they have eyes but they see not: alumni relations and the university of the west indies

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

They have Eyes but they See Not:Alumni Relations andThe University of the West Indies

Francis O. SeverinOffice of Administration &Special Initiatives

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

The Second AnnualConference of ACHEA

July 10-13, 2002Hilton Trinidad & ConferenceCentre

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Aim of Presentation:• Document for the UWI community and other

customers/stakeholders what is taking place in Alumni Relations at The UWI;

• Place Alumni Relations on the academic agenda as an area which is important enough to merit informed discussion;

• Invoke constructive feedback in helping the institution to achieve its aim of a mutually productive relationship with alumni.

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Reactions to AR at the UWI

• Is the UWI into this sort of thing?(Astonishment)

• What does this involve anyway?(Genuine doubt)

• What does this involve anyway? (the ‘whatever’ or ‘what’s the big deal’ syndrome)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

What prompts such Doubts?• Cynicism derived from:

– Feelings of alienation from alma mater after years of institutional neglect;

– Grievances, including poor treatment as students;

– This group comprises mainly the GenXer’s born between 1961 and 1981 (classes of 1982-2002)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Doubts (cont’d)

• This group is located along a continuum:

– The extreme and negative – forever wish to hold on to the hurt and distress apparently caused by The UWI;

– The extreme and positive – although having had bad experiences, they welcome the new approach (including AR initiatives) by The UWI

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Doubts (cont’d)

• Holding on to tradition – the consummate and traditional UWI employee. They believe:

– AR has nothing to do with ‘unlocking West Indian potential’;

– The UWI cannot support this excess called AR

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Traditionalists, complacent and laissez-faire:– We have worked well for 54 years

without a structure – why now?

– AR is a soft area which requires no real structure – it will take care of itself.

Doubts (cont’d)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Responds positively to the news that AR is on the agenda at The UWI;

• Commonly belonging, but not restricted to the:– Silent Generation, born between 1935

and 1942 (from The UWI’s first class of the Medical Faculty at Mona and beyond until 1963);

The Positive Alumni

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Boomers, born between 1943 and 1960 (belonging to the classes of 1964-1981)

Characteristics include:

• Appreciation that their positive contributions to their respective societies give The UWI a positive image and profile;

Positive Alumni (cont’d)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Appreciation of the link between the value of their UWI degrees and the regard with which The UWI is held;

• Wish to ensure that The UWI’s valuable education is not lost for posterity’s sake (Sustainable Development);

• Embrace the service culture that views students and alumni as valuable customers (in the case of employees who are alumni).

Positive Alumni (cont’d)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Alumni volunteerism is the linchpin of any successful AR programme;

• Depends on a high level of pride, a sense of worth and nationalism;

• Assumes a certain level of self-help

Alumni Volunteerism

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Achievement – Driven to achieve success in situations requiring excellent or improved performance;

• Affiliation – Wanting to be with others and enjoying mutual friendship;

• Power – Wanting to have impact on others.

What motivates volunteers?

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• Unless the UWI and its Alumni Association can provide for such diverse needs, there is little chance of success;

• The traditional activities such as homecomings, reunions and special events (typically the basis of AR in the USA) may not work the same magic today;

• Figure 1 shows the positive and negative forces.

What motivates volunteers(cont’d)?

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Positive and Negative Forces

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• A structure is necessary to manage volunteerism;

• According to Benninghoff (2000):“Our very survival in difficult times will depend upon the connection our alumni can make between their institution and whatever is most meaningful in their lives. Our challenge may be to provide an important anchor; an enduring community that can adapt to the times and maintain the lifelong connection of our alumni family”

Volunteerism must be Managed

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• In 1998, Vice Chancellor Rex Nettleford established the Office of Administration and Special Initiatives (OASIs);

• One of its major functions is AR

• OASIs established a structure for AR which was approved by F & GPC in 1999;

• Figure 2 shows the Basic Structure for AR

The Institutionalization ofAR at The UWI

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Figure 2

Administration and SpecialInitiatives

Cave HillCampus

Alumni Office

MonaCampus

Alumni Office

St. AugustineCampus

Alumni Office

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

‘Friend-Raising,Not Fund-Raising’ Visits

• The Pro-Vice Chancellor, OASIs, has insisted that ‘friend-raising’ is the present priority;

• Friend-raising visits to chapters have been undertaken to:– Serve as ‘ice-breakers’ – re-establish

important link between alumni and the University;

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

– Provide alumni face-to-face opportunities with senior UWI personnel;

– Allow UWI personnel to bring alumni up-to-date with significant developments at the UWI (in a personal way);

– Collect alumni information as initial database re-building effort;

‘Friend-Raising,Not Fund-Raising’ Visits (cont’d)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

– Distribute newsletters and other relevant information;

– Distribute memorabilia, etc.

‘Friend-Raising,Not Fund-Raising’ Visits (cont’d)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

• The friend-raising visits provided an unprecedented opportunity for alumni to vent their feelings:

• Major issues included:– Public relations matters;– Everlasting wait for confirmation of

acceptance to The UWI;– Distance education;

‘Friend-Raising’ Visits –Catharsis for Alumni

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

– Unfriendly environment for students on the campuses;

– Examination matters.

‘Friend-Raising, Catharsis for Alumni (cont’d)

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

New Beginnings

• The Database;

• Statutory matters;

• Strategic matters;

• Chapter activities.

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Trends in AR

• Community service

• Advocacy.

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Conclusion“It is still relatively early days for AR at The University of the West Indies ….. OASIs and The UWI have begun slowly and painfully, but surely, to chart the course for a structured and systematic AR function ….. Progressive thinking suggests that AR must be the tie that binds teaching, research and outreach. It is the University’s call now.”

ACHEA Conference July 2002‘The Challenge Of Quality for the Higher Education Administrative Professional.’

Ensure that yourUWI Degree Endures

By BecomingActive Alumni