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Redefining alumni relations

Author

Listed:
  • Makrez, Heather
  • Feudo, John

Abstract

The scope of alumni relations evolved over the last century, and most significantly since the late 1990s. The practice of engaging constituencies with a university is both an art and a science. And although it is not 'nuclear physics' it is not a one-size-fits-all model. It requires levels of sophistication, experimentation and segmentation. Alumni relations is a crucial piece of any advancement programme, and University of Massachusetts Lowell (UMass Lowell) is doing its best to incorporate a vibrant alumni engagement programme into both into its campaign and the university's overall future. This paper analyses various touch-points the university has with its alumni constituencies, to see which ones correlate and have a higher predictive modeling facet to gauge future giving and high valued involvement.

Suggested Citation

  • Makrez, Heather & Feudo, John, 2018. "Redefining alumni relations," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 3(1), pages 6-17, June.
    • Handle: RePEc:aza:jeam00:y:2018:v:3:i:1:p:6-17
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    More about this item

    Keywords

    alumni relations; fundraising; metrics; personalisation; segmentation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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