Exploring strategies for building dynamic digital engagement opportunities
Abstract
This paper examines how alumni programmes can design and implement dynamic digital engagement strategies that strengthen connection, participation and long-term institutional affinity across geographically dispersed communities. Focusing on Duke University’s Sanford School of Public Policy Development and Alumni Relations department, it explores how a diversified engagement model combining social media, targeted communications and initiative-led programming can enhance alumni interaction and visibility. The paper highlights the importance of authentic, alumni-generated content, platform-specific strategies and data-informed decision-making in building meaningful engagement beyond surface-level metrics. It presents two case studies, ‘#DogDaysOfSummer’ and ‘Sanford Serves’, demonstrating how creative, low-barrier initiatives and purpose-driven campaigns can significantly increase participation, foster peer-to-peer interaction and reinforce institutional identity. The analysis shows that engagement is strengthened when programmes align content with shared values, such as community, service and storytelling, while maintaining simplicity and accessibility. Findings indicate that successful digital engagement depends not only on reach but on creating opportunities for alumni to contribute, interact and see themselves reflected in the institutional narrative. The paper concludes by offering practical guidance for practitioners, emphasising the role of intentional design, audience segmentation and mission alignment in developing scalable digital engagement strategies that build enduring relationships and support sustained alumni involvement. The Sanford School of Public Policy offers undergraduate, masters, and doctoral degrees in public policy – it’s alumni base is around 10,000. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
The full article is available to subscribers to the journal.
Author's Biography
Maggie Stroud joined the Sanford School in May 2023 and works on the Sanford Development and Alumni Relations Team. She serves as the primary point of contact to the Sanford alumni population, playing a crucial role in developing the alumni relations strategy and is primarily responsible for programming implementation and day-to-day operations of the Alumni Program at Duke Sanford. Her role centres around building and maintaining collaborative relationships with alumni, faculty and administrators, graduate, professional, and undergraduate students, school-wide development and alumni relations staff, volunteers, and donors. Maggie holds a BS in Interior Design from Meredith College. She has held roles at iS design, Meredith College, and Leadership North Carolina — roles that focused on project management, programme development, alumni relations and community facilitation. In her personal time, she serves as a Board Member of the Wake County Community Foundation and is a long-time volunteer leader with Edenton Street United Methodist Church.
