The problem might not be the lack of communication—the content might not hit home. When your messages don't align with your alumni's current stage in life, interests, or needs, they're easily ignored.
That's where alumni segmentation and persona development can help. These practical tools allow you to go beyond generic messaging and create more relevant, engaging stories.
In this guide, we will explore how to effectively implement segmentation and persona strategies in your alumni relations efforts to create targeted, impactful engagement strategies.
Definition of Segmentation and Personas
To get started, here are some short definitions of segmentation and personas. If you want to go deeper, many resources online can help you learn more about these topics.
This article will discuss how to apply these concepts to alumni marketing, not explain the concepts.
Segmentation:
Segmentation divides a broad audience into smaller, more homogenous groups based on specific criteria such as demographics, interests, behaviors, or needs. Segmentation allows for more targeted and effective communication and engagement strategies.
Personas:
Personas are fictional yet data-driven representations of different segments within an audience. They encapsulate the typical characteristics, motivations, goals, and challenges of a specific group, helping organizations tailor their approach to meet the needs and preferences of each segment.
Using Segmentation and Personas Together
Segmentation and personas create a more personalized and effective engagement strategy. Here's a step-by-step plan to use these two tools together:
Identify Segments:
Start by dividing your alumni audience into smaller, more manageable groups based on relevant criteria.
Example segments include recent graduates, mid-career professionals, retirees, international alumni, or highly engaged alumni.
Check the section below for some practical segmentation examples for alumni.
Choose a Segment:
Identify which segment you want to focus on first—recent graduates or mid-career professionals, for example.
Check the section below for more insights on how to prioritize segments.
Develop Personas:
Within each segment, create detailed personas that represent typical members of these groups. You can validate your personas using surveys, interviews, and analytics data.
Each persona will have primary and secondary traits, depending on how you segment.
Below, you will find some examples of these personas.
Prioritizing Segments and Personas Based on Institutional Goals
Aligning your segmentation strategy with your institution's objectives will maximize its effectiveness.
Here's how you can prioritize:
Identify Key Institutional Objectives:
List your institution's primary goals, such as increasing donations, improving alumni engagement, or enhancing career support for recent graduates.
Assess Potential Impact:
Evaluate each segment or persona based on its potential contribution to the above goals. Consider segment size, giving capacity, influence, and alignment with institutional priorities.
Analyze Current Engagement Levels:
Identify segments that are currently underserved or have high potential for increased engagement.
Consider Resource Allocation:
Evaluate the resources required to engage each segment effectively. Balance potential returns with the investment needed. Consider both the type of content (articles, videos, ...) and the preferred channel.
For example, don't count on immediate results if an audience would favor a Tiktok-based approach but you have no presence on Tiktok.
In your first steps, give higher importance to proven, tested solutions. New channels come with a learning curve.
Create a Tiered Approach:
Develop a tiered system for your segments, focusing more resources on high-priority segments while maintaining essential engagement with others.
Set Specific Goals for Each Priority Segment:
It can be challenging, but define clear, measurable objectives for each priority segment that align with institutional goals.
Implement and Monitor: Start with your highest priority segments and gradually expand your personalized approach. Regularly review the performance of your prioritized segments and adjust as needed.
Example Prioritization:
High Priority:
- Recent graduates (for career support and long-term engagement),
- Major gift prospects (for fundraising goals), and
- Highly engaged volunteers (for ambassadorship)
Medium Priority:
Mid-career professionals (for mentoring and mid-level giving), affinity group alumni (for targeted engagement).
Lower Priority:
Geographically distant alumni (maintain a connection through digital means), inactive alumni (basic re-engagement efforts).
Did you notice that High Priority contains the most groups. I'm curious if it is different for you.
Prioritization should be flexible and may change as institutional goals evolve or you gain insights from your segmentation efforts.
Alumni Segments and Personas
As you explore segmentation, consider these key alumni segments and personas. Use these as examples and guidance and adapt them to fit your institution's unique needs and circumstances.
Class Year Segmentation & Career Status
Segment: Group alumni by graduation year or decade and consider factors like career status, age, and preferred communication channels.
Persona: Recent Graduates
Young alumni who have graduated within the last 5-10 years
Often focused on finding a job, career development, and networking opportunities.
Communication Preference: Digital communication channels: email, online publications, and social media
Donation Potential: Limited financial capacity but high potential for long-term engagement
Persona: Mid-Career Professionals
Alumni in their 30s-40s established in their careers
Often interested in continuous learning (leadership development, executive education programs, or advanced certifications) and industry connections
Communication Preference: Mix of digital and traditional communication channels (newsletters, digital publications, LinkedIn, etc.)
Donation Potential: Potential for increased financial contributions as their careers progress
Persona: Entrepreneurs/Business Owners
Alumni who have started their businesses or are actively involved in entrepreneurial ventures.
Entrepreneurs often seek platforms to showcase their success and gain visibility. They value recognition through alumni spotlights, awards, opportunities to speak at events, and peer recognition through being featured in alumni magazines.
Giving Back: Entrepreneurs often seek impactful donations that align with their values and business interests. They may prefer to fund scholarships for aspiring entrepreneurs, support business incubators, or contribute to research and development initiatives.
Communication Preference: Entrepreneurs often prefer digital communication channels that are efficient and time-saving. Email, LinkedIn, and online publications are effective.
Persona: Retirees
Alumni who have completed their professional careers
Retirees may appreciate activities that allow them to reconnect with old friends and make new ones.
