UNLV's Alumni Program Reimagined.

Founded in 1957, the University of Nevada, Las Vegas (UNLV) has the largest college enrollment in the state and more than 140,000 graduates. UNLV’s alumni program was lacking engagement and donations were suffering as a result.

Our goal

Our goal was to completely reimagine UNLV’s alumni program and develop a new approach that allowed for continuous engagement and support from UNLV’s graduates.

Strategy

We first conducted an extensive audit of UNLV’s existing alumni program and analyzed the program’s engagement metrics and promotional materials. Secondary research was gathered, including best practices from the top performing alumni programs in the country. Our strategic recommendation was to shift from a dues-based membership to a philanthropic model. This model would allow all graduates to become a member automatically without membership dues. They would then be incentivized to donate each year to support services for students and alumni.

Phase I consisted of naming the new program and developing the branded materials to roll it out to all alumni. We aligned on the name “Rebels Forever” for the program, playing off the school’s mascot. Our team developed the program logo and brand package, as well as the launch assets including emails, letters, and printed collateral.

The result

The rebrand was positively received across the board, with alumni reinvigorated to be part of the program.

100%

positive sentiment about the new brand, based on feedback from key stakeholders

double funding was secured to redefine the giving programs and donation model

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