If you are doing an Alumni campaign to generate business, you want a photo of yourself graduating right inside your marketing materials. You want to connect to them as a past Alumni. You want to give them a special gift or an offer that is related to your University. So for example, if they have a basketball or football team that is popular you might want to offer free tickets as a raffle giveaway for certain customers in certain months. The sky is the limit. Try to be creative. You can give them apparel or any type of gift that is associated with the University. The key thing is to be University-specific and creative.