Meaningful Alumni Engagement Without Asking for a Dime
Learn how to recruit and retain alumni volunteers to be a part
of your recruitment initiative
MACRAO Conference
November 10-12, 2010
Oakland University Overview
• Founded in 1957 as MSUO
• Charter class graduated in 1963 with 125 students
receiving Oakland University diplomas
• Over 19,000 students with 134 undergraduate degrees
offered
Undergraduate Admissions Overview
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OU undergraduate population: 15,530
OU grad level population: 3,523
Fall 2010 FTIAC: 2,311
Fall 2010 Transfer: 1,825
Reasons for collaboration: Alumni participation
increases national recognition, yielding, and
retention efforts
Alumni Relations Overview
• Over 84,500 alumni worldwide
• Nearly 60,000 alumni live within the state of Michigan
• No out-of-state annual Alumni Relations outreach
initiatives
• Reasons for collaboration: AAAP Program initiated to
strategically advance and creatively position Oakland
University, while also providing a return on investment
to address the economic issues
AAAP Mission
The Mission of the AAAP is to meaningfully
engage Oakland University alumni in the
recruitment and retention of Undergraduate
Admissions efforts
Five Strategies
1) Leverage Resources and Gain Buy-In from
the Campus
2) Market your Initiatives to Alumni
3) Coordinate Volunteer Training and
Recruitment Opportunities
Five Strategies
4) Maintain Alumni Involvement
5) Recognize and Reward Alumni Service to
the University
1) Leverage Resources and Gain Buy-In
from the Campus
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Alumni Faculty and Staff Outreach
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Academic Units Outreach
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Collaboration Outreach to Senior Students
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University Departments Recruiting and Retaining
Students
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Grizzly Story Time Visit Program
Alumni Faculty and Staff Outreach
Alumni Reception
Academic Unit Recruitment
Programs
Collaboration Outreach to Senior Students
Senior Brunch
Student Ambassadors
University Retention Efforts
CORE Reception in Detroit
Freshman Move - In
University Retention Efforts
Student to Professional
Conference
Dinner with a Dozen Grizzlies
Grizzly Story Time Visit Program
March Is Reading Month initiative
Collaboration with Pre-College and
PSA programs
Grizzly Story Time Visit Program
Government Relations
collaboration
School of Education
collaboration
2) Market your Initiatives to Alumni
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Web site and marketing materials
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Develop and build a strong relationship with
communications and marketing unit
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Affinity groups and utilizing alumni data
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Align with Undergraduate Admissions strategies
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Testimonials and photos
AAAP Website
Oakland.edu/aaap
Marketing Materials
Points of Pride piece
Marketing Materials
AAAP brochure
Communication Strategies
Targeted Markets
Communication Strategies
News Stories
Web Banners
Social Media
Utilize Data Available
Past Affinity Groups
Utilizing Alumni Data
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• Alumni Faculty and Staff
employees
• Alumni who have volunteered at
the University in the past
• Alumni who have attended an
on campus / off campus event
• Social Media
• Alumni Parents
• Engagement Outreach
Receptions
Student Leader Reception
Student Organizations
Student workers
Student Alumni Association
Hometown Grizzlies
AAAP Aligned with Undergraduate Admissions
for Strategic Engagement Outreach
Alumni Engagement
Receptions
Leveraging Legacy
Scholarships
AAAP Aligned with Undergraduate Admissions
for Strategic Engagement Outreach
Alumni Engagement
Receptions
Out-of-State Student
Welcome Receptions
Testimonials and Photos
Share Ambassadors
experiences
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Brochures
Receptions
Web site
Stories
Use Photos and Stories to
paint the picture
• Photo Slideshow
• Follow up story about the event
– Highlight meaningful
connections that were made
• Past photos to enhance
upcoming opportunity
3) Coordinate Volunteer Training and
Opportunities
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Training
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Align opportunities with Undergraduate Admissions
recruitment strategies
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Listen to ambassador interests and respond
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Follow up
Training
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Training Binder
Website Training Materials
Face to Face Meetings
Follow up
Face To Face Training Sessions
Out-of-State Recruitment
Outreach and Training
Campus Tours and Personal
Trainings
Undergraduate Admissions Recruitment Events
College Fairs
Teaming Up With Admissions
Adviser at sanctioned fairs
Out-of-state Independently
Undergraduate Admissions Recruitment Events
On Campus
Welcome Receptions
Welcome Reception Alumni
Keynote Speakers
Welcome Reception Alumni
Hosts
Undergraduate Admissions Recruitment Events
On Campus
Go For The Gold!
Alumni Hosts hand out Prizes
Alumni panelists share their
OU story
Undergraduate Admissions Recruitment Events
• On campus group visits/connecting with
their HS alma mater
• High School visit presentation/visiting their
HS alma mater and community college
attended
Undergraduate Admissions Recruitment Events
• Letter to Specific Communities
• Email to Specific Student with same
Interest
• Grizzly Story Time Visit
4) Maintain Alumni Involvement
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Personal contact
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Ask for honest feedback and respond
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Maintain ambassadors trust and they will continue
to support
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Share outcomes from their service
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Invitations that are not ALWAYS volunteer based
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Instill ownership
AAAP E-Newsletter
Maintain Involvement
Evaluation
Share Outcomes
5) Recognize and Reward Alumni Service to
the University
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Certificate of appreciation
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Nominate ambassadors for OU Alumni Awards
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Annual Ambassador Night / invitations to university
events
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Social media / letter of reference
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Faculty review letter / comments
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AAAP spotlight
Certificate of Appreciation
signed by University President
Alumni Awards Banquet
AAAP Ambassador received the 2009 Alumni
Spirit Award
Recognition of Ambassadors
Annual AAAP Appreciation
Night
Ambassador Spotlight Button
on Multiple Websites
AAAP Return on Investment
• Out-of-state admits and orientation sign ups
increased
• Over 300 ambassadors are engaged and have
contributed over 500 volunteer hours of service
• Undergraduate Admissions out-of-state applications
have doubled over the last 3 years
• Over 10,000 points of contact have been made with
prospective students
AAAP Tracking
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Alumni contacts
Measurable outcomes
Event Ambassadors
Ambassador hours of service
Estimate points of contact by alumni at event
Evaluations
Challenges
• Some college fairs do not permit alums
• How to handle alumni who do not fit the
volunteer role
Contact Information
oakland.edu/aaap
Dawn Aubry Slowik
Associate Director of Undergraduate Admissions
dmaubry@oakland.edu
Luke Fleer
Associate Director of Alumni Engagement
fleer@oakland.edu