Alumni Relations Strategic Planning and Metrics --- 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
Digital / Social Media FY14 Initiatives 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
Images and Messaging FY14 Initiatives 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 Career Resource Center partnerships Increase alumni sponsoring internships
Robust events calendar FY14 Initiatives 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
Alumni Strategic Plan Questions www.newpaltz.edu/alumni/plan.html