Maintaining good relationships with alumni over time is crucial to the success of the school. Alumni serve many valuable roles, such as helping to build and grow school's brand through word-of-mouth marketing. For instance, positive posts on social media can create buzz and increase application rates. Alumni are important to the success of plans and projects of the school.
Further, alumni bring in needed revenue through donations, attendance at sports events, etc., which can help the school weather the “perfect storm” of financial issues that many currently face.