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Hi friends,

This past weekend, I spent time with girlfriends I’ve known for four decades. No matter how long it’s been, we pick up right where we left off. Every reunion feels like a celebration of who we are. We get all the feels I talked about last week: anticipation, preparation, participation....and now I’ve got 287 photos and videos to look back on until the next one.

Events can create that same magic.

Yet most organizations focus almost entirely on new attendees. We fixate on filling the room and overlook the power of the people who’ve already been part of our story. I see very few events where this group is truly treated as the organization’s biggest growth lever.

We call them “alumni”—but they’re really: Insiders, Friends & Family, The Core, The OG Tribe, Founding Voices, Ambassadors, Mentors.

They’re more than “past participants.” They’re:

• 📸 Your built-in storytellers creating authentic UGC
• 🤝 Mentors and connectors for new attendees
• 💰 Amplifiers for sponsors when given VIP spaces or community hubs
• 🔁 The continuity that turns one-off events into movements

Why this matters: Audience growth isn’t just acquisition—it’s retention and amplification. Your alumni community is a shortcut to both.

Action step: As you plan fall events, carve out one intentional space for alumni—physical or digital. Invite them to share stories, create mentorship touchpoints, or offer VIP perks. Then measure the ripple effects on registrations, sponsorships, and community loyalty.

I’d love to hear: What do you call your alumni group, and how are you designing for them today? Hit reply and share—I’m collecting examples.

Keep thinking, keep winking,
— Denise
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​Twofold Story: Helping you build journeys, not agendas.

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