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

Mary Kay Cooper, Amy C. Lewis and Weixing Ford
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Mary Kay Cooper: Director of Alumni Engagement, Texas A&M University, USA
Amy C. Lewis: Associate Dean of the College of Business, Texas A&M University, USA
Weixing Ford: Assistant Professor of Marketing, Texas A&M University, USA

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 1, 27-40

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.

Keywords: alumni affairs; higher education; pull marketing strategy; push marketing strategy; organic alumni development (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:5:i:1:p:27-40

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