Three Takeaways from the 2026 National Alumni Survey

We just finished reading the 2026 National Alumni Survey [pdf], a major annual report now in its third year. 

Authored by Howard Heevner and Sarah Kleeberger in partnership with CMAC, Washburn McGoldrick, and Parisleaf, the survey is a valuable resource for higher education. We also think there are lessons our readers who work in other areas of the nonprofit sector can learn.

We recommend reading the full report, but here are three recommendations that affirm how we work with clients to craft compelling campaign cases for support:

“Communications and engagement strategies should shift from celebrating the past to demonstrating present-day relevance for alumni.”

Not just for alumni. Articulating present-day relevance for all audiences, but especially for donors, is essential for not-for-profit organizations. 

• Begin with the strategic plan. It should provide some insights into what’s going on in your field—trends, opportunities, existential threats, and what the competition looks like.

• Consider what makes your organization different. Why should someone give to your institution over another? 

• Look to leadership. What is their vision for the future?

“Translate strategic priorities into plain language, tangible outcomes, and real-world impact…”

We’ve broken down the process we used with Penn Libraries to do exactly this.

It’s not about rewriting copy.

It’s about talking to internal and external stakeholders about how they understand the priorities and testing messages to see what resonates and what falls flat.

“Emphasize immediacy and outcomes, not institutional need or tradition.”

Urgency and outcomes are difficult to identify. But you have to.

What timely or urgent needs are you meeting? What’s making a negative impact in the world that your organization can make better? What’s at risk if you wait?

And remember, goals and outcomes are not the same.