The University of Newcastle launched its inaugural comprehensive Lost Alumni Campaign in late 2020 with the aim of improving alumni data holdings, and building on meaningful engagement to increase alumni volunteers, donors, mentors, and ambassadors.
The campaign targeted specific cohorts within the alumni community. Our initial focus was a decadal approach, using bespoke imagery and copy to invoke a sense of nostalgia in our alumni based on the decade in which they studied and graduated.
We incorporated social media as one of the key campaign channels and utilised the 21,600 followers on the University of Newcastle Alumni Facebook page to cast a wide net that reached many diverse groups. We also used targeted EDMs segmented by decade of study to more than 60,000 alumni to ensure graduates received communications tailored to their unique university experience.
By promoting our Lost Alumni campaign through EDMs and on social media, we have doubled the percentage of engaged alumni from 8.8% (13,085) to 16.5% (24,800). This result has exceeded our expectations and is already in line with our 2024 top line engagement goals.
Throughout the campaign, alumni were encouraged to update their details and to reach out to their classmates to encourage them to update theirs too. The campaign was incentivised with a AUD$1,000 gift card, signed Newcastle Knights jersey (National Rugby League football team) and University of Newcastle apparel. For each friend they reached out to, they were given an extra chance in the draw.
