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The iterative process of staying relevant in measuring alumni engagement

Author

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  • Bangs, Colleen

Abstract

Accurate measurement of alumni engagement has often been described as somewhat of a mythical creature in postsecondary advancement. The task of creating a measurement tool is daunting, not because it cannot be done but rather because the usefulness of the tool is wholly dependent on what is meaningful to the work of the institution in which it resides. Once a tool is developed, appropriately vetted and implemented, it is imperative that sustainable business infrastructure is in place for it to evolve and adapt with institutional changes over time. This paper provides insight on the process that was undertaken at the University of Calgary to evolve and enhance the Alumni Engagement Scoring Model developed prior to the merger of Development and Alumni Engagement in the organisational structure of the institution. Readers will be provided with strategies to diversify and enhance existing tools to meet the needs of new user groups, sustain buy-in of multiple stakeholders through change and implement systems to stay nimble in a progressive environment. In addition, insight will be provided on the process used to make informed decisions on how to determine metrics that would be most useful for the University of Calgary and the reporting that has been developed as a result.

Suggested Citation

  • Bangs, Colleen, 2019. "The iterative process of staying relevant in measuring alumni engagement," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 4(2), pages 106-117, September.
    • Handle: RePEc:aza:jeam00:y:2019:v:4:i:2:p:106-117
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    More about this item

    Keywords

    alumni engagement; metrics; collaboration; reporting;
    All these keywords.

    JEL classification:

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

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