Alumni Relations Strategic Planning and Metrics

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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

FY14 Initiatives Digital / Social Media

– 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

FY14 Initiatives Images and Messaging

– 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

FY14 Initiatives Robust events calendar

– 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

Questions Alumni Strategic Plan

www.newpaltz.edu/alumni/plan.html