Redefining alumni relations

Heather Makrez and John Feudo

Journal of Education Advancement & Marketing, 2018, vol. 3, issue 1, 6-17

Abstract: The scope of alumni relations evolved over the last century, and most significantly since the late 1990s. The practice of engaging constituencies with a university is both an art and a science. And although it is not 'nuclear physics' it is not a one-size-fits-all model. It requires levels of sophistication, experimentation and segmentation. Alumni relations is a crucial piece of any advancement programme, and University of Massachusetts Lowell (UMass Lowell) is doing its best to incorporate a vibrant alumni engagement programme into both into its campaign and the university's overall future. This paper analyses various touch-points the university has with its alumni constituencies, to see which ones correlate and have a higher predictive modeling facet to gauge future giving and high valued involvement.

Keywords: alumni relations; fundraising; metrics; personalisation; segmentation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2018:v:3:i:1:p:6-17

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