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Alumni engagement is about making stronger alumni under the flag of the School. Our efforts should yield personal and professional success stories and in the process increase school spirit. We hope successful alums can equate post-school achievements back to our institutions and be compelled to give back both time and treasure over the long term. That’s the goal as I see it. There are, however, two prevailing assumptions within higher education that might ultimately hold back an institution from realizing their engagement goals.

 

1) Alumni engagement means convincing alumni to give back to the School because they owe their post-School success to the education they received as School Student.

2) Web content to stimulate alumni engagement revolves around generating and sharing news about alumni achievements because positive public relations equates to goodwill.

A SUCCESSFUL ALUMNI ENGAGEMENT STRATEGY HAS THREE OVERARCHING PARADIGMS.

1) Continued involvement from alumni must be earned, not expected.
2) Strategy must be built around the needs of alumni, not the School.
3) The best content (while loosely veiled propaganda) always prompts an action.

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