If you work in college athletics, you’re likely sitting on a goldmine of passionate, loyal, and high-achieving individuals: your alumni athletes. Yet tapping into that potential (especially with limited time and staff) can be incredibly challenging. From my experience in fundraising and athletic development, I know how hard it can be to consistently connect with former athletes and convert them into engaged supporters or recurring donors.
So how do you move beyond the occasional reunion or “update your info” email? Especially if you’re at a smaller or mid-sized school with limited resources and no budget for outside consultants or platforms? The answer: get creative, be intentional, and use what you already have. Here are eight practical, low-cost ways to segment and engage your alumni athletes, all while building a long-term culture of giving and mentorship.
8 Ways Engage Alumni Athletes
1. Segment alumni by team and graduation era. Start simple: break your list down by sport, then by graduation decade (e.g., 80s, 90s, 2000s). Athletes often maintain loyalty to their teammates and era. Use that camaraderie to create team-specific messaging and giving challenges (“Track & Field Alumni from the 2000s – let’s hit 50 monthly donors before Homecoming!”). This is critical because depending on an alums’ era, you’ll find different communication preferences (e.g. receiving messages on social versus via email or snail mail) and capacity to give (older alumni may have a greater capacity to give back then those right out of school).
2. Create a “legends circle” for recurring givers. Highlight former athletes who commit to monthly donations with a branded recognition group. This builds community around giving and allows you to regularly thank and update them with impact stories related to today’s teams. If funds are limited, don’t go crazy buying ‘swag’ like pens, t-shirts, or other items. Instead, send an e-newsletter that includes these donors, feature them on social media, or a donor spotlight page.
3. Offer tiered mentorship opportunities. Some alumni want to give time, not money- and that can be so valuable for athletes who need mentorship after their sports career ends. Create mentorship tracks that let them choose how they engage:
- Resume reviews
- Guest speaking to teams
- Career day panels
- 1:1 virtual mentorship for graduating seniors
This opens doors for relationships that can eventually lead to financial giving.
4. Use former captains as ambassadors. Team captains were leaders back then- and they often still are. Reach out to former captains to serve as peer-to-peer fundraisers or to host micro-reunions. People are more likely to respond to a former teammate than from an email coming from you.
5. Celebrate “milestone giving” anniversaries. Did your 2008 volleyball team win a conference title? Celebrate the 20-year anniversary by inviting alumni to make a gift of $20/month or $200 toward scholarships. Nostalgia + a defined goal = a higher response rate.
6. Launch a former athlete advisory board. Recruit 8–12 alumni athletes from various sports and eras to provide feedback on communications, fundraising, and events. Give them a voice, and you’ll often gain their investment both emotionally and financially.
7. Build an “alumni locker room” newsletter. Newsletters are great ways to engage alumni in a way that offers transparency and exclusive behind the scenes content. A few examples of what the quarterly or biannual email can share might include:
- Updates on current teams
- Career moves of former athletes
- Giving impact stats
- Open mentorship opportunities
A newsletter keeps alumni engaged, connected year-round, and can be sent via email… no cost to print.
8. Highlight NIL Stories and How Alumni Can Help. If your school is navigating NIL, let former athletes know how they can help support today’s athletes through networking, sponsorships, or guidance. Frame it as “athletes helping athletes.”
Alumni athletes already understand loyalty, discipline, and pride in their program. Your role is to show them that their impact doesn’t end after graduation- and that their continued involvement can shape the future of your athletic department for years to come.
And if you’re feeling the pressure of the fundraising grind, know this: building a culture of giving doesn’t always require a big budget or fancy tools. With a strategic, consistent approach, you can turn former athletes into champions for your program—supporting your teams, inspiring current student-athletes, and helping your school thrive over time.