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‘Pull’ more than ‘push’ for organic alumni development

Author

Listed:
  • Cooper, Mary Kay

    (Director of Alumni Engagement, Texas A&M University, USA)

  • Lewis, Amy C.

    (Associate Dean of the College of Business, Texas A&M University, USA)

  • Ford, Weixing

    (Assistant Professor of Marketing, Texas A&M University, USA)

Abstract

Despite increasing importance of alumni affairs in higher education, considerable efforts on alumni development have often failed to reach their full potential in terms of alumni engagement and alumni support across institutions. At Texas A&M University-San Antonio, the alumni office drew on ‘push’ and ‘pull’ marketing strategies to achieve organic alumni growth with an extremely limited budget. This paper discusses (1) the successes and limitations of the push strategies that were employed for alumni development, such as social media marketing and alumni events, and (2) the benefits and challenges of the pull strategies that were used to primarily target at the university’s current students.

Suggested Citation

  • Cooper, Mary Kay & Lewis, Amy C. & Ford, Weixing, 2020. "‘Pull’ more than ‘push’ for organic alumni development," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(1), pages 27-40, June.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:1:p:27-40
    as

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    More about this item

    Keywords

    alumni affairs; higher education; pull marketing strategy; push marketing strategy; organic alumni development;
    All these keywords.

    JEL classification:

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

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