ESF Alumni Association
Strategic Plan
2011-2016
Adopted June 2, 2011
Revised June 2014
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MISSION STATEMENT
• The College of Environmental Science and Forestry Alumni Association is a group of
individuals concerned with the promotion, achievements and heritage of the College.
• The Association, working as a partner with the College, assists and promotes the College in the
attainment of its objectives.
• The Association serves to cultivate friendship and cooperation among the alumni and to assist
them however appropriate within the capabilities of the Association.
• The Association represents the alumni in the affairs of the College by acting as a facilitator
between and among alumni, students, faculty, staff and administration.
• The Association provides programs and services to benefit alumni, ESF students and the
College.
Adopted by the ESF Alumni Association Board of Directors
date: December 22, 1995 (Amended June 10, 2014)
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VISION STATEMENT
The twenty-first century is here and the College is in its second century. The demands
placed on the College of Environmental Science and Forestry Alumni Association continue to
increase. This increased responsibility results from changes in New York State support for
education, and from the realignment of the College as it responds to the ever increasing global
demands for renewable resources.
We, as an organization, must be postured to evolve with the College and our expanding
worldwide alumni base. We have to anticipate that change is inevitable, embrace it, and provide
prudent direction for our Association.
In order to assist the College in fulfilling its mission, we will be called upon to serve as
volunteer leaders, fund-raisers, donors, career consultants, student recruiters and role models.
Our concerted effort will help to sustain the tradition of excellence associated with the College
of Environmental Science and Forestry.
We shall strive to enhance the lives of our members. We shall seek greater interaction
between alumni within the organization, and between alumni, faculty, staff, administration,
students, and the College. By facilitating such interactions, we can all prosper.
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BASE PLANNING ASSUMPTIONS
1.
The Association will coordinate its goals and strategies with the College’s strategic plan.
2.
The Association's strategic plan must be approved by the Alumni Board.
3.
The Strategic Planning Committee will create a yearly action plan (Appendix 1) based
on the five-year strategic plan and the Institutional Goals established by the SUNY-ESF
Cabinet. The annual action plan will be presented to the Executive Committee for
review and amendment and then submitted to the Board for approval at the June Board
Meeting.
4.
The planning process will involve the alumni and college community (faculty,
professional staff, administrative staff, students and operations staff) for their review and
input.
5.
Up-to-date demographic data on alumni will provide base support for planning activities.
6.
The Alumni Association administrative staffing will reflect the needs of the Alumni
Office and the financial capabilities of the Association.
7.
The Alumni Association represents all academic majors.
8.
The Alumni Association will remain financially sound.
9.
The Association will raise operating funds via dues and other means. It will also
continue to encourage charitable contributions from the alumni population for the
College. All of this will be done in cooperation and coordination with the College
Foundation.
10.
As challenges or opportunities arise, this plan may be revised with approval of the
Alumni Board.
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GOALS
1.
Remain financially sound.
2.
Cooperate and coordinate with the College Foundation to advance the College.
3.
Increase the visibility of the Alumni Association through the publication of the
Alumni News and E-news, an increased presence on social media and other
communications, and the recruitment and retention of qualified students.
4.
Increase alumni recognition, especially those with outstanding achievements.
5.
Maintain an up-to-date database on alumni as a basis for communications and action
planning.
6.
Increase the engagement of the Alumni Association with student affairs and student
organizations.
7.
Create a leadership framework of an actively involved Alumni Board and alumni
population.
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GOAL 1 - REMAIN FINANCIALLY SOUND.
The Alumni Association began in 1925 when it adopted a constitution and began to function as a
semi-independent organization. Alumni were asked to pay modest dues with the College assisting in
large measure to assure its existence. This was accomplished primarily by paying for the Association's
largest expense, the Alumni News.
Things have changed. Instead of a few graduates whose addresses were kept in a card file, the
Association today represents nearly 22,000 known alumni. A full-time Director, a full-time Assistant
Director, a nearly full-time administrative assistant and a bookstore coordinator keep up with this large
population. The Director's, Assistant Director’s and 50% of the Administrative Assistant’s salaries are
paid via State funds, and the remaining 50% of the Administrative Assistant’s and the Bookstore
Coordinator’s salaries are paid from Association resources. Other Association costs include the
publishing and mailing of the Alumni News, alumni activities in Central New York and around the
country to assist in development efforts, student programming, scholarships, office supplies, etc. A
review of the Association's annual budget indicates incomes and expenses of approximately $350,000 per
year.
In order to function independently, the Association must be conservative in its spending plan and
innovative in its income generation. Dues remain the backbone of the Association's funding but must not
be so expensive as to lose members or to interfere with the Annual Fund. The sale of College
memorabilia in the Bookstore will serve as a secondary source of income and continued development of
the store with expanded merchandise will continue. Though this began as a small supplement, the
Bookstore has become an important part of the Association's income and visibility program with the
College community. The Reserve Account, residing in the College Foundation, made up of life
memberships and bequests will continue to supplement the operating costs of the Association.
