At a time when the role of higher-education institutions (HEIs) is increasingly tied to their relevance and impact in society, alumni have emerged as one of the most vital stakeholders in driving institutional success and community development.
Groundbreaking research by Dr Anna Maria Matthysen, titled “Relationship marketing as foundation for fostering loyal alumni: the case of a TVET college in the Western Cape”, offers a strategic lens through which HEIs can reimagine alumni engagement – not as an afterthought, but as a foundational element of institutional growth and societal contribution.
Promoted by Prof M Potgieter and co-promoted by Prof AM Litheko, the study is a timely and significant contribution to the field of higher-education management. Its primary objective was to develop a framework that HEI management can implement to cultivate strong, lasting bonds with their alumni, thereby enhancing their sustained involvement in community development.
Relationship marketing: a strategic imperative for HEIs
At the heart of Dr Matthysen’s research lies the principle of relationship marketing – a strategic approach focused on building long-term, trust-based relationships rather than transactional interactions. The findings emphasise that this approach is not just relevant but essential for HEIs seeking to strengthen alumni engagement and foster a culture of lifelong affiliation.
“Relationship marketing provides the foundational framework for HEIs to develop, strengthen and sustain meaningful relationships with their alumni,” says Dr Matthysen. “It enables institutions to shift from periodic contact to ongoing connection, ensuring alumni feel valued, heard and involved.”
From graduation to lifelong engagement
The study, set within the context of a technical and vocational education and training (TVET) college in the Western Cape, has broad applicability across higher-education institutions. It underscores that alumni loyalty does not occur by default – it must be intentionally cultivated through sustained relationship-building efforts that begin well before graduation and continue long afterwards.
The proposed framework in the research encourages HEIs to adopt an integrated strategy that includes consistent and personalised communication, opportunities for alumni to contribute meaningfully to institutional goals, recognition of alumni achievements, and collaborative community development initiatives.
Such efforts not only strengthen the alumni-institution bond but also position alumni as active participants in societal transformation. This is something that is particularly aligned with the vision of the North-West University (NWU) of being locally engaged and globally relevant.
Alumni as partners in progress
The research affirms that alumni are not just former students – they are enduring ambassadors and co-creators of the legacy of an institution. Their loyalty, insights, networks and contributions can significantly impact areas such as student mentorship, fundraising, curriculum relevance and community upliftment.
Dr Matthysen’s study calls on HEIs to view alumni not as passive recipients of communication but as partners in progress, capable of co-shaping the future of education and development.
A call to action for HEIs
The implications of this research resonate strongly with the strategic goals of the NWU, particularly in strengthening alumni relations, stakeholder engagement and social impact. By embedding relationship marketing principles into alumni engagement strategies, HEIs can build a culture of trust, reciprocity and lifelong connection. This culture is one where alumni proudly remain part of their institutional family long after receiving their qualifications.
This study serves as both a blueprint and a call to action for universities and colleges across South Africa and beyond: to move from transactional outreach to transformational relationships for the benefit of the institution, the alumni and the broader community.
Dr Anna Maria Matthysen
