The Alumni Attitude Study © is a cooperative effort among institutions to measure and compare the values, preferences, and perceptions that motivate alumni to engage with their alma mater. Since its inception in 2001, the AAS has delivered unparalleled attitudinal and engagement data to institutions to help further alumni engagement efforts. By implementing this type of high-level research, institutions are provided with more precise directives toward the matters that mean most to their alums. In addition, AAS participants have experienced tremendous success in putting into action those items which their alums noted as being of highest value. Furthermore, this gives participating institutions the opportunity to communicate their findings and the proposed efforts to their alumni, thus further enhancing the relationship with the institution’s most valuable stakeholders, the alumni.