Alumni Relations Strategic Planning and Metrics - … · Alumni Relations Strategic Planning and...
Transcript of Alumni Relations Strategic Planning and Metrics - … · Alumni Relations Strategic Planning and...
Alumni Relations Strategic Planning and Metrics
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Playing Nice with Development, Communications & Marketing,
and Other Siblings
Brenda Dow, Director of Alumni Relations
www.newpaltz.edu/alumni | Facebook.com/npalumni
Task Force Charge (Feb.-July 2013) Create draft alumni mission statement
– Review in light of new Campus-wide focus
Create draft alumni strategic plan
– Guide engagement globally
– Coordinate across campus
– Bring mission statement to life
– Ensure SUNY guidelines compliance
…Talked to alumni in the process
Feedback from Alumni Alumni Relations = Fundraising, AA, Found.
Unable to differentiate among various entities
You always ask for money at events, in outreach…
I only hear from you when you want something!
$$$, survey, Mascot vote, volunteer, etc.
Not addressing alumni needs, interests
Images (Reunion, First World, Young Alumni, etc.)
Desired Outcomes (FY14-FY18) Summarized from task force report
• High profile; all employees involved in and aware of their role
• All alumni apprised; reasons not only fundraising
• Student pride, engagement fostered; students transitioned
• Communication w/NP & among alumni via multiple channels
Desired Outcomes (FY14-FY18) Summarized from task force report
• Career/prof. dev. services for alumni needs
• Networks to promote employment, internships
• Alumni volunteers (e.g., speak, recruit, advise)
• Increased & multi-generational reunion attendance
• Supportive, committed alumni advisory board
Action Plan (FY14-FY18) 5-Year Strategic Plan with evolving elements
– Alumni Strategic Plan connected to Campus Plan
– All plans have annual metrics
– 3 of 8 “Essential initiatives” in Campus Plan
• #3 Strengthen philanthropic commitments & success
• #4 Engaging alumni in the life of the College
• #5 Market New Paltz internally and externally
Underway for FY14 are the following …
FY14 Initiatives Alumni Branding Program
– Generation-spanning symbols: Hawk, O&B
– New SM icon, pin design, hashtag, language
– Differentiate from independent association
FY14 Initiatives Alumni Advisory Council, “Alumni Association"
– SUNY New Paltz Alumni Association™ (guidelines)
– Council appointed, advises the Alumni Director
FY14 Initiatives Digital / Social Media
– Global engagement
– Differentiate, “Own” and manage spaces
– Reach non-email, mail contacts
– Monitor FB insights
– Experiment with FB ad results
Plans: web revamp, video, new
email and e-news templates
FY14 Initiatives Images and Messaging
– Reunion, First World, Young Alumni, Families
– Targeted communications, easy-access library
FY14 Initiatives Alumni Data Policy and “Liaisons”
– Request, review & approval process
– Conditions for release of data
– Priorities & timing of message distribution
FY14 Initiatives Robust events calendar
– Small group discussions (Langley)
– Key region alignment vs global (Int’l O&B)
– Connectors, Council support vs independent assoc.
FY14 Initiatives Future Alumni Outreach
– Commencement rehearsal, emails, Sr. Toast
– Reunion: Invited, volunteers, SM, entertainers
– Alumni Advisory Council reps
– Event participants (Wash DC trip)
FY14 Initiatives “Alumni Discovery” Program (Langley)
– 2014 summer pilot
– Lapsed donors first, 3 key regions
SPC Essential Initiative Metrics Baseline and sources
• Who keeps what data, where?
• Can we actually measure it?
• If so, how far back and what will be ‘baseline’?
Establishing goals
• What’s realistic to achieve in FY15 and beyond?
• We want alumni engagement; is it engaging?
• Can we measure engagement in SPC context?
Collaborative Execution Information sharing
• History of what’s been done
• Openness to new ideas, approaches
• Recognition that some things won’t continue
Execution
• Paperwork, clarification, process improvement
• Talking it out, providing feedback
• Prioritize, compromise, perspective, humor