Dreamforce 2011 Presentation Template Alumni V3.1
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This document discusses making the most of alumni relationships at higher education institutions. It outlines how historically different departments have operated independently with duplicate outreach efforts and inefficient processes. A new approach is being implemented using a customer relationship management system to facilitate cross-departmental data sharing and collaboration, providing a better alumni experience through more coordinated communications and activities. Key implementation best practices and ongoing challenges are also reviewed.
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Dreamforce 2011 Presentation Template Alumni V3.1
- 1. Making the Most of Alumni Relationships Higher Education Speakers: Shane Sugino & Scott Whitaker Kellogg School of Management, Northwestern University
- 2. Shane Sugino Associate Director Career Management Center Scott Whitaker Associate Director Levy Institute for Entrepreneurial Studies
- 3. The Kellogg Salesforce.com world Heizer HEMA Social Center for Enterprise PEVC Levy Real Estate Institute Corp Alumni Partner Rel/Dev -ships Career Zell Center / Management AMP Center
- 4. The Kellogg story…a legacy of feudalistic autonomy Natural state of affairs: The alumni experience: • Information/data not naturally shared • Duplicate outreach across departments • Lost alums / Ignorant of changes in • Activities are often duplicated careers • Manual processes: Highly inefficient • Inundating “go to” alums for events use of scarce resources • Reliance on “memory” or “who you • Not an ideal way to run a professional know” for participation relationship-driven organization • Ignorant of alumni campus activities
- 5. From ideation to reality Real Estate Strong similarities among the “Fab 5”: • Cross–pollination of ? ? ? Heizer Center alumni population (e.g. for PEVC Real Estate PE) ? Career ? Management • Relationship building ? ? mentality Center Zell Center/Asset • Heavy event planning ? ? ? Management or support activities • High net-worth alumni Levy Institute population - Entrepreneur
- 7. Best practices and challenges Best Practices Challenges ahead: • One champion who gets CRM • Adoption – drive usage! • Plan for generational gaps • Technology creep among staff e.g. differing • Integration with or replacement comfort levels of technology of legacy systems adoption (see next bullet) • Building expertise across • Start simple and easy! different users and admins • Find stakeholders with similar client populations and organizational goals • Open architecture is key
Editor's Notes
- Describe a bit about Kellogg: Top 5 MBA school in the US. 1,200 F/T MBAs in 2 classes. ~2,000 PTMBAs. 50,000 alumni globally.
- Probably similar at other schools: but for Kellogg, which prides itself on teaching collaboration and teamwork, we sometimes aren’t very collaborative. Faculty, staff, administration often do not naturally share information or data nor are their systems or protocols in place to facilitate such sharing.CMC for example, campus recruiting and job board data is not disseminated across the school, despite the fact that somewhere across the school someone might find this data highly interesting.
- CMC was the driver behind Salesforce. We just needed something to track all of the relationships we had that were outside of the on-campus recruiting process. Before SF.com we were reliant upon outlook, excel spreadsheets or stacks of biz cards on our desks.
- Log into the Kellogg Salesforce account and highlight some of the ways we use SF.com to manage our relationships with alumni. Kellogg Engagement, Email campaigns, meetings, etc.