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ERIC Number: EJ1016813
Record Type: Journal
Publication Date: 2013
Pages: 4
Abstractor: ERIC
ISSN: ISSN-0748-478X
Narrowing the Field: Achieve Engagement Outcomes Faster by Targeting Potential Alumni Leaders
Coolman, Jason
CURRENTS, v39 n3 p44-47 Mar 2013
Traditional alumni relations programs are about prompting graduates to do something--anything--for or with the institution. In this article, the author proposes something different: an outcome-oriented alumni relations programming model, which the author calls "strategic advancement," that focuses on smaller, targeted sets of graduates that can best help the institution achieve organizational outcomes, such as financial support, student recruitment, internationalization, internships, and jobs for graduates. The author states that alumni do not find traditional alumni programming attractive because it does not offer any tangible benefits. Allocating resources to a smaller group, then, gives alumni professionals the opportunity to better engage a population that can truly advance the institution.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Reports - Descriptive; Journal Articles
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada
Grant or Contract Numbers: N/A