The COVID-19 pandemic has disrupted many aspects of alumni relations, prompting new questions and concerns for university alumni associations. With the onset and continued risks of COVID-19, traditional opportunities for alumni engagement, such as class reunions, March Madness, NCAA football, tailgates, homecoming, in-person social events, alumni chapter meetups, and networking opportunities have been cancelled, or remain in limbo.

Indeed, while many held out hope that fall NCAA football would be a comeback after March Madness was called off, the Big Ten cancelled fall 2020 football in early August, and traditional social events like tailgates and alumni chapter watch parties are being suspended.

Despite the hurdles, alumni engagement is critical for building a university’s reputation and brand, securing donations, and creating community. In response to new challenges and unforeseen circumstances, many alumni associations have adapted by doubling down on their digital engagement strategy, with incredible results.

Here, we will examine the continued importance of an active alumni association for both universities and alumni, along with seven exciting ideas to activate alumni engagement during COVID-19 and beyond.