Understand our story.

Why we view alumni differently.

We want you to appreciate your alumni enough to help them and to engage their many capacities to help you.

Your school has “raised them”, taught them, and so when students graduate, you should be their biggest fans. Offering guidance. Celebrating who they become. Marveling in their success. Like parents who support sons and daughters navigating life.

Appreciate your alumni, and their support reverberates back to you. But many schools take the opposite approach: they want, or expect, to receive immediate and unconditional love from alumni. A few give it ($), but most don’t. And the few are becoming fewer.

We frame things differently: your graduates are alumni for life, but they’re also customers for life. So you thank them. You invest in them. You support them. Do those things, and alumni will create great value for you.

The old cheer goes: 2, 4, 6, 8, who do we appreciate? We’ll help you develop the most compelling ways to proclaim: our alumni.

About Ron Cohen

If you build it, he will come.

In the 1989 movie “Field of Dreams”, a voice compels Ray Kinsella (played by Kevin Costner) to build a baseball diamond in the middle of his Iowa cornfield. Despite all the doubters and the threat of his financial collapse, Ray’s persistence is rewarded when spirits from baseball’s past start showing up to play ball.

2468 Appreciate evolved in similar fashion.

I worked for 3 small colleges over 33 years, the last 17 as vice president for advancement. I’m linked to $350 million in gift support at those schools.   Students benefited. Campus facilities improved. The colleges got better and stronger.

But there’s been a voice. I tuned into it during a research project in 2011, when it surfaced over and over again in conversations with colleagues across the U.S. That voice is louder now than its ever been:

The only time I hear from you is when you want money.

It’s the voice of our alumni. Their volume continues to increase. We need to hear it. Which means it’s time to dig up the cornfield. Then…alumni will come.

Ron Cohen
2468 Appreciate


Ron Cohen