DOI: 10.69554/abtj9715 ISSN: 2397-0634

Exploring strategies for building dynamic digital engagement opportunities

Maggie Stroud
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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/.

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