I first wrote on this topic in 2016, when Trump’s election and Brexit created shockwaves politically and economically. With universities continuing to face significant financial challenges, and the communities they serve suffering from the cost-of-living crisis, it remains as relevant now as it was then. In times of great challenge and disruptive change, an institution’s relationship with its alumni is more important than ever.
The smartest institutions are connecting and engaging with their international alumni community to deliver impact for their institution and the communities it serves. In fact, it is time for turbo-charged alumni relations.
Turbo-charged alumni relations is not just about fundraising. It also powers an alumni community that can deliver social impact and help preserve the institution’s future and sustainability. To achieve this, institutions must develop deep and meaningful engagement with alumni, honorary graduates, and key stakeholders.
Firstly, how can alumni relations help to deliver social impact?
Your alumni community can:
- Volunteer within the local community, alongside your students, with your support (and in your name),
- Encourage disadvantaged young people to consider going to university,
- Help recruit students from disadvantaged backgrounds,
- Support research which tackles issues of disadvantage,
- Offer students (particularly those from disadvantaged backgrounds) internships and work placements (particularly in community organisations, charities, and NGOs),
- Be honoured for the work they do in the community by your institution –setting powerful examples for your students and graduates,
- Be joined by honorary graduates from your community – those who play their part in healing division and bringing about change, honoured in front of your graduating class (inspiring them to go and follow that example),
- Be celebrated for the impact they have through your PR and communications.
Imagine the impact of such a community!
Secondly, how can alumni relations help the future health and sustainability of our institutions?
By becoming active advocates:
- Ensure your alumni are briefed on the financial situation of the university and how the freezing of fees has affected the sustainability of the institution. Provide them with messaging. Invite them to lobby on your behalf and use their networks to help you reach those you need to talk to.
- Take your institution to Parliament with events at the House of Commons or House of Lords (in the UK). Ask your alumni MPs and Peers (in the UK) to host networking events on topics of concern.
- Reach your wider alumni community through your e-comms and your magazine – use these to highlight issues of concern. Universities should understand their alumni’s preferences – especially for communication, events, and other ways to connect.
- Consider the use of petitions and other social media means to deliver your messages. Recruit social media alumni volunteers to assist you in getting out your messages.
- Harness the power of your international alumni to support international student recruitment – as active advocates, hosts and attendees of events, social media networkers, etc.
In times of global uncertainty, leadership will need expert insight and advice, strong governance, and the ability to access those in influential positions.
Through alumni communities, we can find the depth and breadth of expertise we need. We can reach pathfinders, influencers, and policymakers.
Through turbo-charged alumni relations, we can build a cadre of experts. Here’s how to do it:
- Research your alumni in influential positions; identify those who can help in highly strategic ways.
- Build a list of strategic volunteering opportunities – advisory boards, governing bodies, leadership mentors.
- Actively recruit the most senior, most influential (and affluent) alumni you can, to fill these volunteering opportunities.
- Explore how your international alumni community can help to influence your international league table positioning.
- Don’t stop at your alumni. Look beyond into the wider community and identify those who might become your champions.
- Consider your honorary graduate nominations process. Who might you honour who could help you address the challenges you face and who has natural synergy with your mission?
Imagine the power of such a cadre of experts!
Investment in alumni relations is timelier and more important than ever before. It really can no longer be ‘just about fundraising’. Alumni can play a vital role in helping institutions to navigate these challenging times.
To find out more about how Halpin can support your institution with your alumni relations, please visit our Fundraising and Alumni Relations services page. Get in touch if you’d like to meet.