![Page 1: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/1.jpg)
Key principles for a
successful Alumni Office
3 October 2018
Christine Fairchild
Director of Alumni Relations
University of Oxford
![Page 2: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/2.jpg)
Alumni Relations…..
Why does it matter?
• Funding models are changing
• Universities need advocates
• Alumni are keen to get involved
• Universities have a lot to offer
beyond just a degree
• You can’t attract support unless
you’ve built trust
![Page 3: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/3.jpg)
What do we need to be successful?
Institutional support Database
A plan It takes time……
Staffing model fit
for purpose
Online presence
Alumni who care
![Page 4: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/4.jpg)
Institutional buy-in
![Page 5: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/5.jpg)
A plan…why do we need one?
• Gives us a common purpose with shared, articulated goals • Provides a path forwards • Allows for sensible allocation of resources • Provides a time frame • Confirms what success looks like • Better able to articulate your contributions to the
organisation • Helps you decide what NOT to do • Informs staff development • Teases out strengths and gaps in the organisation • Identifies partnerships • Encourages you to keep pace with change
![Page 6: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/6.jpg)
Setting your course….
1. Define your mission – what are you trying to achieve? What do you want alumni to do?
2. Identify the cohorts you want to reach (where are they?) and key stakeholders (Admissions? Careers?)
3. Analyse the organisation for strengths and weaknesses – what do you need to build up or de-emphasise?
4. Identify short, medium and long-term goals
5. Agree on allocation of resources, marketing plan, metrics
6. Communicate your plan internally and externally
7. Analyse and then refresh
![Page 7: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/7.jpg)
![Page 8: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/8.jpg)
Staffing Model A: Small integrated shop
Head of Alumni Relations and Annual Giving
Comms Events
![Page 9: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/9.jpg)
Staffing Model B: Larger, Alumni Relations only
Head of Alumni Engagement
Database Analyst Events Communications Volunteering
Officer
Volunteering Intern
Alumni Engagement
Assistant
![Page 10: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/10.jpg)
Staffing Model C: Larger, global focus, integrated
with fundraising
Associate Director (Global
Engagement)
Head of Engagement
Communications team
Events team Student and
Young Alumni Engagement team
International Relationship
Manager (North America)
International Relationship
Manager (Asia Pacific)
Associate Director (Fundraising)
Major Gifts Annual Fund
Database Analyst
![Page 11: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/11.jpg)
It all comes down to data!
![Page 12: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/12.jpg)
Essential data….
1. Who are they?
2. What and when did they study?
3. Where do they live?
4. What do they do now?
5. What can you give them?
6. What are they thinking? How do they feel about the university?
7. Do they want to hear from you?
8. Will they help you?
![Page 13: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/13.jpg)
On-line presence…always from the perspective of the user
![Page 14: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/14.jpg)
The importance of….
![Page 15: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/15.jpg)
And finally, how do we measure engagement?
15
![Page 16: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/16.jpg)
So, what are the key principles?
On-line presence
Visibility Institutional
buy-in
A plan Strategy
Staffing model fit
for purpose
Alumni who care
Metrics and Analysis
Database
![Page 17: Key principles for a successful Alumni Office · with fundraising Associate Director (Global Engagement) Head of Engagement Communications team Events team Student and Young Alumni](https://reader034.vdocuments.mx/reader034/viewer/2022042411/5f296594abf4bc3dbb17bf18/html5/thumbnails/17.jpg)
ANY QUESTIONS?
THANK YOU!