Creating an engaging and informative alumni newsletter is a crucial component of a law firm’s alumni relations strategy. Not only does it serve as a bridge reconnecting former colleagues with the firm, but it also fosters a sense of community and ongoing engagement among the alumni network.

The key to a successful alumni newsletter lies in striking the right balance between sharing news about the firm and focusing on content that focuses and resonates with alumni. Here are some essential components and creative ideas for what to include in a law firm’s alumni newsletter.

• Welcome Message: Start with a personal touch – a welcome message from the managing partner. This message can reflect on recent achievements within the alumni network, share the firm’s vision for the future and offer a warm greeting to reinforce that alumni will always be part of the firm’s community at large.
• Alumni Spotlights: Feature profiles of alumni who have made significant strides in their careers, whether in the legal industry or beyond. These spotlights not only celebrate the achievements of former colleagues but also provide current employees and alumni with inspiring stories of career progression and success. An easy way to do this is to email the selected alumni a choice of answering three questions from a list of 10 or so. They can complete the profile at their leisure. Consider doing these as a Q&A series and posting them on the firm website and social media channels. Firms can also repurpose this content for recruiting purposes to show the broad and impressive range of career paths taken by firm alumni.
• Class Notes: Borrowing from the traditional college alumni newsletter format, include a section for class notes where alumni can share personal and professional updates. This can range from job changes, personal and professional milestones, publications or even anecdotes from their time at the firm. Class notes are a great way to keep the alumni community informed about each other’s lives and successes.
• Industry and Market Insights: Offer valuable content by including articles or blog posts on current legal trends, new legislation or notable firm matters. Providing analysis or commentary from the firm’s current attorneys can position your firm as a thought leader and a go-to resource for cutting-edge legal insights without seeming like you are overtly marketing the firm’s expertise.
• Continuing Education Opportunities: Many alumni are interested in professional development and continuing education. Include information about past and upcoming webinars, CLE (Continuing Legal Education) courses or workshops hosted by the firm. This not only serves as a benefit to alumni but also reinforces the firm’s commitment to ongoing learning and development.
• Networking and Events: Highlight upcoming alumni events, networking mixers or firm-sponsored conferences. Providing a calendar of events encourages participation and keeps the alumni community connected not only to the firm but also to one another.
• Volunteer Opportunities and Pro Bono Projects: Showcase opportunities for alumni to engage in community service or pro bono projects alongside the firm. This appeals to the desire many alumni have to give back and can strengthen the bond between the firm and its alumni through shared values and social impact efforts.
• Philanthropy and Charitable Causes: Include a section dedicated to charitable initiatives supported by the firm and its alumni. Highlighting these efforts not only shines a light on important causes but also encourages a culture of giving and support within the alumni community.
• A Look Back: Feature a throwback section that reaches into the firm’s archives to showcase notable moments in its history, landmark cases and memorable office events. This nostalgic glance back can be a great way to remind alumni of their shared experiences and the firm’s evolution over the years.
• Feedback and Contributions: Encourage alumni to engage with the newsletter by inviting feedback, suggestions for future content and contributions to upcoming editions. This fosters a collaborative approach and ensures the newsletter remains relevant and meaningful to alumni.

By carefully curating content that balances firm news with alumni interests and achievements, a law firm can create an alumni newsletter that not only informs but also inspires and unites its community. The newsletter becomes more than just a communication tool—it evolves into a vital resource that enriches the professional and personal lives of its alumni and enhances their relationship with their former firm – a win-win for everyone.

*

Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20+-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn, Twitter, YouTube, Instagram, sign up for her email list and follow her latest writing on JD Supra.