.svg)
Christina Balotescu
March 7, 2025
At 360Alumni, a question we frequently get asked is, "Can we charge our alumni dues to use this interactive platform?" Our resounding response is "You could... but please don't."
Make no mistake, we understand the challenges institutions face in sustaining alumni programs. However, deciding whether to charge alumni for access isn't just about money—it can make or break alumni engagement.
Here’s why we believe charging alumni dues should be a thing of the past and a look at how a value-driven community without financial barriers can revolutionize alumni engagement.
The prevalence of students graduating with loans remains high (more than 50%), with an average student debt of $37,850 in 2024. This is a staggering deficit to begin a career on.
Moreover, many students continue to graduate without immediate employment. On average, 4.5% of graduates experience unemployment after graduation as of May 2024. Meanwhile, as of September 2024, 40.6% of recent graduates are underemployed.
An alumni dues/alumni membership fee is an added expense for these recent graduates, who often have limited disposable income. It could be seen as impractical, potentially leading them to disregard participating altogether. As a result, alumni could miss out on important networking opportunities from their alumni community.
Restricting valuable networking access will impact your college's job placement rates. Student outcomes - like post-graduation employment - are a top factor in students’ college choices. A robust and inclusive alumni network therefore cannot be overlooked.
Alumni dues are also becoming less common. In the most recent Voluntary Alumni Engagement in Support of Education (VAESE) study, only 23% of alumni associations in the US operate as dues-paying entities.
The same study also reveals that when organizations weigh the options, a significant 83% decide against implementing dues. The rationale becomes clearer when we learn that dues-paying alumni associations are 63% more likely to see more than 30% of alumni opting out.
This trend is not new. Data and experts have consistently warned about the decline of dues-paying alumni associations. In a 2017 article titled "Run Away (From Your Dues-Paying Alumni Program)" by Gary Toyn of Alumni Access, it's highlighted that success for Non-Power 5 schools with dues-paying programs has been consistently rare due to factors like smaller alumni pools, limited budgets, and fewer full-time employees.
In the information age, the traditional alumni association offers benefits like discounts, financial services, and travel programs—these simply don’t have the same perceived value as before.
The voice of the millennials adds another layer to the conversation. One study found that a whopping 39% of millennials refrain from joining or engaging with organizations that demand a membership fee - can we blame them for seeking value without the extra cost? Meanwhile, 43% of Gen Z will let a membership lapse if they perceive it declines in benefits or quality offered.
The statistics paint a clear picture: charging alumni dues isn't just less common, it can also lead to struggles in retaining member interest and participation.
An exclusive alumni network where dues are a barrier to participation and engagement, is inherently counterproductive as it breeds a divided and dysfunctional alumni community. Similar to subscription-based platforms, alumni associations operating in this scenario need to develop separate programs for paying and non-paying members, effectively doubling their workload.
Moreover, this segregation undermines the unity and collective experience vital for a thriving alumni network. Splitting the audience limits collaboration and shared learning opportunities between paying and non-paying members. This hampers the flow of information and mentorship within the community, ultimately sabotaging the institution's efforts to cultivate a cohesive and supportive network.
Members outside the paywall miss valuable updates, being unable to access or share content in the exclusive community. Considering the investment needed to create a high-quality alumni network, why limit its reach?
When alumni associations prioritize inclusivity, they develop a more unified and vibrant network. Case in point: in 2023, the Southern Illinois University (SIU) Alumni Association finally got rid of its paid membership model and reported a significant boost in their community engagement:
“Event numbers have grown as more alumni receive communications and feel welcome to the organization’s events, and more young alumni are participating in regional and on-campus events because dues no longer create a barrier for participation.”
Now that we've made our case against alumni dues, you may be asking, "Without membership charges, how do we secure consistent funding for alumni programs?" The solution comes in a more sustainable and mutually rewarding option: value-driven donations.
As alumni realize the significant value in their network, they don't just participate; they become allies, generously investing their time and resources to propel your association's goals forward.
In fact, the most recent CASE Insights on Voluntary Support of Education highlights the untapped potential of alumni generosity. Giving from alumni amounted to $13.5 billion in 2022, and $12 billion in 2023. Alumni are generous, and there's still substantial room for growth.
Alumni dues are like mandatory contributions. But value-driven donations are informed and heartfelt contributions. Just as passionate supporters generously give to causes they believe in, alumni who see the impact of their association willingly contribute, becoming dedicated champions of its mission.
Donations also fuel a cycle of gratitude and deeper engagement with an institution. As alumni witness the impact of their contributions, they are motivated to be more engaged in the success of the institution. The sense of pride and ownership that comes from willingly giving back encourages alumni to keep supporting their alma mater.
In contrast, the VAESE study cited above actually points out that 58% of dues-paying alumni associations list "lack of engagement" as the primary reason members don't renew.
However, it’s important to recognize that not everyone will be engaged all the time. Some years an alum will get their money's worth out of supporting the organization, and some years they won't - these are the years they will likely cancel.
Instead of worrying about alumni dues, we recommend focusing on engaging those who are currently engageable and interested, while promoting fundraising efforts.
Prioritizing value-driven donations at universities enhances the alumni experience, fosters lasting affinity, and cultivates a generous culture for sustainable institutional support.
Is a dues payment system truly the key to sustaining alumni associations in the long run? Dues-paying alumni associations could be falling for the trap of prioritizing financial goals over meaningful alumni engagement. In reality, an engaged alumnus brings far more value over their lifetime than any membership fee.
9 years is the average length of time a member will pay dues before lapsing for good. In addition to qualitative means of engagement, more financial support can be cultivated than merely nine years of member dues.
In contrast and as mentioned, $12 billion in alumni donations was recorded for 2023 alone. To put it into perspective, even if all alumni associations were to collect alumni dues, they would have to do so multiple times throughout the year to match the $12 billion in voluntary contributions. Generous giving trumps persistent solicitations.
Our philosophy therefore is this: Alumni engagement should not come at a cost. They have already paid (or continue to pay) for their degrees. When alumni stay engaged and are kept informed about the organization’s initiatives and financial needs, the right donors will contribute willingly without thinking “I already paid my dues this year.”
Allow your alumni to freely leverage the network you have invested in, and see the goodwill and willingness to give back blossom.
If you liked this article, you may also like:
For more information on related topics, be sure to connect with us!
.webp)
