Starting small and setting long-term goals

When the American Embassy School began using ToucanTech in 2020, they had just under 1,500 alumni records and a clear ambition: to grow the database to 4,000–5,000 records, and eventually launch a dynamic online community.

Their advancement lead, Ylva Kovacs, knew this would take time, but with a structured approach and a long-term mindset, AES laid the foundation for a strong alumni program.

Where they’re at in 2025

Today, AES is an amazing example of steady, strategic growth:

• Total alumni records now exceed 3,000
• Contactable records are at 76.5% (up from 63% in 2022)
• 45% of alumni now have a login to the platform (up from 22% in 2022)

AES has taken a patient and consistent approach, proving that small programs can grow meaningfully over time with the right tools and community-building strategy.

What’s worked in driving real engagement

The AES alumni team started with a focus on news and events, and built on their momentum with:

• Back to campus events (in-person and virtual)
• Spotlights on alumni stories
• Creative outreach via social media and newsletters

Over time, they expanded their site to include yearbooks, career resources, and volunteer opportunities — all designed to bring value to alumni while reinforcing their connection to the school.

Building blocks for a growing alumni network

AES shows what’s possible for smaller alumni programs looking to build from the ground up:

• A future-proof system: AES chose ToucanTech as a long-term partner to grow with, prioritizing CRM functionality and flexibility.
• Community first: By putting real stories, meaningful events, and accessible resources front and centre, they’ve built a community that their alumni want to be part of.
• Steady investment: With consistent effort over several years, AES’ alumni program has scaled significantly — without needing a larger team or budget.

This foundation gave the school confidence that their advancement operations were future-proof and built to scale.

TK