Alumni are a powerful influence on our institutions. Are we engaging them strategically? This session will address new directions in alumni engagement and shifts away from traditional membership models. The session will examine a nationally-normed alumni attitude survey: What do alumni want most from their relationship with your institution? Are you listening to them, and do they know it? You can’t engage them if you don’t know what they are thinking. Review new technologies to engage alumni and how to use them to effectively engage your alumni. Are you sending the right things? Too many emails? Learn more about the most effective tools for communicating with alumni of any age group. Even your grandmother Twitters!

1. Strategic Trends for Alumni Engagement Models, Metrics, & Media 1

2. Models, Metrics, & Media We are witnessing a sea change in alumni work Our alumni are forming their own tribes There are five cornerstone elements of the sea change. There are three strategic ways to keep up with the sea change 2

3. New Models to Engage Your Alumni 3

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5. Issue Statements 5

6. Transformational Membership Models Gift Model University of Illinois Student Fee ModelSUNY Schools, Colorado University or Advancement-funded Model Rutgers Emerging Models in the University of California SystemUC Davis, UC Santa Barbara 6

7. Gift Model: University of Illinois Our strategic goal in moving to a universal membership donor model was not necessarily intended to maximize the collective dollars between membership and development. Our primary goal is to maximize engagement. –Joe Rank, Vice President, Membership, UIAA 7

8. Gift Model: University of Illinois One Year Later BIG Surprise Some challenges: Staff mindset & people who still think we are about stuff and events “What do I get for $50?” “You don’t get anything except the satisfaction of knowing you are supporting the things we do that uniquely support the University—if we didn’t do them, they wouldn’t get done.” 8

9. Student Fee ModelUniversity of Colorado, Boulder Forever Buff goals are Fostering lifelong relationships among students, alumni and CU Creating stronger professional andsocial networks Developing a culture of giving and service Engendering a strong sense of CU Pride Themes: “Engage – Contribute – Celebrate!” 9

10. Student Fee Models Some are optional Some can have fee refunded Challenges with inflation While there is student-oriented programming not all have students as members. 10

12. Implementing a $20 per semester refundable fee

13. Interesting story of how they got there: “A Lifetime Commitment” to “Student & Alumni Partnership Plan”11

15. The mission of the association is to “advance the best interests and well being of Rutgers University by engaging all alumni in the life of the institution.” 12

16. University of California A Vision for a New Partnership: UC and its Alumni 13

18. $35 per quarter = Life member

19. Keep existing dues-program

20. Entrepreneurial Model

21. Free basic membership for all alumni; different levels of annual and lifetime memberships

22. Additional revenue through sponsorships and entrepreneurial efforts.14

23. Steps to Take if You are Considering a New Membership Model Does your current program tie into your strategic plan? Go at it for the right reasons—don’t mask it with the need for income (UIAA) Think long-term Buy-in from top, middle and bottom; internal and external audiences Be persistent! Do your research: what do your alumni want from the institution? 15

24. Using Metrics to Engage Your Alumni 16

25. Design Begin with the end in mind Everything needs to be actionable (mostly) Prioritized improvement opportunities Enhanced brand/image recognition Alumni partnership 17

26. Alumni Partnership Model© Alumni feedback is not a one-time event, but rather an ongoing process of measurement, action, and re-measurement. Initiate the process by asking their opinion 18

27. Statistical research to determine the introduction of a new drug for cancer Alumni Attitude Study Call-in opinion or self select online poll about what the verdict will be for a celebrity trial When Enough is Enough High Precision Statistical Research Value/Cost Model Need for precision in findings based on expected application or use for results High Cost Low Cost Low Precision Cost to do research/cost of error 19

