{"id":11911,"date":"2021-01-12T14:04:40","date_gmt":"2021-01-12T14:04:40","guid":{"rendered":"https:\/\/www.aluminati.net\/?p=11911"},"modified":"2022-09-26T11:04:40","modified_gmt":"2022-09-26T10:04:40","slug":"alumni-relations-shareholders-not-customers","status":"publish","type":"post","link":"https:\/\/www.aluminati.net\/alumni-relations-shareholders-not-customers\/","title":{"rendered":"Alumni Relations &#8211; How to turn your Alumni into Shareholders, not Customers"},"content":{"rendered":"<h3>How Radically Changing the Framework Can Impact Alumni Relations and Advancement.<\/h3>\n<p><span style=\"font-weight: 400;\">Aluminati was proud to sponsor the <\/span><a href=\"https:\/\/www.case.org\/conferences-training\/introduction-advancement-leadership\"><span style=\"font-weight: 400;\">Introduction to Advancement Leadership<\/span><\/a><span style=\"font-weight: 400;\"> conference hosted by <\/span><a href=\"https:\/\/www.case.org\/\"><span style=\"font-weight: 400;\">CASE<\/span><\/a><span style=\"font-weight: 400;\">. Held in November and December 2020, it featured talks covering various topics, with panels of industry leaders and experts leading the conversations.\u00a0 Be sure to check out our previous article in this series <\/span><a href=\"https:\/\/www.aluminati.net\/demonstrating-the-value-of-alumni-relations\/\"><span style=\"font-weight: 400;\">Demonstrating the Value of Alumni Relations<\/span><\/a><b>.<\/b><\/p>\n<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container hundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-overflow:visible;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"width:calc( 100% + 0px ) !important;max-width:calc( 100% + 0px ) !important;margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column fusion-flex-align-self-flex-start fusion-column-no-min-height\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:left;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" title=\"Sign up to our blog and get updates when we publich new and interesting content.\" href=\"https:\/\/em1.aluminati.net\/subscription?f=Y9763IqTdXLSunXJOKOQGB938N892k763y1WtpPG2tfsVpbdMORE2WFqgYW763gLLEU2RsY3\"><span class=\"fusion-button-text\">Subscribe to our Blog<\/span><\/a><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The idea of the student being the customer is deeply ingrained into institutions. This has been normalised through policy, programmes but most poignantly from the expectations of students.\u00a0 This perspective on the institution-student relationship has an unfortunate impact on long term relationships, especially with alumni.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We met with a panel of innovative alumni relations professionals who were championing the idea of \u201cstudents and alumni and shareholders\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dr. Maria Gallo, Founder and Principal Researcher at Keep in Touch Education, Ireland suggested that the origins of \u2018students as customers\u2019 has seeped into institutions and had negatively impacted an institution\u2019s ability to foster lifelong relationships with its students, turning them into passive recipients rather than an active, engaged self-directed learners.\u00a0 Maria noted that the circumstances that led to the current situation are extremely complex.\u00a0 High tuition fees, pressure on institutions to retain students, a general funding crisis in the higher education sector, and increased expectations by students with regard to career prospects all play a part.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><b>\u201cStudents have drunk this potion and an antidote is needed\u201d &#8211; Dr. Maria Gallo<\/b><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3>The Dangers of the Transactional Relationship<\/h3>\n<p><span style=\"font-weight: 400;\">There is a danger that a transactional approach to the student-institution relationship will lead Alumni to think of their Alma Mater like a one-off product or a single purchase when it should actually be a lifelong experience.\u00a0 Dr. Gallo suggested that the more former students understand their identity as alumni, the more likely it is they will be to engage with the institution throughout their lives.\u00a0 For this to be achieved, institutions must consider building more strategic and meaningful engagement and support frameworks.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>The Shareholder Framework<\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-11914 size-large\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/01\/cycle-1024x791.png\" alt=\"\" width=\"669\" height=\"517\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/01\/cycle-180x138.png 180w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/01\/cycle-300x232.png 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/01\/cycle-768x594.png 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/01\/cycle-1024x791.png 1024w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Institutions must recognise<\/span> <span style=\"font-weight: 400;\">that their alumni are distinct stakeholders and as such, the institution has a responsibility to maximise stakeholder value.\u00a0 Dr. Gallo suggested that defining alumni as shareholders can create a huge opportunity for growth for an institution.\u00a0 It was argued that an alumni relations department must earn engagement, not expect it.\u00a0 Institutions must build affinity with their alumni by involving them in curating communications.\u00a0 Engagement must be fostered, taking care to review how the alumni are engaging with the programme and how leaders are being involved.\u00a0 It is key to check in with alumni leaders on a regular basis, finding out how they are finding their experience as an alumni volunteer.\u00a0 Ask them if they know other people who might be interested in the programme.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>The 3 steps to radical change<\/h3>\n<p><b>Step 1.\u00a0 Shareholder proof.\u00a0 <\/b><span style=\"font-weight: 400;\">Think of programmes in place throughout the institution.\u00a0 How are alumni featured within these programmes?\u00a0 Is it clear that they are stakeholders?<\/span><\/p>\n<p><b>Step 2 &#8211; Co-create with your alumni.\u00a0 <\/b><span style=\"font-weight: 400;\">Work with your alumni to create engaging communications.<\/span><\/p>\n<p><b>Step 3 &#8211; Identify.\u00a0 <\/b><span style=\"font-weight: 400;\">Identify key people both internally and externally who can help drive the change you are looking to make.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><a href=\"https:\/\/www.aluminati.net\/aluminate-for-education\/\">Find out how the Aluminate Community Builder can help your institution\u2019s Alumni Relations programmes<\/a><\/h3>\n<p>&nbsp;<\/p>\n<div style=\"text-align:left;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-2 fusion-button-default-span fusion-button-default-type\" target=\"_self\" title=\"Sign up to our blog and get updates when we publich new and interesting content.\" href=\"https:\/\/em1.aluminati.net\/subscription?f=Y9763IqTdXLSunXJOKOQGB938N892k763y1WtpPG2tfsVpbdMORE2WFqgYW763gLLEU2RsY3\"><span class=\"fusion-button-text\">Subscribe to our Blog<\/span><\/a><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>How Radically Changing the Framework Can Impact Alumni Relations and [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":12108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[18,90],"tags":[31,34,86,38,41,35,32,87],"class_list":["post-11911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aluminate","category-alumni-relations","tag-alumni","tag-alumni-relations","tag-case","tag-community","tag-education","tag-engagement","tag-higher-education","tag-university"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Alumni Relations - How to turn your Alumni into Shareholders, not Customers - Aluminati Network Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aluminati.net\/alumni-relations-shareholders-not-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alumni Relations - How to turn your Alumni into Shareholders, not Customers - Aluminati Network Group\" \/>\n<meta property=\"og:description\" content=\"How Radically Changing the Framework Can Impact Alumni Relations and [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.aluminati.net\/alumni-relations-shareholders-not-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Aluminati Network Group\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/aluminatiNG\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-12T14:04:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-26T10:04:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/01\/image.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"791\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aluminating\" \/>\n<meta name=\"twitter:site\" content=\"@aluminating\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.aluminati.net\/alumni-relations-shareholders-not-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.aluminati.net\/alumni-relations-shareholders-not-customers\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Alumni Relations &#8211; 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