
It’s time for turbo-charged alumni relations
The current political and socioeconomic climate on both sides of the Atlantic undoubtedly has an impact on the education sector. From turbulent financial markets to attracting international students, we know that our Schools and Universities are under increased pressure in a competitive market.
For those of us that have the privilege to work in Development and Alumni Relations, we know the role our alumni have in the future of our organisations. After all, we’re the frontline observers to those bright, eager, and diverse students our organisations serve. We work alongside academics, teachers, and mentors who help students reach their fullest academic and professional potential. And perhaps most gratifyingly, it is we who witness the extraordinary ways that alumni of those institutions take the tools that they acquired from their experience to then have positive impacts on their communities.
It was exciting to see Universities reaching the £1 billion raised in this years Ross-CASE survey, but interestingly, the number of alumni donors has decreased. Gifts are getting bigger, making a transformative difference to our institutions. But in the US, we’re also seeing some interesting trends. The latest report on American philanthropy from GivingUSA offers a warning call to the education sector. Although education continues to see support in the United States, this year the sector saw only a modest rise in giving. It also saw a decline in mega gifts. On both sides of the pond, we are seeing trends in giving change, so what does this mean for alumni relations?
It has never been more important for us to cultivate deep and meaningful engagement at every level of our institutions. It’s time to turbo-charge your work with alumni! And here are three top tips how:
1. Foster a strong alumni community
Encourage and inspire your alumni to take your organisation’s mission to the wider community by:
· Volunteering within local communities, alongside students, with your support (and in your name). Cultivate strong relationships with these communities in order to better understand and to better serve them.
· Encouraging those from disadvantaged backgrounds to consider going to university and helping to recruit students.
· Supporting research which tackles issues of disadvantage
· Offering students (particularly those from disadvantaged backgrounds) internships and work placements (especially in community organisations, charities, and NGOs)
Be sure to honour your alumni and honorary graduates for the impactful work that they do in your community and for the world. This will set a powerful example for your students to follow.
2. Encourage Alumni Advocacy
We face a changing landscape for research funding. In the UK, our European research funding (and the resulting collaboration with European universities) looks likely to cease with no long-term guarantees as to how this funding will be replaced. In the USA, no clear commitments to research funding have been made.
On top of this, changes in immigration policies pose real risks to the recruitment and retention of international staff and students. Imagine how your institution would change if you lost 10, 20, 30% of your international population. What would the financial implications be? What would happen to your reputation? To your student experience?
How can your alumni community secure the future health of your institution in light of these changes? They can start by becoming active advocates for your cause. Understand your alumni’s preference of communication, using your e-communications, magazine, or other media to highlight your issues of concern. Tell your alumni how recent political and legislative changes affect your institution. Then, invite them to:
· Lobby on your behalf, using their networks to help you reach those you need to talk to.
· Take your institution to Parliament with events at the House of Commons or House of Lords (in the UK) or to Congress with events at the Senate or House of Representatives (in the US). Ask your alumni MPs and Peers (in the UK) and City Council members, Senators, and Representatives (in the US) to host networking events on topics of concern.
· Assist you in using petitions and other social media means to deliver your messages.
3. Empower your alumni to be change-makers
It is clear that the leadership of our nations will need expert insight and advice, strong governance, and access to those in positions of influence. Through alumni communities, we can find the depth and breadth of expertise they will need. We can offer pathfinders and policy makers that will work to make our institutions and communities flourish. Here is some advice for how to approach this:
· Research alumni in positions of power; identify those who can help.
· Build a list of volunteering opportunities — advisory boards, governing bodies, and leadership mentors, for example.
· Recruit the most senior and most influential alumni you can to fill these volunteering opportunities. Make those opportunities straightforward, efficient, and effective. Nobody wants to feel that his or her time was wasted.
· Don’t stop at your alumni. Look beyond into the wider community, and identify those who might become your champions.
· Consider your honorary graduate nominations process. Who might you honour who could help you address the challenges you face and who has natural synergy with your mission?
Alumni play a vital role in securing the future of our organisations. Alumni are our greatest testament that the work of institutions extends far beyond the classroom. They are our hands and feet. Let’s engage them wisely.
Graham-Pelton Consulting will be speaking at the CASE Europe Annual Conference on how to turbo-charged alumni relations. To book your place click here.
