Award winning Alumni Relations
Pennington & Company | 11/20/2003 It is no secret that the strength of our chapters is directly proportional to the involvement of and connection with our alumni. Unfortunately, much of the communication from the chapter is left up to the undergraduate men who are ill equipped and poorly trained to coordinate such a comprehensive effort. An effective communications program is one developed and implemented by the alumni and undergraduates.
It is vital for the future of the Order that we continue to engage alumni through professional and consistent communications, and keep them connected to KA and each other. As more chapters find themselves needing to address life safety issues, technological improvements, outdated plumbing, heating and cooling systems, and campus competition, the need for a capital campaign arises. With a strong, consistent alumni relations program in place, your chapter will be that much more successful in receiving a positive response from your alumni. Following are recommendations incorporating elements that provide a sound basis for a comprehensive alumni relations program.
Newsletters - Distribute at least two newsletters each year with content focused on alumni interests, such as alumni profiles, class news, information on upcoming events and celebrations, listing of alumni officers and contact information, and recognition of donors. While it is important to communicate the successes of the chapter in order to demonstrate the institution continues to reflect and represent their values, alumni are most interested in staying connected to those with whom they have built a relationship. It is important to follow a consistent mailing schedule in order to avoid the common “I only seem to hear from the chapter when money is needed” complaint that is all too often heard. Also, remember that The Journal is not a replacement for your chapter’s alumni newsletter.
Alumni Events - Foster the spirit of brotherhood and celebrate the achievements of the chapter through alumni-oriented events annually. Undergraduates often expect alumni to come to the chapter on their own. While open invitations to stop by anytime are encouraged, it usually takes a special event and a specific invitation to get someone to take the time out of their schedule and/or away from their family.
Working with the chapter throughout the planning process is an important part of a strong alumni relations program. Although, it is best that alumni are involved in the inviting of alumni to the events, the undergraduates can lighten the workload and help to make the event run smoothly. Time is the most important element in planning an event. Give alumni the proper amount of notice, so they can plan accordingly. When considering possible dates for alumni events, keep in mind several things: summer vacation, poor weather months, national and religious holidays, etc.
Leverage the numerous events sponsored by the University to attract alumni back, and sponsor several alumni-oriented events per year. In addition to traditional chapter events such as Founder’s Day, capitalize on the athletic, musical, and theatrical activities, as well as homecoming and reunion events that often bring alumni back to campus. Make sure to keep the nature of these activities “friend raising” rather than “fundraising.” Most importantly, work with the undergraduate chapter so that they understand their role in alumni relations.
In addition to poor communication, alumni express frustration in the lack of hospitality and general courtesy from the undergraduates, and the apparent mistreatment of the facility and grounds. The perceived lack of respect, responsibility, and care will hinder alumni confidence and involvement with the chapter.
Acknowledgments - Never underestimate the importance of proper acknowledgments and thank you notes. Always send a thank you note within one week of an alumnus attending a special function/meeting, or contributes to the chapter in some manner.
Besides the obvious benefit of low cost and personal relations, the chapter also profits from the program by increasing the undergraduates’ understanding of the role of the alumni. The undergraduates may then, eventually, become more involved alumni themselves.
Data Management - In order to provide a high level of service and keeping members connected to one another, the chapter should maintain current contact information for each alumnus. In addition to each person’s home address and phone number, remember to collect updates regarding business information and email addresses, so that you are able to utilize all communication vehicles to reach your alumni.
It could prove helpful to regularly provide an alumni directory. The directory should list every chapter member (undergraduate and alumnus) in alphabetical order and by city and state. Name, address, phone number, e-mail, and class year should be included.
It is a challenge to plan a long-term program for alumni relations. It is very important to a chapter and by including a member of the alumni board in the planning for alumni programming, it will ensure that the programming is consistent, and give the chapter and alumni what they need and desire.
Definite do’s:
-
DO have mostly alumni news. The majority of articles should be of interest to alumni.
-
DO show the chapter in a positive light.
-
DO mail copies to the parents of undergraduates, university officials, and the National Administrative Office for Kappa Alpha Order.
-
DO print “Address Service Requested” underneath the return address. This will help you keep track of address changes and save on wasted postage in future mailings.
-
DO include photos and graphics. Photos should be timely/appropriate.
-
DO educate and inform alumni on chapter needs and major projects.
Article provided by Pennington & Company, the recognized leader in fraternity and sorority fundraising, having helped raise more than $48 million for the renovation and new construction of Greek housing. Their range of services, including pre-campaign feasibility studies, capital campaign management, and award winning alumni relations programs is sure to meet your compelling needs and help you exceed your fundraising and public relations goals.
|
