Introduction

Corvinus University, Budapest

Éva Nagy and Róbert Mántó

Budapest

• Capital city of Hungary

• 1,9 Million inhabitants, 19% population of the country

• Divided by the Danube

• Has 9 bridges

Budapest: „City to visit, City to live”

Budapest sights

Budapest gastronomy

Budapest nightlife

Corvinus University

• 17,000 students

• 7 faculties

• Corvinus is the highest reputed university in its various fields in Hungary

• 160 partner universities

Alumni Association

Éva Nagy and Róbert Mántó

Why do the University need an Alumni Association?

• Illustrate and enhance the value of a Corvinus University degree

• Communicate the University’s key messages to alumni and to the broader community

• To give insight to the former students, into the present life of the University

Why do alumni need an Association?

• Stay connected to Corvinus University• Build up valuable relationships• Meet people with same field of interest• Organizing group or class reunions• Receive preferment• Belong to a community• Recruit work force

Benefits for Alumni

• Free membership• Free Alumni card• Discounts in dormitories ,restaurants, sport

centers, shops• Free usage of the library• Jobs (in Hungary and in Europe)

Marketing strategy

• Create a comprehensive and consistent online and offline marketing and communications strategy to increase the number of members

1. Online and offline Introduction

2. Intensive and interactive communication with members and potential members

3. Unique and satisfactory services, which are valuable for our possible members

4. Maintain the financial viability of the association

1. Online introduction:Recruitment of members

• Club website on the university’s server• Target E-mails • E-mails to Corvinus web mail• Ads on IWIW• Banners on business websites

1. Offline introduction:Recruitment of members

• Articles in Corvinus magazines• Advertising on business fairs• Articles in business newspapers• On campus advertising

– Ads, flyers– Information desk with video, photo

demonstration– Programs, training for students

2. Enhance communication with high quality IT mechanisms

• E-newsletter/Class notes• Computer conferencing• Make a Portal

– Online application form for alumni– Online directory– Quick poll – Calendar of the association programs– Personalization– Online events

Make a Portal

What is a portal?

• “Portal” in Latin translates to a gate or gateway • An internet portal “provides users with broad access to an array

of internet tools as well as deep access to tools specific to a user’s educational role” (Fickes, 2001)

Why a portal system rather than a website?

• “When you move from a webpage to a portal, you move from a tool that is institution-centric to one that is user-centric” (Fickes, 2001)

• A portal allows user immediate access to information that is pertinent to their collegiate experience, while at the same time challenging the user to utilize all facets of the module.

Portal

What is a good Alumni Portal like?

Content• Up-to-date• Personalized• Enhance the value of the Corvinus University• Increase Alumni prideImplementation• User friendly• Have Multimedia interface• Use high quality IT solutions• Have a clear profile• Have a logo

Online registration form

• Customize members according to field of interest

• Easy to fill out• Example: Alumni for

Europe registration form

Personalization

• User logon page that members

get access to restricted data• Personalized starting page

– Consider a breakdown of navigation based on user role (student, alumni member, staff, etc.),

– Consider former participation on events or activity on webpage

Online community

Online community

• Build network of friends and friends of friends (e.x. Facebook)

• Get a @alumni.uni-corvinus.hu forwarding address• Stay connected with alumni e-mails according to interest• Request a Corvinus Alumni Association Membership

Card – discount on purchases, services• Online library

– Articles– Publications– Newsletters

E-newsletter/Class notes

Promote events online

• Club calendar• Upcoming events’ information• Archived events’ information• Online registration form for events• Online payment for events/donations with for

example PayPal• Photo Gallery from events

3. Key focuses in career services

A. Career development

B. Networking opportunities

C. Mentoring opportunities

A. Career development

• Virtual Employment Center– Job-posting service– Alumni can search for relevant employment

opportunities at this virtual center.• Alumni-Employer speaker panel

– Provides insight into the transaction from school to work. Alumni discuss their own career path and provide contacts with relevant prospective employers.

B. Networking

Industry best practices:• Hungary: IWIW• World: FOAF, Friendster, LinkedIn, Orkut

• Recommendations to our system:– Show social relations– Useful for business purposes

Can upload and search CVsCan help building-up research and business teamsCan help job finding and workforce recruiting

• User friendly and multimedia interfaceLinkedIn provides such solutions

Linkedln and IWIW

C. Mentor program

• To provide current (MBA) students a mentor within the students’ field of work interest.

• To provide students with a mechanism for developing and enhancing their networking and organizational skills.

• The portal should provide:– Registration and a system which would help the assigning and

selection process of the protégés and the mentors – Premium services assigned to the protégés-mentor pair

• Large briefcase• Private messaging service• Help synchronizing time constraints of both

4. Financial Aspects

• Corvinus Alumni Association is a non profit organization

• Incomes:– Government / EU funds– University funds – Donations– Banners on the homepage– Sponsorship– Merchandise

4. Financial Aspects

• Costs:– Constantly maintain and develop the IT solutions with

an IT specialist– Cost of the ads– Cost of acquiring new donors

Keep your donors

• Acquiring new donors is expensive:Cost per $1 raised of …• Major gifts in established programs $.05 - .$20• Renew last year donors - $.10-$.35• Reacquire lapsed donors - $.20-$.65• Acquire new donors (phone) - $1.00-$2.00• Acquire new donors (mail) - $1.00-$10.00+(University of Michigan Alumni Association)

• Monitor your donors through the portal, give special rules for the best ones

• CRM with the most paying donors, which can be supported with online tools

Solution

• A complex, multi-task portal that is easy to navigate and easy to use

• Increase the number of users with visibility, high marks for attractiveness, responsiveness, high level of programs, benefits of membership and career services

• Educate future graduates about the benefits of the Alumni Club

• A versatile system capable of evolving with the changing needs of an important and vibrant institution

• Support the system with consistent marketing and communication strategy

Thank You for Your Attention!