Developing Alumni Relations Strategy: Shaping an active & involved

alumni community

Leonie BoxtelDirector of Alumni Relations & Communications

14 November 2013

Regional Universities Conference

Alumni Engagement – what’s involved

1. Ground Work

2. Developing Strategy

3. Operationalising Strategy

The Ground work

1. Demographics (age, gender, location, level of activity, era of graduation for your institution, pre/post HECS, cohorts, activity level)

2. Market research ( alumni surveys,

focus groups)

3. Cost / Impact review of current activity

The Ground work Part II

3. Review of enablers ; data capture, research capacity, staff, supporters, champions

4. Steering/Working Group establishment

– bringing all stakeholders into the strategy development process from the outset.

Establishing a Strategy

• What is your goal?

• Why are you consideringthis now?

• What has changed to make ‘now’ important?

• Is there an opportunity you can capitalise on ?

Establishing a Strategy

What has changed to make ‘now’ important?

Is there an opportunity you can capitalise on ?

•Changes to the organisation

•Innovation / Technological progress

•National / International competition

•Desire to capitalise on programs / activities that have yet to fully reach potential

•Partners

Some core elements in bringing it together

1. Vision ( the ideal state of the future)

1. Mission (the work we do and to what end)

1. Purpose & Outcomes (clarifying the vision)

Alumni relations strategy

The University’s 140,000 alumni are advocates worldwide, who contribute positively to the reputation of the institution, strengthen relationships, and add to the resources needed.

The University converts the considerable goodwill of its alumni to contributions that improve the student experience, research strength and outreach capabilities.

The faculty and staff al across the university understand the importance of alumni in achieving the university’s mission and take proactive responsibility for, and reap the benefits of an engaged alumni body.

Alumni are considered an integral part of the university community as faculty, students, and staff, and are reflected university-wide as key stakeholders in planning documents, engagements and communication strategies.

Current students appreciate that they are students for a short time but alumni forever.

Purpose and Outcomes - eg

Alumni relations strategy must align with and assist in the achievement of the University strategy.

1. What are your institutions key desired outcomes?

2. How can alumni assist in the achievement of these?

3. What needs to occur for alumni to encourage themto do so?

Alumni relations strategy

Alumni engagement – a journey

• For alumni strategy to be sustainable and effective, Alumni Engagement needs to be regarded as

a ‘task force’ not a 'desk'

• Identify and support senior people across the institution.

Operationalising Strategy

• Enable your task force to develop relationships that are aligned with specific strategy objectives.

Operationalising Strategy

For alumni strategy to be supported

ensure there is:

• a well accepted understanding of the vision and the goals

• Some agreed metrics around engagement and institution wide commitment to achieving targets

• Investment in systems that can manage data and information

Operationalising Strategy

1. Define the current challenge or opportunity that is propelling you to look at alumni engagement. “It would be good if….”

Discussion Topic/s

2. What is the environmental context? Are there internal or external environmental factors that could impact on the challenge or opportunity

identified?

3. Who across the institution should be part of a working group to establish an alumni

engagement strategy?

Discussion Topic/s