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Corvinus is the highest reputed university in its various fields in Hungary ... Corvinus is the highest reputed university in its various fields in Hungary ...

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Corvinus University, Budapest

Éva Nagy and Róbert Mántó

  • Capital city of Hungary
  • 1,9 Million inhabitants, 19% population of the country
  • Divided by the Danube
  • Has 9 bridges
corvinus university
Corvinus University
  • 17,000 students
  • 7 faculties
  • Corvinus is the highest reputed university in its various fields in Hungary
  • 160 partner universities

Alumni Association

Éva Nagy and Róbert Mántó

why do the university need an alumni association
Why do theUniversity need an Alumni Association?
  • Illustrate and enhance the value of a Corvinus University degree
  • Communicate the University’s key messages to alumni and to the broader community
  • To give insight to the former students, into the present life of the University
why do alumni need an association
Why do alumni need an Association?
  • Stay connected to Corvinus University
  • Build up valuable relationships
  • Meet people with same field of interest
  • Organizing group or class reunions
  • Receive preferment
  • Belong to a community
  • Recruit work force
benefits for alumni
Benefits for Alumni
  • Free membership
  • Free Alumni card
  • Discounts in dormitories ,restaurants,sport centers, shops
  • Free usage of the library
  • Jobs (in Hungary and in Europe)
marketing strategy
Marketing strategy
  • Create a comprehensive and consistent online and offline marketing and communications strategy to increase the number of members
    • Online and offline Introduction
    • Intensive and interactive communication with members and potential members
    • Unique and satisfactory services, which are valuable for our possible members
    • Maintain the financial viability of the association
online introduction recruitment of members
Online introduction:Recruitment of members
  • Club website on the university’s server
  • Target E-mails
  • E-mails to Corvinus web mail
  • Ads on IWIW
  • Banners on business websites
offline introduction recruitment of members
Offline introduction:Recruitment of members
  • Articles in Corvinus magazines
  • Advertising on business fairs
  • Articles in business newspapers
  • On campus advertising
    • Ads, flyers
    • Information desk with video, photo demonstration
    • Programs, training for students
enhance communication with high quality it mechanisms
Enhance communication with high quality IT mechanisms
  • E-newsletter/Class notes
  • Computer conferencing
  • Make a Portal
    • Online application form for alumni
    • Online directory
    • Quick poll
    • Calendar of the association programs
    • Personalization
    • Online events
make a portal
Make a Portal

What is a portal?

  • “Portal” in Latin translates to a gate orgateway
  • An internet portal “provides users with broadaccess to an array of internet tools as well as deep access to tools specific to a user’s educational role” (Fickes, 2001)

Why a portal system rather than a website?

  • “When you move from a webpage to a portal, you move from a tool that is institution-centric to one that is user-centric”(Fickes, 2001)
  • A portal allows userimmediate access to information that is pertinent to their collegiate experience, while at the same time challenging the user to utilize all facets of the module.
what is a good alumni portal like
What is a good Alumni Portal like?


  • Up-to-date
  • Personalized
  • Enhance the value of the Corvinus University
  • Increase Alumni pride


  • Userfriendly
  • Have Multimedia interface
  • Use high quality IT solutions
  • Have a clear profile
  • Have a logo
online registration form
Online registration form
  • Customize members according to field of interest
  • Easy to fill out
  • Example: Alumni for Europe registration form
  • User logon page that members

get access to restricted data

  • Personalized starting page
    • Consider a breakdown of navigation based on user role (student, alumni member, staff, etc.),
    • Consider former participation on events or activity on webpage
online community23
Online community
  • Build network of friends and friends of friends (e.x. Facebook)
  • Get a forwarding address
  • Stay connected with alumni e-mails according to interest
  • Request a Corvinus Alumni Association Membership Card – discount on purchases, services
  • Online library
    • Articles
    • Publications
    • Newsletters
promote events online
Promote events online
  • Club calendar
  • Upcoming events’ information
  • Archived events’ information
  • Online registration form for events
  • Online payment for events/donations with for example PayPal
  • Photo Gallery from events
key focuses in career services
Key focuses in career services
  • Career development
  • Networking opportunities
  • Mentoring opportunities
career development
Career development
  • Virtual Employment Center
    • Job-posting service
    • Alumni can search for relevant employment opportunities at this virtual center.
  • Alumni-Employer speaker panel
    • Provides insight into the transaction from school to work. Alumni discuss their own career path and provide contacts with relevant prospective employers.

Industry best practices:

  • Hungary: IWIW
  • World: FOAF, Friendster, LinkedIn, Orkut
  • Recommendations to our system:
    • Show social relations
    • Useful for business purposes
      • Can upload and search CVs
      • Can help building-up research and business teams
      • Can help job finding and workforce recruiting
    • User friendly and multimedia interface

LinkedIn provides such solutions

mentor program
Mentor program
  • To provide current (MBA) students a mentor within the students’ field of work interest.
  • To provide students with a mechanism for developing and enhancing their networking and organizational skills.
  • The portal should provide:
    • Registration and a system which would help the assigning and selection process of the protégés and the mentors
    • Premium services assigned to the protégés-mentor pair
      • Large briefcase
      • Private messaging service
      • Help synchronizing time constraints of both
financial aspects
Financial Aspects
  • Corvinus Alumni Association is a non profit organization
  • Incomes:
    • Government / EU funds
    • University funds
    • Donations
    • Banners on the homepage
    • Sponsorship
    • Merchandise
financial aspects32
Financial Aspects
  • Costs:
    • Constantly maintain and develop the IT solutions with an IT specialist
    • Cost of the ads
    • Cost of acquiring new donors
keep your donors
Keep your donors
  • Acquiring new donors is expensive:

Cost per $1 raised of …

      • Major gifts in established programs $.05 - .$20
      • Renew last year donors - $.10-$.35
      • Reacquire lapsed donors - $.20-$.65
      • Acquire new donors (phone) - $1.00-$2.00
      • Acquire new donors (mail) - $1.00-$10.00+

(University of Michigan Alumni Association)

  • Monitor yourdonors through the portal, give special rules for the best ones
  • CRM with the most paying donors, which can be supported with online tools
  • A complex, multi-task portal that is easy to navigate and easy to use
  • Increase the number of users with visibility, high marks for attractiveness, responsiveness, high level of programs, benefits of membership and career services
  • Educate future graduates about the benefits of the Alumni Club
  • A versatile system capable of evolving with the changing needs of an important and vibrant institution
  • Support the system with consistent marketing and communication strategy