28. Alumni Segmentation Model© Grad Year Yuppie/End Cold War 1981 - 1993 Electronic Revolution/ Dot-com 1994 - 2000 Woodstock/Vietnam 1964 - 1973 Post-Watergate 1974 - 1980 WWII/Post WWII* - 1963 Post-9/11 2001 - ERA Age Mature/Contemplative 63 and older Stable/Mid-Life 45 to 62 Building/Growth 31 to 44 LIFECYCLE Young Adult/Discovery 26 to 30 LIFESTYLE Family Career Recent Graduates 21 to 25 Gender /Ethnicity Hobby /Interests 20

29. Response from 2005 through 2008By Era Number of Participants 21

30. Percent Indicating that the Item Has Significant to Critical Impact on Their Opinion of the University 22

31. Importance and Effectiveness of Communications Not Important Somewhat Important Very Important Critically Important Poor Fair Good Excellent 23

32. Importance and Effectiveness of CommunicationsGAPS Degree to Which Alumni Want More Degree to Which Alumni Feel Well Served 24

33. Age Makes a Big Difference in Perception of Communications Degree to Which Alumni Want More Degree to Which Alumni Feel Well Served 25

34. What Alumni Should Do and How Well the University Supports Them Degree to Which Alumni Want More Degree to Which Alumni Feel Well Served 26

35. Geographic Distance as a Barrier to Alumni Participation 27

36. The Student Experience – Where They Want to See Improvement Degree to Which Alumni Feel the University is Doing Fine Degree to Which Alumni Want To See Improvement 28

38. Hitting the right talking points

39. Focusing on the minus two/plus three

40. Professional and career related activities

41. Intramurals

42. Annual fund and development talking points

43. Integration across advancement

44. Integration across the university29

45. Using Social Media to Engage Your Alumni 30

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47. 20 Years of the Internet Got Us Here Democratized Production Cheap Distribution Search, Filters, Recommendations 32

49. Communication is decentralized

50. One-size-fits-all approaches become irrelevant

51. The interactive nature of new media (commenting and user-generated content) enriches the user’s experience and engagement 33

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53. New communication strategies are necessary to reach alumni. “And ya better start swimming or you’ll sink like a stone,oh the times they are a-changin --Bob Dylan 35

54. What’s the greatest concern when communication becomes decentralized and users are empowered to contribute content? Loss of control 36

55. Communication Strategies Social Media Mobile Syndication 37

56. Syndication Blogs, RSS Feeds Podcasts Status Updates Video – YouTube Lifestreams – Friend Feed 38

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59. Targeting the right person at the right time with relevant, valuable& timely content

60. Requires the user’s explicit permission 40

62. 160 characters per text

63. Best Practice: Include link to mobile web or click to call

64. Up to 8 messages per month

65. Standard rates apply41

66. Connect Using Mobile Application Programs that “live” on your phone Duke, Stanford launched UNC, Texas, Fresno State with Harris Available on the iPhone & Blackberry iPhone grabs 50% of U.S.smartphone market, Blackberry at 21% AdMob Mobile Metrics DEMO of Fresno State App 42

67. Mobile Opt-in Process Via SMS Text MessageText bulldogs to 258664 Online registration form 43

68. Is This Overwhelming? Don’t feel bad if you think it is…. You should be aware of these new communication strategies and understand how you can use them 44

69. Oh My, What Now? Experiment privately with new strategies Read up on social/new media Begin to accept a loss of communication control Identify staff who are comfortable with these technologies and develop a realistic strategy Join the conversation that is already going on without you Leave the PR megaphone at the office…engage alumni in meaningful dialogue 45

70. Metrics & Surveys How tech savvy are your alumni? What communication channels do they prefer? What do they want to hear about? How do they want to engage? How much communication? How often do they want to be communicated to? 46

71. Quiz Time!Text the word csualumto 258664to start the quiz.The first person to answer correctly will win a special prize! 47

72. Conclusion Trends suggest we need to rethink our strategies Our institutions are hierarchical and structured Our alumni are not…they are grouped in niches The models, metrics and media are changing We have to give up control and adapt And it must be an institutional priority 48

73. Additional Resources on Our Blog http://alumniengagement.wordpress.com 49