The Office of Alumni Affairs has developed an engagement plan with steps to strengthen student engagement and recognize generational differences among alumni. The student engagement portion focuses on building affinity early by providing opportunities for current students to interact with alumni and develop a sense of community. The alumni engagement portion recognizes that different generations of alumni have different values, experiences, and preferred methods of communication due to factors like their age and the historical period in which they came of age. It recommends providing targeted media and engagement opportunities tailored to each generation's preferences to improve alumni participation and giving. Personalized outreach through affinity groups and class agents is also emphasized as a highly effective engagement strategy.

1. Office of Alumni Affairs Alumni Engagement Plan

2. STUDENT ENGAGEMENT Step One:

3. Student Engagement - WHY Stronger affinity results in more alumni engagement Stronger class loyalty provides a greater incentive for graduates to take part in reunions and reunion giving Student giving creates good habits Student connections with alumni create community

4. Student Engagement - HOW Theme: Once a Knight, always a Knight Focus on Franciscan Heritage and the history of Marian College/Marian University Provide opportunities for students to interact with alumni and donors Prepare the next generation of Marian University leaders

5. Student Engagement Plan Presence at Orientation Luncheons Move in day Freshmen Alumni Dinners Sophomore “Halfway there” celebration Networking Knights, Mock Interviews, LinkedIn Career and community mentors Leadership breakfast Senior “Welcome to the Alumni Association”

6. ALUMNI ENGAGEMENT Step Two:

7. Recognize generational differences Veterans/Greatest Generation (1901-1924) Silent Generation (1925-1945) Baby Boomers (1946-1964) Generation X (1965-1981) Millenials (1982-2004)

8. Greatest Generation: 20 million Key values: Financial security, patriotism, belief in the power of institutions, respect for authority, selflessness Affected by: Great Depression, New Deal, fought in World War II Give because of duty, respect, to give back

9. Silent Generation: 30 million Key values: Loyalty, self-sacrifice, faith in institutions, stoicism Affected by: grew up during World War II, witnessed spread of the private automobile Give because of loyalty, duty, to give back

10. Baby Boomers: 80 million Key values: Loyalty, self-sacrifice, faith in institutions, stoicism Affected by: grew up during Cold War, first generation in 200 years to openly rebel against government, witnessed massive institutional change and the widespread growth of television Give to make an impact; more specific in what they want from their donation

11. Generation X: 45 million Key values: Independence, self-reliance, desire for stability and informality Affected by: rise of the personal computer, latchkey culture Give to support a cause Utilize web site/online giving, text giving

12. Millenials: 90-100 million (by 2018) Key values: integration with technology, civic minded, progressive Affected by: the Internet, cell phones, ultracustomization Give to support a cause, motivated by inspirational media messages and by peers Utilize web site/online giving; text giving

13. Recognize generational differences - WHY Younger generations reject status quo Current messaging isn’t reaching graduates of the last decade Older generations rely on traditional media Different generations have different giving habits

14. Recognize generational differences - HOW Provide each with targeted media Provide for different methods of giving Provide for different methods of involvement

15. Veterans and Boomer Alumni University magazine Personal letters Classmate phone calls Emphasis on traditions and legacies

16. 40% of graduates under 40 years of age Social Media – Facebook, Twitter, Blogs Web site Video Online forms, online giving, online class notes E-magazine

17. Personalize - WHY Personalized communication is significantly more effective Affinity groups have a higher rate of participation

18. Personalize - HOW Utilize class agents both for giving and involvement Have contacts “reach out” Appeal to specific interests Work with affinity groups Utilize print and social media effectively