Many college alumni wear their love for their alma maters on their sleeves, if not their sweatshirts. They are practically a walking advertisement for the college, so it often makes sense to rely on them when recruiting, a new survey of admissions officers suggests. The survey, however, also showed that admissions offices with budgets of less than $1-million used alumni less than did those from offices with larger budgets. This article describes how colleges are using alumni to recruit potential students, and discusses the drawbacks and benefits of engaging alumni in student recruitment.