ERIC Number: EJ930214
Record Type: Journal
Publication Date: 2010-Jan
Reference Count: N/A
Are We There Yet?
Scully, Maura King
CURRENTS, v36 n1 p16-21 Jan 2010
How things have changed. No longer can alumni relations rely on head counts or anecdotal feedback as indicators of a job well done. Alumni leaders now have to prove it, and to do that, they need to look at their programs with a critical eye, comparing where they stack up against peer and aspirant institutions on specific, measurable objectives. In other words, alumni relations professionals need to benchmark. Benchmarking in alumni relations isn't exactly new; it's been around at least since 1985, when CASE released one of its first publications on program self-assessment, "Criteria for Evaluating Advancement Programs". "Benchmarking" is actually a statistical term. It's when one's score is referred to normative data--to look at where one is on the bell curve. Benchmarking involves identifying common areas of interest, collecting data on performance, setting goals on how one is going to improve, and then checking in annually to see how one has progressed. In this respect, benchmarking is a comprehensive process, not simply sending out a survey or conducting market research or setting goals (though it may involve all three). In this article, the author presents the top 10 reasons to benchmark.
Descriptors: Feedback (Response), Alumni, Marketing, Benchmarking, Higher Education, Surveys, Budgets, Foreign Countries, Comparative Analysis
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: email@example.com; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: Australia; Canada; United Kingdom