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Erasmus Mundus Students and Alumni Association What next?

Erasmus Mundus Students and Alumni Association What next?. Louise Simpson. Today. Intro Alumni relations in 21 st Some examples of interesting practice Learning from ORSAS and... Other non-university alumni groups Issues and Questions for you. Introductions. About Me.

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Erasmus Mundus Students and Alumni Association What next?

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  1. Erasmus Mundus Students and Alumni AssociationWhat next? Louise Simpson

  2. Today • Intro • Alumni relations in 21st • Some examples of interesting practice • Learning from ORSAS and... • Other non-university alumni groups • Issues and Questions for you

  3. Introductions

  4. About Me • 10 years, Director of Communications, Cambridge University • Director of The Knowledge Partnership • Specialist higher education consultancy • Advisor to European Commission on Study in Europe website and brand

  5. The Knowledge Partnership • Specialist independent HE consultancy • Known name in HE • Politically aware and impartial • Offices in Leeds, Cambridge and Australia • Consultants with hands on expertise in university communications and marketing

  6. www.theknowledgepartnership.com

  7. www.theworld100.com

  8. European Commission work To improve mobility to Europe To make Europe a top study destination To help countries in Europe improve their marketing – particularly Eastern and Southern Europe

  9. http://ec.europa.eu/education/study-in-europe/

  10. Alumni relations in 21st Century

  11. International student market • 1996: 1.68 m international students • 2004: 2.5 million • 2025: 7.2 million projected • Harvard has 270,000 alumni

  12. Countries with biggest share of international student markets (2006, OECD) • United States (22%) 550,000 • United Kingdom (12%) 300,000 • Australia (7%) 175,000 • China (6%) 150,000 • Japan (5%) 125,000

  13. Some international scholarships • Fulbright • Marshall • Rhodes • DAAD • Canadian Rhodes • Churchill • Gates • Keasbey • ITO • LUCE • Mitchell • Sachs • St. Andrew’s of New York • Ford • Hertz decision APR • NSF • Soros

  14. USA • USA has the highest expenditure on educational institutions as a percentage of GDP at 2.9% • More than double many European countries. • It has the highest number of international students • One of the wealthiest countries in the world • Achieves the most universities ranked in the top 100 • Originator of alumni relations as we know it today

  15. Proportion of world ranked universities by area

  16. Alumnae and alumni are women and men who have been reared or nourished by their alma mater, their “nourishing mother.” Alumnus, alumna, and alma are all derived from the Latin verb alere, “to nourish.” Coeducational institutions usually use alumni for graduates of both sexes.

  17. How many clubs do you belong to?

  18. Some Alumni Trends

  19. New York University trends • The first campaign was billion dollar, from 86-89 • Then second one, done in half the time 96-2001 • And third one started – 6 years, finished aug 2008 – 2.5 billion campaign – we exceeded it by 500 million.

  20. Princeton “Student affinity starts with application process, we have an active schools committee, 9000 alumni interview the applicants to Princeton, 21K had an interview this year. So these alumni interview them for free – it’s an opp to sell Princeton, rather than select the best.”

  21. All ivy leagues use alumni to interview, except Stanford, but they are starting • Alumni given guidelines – eg don’t have it in your home, they don’t discuss grades or scores. Once students admitted, then alumni will get in touch again

  22. How does Princeton measure success of alumni infinity? • Money of course, we have best rate of annual giving – around 60% give something of our ug alumni • 85% give once in 5 years

  23. They drink the orange and black Koolaid from the minute they get here – so they are incredibly loyal. There number one affinity is with their undergradate school, so not graduate... • We measure attendance (at alumni events) and track satisfaction too.

  24. Interactivity Multiple access points Multiple international group Web research polls to monitor opinion and segment communications

  25. Alumni holidays

  26. Rise of alumni relations 20th Century 21st Century Spread to Asia, Europe Face book, email, twitter, YouTube 2-3 possible alma maters Benefactors in 30s and 40 Network for men and women Campaigns Alumni on admission • Historical roots - US • Convocation, matriculation, congregations • One alma mater • Benefactors in late 50s • Old Boy’s Network • Discreet fundraising • Alumni on graduation

  27. Organizational trends 1990s 2000s Professionalization Internalization Coming under Development Directors – experience pros CASE • Volunteer • Not specifically about fundraising • Directors always alumni

  28. Roles and responsibilities Involving alumni in the life of the university/awards programme Providing meaningful opportunities for alumni to give back – to invest in future Other? • Identifying and tracking of alumni. • Informing alumni regularly about the alma mater and keeping them “attached” to her. • Developing or increasing interest in the alma mater both through communications and programming.

  29. Alumni uni benefits • Fundraising. • Public Affairs - Alumni should be your greatest selling point - friends, advocates, advisors • Marketing - Helping you attract new students • Future supply – research, teaching • Alumni may return as staff and mentors • Brand enhancement

  30. What’s in it for the Student? • Added student experience • Networking • Career enhancement • Mobility/internationalism • Brand enhancement

  31. How do non-university alumni organisations (eg EM) differ? • No strong sense of place • Alumni may not have known each other as students • Universities not keen on highlighting differences • Fundraising not central (therefore no income?) • Unis don’t want competition

  32. Lessons from ORS

  33. Why students choose....

  34. ‘We can’t treat ORS students differently to our others. There would be an outcry!’ Administrator •  ‘There’s no community for ORS scholars. It would be nice to network like the Commonwealth scholars do, they have social events, dinners…’ Indian student • ‘In South Africa we have the Mandela scholarships – with visits, trips, and an annual conference.’ South African student  ‘

  35. Issues that destroyed ORS • No money • No organizer • No strong name, and brand weak • University brand name more important than ORS

  36. Marshall alumni scheme

  37. Marshall Scholars Alumni network • The scheme has run since 1953, and has 1600 alumni and a strong alumni association. A recent survey they ran had a 60% response rate.

  38. Mary Denyer describes the alumni as having a very active relationship, and 50 million dollars have been invested in the UK by Marshall Scholars (survey shows). • “We have a separate alumni organisation, run by the alumni, and they donate to it. It helps that it’s American. They have a culture of giving.”

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