report, 2024)

42% of Millennials say they are more likely to support organizations or institutions that align with their values and causes they believe in. (Edelman Trust Barometer Special Report, 2024)

40% of alumni organizations are exploring AI-driven content personalization to better target communications to individual alumni preferences and increase engagement rates. (Gartner Higher Education Digital Innovation Report, 2024)

While 73% of Millennials have made a donation to a nonprofit, only 8.5% participate in alumni giving, indicating a gap between general philanthropic behavior and alumni-specific engagement. (Evertrue Millennial Giving Study, 2024)

34% of alumni organizations now offer mobile apps for digital engagement, an increase from 23% in 2020. These apps focus on delivering personalized content, event information, and networking opportunities. (CASE Digital Engagement Report, 2024)

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Sources

These stats come from a variety of U.S. sources, some stats may be contradictory.  We'll leave it up to you decide which stats are most trustworthy. Keep in mind that some URLs are gateway pages that require you to register and pay, or otherwise submit your information to receive the actual research data. If you have a stat that should to be included, or you want us to include stats from your own research, contact us here.

Alphabetized List of Sources:

1. Alumni Access (a division of Access Development), 2024 VAESE alumni relations benchmarking study, a global study of higher education alumni engagement practices. Go here to download the study: https://www.alumniaccess.com/vaese-2024
2. American Society of Association Executives (ASAE) Reports:
   Offers insights on membership trends, member expectations, innovation, and training in the association sector. Visit their website (https://www.asaecenter.org/) for detailed reports.
3. Bank of America Study of High Net-Worth Philanthropy:
   Provides data on high-net-worth individuals' giving patterns, motivations, and reasons for disengagement. Visit the Bank of America Philanthropy website (https://agb.org/wp-content/uploads/2023/11/2023_Bank-of-America-Study-of-Philanthropy_Final_ADA_102023.pdf) to access these insights.
4. Blackbaud Charitable Giving and Donor Stewardship Reports:
   Provides comprehensive data on donor retention, engagement strategies, and fundraising effectiveness. Find these reports on the Blackbaud website (https://institute.blackbaud.com/).
5. Brightpearl Customer Engagement Report:
   Focuses on engagement and customer experience trends among younger consumers, including alumni relations. Look for the report through retail and customer experience research platforms. (https://www.brightpearl.com/)
6. Campaign Monitor Email Marketing Benchmark Report:
   Provides insights into email frequency, personalization, segmentation, and their impact on engagement. Available on the Campaign Monitor website (https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/).
7. CASE (Council for Advancement and Support of Education) Reports:
   Provides insights on alumni engagement strategies, digital communication trends, event effectiveness, and specialized research on email marketing practices. Available on the CASE website (https://www.case.org/).
8. Council for Aid to Education (CAE) Voluntary Support of Education Survey:
   Offers annual statistics on alumni participation rates, donor retention, and giving trends in higher education. Accessible at the CASE website https://www.case.org/research/surveys/case-insights-voluntary-support-education).
9. Deloitte Millennial Survey:
   Focuses on Millennials' expectations, behaviors, and engagement with organizations. Accessible through the Deloitte website (https://www.deloitte.com/global/en/issues/work/content/genz-millennialsurvey.html).
10. eConsultancy Email Marketing Trends:
    Provides in-depth analysis of segmentation, targeted campaigns, and their impact on engagement and revenue. Available on the eConsultancy website (https://econsultancy.com/ai-privacy-localisation-email-marketing-trends/
11. Edelman Trust Barometer Special Report:
    Examines the trust and engagement dynamics between organizations and younger generations. Find reports on the Edelman website (https://www.edelman.com/trust).
12. Eduventures Research Reports:
    Publishes research on higher education trends, leadership surveys, alumni engagement, multichannel strategies, and lifelong learning trends. Access their reports on the Encoura website (https://www.encoura.org/encoura-platform/eduventures-research-library/).
13. Evertrue Millennial Giving Report:
    Highlights trends in Millennial and younger generation giving preferences, motivations, and challenges. Available on the Evertrue website (https://www.themillennialimpact.com/latest-research).
14. Giving USA Annual Report on Philanthropy:
    Provides comprehensive data on charitable giving trends in the U.S., including alumni giving patterns and effective fundraising strategies. Available on the Giving USA website (https://givingusa.org/).
15. Global Trends in Giving Report:
    Analyzes trends in digital and social giving, donor motivations, and preferences. Look for the report on the Global Giving website or similar platforms. Website: https://www.funraise.org/giving-report
16. Gartner Higher Education Digital Innovation Report:
    Provides insights into how institutions are adopting digital technologies to engage with students, alumni, and other stakeholders. Available through Gartner’s official website (https://www.gartner.com/en/information-technology/insights/top-technology-trends/top-technology-trends-highered).
17. Higher Logic Membership Studies:
    Focuses on digital engagement strategies, member communication, and innovation in the association world. Their reports can be accessed on the Higher Logic website (https://www.higherlogic.com/).
18. HubSpot Email Marketing Reports:
    Focuses on strategies for improving open rates, click-through rates, and conversion rates through A/B testing, personalization, and content optimization. Available on the HubSpot website (https://blog.hubspot.com/marketing/email-marketing-stats)
19. Inside Higher Ed Surveys:
    Conducts surveys and publishes reports on various aspects of higher education, including alumni relations and engagement trends. Available on the Inside Higher Ed website (https://www.insidehighered.com/).
20. Litmus State of Email Report:
    Covers trends in email optimization, including mobile-first strategies, interactive content, and personalization. Accessible on the Litmus website (https://www.litmus.com/state-of-email-reports).
21. Marketing General Membership Marketing Benchmarking Report:
    Provides comprehensive data on membership acquisition, engagement, retention, and best practices. Available at the Marketing General website (https://www.marketinggeneral.com/knowledge-bank/reports/).
22. MStoner Higher Education Survey Reports:
    Focuses on digital engagement, social media use, and alumni satisfaction with events and online tools. Available on the MStoner website (https://www.carnegiehighered.com/mstoner/)
23. Newscred Content Marketing Insights (now Industry Dive):
    Analyzes trends in content marketing and how different demographics respond to various content types. Visit the Higher Ed Dive website for access https://www.highereddive.com/
24. NonProfit PRO Recurring Giving Benchmark Study:
    Provides data on the effectiveness of recurring giving programs and donor retention. Accessible at the NonProfit PRO website (https://www.recurringgiving.com/).
25. Pew Research Center Reports:
    Provides comprehensive data on smartphone usage, social media engagement, and digital communication trends across different age groups and demographics. Available on the Pew Research Center website (https://www.pewresearch.org/).
26. Ruffalo Noel Levitz Reports:
    Provides data on alumni engagement strategies, communication effectiveness, alumni feedback mechanisms, and digital engagement trends. Visit the Ruffalo Noel Levitz website (https://www.ruffalonl.com/papers-research-higher-education-fundraising/national-student-satisfaction-and-priorities-report/).
27. Social Media Examiner Industry Report:
    Analyzes social media trends, platform effectiveness, and digital marketing strategies across industries, including higher education. Available at (https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2024).
28. Sprout Social Social Media Trends Report:
    Focuses on social media usage and content preferences among different demographics. Available on the Sprout Social website https://sproutsocial.com/insights/social-media-trends/).

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