This article describes the author's experience in alumni relations in a country, Denmark, where few are willing to bear the institution's logo. The author likens his journey to that of Lewis and Clark, who introduced the rest of America to the western part of North America. And just like them, the author and his colleague experienced unforeseen challenges and have made tremendous headway. Denmark operates on a welfare society, founded by egalitarianism and financed by high taxes (the average income tax is about 50 percent). Higher education is state-supported (free), and students receive financial aid for living expenses, which can be combined with a low-interest government loan. Basically, students get paid to attend university. Depending on whom you ask, there is little differentiation between universities other than where they are located. And to the author's knowledge, there is no history of sports or academic competitions, so one will (almost) never see university students in Denmark wearing their school's colors or logo. The question, then, is: How does one build an alumni relations program when the loyalty seems low? Bringing alumni back to campus to interact with fellow alumni, students,, faculty, and staff is a high priority; and a mentor program that connects alumni with graduate students has been successful.