Recognition and Honor: Opportunities for recognition can be highly motivating for retirees. They may value being celebrated at events or in alumni publications.
Communication Preference: Traditional communication methods like print, but also online resources, and even phone calls
Donation Potential: Potential for planned giving and estate donations.
Ongoing Contributions: Many retirees can be willing to make ongoing financial contributions, especially if they see the direct impact of their donations and feel a solid connection to the institution.
Persona: Legacy Alumni
Graduates with multi-generational connections to the institution
Strong sense of tradition and loyalty
Recognition: Being acknowledged as part of a legacy family can be a significant motivator. You can give recognition at events, in publications (like the alumni magazine), or through awards and honors.
Donation Potential: Legacy alumni may be particularly motivated to give back to the institution to continue their family's tradition of support. They might be interested in establishing family scholarships, contributing to endowments, or supporting specific programs or facilities.
Affinity Groups and Interests
Segment: The segment is based on shared interests, extracurricular activities, or campus groups alumni were involved in and specific interests or causes they support within the institution.
Affinity Group Alumni
Graduates of particular campus organizations, sports teams, or academic programs often feel strongly connected to these aspects of their college experience.
Persona: Sports Alumni
Graduates who participated in varsity sports, intramural teams, or athletic clubs during their time at the institution.
Often, they have a strong sense of camaraderie and team spirit.
Sports alumni often seek to maintain connections with former teammates and coaches. They value reunions, alumni games, and social events that allow them to relive their athletic experiences and stay in touch with their sports network.
Donations: Sports alumni often feel strongly about their former teams and want to see them succeed. They are usually more inclined to donate to specific causes within the athletics department, such as facility improvements, team travel funds, or scholarships for student-athletes.
Persona: Women in STEM
Female graduates who earned degrees in Science, Technology, Engineering, or Mathematics (STEM).
This group advocates for and supports initiatives that promote gender equality and increase women's representation in STEM fields.
They are likely to participate in networking events and career development opportunities tailored to women in STEM, including conferences, workshops, and webinars.
Communication Preference: Email Newsletters, digital content, LinkedIn
Donation Potential: Moderate to High, Particularly if contributions support scholarships for women in STEM, mentorship programs, and initiatives aimed at increasing female representation in science and engineering fields.
Persona: International Alumni
Graduates from other countries who have earned degrees at the institution.
Alumni often seek to maintain strong connections with their alma mater and fellow alumni despite geographical distances.
Content: Updates on regional alumni activities, international partnerships, and news relevant to their location.
Communication Preference: Email, social media, and online platforms
Donations: International alumni are likelier to donate to causes that resonate with their personal experiences, such as scholarships for international students, global research projects, or regional development initiatives.
Engagement Level Segmentation
Categorize alumni by their level of involvement, including factors such as donation history, event attendance, and volunteerism.
Persona: Highly Engaged Volunteers
Highly engaged volunteers often have significant donation potential. Their strong emotional connection and commitment to the institution make them more likely to contribute financially.
Targeted Giving: They are more inclined to donate to specific projects or initiatives where they can see the direct impact of their contributions, such as scholarships, capital projects, or special programs.
Overcoming Common Challenges in Alumni Segmentation and Persona Development
While segmentation and persona development concepts are straightforward, their implementation can present several challenges.
Challenge: Gathering Accurate Data
The Problem: One of the biggest hurdles is obtaining the data needed to segment your alumni effectively. Alumni databases (reality check: like most databases) often need to be completed and updated.
Practical Solution: Work with what you have today—the segmentation process will be a data source. If you have the capacity, you can run data cleanup campaigns in parallel. But DON'T WAIT.
Challenge: Avoiding Stereotypes in Persona Creation
The Problem: Creating personas can sometimes lead to overly simplistic or stereotypical representations, which can do more harm than good by alienating alumni instead of engaging them.
Practical Solution: To avoid this, involve alumni directly in the persona development process. Don't rely solely on internal assumptions; go and talk with alumni and conduct surveys with a diverse cross-section of your alumni base.
Challenge: Balancing Personalization with Resource Constraints
The Problem: Tailoring communication and engagement strategies for each segment can be resource-intensive, particularly for smaller alumni associations with limited budgets and staff.
Practical Solution: One effective strategy is to start with a pilot program focused on a single high-priority segment. The success of this pilot can provide the data and confidence needed to secure additional resources, allowing you to gradually expand your persona-based approach to other segments.
Next steps
Your next steps, one you have defined segments and personas, will be to:
Tailor Communication and Engagement:
Tailoring your communication ensures that your alumni feel seen and valued, which can significantly boost engagement.
For example, recent graduates might prefer digital communications and career-focused content, while retirees might value in-person events and nostalgic updates about the institution. Conversely, entrepreneurs might appreciate opportunities to showcase their success or connect with fellow business leaders through alumni spotlights and networking events.
Develop Content:
Create a content calendar with content that speaks directly to the interests and needs of your segments.
Engage and Iterate:
Launch your campaign and observe the engagement levels. Use surveys, analytics, and direct feedback to assess what's working and where you can improve. Then, iterate on your strategy, making adjustments as needed.
By taking these steps, you can see how a more persona-driven audience approach can drive deeper connections with your alumni. In the following articles in this series, we will dive deeper into how you can set up a content calendar for your alumni magazine and communications.
Summary
These segments and personas are starting points. As you implement your segmentation strategy, you'll refine these based on your unique alumni base. By thoughtfully implementing segmentation and persona strategies, alumni associations can create more relevant, impactful engagement experiences.
