From one-size-fits-all to Aston for Life: Refocusing alumni relations and development at Aston University

Kerrie Holland and Abby Sweeting
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Kerrie Holland: Executive Director of Alumni Relations and Development, Aston University, UK
Abby Sweeting: Communications and Content Manager, Alumni Relations and Development, Aston University, UK

Journal of Education Advancement & Marketing, 2024, vol. 9, issue 3, 250-261

Abstract: This paper will show the advantages of a strategic approach for a development and alumni relations function, including how to gain maximum benefit for your alumni, your team and your institution throughout the process itself. Using the Aston for Life strategy as a case study, the paper will outline how Aston University set the direction for alumni and development, creating a distinctive, clear and impact-driven offer. No dusty filing cabinet for this strategy: it has informed major investment and allocation of resources, team roles and structure, measures of success and provided a springboard for the role of alumni and philanthropy in the ambitious new institutional strategy Aston 2030. The paper also includes a deep dive into the development of the major initiative within the strategy, the Aston for Life platform, to demonstrate one way in which the strategy was put into practice.

Keywords: alumni relations; development; strategy; leadership (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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