A growing number of U.S. institutions are recognizing the importance of reaching out to and involving alumni in meaningful ways--so much so that it's encoded as a specific campaign goal. But, like fundraising goals, alumni engagement goals are not realized easily, overnight, or just because they're committed to paper. Lasting engagement takes careful planning and hard work. And since engagement can mean different things at different institutions, it's critical that institutions are clear about why they are setting an alumni engagement goal, what they will measure, and how they will capture the information. According to Marie Earl, an alumni strategy consultant at the University of British Columbia (UBC), focusing on engagement is a great way to add value to the institution, demonstrate relevance, and get some really great results for alumni all at the same time.