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According to UNESCO, Latin America has more than 10,000 universities, and more than 12 million students graduate each year. Brazil, Mexico, Argentina, and Colombia lead the way in higher education graduates, but how close is their relationship with their universities? Simple initiatives, such as digital badges, which increase their presence in the digital ecosystem, and alumni cards that provide benefits in bookstores, events, and networking, could strengthen this link.
In the United States, universities have perfected their connections with their alumni. Harvard has a network of more than 400,000 alumni in 180 countries, Stanford has 220,000, and MIT has more than 140,000, many of them leaders in science and technology. These types of relationships not only generate identity and recognition, but can also influence financial support and the consolidation of strong academic communities.
Unlike the United States, where more than 60% of graduates remain actively involved with their universities, as noted by the Council for Advancement and Support of Education, in Latin America this percentage is much lower. According to a study by QS Latin America Rankings, less than 25% of universities in the region have robust alumni engagement programs.
This gap represents a missed opportunity for both institutions and graduates, who could access networking, ongoing training, and better job opportunities. Strategies such as digital badges not only strengthen this connection but also reduce costs by up to 70% when migrating from paper to digital format, promoting sustainability at a key moment.
Create an active and engaged alumni community
It’s not just about soliciting donations, but about creating an ecosystem where alumni find value in staying connected to their alma mater. Some initiatives might include:
Alumni ID cards: More than identification, a link to benefits
Offering alumni cards with discounts at bookstores, gyms, postgraduate courses, and restaurants strengthens the bond with the university. It also facilitates access to exclusive networking events, professional training, specialized job boards, and mentoring with more experienced alumni.
Digital Badges: Recognition and Motivation for Alumni
Just as alumni cards offer exclusive benefits in bookstores, gyms, and graduate courses, they can also be complemented with digital tools to strengthen engagement and participation.
An effective strategy is the implementation of digital badges In recognition of alumni who make donations of $5, $10, or $100. These badges, which cost less than $1, can be shared on social media platforms like LinkedIn, Facebook, and Instagram, expanding their reach and encouraging more alumni to contribute.
Social validation is key: when alumni display their digital badges, they strengthen their connection to the university and encourage others to participate. In the long term, this strategy can drive more significant donations from successful alumni committed to their alma mater.
¿How universities can maximize the value of their graduates?
The investment in a digital badge system is low compared to its significant impact. By adopting these strategies, universities can:
- Diversify fundraising by involving more alumni without relying solely on large donations.
- Strengthen the sense of community and belonging by encouraging participation in events and activities.
- Increase the university’s visibility and prestige, with graduates sharing its badges and benefits as ambassadors of the institution.
To build a strong and lasting relationship with their alumni, Latin American universities must view them as strategic allies, not just alumni. Implementing tangible benefits and digital strategies, with real-life benefits and recognition badges, can strengthen the bond, fostering a more active, engaged community, and one that is more connected to the institution’s future.
*This article is a collaboration between Intexus and Acreditta.
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