Attracting Generation Y — Young Alumni

It may seem like recent grads have nothing in common with you — after all, they started using computers shortly after birth — but they are often your best bet for new volunteers. For one thing, they have the time. For another, they view involvement with a chapter as leadership development that could be good for their resume.

etting young alumni involved with your chapter will also keep events from becoming stale (same faces always showing up, year after year). Plus, it will help you better connect with local students. After all, recent grads have more in common with them than you probably do, even though you’re young at heart.

Here’s what we know:

• Pull a list of the young alumni in your chapter area.
• Ask a young alum to serve on your board. They’ll be able to help you attract their friends to the chapter.
• Recent grads can’t live without e-mail, so send them e-vites to your events. The best time to send a broadcast message is Tuesday through Thursday, because many people let the mail pile up in their inbox over the weekend.
• Host an event that would appeal to young alumni, like a social hour. Then ask what kind of events they’d like to see happen with your chapter. If there’s enough interest, establish a Young Alumni Committee.
• They’re more likely to attend a chapter event if it’s affordable (under $25) and takes place after work, not during the workday or weekend. Encourage them to bring a friend or offer a discount on admission.
• Young alumni like less structured events and they come to meet people. Make sure no one feels left out by making the rounds and getting people talking.
• Make sure to thank them for showing up. You can use this time to promote other chapter events or opportunities for their involvement.
• Don’t get stuck doing the same old thing. You’ll lose their interest. Host a variety of events including social networking (e.g. game watch parties, Happy Hours), professional development (e.g. business card exchange, etiquette dinner) and community service opportunities (e.g. Habitat for Humanity, Big Brothers Big Sisters Bowl-A-Thon).
• Young alumni are more likely to go to your events if they seem like fun. Show them what a blast they’re missing by using recent photos in your marketing and keeping your Web site up-to-date. You could also co-sponsor an event with a local organization that attracts a younger crowd.
• Word of mouth works. If young grads attend an event and have a good time, they’ll tell others (think of it as free marketing). But if they have a bad time, they’ll spread the word about that, too, and other young grads will avoid you like the flu.

• Recent grads like to be treated like a “VIP”. Offer reserved seating, sneak peaks, behind-the-scenes tours and come early/stay late events to make them feel like they have exclusive access to something special.
• They may want to be involved in the organization, but they don’t want a long-term commitment.
• Send an e-mail reminder for a few days before your event. Young alumni don’t generally plan long-term, so if you’ve sent your invite out a month in advance, they’ve probably already forgotten about it.
• Follow up afterwards by sending a personal thank you for their attendance or e-mailing them to invite them to the next event.
• Organize a raffle or door prize drawing at young alumni events. They like free stuff (who doesn’t?). Often the event venue will donate a gift certificate to give away, as this ensures repeat visits.

• If the owner or manager of event venue is a UW graduate, use that to your advantage. Young alumni like to know they’re in the company of Badgers.
• Young alumni like to be know-it-alls. Invite them to be “campus experts” at your next student send off. After all, a lot of people discount recent grads for their age, but current students look up to them.
• Use wisconsincircle to get in touch with young alumni. Viral marketing is something they’re used to, and word-of-mouth is a powerful tool for your chapter. Visit uwalumni.com/wisconsincircle to learn more.
• If there will be drink specials offered at game-watching parties or other social gatherings, make sure to advertise that to younger alumni. They like to save a buck.

Alloy Media & Marketing, the country's largest provider of nontraditional media and marketing services, offers several suggestions on how to reach the college-age or recent graduate audience. Alloy’s research suggests:

• One-to-one marketing, engaging them on a personal level
• Word-of-mouth or “buzz” marketing, using peer influence to spread the word
• Connection to their college experience
• Focus on events they can share with friends
• Offer price breaks or granting a certain privilege for them
• Allow them to “try before they buy”
• Tailor programs to entertain them
• Meet them on their turf
• Make them feel important by granting “VIP” access/treatment
• Communicate value
• Communicate in sound bytes (quick, to-the-point, funny and honest)
• Celebrate with them

Alloy’s research also indicates that this audience expects:

• Immediate gratification
• Exclusivity (access to the VIP lifestyle)
• Contests, sweepstakes and loyalty programs (translation: they like free stuff!)
• Doing things in groups