COVID-19 has changed everything. As it continues its spread across every nation on Earth with ruthless efficiency, the full health and financial repercussions of this highly contagious virus are yet to be known. One thing is certain: the world today is radically different than it was a scant few months ago.
Right now, every higher education institution is facing challenges unlike any they’ve faced before. Distance learning has become the norm. Campus life is nonexistent. Future enrollment is uncertain. And endowments are being rocked by financial markets that have proven just as poorly prepared to fight off the coronavirus as our own immune systems.
Yes, these are unprecedented, unpredictable times for higher ed. And it should also be the moment for colleges and universities to think not only about their students, but their alumni.
This is your JFK moment—your opportunity to ask not what your alumni can do for you—ask what you can do for your alumni. Because while your institution may be feeling some pain right now, many of your alumni are facing dire struggles to cope with the changes to their and their families’ lives.
This is your opportunity to demonstrate your institution’s alumni-centricity in ways that can make a profound impact on the lives of your alumni community and their loyalty in the future.
Here, then, are seven ways you can help your alumni weather the COVID-19 storm and show you care. Try them and you just might find yourself with stronger bonds to your graduate community once this crisis blows over.
1. DROP THEM A LINE
This might seem obvious, but ensuring lines of communication remain wide open is critical during this time. Many of your alumni may believe their alma mater only contacts them to solicit donations. Now’s the time to demonstrate that’s not the case. Keep them in the loop with what is happening with your institution. Give them a reason to feel proud about the steps you’re taking to protect the community. Let them know what your academic experts have to say about the medical, economic, mental health and workplace implications of this unprecedented crisis.
2. GIVE THEM LEARNING OPPORTUNITIES
By now, you’ve probably already set up distance learning alternatives for your current students. While many of your alumni are sitting idle and isolated, now would be a great time to give them the opportunity to let them audit courses online. That way, they can learn something new and, at the same time feel like they’re an active part of your community.
3. PROACTIVELY OFFER CAREER SERVICES
The truth is, some of your alumni will find their careers have been sidetracked by COVID-19. Whether they’re just starting out in the workforce or find themselves no longer employed by a now defunct company, the need for career services among your alumni is likely to rise in the coming months. Don’t wait for them to come to you already in crisis—proactively reach out and let them know you can help them navigate to a safe career harbor whenever they need it.
4. GIVE THEM THE MEANS TO HELP STUDENTS (AND EACH OTHER) WITH CROWDFUNDING
Set up a COVID-19 fund to help students and alumni who find themselves in dire financial straits. Make it clear to your graduates that any money donated to this fund will only be used to help current students and fellow alumni in need. And if they themselves need a little help, let them know how they can apply for a grant.
5. KEEP THEM IN THE KNOW WITH PODCASTS OFFERING EXPERT ADVICE
You already employ a wide array of academic leaders who can provide valuable advice and thought leadership. Put these assets to use for your alumni community by creating podcasts in which your professors share their insights. A few suggested topics:
- Psychology faculty on mental health in a time of social distancing
- Economics faculty on the financial fallout of the pandemic
- Biology or medical faculty on the biomechanics of disease
- English faculty on the cathartic power of writing
- History faculty on previous responses to global pandemics
6. USE THE POWER OF SOCIAL MEDIA TO CONNECT IN THE ERA OF SOCIAL DISTANCING
You probably already have an alumni group on Facebook. Consider setting up a number of subgroups by graduation year, profession or region to help alumni cope with the effects of social isolation. You could also consider using a platform like Instagram Live to livestream enrichment programming on a daily or weekly basis (anything from yoga and guided meditation to art lessons and fitness classes).
7. GIVE SOME PRACTICAL COLLEGE ADMISSIONS ADVICE
Many alumni with high school age kids will be feeling a lot of uncertainty about how this pandemic will affect the college admissions process. Ask your admissions team to broadcast question and answer sessions about what COVID-19 will mean for the admissions process and what they can do to improve the chances of getting into their top-choice schools. Topics can include: How to navigate recent cancellations in standardized college entrance exams; What to do about school tours and interviews; How to demonstrate resiliency in the face of this epidemic; What students need to know about changes to application and financial aid deadlines, etc.
The bottom line is this: taking an altruistic approach to your alumni in a time of need is not only an ethically apt course of action, it will likely yield a stronger, more tightly bonded alumni community in the end.
Please, stay safe and remember that we can all get through this together.