Keep the alumni relationship useful
A practical playbook for the people who plan and deliver ongoing alumni communications.
Use this hub to coordinate stories, events, career opportunities, and thoughtful follow-up.
How to use this playbook
Sample context: Northstar Services is a fictional organization used for the examples on this site.
Start with the communication rhythm below, then open the playbook for a story, event, opportunity, or relationship follow-up. Aim for contact that is useful to alumni and makes room for a two-way relationship—not a sequence of repeated promotions.
A varied communication rhythm
Illustrative planning cadence; adjust it to the audience, purpose, and approved contact preferences.
| Example moment | Audience and purpose | Channel | Cadence |
|---|---|---|---|
| Short program update | Share one useful alumni-program development | Alumni email digest | About once a month, when there is a meaningful update |
| Event invitation | Invite alumni with a clear reason to attend and participation options | Targeted email invitation | For each event, with a practical reminder near the date |
| Alumni story | Share a confirmed, consented story that offers a useful perspective | Alumni news page or digest | Occasional feature, when a story is ready |
| Personal follow-up | Respond to a contribution, question, or stated interest | One-to-one email or approved channel | When a specific commitment or relevant reason exists |
Choose a communication task
Open the playbook that fits the work in front of you.