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Going deep: How a new model for engagement transformed alumni affairs at the University of British Columbia

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  • Todd, Jeff

Abstract

Knowing how to engage alumni is part art and part science, and very much depends on the culture of the educational institution involved. At the University of British Columbia (UBC), alumni have been a critical stakeholder since the university’s founding in 1915, but it was not until 10 years ago — when alumni engagement was elevated as an institutional university-wide priority, as well as at the faculty level — that the power of its 340,000-alumni community was fully leveraged. This paper explores the many ways in which UBC has built relationships across campus, instituted programs for innovation and cross-faculty learning and established metrics for engagement that are scalable as the alumni body — and university — continues to grow.

Suggested Citation

  • Todd, Jeff, 2019. "Going deep: How a new model for engagement transformed alumni affairs at the University of British Columbia," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(1), pages 21-27, June.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:1:p:21-27
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    More about this item

    Keywords

    alumni; engagement; data; metrics; communications; development;
    All these keywords.

    JEL classification:

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

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