Elevating Your University Through Word of Mouth Marketing
There remains a steadfast focus by many universities across the higher education landscape to view graduates through the lens of future fundraisers. This transactional relationship risks alienating graduates, particularly those who relocate overseas and receive contact from their alma mater for donations and support but very little else. Alumni networks hold potential way beyond fundraising. They instead offer a goldmine of opportunities. Through word of mouth marketing your graduates are best placed to support you in meeting your international student recruitment ambitions.
The Influence of Word of Mouth Marketing:
Word of mouth (WOM) marketing isn't just a buzzword; it's a proven catalyst for brand visibility and trust. Research consistently shows that people are more likely to trust recommendations from their peers over traditional advertising channels. According to a Nielsen study, a staggering 92% of consumers believe suggestions from friends and family more than any form of advertising. Meanwhile, a study carried out by one UK university found that a staggering 25% of enrolled students based their decision on alumni word of mouth recommendations. This contrasted to just 2% who mentioned traditional advertising as the main driver to their choice making.
The power of the alumni voice is starting to be recognised more widely across the sector. Some universities in countries such as Australia and the UK have begun more aggressively recruiting graduates onto newly launched alumni ambassador schemes. These programmes have had a range of success, but often face obstacles. This includes limited capacity within recruitment teams to actively and effectively manage these ambassadors, whilst alumni offices look more towards fundraising initiatives.
There’s far more value to your alumni networks than collecting donations
Shifting Focus: Beyond Fundraising to Sustainable Growth:
Your alumni are a living testament to the transformative experience your university provides. They embody the success stories, the triumphs, and the unique aspects that set your institution apart. Yet, many universities underuse this invaluable resource, relegating alumni engagement to immediate fundraising needs.
While fundraising is undoubtedly vital for sustaining and advancing your university, it's time to broaden the lens. A report by the Council for Advancement and Support of Education (CASE) reveals that only 30% of alumni relations budgets are allocated to non-fundraising activities. There's a significant opportunity cost in neglecting the long-term benefits that alumni can bring through word of mouth marketing, and promotion of their university.
Alumni as Advocates: Building Brand Ambassadors:
Conclusive findings from the Journal of Marketing for Higher Education underscore the profound influence of word-of-mouth marketing on student enrolment. Universities that proactively involve their alumni in championing the university experience observe a noteworthy surge in enrolments. This goes beyond immediate financial contributions; it's a strategy aimed at cultivating enduring growth by generating heightened student interest and increasing enrolment numbers.
Building on the research insights, a comprehensive understanding of the link between alumni engagement and student enrolment reveals a symbiotic relationship. When alumni passionately advocate for their alma mater, their authentic testimonials resonate with prospective students on a personal level. This connection fosters a sense of trust and credibility, influencing potential enrollees to choose your institution. Beyond statistical trends, these narratives shared by alumni become compelling stories that breathe life into your university's character, making it more relatable and appealing to a broader audience.
Moreover, a study conducted by the Journal of Brand Management further solidifies the importance of alumni as brand ambassadors. The research indicates that universities with active alumni advocacy programs experience a significant improvement in brand perception and recognition. Alumni, serving as genuine voices endorsing the institution, contribute to building a positive brand image, ultimately attracting a more engaged and motivated student body. Encouraging alumni to be advocates isn't just about sharing positive experiences; it's a strategic approach to creating a lasting and impactful brand presence in the higher education landscape.
Evidence Speaks Louder Than Words:
Conclusive findings from the Journal of Marketing for Higher Education underscore the profound influence of word-of-mouth marketing on student enrolment. Universities that proactively involve their alumni in championing the university experience observe a noteworthy surge in enrolments. This goes beyond immediate financial contributions; it's a strategy aimed at cultivating enduring growth by generating heightened student interest and increasing enrolment numbers.
Building on the research insights, a comprehensive understanding of the link between alumni engagement and student enrolment reveals a close relationship. When alumni passionately advocate for their alma mater, their authentic testimonials resonate with prospective students on a personal level. This connection fosters a sense of trust and credibility, influencing potential enrollees to choose your institution. Beyond statistical trends, these narratives shared by alumni become compelling stories that breathe life into your university's character, making it more relatable and appealing to a broader audience. In essence, the tangible impact of word-of-mouth marketing, fueled by alumni involvement, extends far beyond numerical metrics, creating a nuanced and compelling narrative that speaks directly to the hearts and aspirations of future students.
Conclusion: The Ripple Effect of Alumni Advocacy:
As you embrace the potential of word of mouth marketing through alumni engagement, envision the ripple effect it can create. Alumni advocating for your institution today become the driving force behind the student enrolments of tomorrow. It's a sustainable strategy that not only elevates your university's visibility but also builds a legacy of enduring success.
Your alumni are more than just donors; they are your most authentic storytellers. Capitalise on the power of word of mouth marketing within your alumni network, and watch your institution thrive.
Alumnify enables universities to more seemlessly imbed alumni advocacy into international student recruitment and marketing strategies. Find out how here.
References:
- Nielsen Study: [Global Trust in Advertising](https://www.nielsen.com/us/en/insights/report/2015/global-trust-in-advertising-2015/)
-Mira Network: [The importance of word-of-mouth from alumni](https://www.mira.se/2006/11/22/the-importance-of-word-of-mouth-from-alumni/)
- CASE Report: [Investing in Institutional Advancement: A Benchmarking Report](https://www.case.org/resources/benchmarking-report)
- Journal of Marketing for Higher Education: [Impact of Word of Mouth on College Choice](https://www.tandfonline.com/doi/abs/10.1080/08841241.2021.1925513)