In recent years, the models and structures that have historically guided alumni relations and alumni engagement have evolved significantly. In light of these changes, universities and alumni associations may be trying to understand what this new landscape looks like and seeking strategies to remain relevant. In order to keep up, alumni organizations need to recognize how conventional modes of engagement are shifting, anticipate changing constituent expectations, and determine how they fit into the new digital landscape. Looking to the present and future, here are four big trends in alumni relations:
1. New Organizational Models and Cross-Campus Collaborations
We’re witnessing dramatic changes in how alumni relations departments are structured within universities. Rather than existing as an independent shop, alumni engagement activities are increasingly deepening their ties with development and advancement departments, as well as career services. In the 2020 VAESE Alumni Relations Benchmarking Study, 62% of respondents reported that their “alumni and development operations are fully integrated”, while 11% are “in the process of integrating.” This number has jumped 20% since 2017.
How alumni relations and advancement work together varies by institution. Whether through fully-fledged department mergers, formal or informal partnerships, or collaborative initiatives, strong working relationships between these two units are essential to aligning and advancing institutional goals and enabling a consistent stewardship experience for alumni.
→ For example, as Director of Engagement at Truman State University, Stacy Tucker-Potter oversees both alumni relations and annual giving, because “they need to be working in concert with each other, and you need to make sure that your messaging is consistent across the board.”
More recently, institutions of higher education are also breaking down silos between alumni relations and career services. This phenomenon is still a more novel approach, but it’s picking up speed. Career services has historically remained in the purview of Student Affairs, but university professionals are increasingly aware of the important relationship between alumni relations and career programming. By working together, these units can not only drive alumni engagement, but create a more seamless transition from student to alumnus, while maximizing career outcomes for graduates.
→ Ryan Catherwood, Assistant Vice President of Alumni and Career Services at Longwood University, has led the charge in merging these two departments at his institution. Over the past five years, he has overseen alumni and career development as one, integrated department at the University. What are the advantages of such a model? According to Ryan, “Career programming, experiences, and education for students and alumni is a core aspect of alumni engagement.” By “collapsing the silos'' between alumni relations and career services, Ryan has been able to serve both students and alumni better. What’s more, in a time of limited staff and budgets at many universities, “The real advantage of merging alumni and career is utilizing scarce resources.”
In short, in many cases, alumni relations can no longer continue as an independent entity. Whether through merging with units like development and career services, or through closer cross-campus collaboration, alumni relations is becoming tied to other teams and departments within the university ecosystem.
2. Rapidly Evolving Consumer Expectations
In the world at large, technology has given rise to rapidly evolving consumer expectations and demands. It’s not just major brands and well-resourced corporations that have to
to cater to evolving consumer expectations – the landscape has changed for everyone. More than ever before, consumers desire personalization and connection.
According to data by Salesforce, 64% of consumer and business buyers say companies need cutting-edge digital experiences to keep their businesses. The latest data by Epsilon and GBH Insights also found that 80% of consumers want personalization. As leading businesses like Amazon, Spotify, Snapchat, and Target take personalization to the next level, consumer expectations will continue to rise across the board. Alumni no longer want transactions, but instead appreciate personalized interactions they have come to know and enjoy as consumers.
In spite of this, Cuseum’s November-December 2020 survey of over 150 alumni relations professionals revealed that 77% of respondents believe they need to offer more personalized engagement for alumni. Luckily, tools like data analytics, advanced segmentation, and marketing automation make it possible to personalize at scale, and universities need to jump onto this bandwagon!
As Seneca Reyna, Alumni Relations Officer at New Mexico State University said it best, “Building relationships of substance is the most important part of alumni relations.”
To do this successfully, alumni professionals need to understand constituent expectations and deliver accordingly!
3. More Sophisticated Data
“Big data” is a buzzword for a reason! With the rise of sophisticated customer relationship management systems (CRMs), complex modes of data collection, and advanced data analytics tools, measuring, reporting, and understanding constituent data has never been easier. As a result, alumni relations professionals are learning to harness big data to deliver measurable impact. More than ever, universities are putting greater emphasis on developing Key Performance Indicators (KPIs), measuring Return on Investment (ROI) or Return on Engagement (ROE), and leveraging data to deliver the more personalized communications that graduates desire.
As industry professionals work to remain relevant and demonstrate their value, utilizing data and illuminating the impact of engagement activities is likely to become more and more important.
4. The Impact of Social Media and Other Technology
It’s impossible to overstate the impact of technology on traditional modes of alumni engagement. In particular, widespread adoption of social media has supplanted the ‘alumni directory,’ which was historically one of the most important ways universities served former students. In short, some of the most important traditional value propositions and benefits offered to alumni have been replaced by social networks over the last decade. At the same time, technology presents valuable tools to engage constituents and deliver new value.
→ Kim Larson, Associate Vice President of Alumni Engagement Utah State University has observed this in her work: “We watched all these social networks emerging, and we knew we had to get on board. There is a shift in how people communicate and they don’t need us for our directory. So we have to ask, what is the value of alumni associations? It’s the connection. We need to stay relevant and be a resource for alumni.”
In order to offer valuable information, opportunities for connection, and updated experiences, alumni professionals are turning to technology tools, digital communications, and virtual engagement to modernize alumni relations.
There’s no doubt about it: alumni relations is evolving, and fast. From new organizational models to the mobilization of ‘big data’ to the upsurge of online engagement, alumni relations professionals are navigating shifting tides in order to keep up. Be sure to download our latest eBook, The Ultimate Guide to Navigating the New Landscape of Alumni Engagement for more information!
Interested in taking your alumni program to the next level with Digital Alumni Cards? Schedule a free demo or email hello@cuseum.com today!