The perfect synergy: Alumni, donors, students, employers — A case study in Silicon Valley

John Grant, Lisa Jung and Harriet Chicoine
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John Grant: Consultant, John Grant Consulting, Canada
Lisa Jung: Senior Associate Director, Alumni Relations, Simon Fraser University, Canada
Harriet Chicoine: Programme Director, Faculty of Applied Science and I.A.T., Co-operative Education, Simon Fraser University, Canada

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 1, 62-72

Abstract: This is a case study about overcoming internal institutional silos to develop a new market for alumni engagement, donor cultivation, and student and alumni job opportunities. Simon Fraser University (SFU) was unknown in the Bay Area until three key areas of the university banded together to form the Bay Area Working Group — a cross-functional team to develop a comprehensive strategy for that region. The paper discusses specific strategies that were developed to address the following goals: (1) increasing the number of activities delivered in the region, while maximising strategic outcomes for broader institutional needs, (2) coordinating a single delegation to participate in one or two annual trips to the region, (3) increasing the number of organisations that hired co-op students by using alumni as door openers, (4) integrating current students into alumni-based activities in the region, (5) increasing university pride and loyalty held by alumni in the region, and (6) increasing recognition and acknowledgment of the SFU brand. Five years later, SFU is a leader in the region with record levels of alumni engagement, an increase in the number of financial gifts being realised, significant growth in the number of student co-op positions being posted, and the likes of Facebook, Google, Microsoft and Apple recruiting on an active basis on campus. A list of recommendations are provided to guide others who are keen to both enhance the outcomes realised in existing areas and expand activities into new markets.

Keywords: collaboration; regional engagement; job development; strategy; relationships; loyalty; pride (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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