The Top 8 Trends in Alumni Relations

Transcription

1 The Top 8 Trends in Alumni Relations Author or Company YOUR LOGO

2 Trend #1 Not Your Mother s Alumni Director "Gone are the days when alumni associations spent most of their time and resources on social activities such as homecoming and reunions. We are now responsible for advancing our institutions through fundraising, recruitment and research; enhancing student life; and helping students and alumni find jobs." -Jason Coolman, Associate Vice-President, Development at University of Waterloo Changing Landscape Prove value proposition (to alums & institution) Substantive + social Results-oriented Fundraising-focused Innovative Relevant Balance of nostalgia + novelty 2

3 Trend #2 Blurred Lines You are part of THE PIPELINE! ADMISSIONS STUDENT LIFE ALUMNI RELATIONS CAREER SERVICES Forge joint efforts & strategic partnerships Cross-pollinate (international relations, academics, athletics) Connect the dots: based on interest not constituency Alumni outcomes key indicator of school success (LinkedIn, Financial Times, DoE) No More Silos Alumni & Admissions ambassadors, stewards, referrals Alumni & Student Life build future alumni with current student programs Alumni & Academics ensure curriculum is relevant, integrate real-world experience, foster engagement + education enhancement Alumni & Career Counseling alumni outcomes are an increasingly recognized ROI indicator and measure of an education s real-world application. 3

4 Trend #3 Tailor-Made Without data, engagement is a qualitative buzzword that can t be defined and definitely can t be measured. -Anthony Donaldson, Dir. of Communications, Northeastern Univ. In an increasingly competitive philanthropic market, tailor-made communications are paramount. A more analytical approach to fundraising is needed. You need to understand alumni, better allocate resources to improve ROI on your alumni relations efforts. 4 4

5 Trend #4 Digital First? Effective digital strategy is the best way to save money, improve engagement, and raise more. -Keith Hannon, Assoc. Director for Social Media at Cornell Amazing product doesn t matter if no one sees it. Dollars are up, donors are down. Growing younger potential donor pool. 84% of millennials gave a charitable contribution in 2012 (Millennial Impact Report), but not to us. Need case for support in the channels that millennials are looking for information. Remain relevant. Social media investment is NOT a luxury Direct mail is exorbitant Change is hard, but business as usual isn t an option Digital evolution affects staff structure, budget & allocation of resources Social media as an alternative to some travel, events, mailings. More touches online, requires investment Be consistent; outline strategy and capacity Cornell Digital Gift Officers 3 staff, 500 prospects each, $5-25K gifts, without leaving their desks Empower alumni digital ambassadors 5

6 Trend #5 All About the Base Networks, whether social or professional, are important to an individual s ongoing development. Alumni can not only build their own networks by staying connected, they can assist students in connecting with people who can help them jump start their career paths. Helping to connect the dots and nurture this behavior is central to constructive engagement. - Marts & Lundy How Networks Work The larger the network, the greater the opportunity for subgroups to form. Subgroups contain individuals with shared or mutually beneficial interests, industries or activities, and are often where the most meaningful connections lie. The More the Hairier There is no average alum Avoid lowest common denominator approach with subgroups & targeted content Increase alumni participation Decrease alumni tune-out Connect generally & granularly at once Foster conversation among like alumni Understand & deploy networks Broker relationships; then step back Allow room for discovery Measure results 6

7 Trend #6 Broken Engagement The college experience lasts four years. The alumni experience lasts a lifetime. it makes sense that the ROI discussion centers around the impact of one s degree after college. I would argue that the services, programs, and opportunities offered by schools to their alumni are of equal importance to those offered as part of the college experience itself. -Dan Klamm, Director, Young Alumni Engagement, Syracuse University Alumni engagement is dwindling (giving & volunteering) Focus on loyal donors & volunteers + define value proposition for willing alumni Donor relations guru Penelope Burk recommends 12 touches between a school and a donor in between solicitations Meet You All the Way We try so hard to get our alumni to take a break from real life in order to engage, and that s just not going to cut it to grow participation. nostalgia-based initiatives will cause attendance numbers to plateau over time I believe the challenge is meeting alumni as they move forward in life. -Ryan Catherwood, Assistant Director of Alumni Relations, Longwood University Provide value before asking for money! 7

8 Trend #7 Fundraising 2.0 "Crowdfunding is an approach that our audiences are already familiar with through other giving models. Adopting crowdfunding to higher education is a form of micro-philanthropy that provides added benefits of giving transparency while using a known model to which our audience already comfortably contributes." -Ma ayan Plaut, Manager, Social Strategy & Projects at Oberlin College Best. Example. Ever. using-social-media-to-shake-up-college-fundraising.html What works Gamification Authentic Transparent Micro-philanthropy Familiar territory Shareable Steward & solicit Tangible impact Real-time progress Their goal was not just giving, it was to really foster a community, on their terms, and they made it really easy, engaging and sort of whimsical -Amy Ambrose, Saïd Business School, Oxford. Quoted from The New York Times 8

9 Trend #8 Did I Mention Digital? ATTRACT. ENGAGE. CONVERT. What makes a great alumni website? 1) Design = credibility 2) Home Page = first impression, not just a launch pad 3) Mobile optimization 4) Effective giving page for still-deciding donors 5) Interactive & sticky content 9

10 Did you enjoy our eguide? You ain t seen nothin yet! Click here for a free demo of our alumni engagement platform, encompassing all of these trends and more! Reach out today liza.bennigson@konnectagain.com 10