REMINISCERS
ARE SUPPORTIVE, BUT DIFFICULT TO INSPIRE
In this
newsletter, we focus on the second of four key alumni “personalities.” The
alumni types were defined from a series of 20 questions
in our national AlumniPoll survey dealing with the
current and desired involvement of alumni. CLICK
HERE to download information about all 4 personalities
(4 MB PDF download).
Alumni Personality 2: Reminiscers
Reminiscers
(24% of all alumni) are stable, consistent people
for whom college was a pleasant, beneficial
experience, now firmly rooted in the past. They tend
to have stable jobs – usually related to their
area of undergraduate study – with moderate-to-high
income. Their home life also tends to be stable. Four
out of five are married – 10% higher than any
other group.
Reminiscers are supportive of their alma mater. They
often stay in touch with college friends, are interested
in keeping up with institution news, and are particularly
likely to follow college athletics (note that six in
10 are male, the most of any segment).
The downside is that Reminiscers perceive the institution
as having little relevance for their future. Offerings
like continuing education, career services, library
access and professional networking have relatively
low appeal among this group.
Because
of their fond feelings for the institution, Reminiscers
are generally open to giving and participating.
Nearly four out of five have made a financial gift
at some time (second most behind Rallyers), and four
in 10 have a record of taking part in alumni events
and activities. But they are particularly vulnerable
to lapsing – only a third are likely to be current
givers.
Reminiscers
tend to feel responsible for their own success and
expect others to accept that same responsibility.
Appeals to “help other students as you were helped” or
to “help others avoid the hardships you experienced” fall
flat with this group. They are also turned off by appeals
linked to “perks and giveaways,” and are
not as likely as other groups to be influenced by a
giving appeal from one of their close peers.
How do you
get and keep Reminiscers involved? First, acknowledge
that they are focused on stability, not
change. So, do your best to make it easy for them to
stay involved. Keep them regularly informed through
mail and e-mail. Don’t ask them to recommit each
year – suggest that they set up a regular annual
gift and/or alumni association renewal via EFT. Encourage
them to purchase season tickets for athletics, also
with an automatic renewal option.
In appeals
and other communication, don’t completely
ignore the future – but always tie the vision
of a great future to the foundation of past success.
In publications, include retrospective articles that
celebrate your heritage and bring their memories back
to life.
How do you identify Reminiscers? Campbell Rinker
has developed a survey-based model to help you categorize
alumni into all four segments. If you conduct an alumni
survey, be sure to contact Campbell Rinker to find
out how to add a handful of questions that can be used
to classify your alumni.
Reminiscers
enjoy and savor their relationship with your institution.
That relationship has limits that
should be acknowledged and respected. Efforts to involve
them are worthwhile – but they don’t need
or appreciate a next-big-thing approach. Keep it simple
and enjoy the stability they bring to your alumni program.
Learn about
other alumni segments...
Rallyer
Alumni Segment
Reconnector
Alumni Segment
Methodology notes
Data based
on Campbell Rinker’s AlumniPoll
2002, Campbell Rinker’s syndicated online survey
of more than 3,000 North American alumni. Data were
weighted to match national proportions for public/private
enrollment, as reported by the Chronicle of Higher
Education. Segments were defined through K-means cluster
analysis.
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