Executive MBA Programs. The ROI of Alumni Relations Invest Today for Tomorrow s Students
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1 Executive MBA Programs The ROI of Alumni Relations Invest Today for Tomorrow s Students Belina Makonnen Assistant Director Bronica Wan Associate Director
2 Agenda 2 Introductions Getting Started Alumni Relations - Past, Present and Future Questions & Answers Share your experience!
3 3 Once Upon a Time
4 UW EMBA Alumni Program 4 Let s go back 15 years ago Alums asked for resources but program understaffed Representatives from each class met once a month. Alumni organized and paid for all events & managed directories Limited alumni involvement/selected alums were invited. Alums were not connected to EMBA, BS, and the University The University Registrar s office /Development maintained the Alumni Database.
5 UW EMBA Alumni Program 5 How current is our database? -- Not current Alums didn t want to be solicited so did not provide new contact information Where are our alums? -- EVERYWHERE Alums were located in U.S., Canada, England, Germany, Israel, Korea, India, and China Who are their employers? -- Boeing, Microsoft, Intel, Starbucks, Weyerhaeuser, Alaska Airlines. How can we obtain an inexpensive yet successful alumni program? -- Collaborate
6 6 And then one day
7 UW EMBA Alumni Program Let s go back 5 years ago. 7 A new no-nonsense Dean -- recognized the value of Alumni Hosted Karma s Breakfast Downtown Seattle (135 attendees) -- beginning of our success. What does it take to get alums involved? Survey revealed reunions, low cost, convenient location, & continuing education. EMBA began updating & maintaining database (class reps and return service requested ). EMBA reached out to B-School and UW Alumni Association (on-line registration, printing & mailing invitations and posting on website. Everyone benefited -- established community). Alums started helping with organizing events, recruiting, and curriculum revision.
8 8 And Ever Since That Day.
9 UW EMBA Alumni Program 9 Expanded Alumni Events: Karma s Breakfast - Current State of the Economy Corporate Governance, CFO Panel Continuing Education Celebration of Leaders Keynote speakers/ outstanding leadership awards. Alumni BBQ keep alums connected during the summer Big Bash 20 th Year Celebration & All Class Reunion (200+ attendees including second year students and 30 retired and current faculty. Alumni community Celebrated accomplishments during the past 20 years. -- Internal Marketing- articles (BS Magazine) and External-one page ad in local paper. Supporting our efforts: -- Quarterly electronic newsletter (occasionally mail to alums) -- Upcoming events, highlight alumni, Program Updates and recruiting events. On-line subscription and contact update form.
10 10
11 Looking into the Crystal Ball Leveraging the Relationship 11 Information receptions with alumni co-hosts Panelists at Orientations/Open Houses, Business Plan Competition Judges Company Visits the alumni connection Testimonials Catalog/brochures,website, advertising Alumni Recruiting Kits VIP Recruiting Reception Bring a friend
12 Measurements and Metrics: Results speak for themselves 12 Over 65+ referrals from alumni and out-going students VIP Recruiting Reception - 75% conversion of prospective to applicant 20 th Year Celebration Event over 200+ attendees EMBA Alumni Endowment Scholarship Increased alumni sponsorship of new students Business Week October 2005 UW EMBA among Top 5 Strategy Schools (based on survey from 2005 graduates) and consistently rated in the Top 25 EMBA Programs (US News).
13 13 Making the Connection - Summary It s Never Too Early! - Involve current students in events, mailing, etc. Don t Be the Lone Ranger - Leverage resources provided by Business School and your university s Alumni Association Alumni Recruiters 65+ candidate referrals
14 14 Questions & Answers
15 Alumni Programs Where are you today? 15 How many have a formal Alumni Program? How many hosts alumni specific events annually? Examples? How many offer continuing education for alumni? How does your school leverage alumni in recruiting efforts? How many have dedicated alumni relations staff?
16 16 Share Your Experience!
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