Head of Alumni Relations Kaisa Hansson: university will offer alumni both a sense of belonging and practical benefits

On 6 August, Rector Toomas Asser signed the University of Tartu alumni relations strategy for 2025–2035. We spoke with Head of Alumni Relations Kaisa Hansson about the role alumni play at the university and how she envisions the future of collaboration with them.

Your position as the head of alumni relations is quite new at the university. How do you personally define your role? What previous experiences help you in this position?

This position is indeed new, which makes the work exciting – there is plenty of room for shaping and experimenting. My role as the head of alumni relations is to create and maintain a connection between the university and its alumni, so that it remains vibrant and meaningful. We have tens of thousands of graduates in Estonia and around the world – my task is to help them feel that they are still part of the University of Tartu family, and to find ways for their knowledge, experience, and networks to support the university and its students.

My previous experience provides a strong foundation. I have worked for years in marketing and communications, including in the marketing team for Tartu 2024 European Capital of Culture and as Marketing and Communications Manager at the Science Centre AHHAA. My time at AHHAA gave me a good understanding of how to present complex scientific topics and knowledge-based thinking to the wider public in a way that is both understandable and engaging. That is where I developed the skill of building bridges between different target groups and finding a common language – whether with students, researchers, businesspeople, or alumni.

I am an alumna of the university myself – I graduated from the Institute of Social Studies with a degree in Communication Management. I think our group is a textbook example of alumni engagement. At our very first information session, a representative from an older year, Kaspar Kruup, appeared and told us to create a group chat immediately and set a date for our first meet-up. So, we booked the sauna at Lossi 36 for the next evening and created our Facebook group chat. From that moment on, our group has really stuck together – we meet twice a year on our own initiative and every spring at the legendary spring barbecue of the Institute of Social Studies. It is networking and community spirit in the best sense. So really, the work with future alumni begins on the very first day of university.

The alumni relations strategy states that alumni are the promoters of a knowledge-based society and the bearers of academic spirit. What does that mean?

It means that the university equips them with the ability to think critically, seek truth, and value knowledge. The University of Tartu is Estonia’s only national university, which is why our alumni are, to me, more special than graduates of any other institution. They are like ambassadors who carry the spirit of Tartu and a knowledge-based mindset forward – both in Estonia and around the world.

Lifelong learning and the international alumni community are key elements of the strategy. What opportunities do they offer the university?

Lifelong learning is inevitable in today’s world – we all need to continuously update our skills. This is especially true for the alumni of Estonia’s national university.

We are developing a value package the university will offer its alumni. According to the current plan, alumni will be able to create a University of Tartu alumni account, which will grant access to certain benefits – such as discounted continuing education courses and micro-credential programmes, priority access to the library’s database and other academic databases, a ut.ee email account, and more. In the future, the alumni account will serve as a key that opens the door back to the university.

Our international alumni form a vital part of our graduates, and we will certainly be engaging with them as well. They are like ambassadors of the University of Tartu around the world – they help raise the university’s visibility and bring in partners and students.

The strategy includes the creation of an alumni community. What does that involve?

The alumni community is a voluntary network that brings together alumni who wish to actively contribute to the university’s activities – by giving feedback, initiating projects, and sharing their experiences. Alongside it, an alumni council will operate to help set broader goals and act as a strategic partner to the university.

What is the greatest value for alumni in maintaining a connection with the university? And vice versa – what is the university’s greatest benefit from engaging alumni?

For alumni, it largely depends on what resonates with them at a given time. For some, the greatest value lies in the sense of belonging and connection to their cohort or institute; for others, it is the opportunity to build new relationships and join academic networks. Many are also interested in the benefits offered under preferential conditions. As someone with a background in marketing, I know how important it is to receive something in return – these benefits help create the feeling that alumni are genuinely welcomed and valued.

The university gains a great deal from the experience and networks of its alumni – they can act as mentors to students and contribute ideas to curriculum development. Each graduate also influences the university’s reputation: if they feel part of the university community, they are more likely to uphold its values and speak positively about their alma mater both in Estonia and abroad.

Donations and scholarships also play a key role – there is a growing mindset in society that one should give something back to their university at some point. Alumni can support the university if they see it as meaningful. Doing so, they help inspire future generations of students in their studies and research.

The strategy places emphasis on recognising alumni and increasing their visibility. How can this be done in practice?

The most important thing is that alumni feel seen and acknowledged. This means sharing their stories and achievements through the university’s channels – whether as articles, interviews, or social media posts. We also plan to establish traditions, such as selecting a Graduate of the Year or hosting appreciation events for donors and mentors.

The University of Tartu has around 100,000 alumni. This is both a great asset and a challenge – we will never be able to reach everyone. That is why we need to find different approaches and levels of engagement: sometimes the spotlight will be on one outstanding role model, and at other times on an entire cohort or specialisation.

Just a few days ago, I spoke with Sven Paulus, a graduate of the journalism and communication curriculum. His cohort still actively keeps in touch, takes an interest in university affairs, and organises reunions in summer and skiing camps in winter. They would be perfect candidates for an honorary title like “Cohort of the Years”!

What are the most challenging tasks in developing alumni relations over the coming years?

The first major task is to create a value proposition that truly resonates with alumni – something they find hard to turn down. Secondly, we need to maintain contact with our vast alumni community and try to reach each individual. Thirdly, we aim to shift the mindset so that alumni no longer feel like guests, but rather as members of the university family. This requires time and consistent effort, both within the university and among alumni themselves. Fourthly, we plan to promote a culture of giving. Abroad, there is a well-established idea that one’s alma mater is like a mother who has nourished a young person with education, and as life progresses, people wish to give something back. In Estonia, this culture is still developing, and we see great potential in it.

What advice would you give to a graduate who has not been in contact with the university for a long time but would like to reconnect?

The first step is to subscribe to the university-wide alumni newsletter. After that, search for the communication specialist of your faculty or institute on Google and ask to be included in the information space of the more specific alumni group.

The university’s doors are always open – every graduate is still part of the University of Tartu family and warmly welcomed back.