Inspiring young alumni through reunion scholarships

This paper presents the creation and impact of the Young Alumni Reunion Annual Fund Scholarship Program at Washington and Lee University (W&L), a nationally ranked, private liberal arts institution located in Virginia. Developed in 2023 as part of the university’s Leading Lives of Consequence campaign, the initiative addresses a strategic challenge: how to meaningfully engage young alumni — particularly at the 5th and 10th reunion milestones — in leadership-level annual giving. Recognising that younger donors are motivated by authentic connection, visible impact and accessible entry points, the programme tied multi-year reunion giving to student scholarships, creating named, class-based awards for each cohort. Through cross-campus collaboration, peer-led outreach and digital-first marketing strategies, the pilot exceeded expectations. The Classes of 2014 and 2019 raised over US$230,000 in scholarship support, funding seven four-year awards for incoming students. The programme also increased participation, strengthened stewardship and deepened alumni–student connections. As the first known model of its kind in higher education, this paper offers a replicable approach for institutions seeking to align young alumni engagement with mission-driven fundraising and long-term donor pipeline growth. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.