Investments must be safe, yet return adequate results for the future.
Other innovative funding sources need to be explored to continue to generate new sources of
income, especially as expenses increase.
STRATEGIES
1.
2.
3.
4.
5.
6.
Dues are critical to remaining financially sound and must reflect the cost of doing
business. However, if dues are insufficient, the Association must continue to investigate
replacement of dues with a Student Fee, while also investigating other revenue sources.
The Board will have a target of 2% annual increase in the number of dues paying members, until
it is deemed that target be more or less, or, the target eliminated if dues payment ceases to exist,
and/or is replaced by a Student Fee.
In order to monitor the Association's Reserve Account, the investment results of the College
Foundation will be reviewed semiannually at Board Meetings.
The Association will review and investigate other revenue sources such as Bookstore and related
revenue, revenue sharing from the Annual Fund, the Liberty Mutual Affinity Program and other
Affinity programs, among others.
The operation of the physical Bookstore and Virtual Bookstore shall be reviewed annually
including a review of income, expenses and inventory.
The Association shall review and make recommendations for use of the funds in the
Association's Reserve Account.
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GOAL 2 – COOPERATE AND COORDINATE WITH THE COLLEGE FOUNDATION
TO ADVANCE THE COLLEGE.
The College Foundation is responsible for the Annual Fund and also the solicitation of
other gifts for the College. The Foundation’s focus is the advancement of the welfare and
development for the future of the College, primarily via fund raising.
The Alumni Association's primary responsibility is the development of alumni relations
activities and other means to keep alumni connected to the College. The Alumni Association
needs to continue to provide alumni with a clear understanding of the Foundation and its
activities and, its relationship with the Association. The Association must also assist and support
the Foundation as it attempts to achieve the financial goals set within the College's strategic
plan.
STRATEGIES
1.
Ensure communication between members of the Foundation and the Alumni
Association, through participation in monthly meetings and joint participation in their
respective functions and other activities.
2.
Support and follow up on the Annual Fund and other special fundraising efforts that are
initiated including Alumni Association Board Member participation in the Centennial
Campaign.
3.
Increase the awareness of the alumni about the purpose of the Foundation and its
activities through active promotion of the goals and strategies of the College.
4.
The Association will, in cooperation with the Foundation, seek and share in gifts and
bequests from alumni who feel a great affection for the Alumni Association and/or the
College.
5.
The Association will develop more events that can be co-sponsored with the College
Foundation.
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GOAL 3 - INCREASE THE VISIBILITY OF THE ALUMNI ASSOCIATION
THROUGH THE PUBLICATION OF THE ALUMNI NEWS AND E-NEWS, AN
INCREASED PRESENCE ON SOCIAL MEDIA AND OTHER COMMUNICATIONS.
The Alumni Association has worked diligently to establish itself as an entity comprised
of accomplished individuals. Though many perceive that the focus of the Association is to be a
social vehicle, it is important to make the College and Alumni Community more aware of the
Association and its broader goals.
For its future growth, the Association must continue to make its existence known to
students, faculty, the College community, the local community and to alumni worldwide. The
Association must develop opportunities to meet and relate with students while they are on
campus. Opportunities to participate in their education and coursework, in mentoring and
guidance for careers and professions, and the chance to work with them while doing community
service will strengthen their bond to the College after they have left.
One of the best ways to touch alumni, regardless of where they live, resides in the
publication of a print newsletter - the Alumni News. The newsletter will continue to be the key
communication format for the Alumni Association.
Because of importance of the Alumni News, it is imperative that two issues of the Alumni
News are published per year with news of the College and alumni. Surveys of alumni have
indicated they desire to read about College events while maintaining ties to classmates. Since it
is mailed worldwide, the Alumni News is a natural vehicle for notices of Alumni Association
events.
The Alumni News must be sent to all alumni whether dues paying or not. It is clear that
by informing alumni of College and alumni news, they stay "connected." While receipt of the
Alumni News may not have an immediate impact on contributions to the Association or the
College, alumni may make future monetary donations or even remember the College in their
wills. Even if contributions aren't forthcoming from the alumni, it is unknown who else may
read the Alumni News and thereby learn about the College. Additionally, while the impact on
student recruitment cannot be quantified, it may be a possibility, particularly for relatives of
alumni or others who may read the Alumni News.
With the most recent alumni directory in 2013 and the enhancement of data storage, the
Alumni Office sends an E-News approximately 10 times per year to alumni with e-mail
addresses. The E-News is designed to be timelier than the Alumni News because of the rapidity
afforded by electronic media. It is also designed to augment the Alumni News, not replace it, as
surveys indicate the hard copy Alumni News is still cherished by the majority of alumni.
The Association will continue to improve its visibility through the popular and evergrowing social media networks.
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STRATEGIES
1.
Survey, using the resources of the Career Services Office, graduating students as well as
current alumni every two years in the Spring for input regarding the functions and
visibility of the Alumni Association.
2.
Communicate with students about the Alumni Association during their college career
and expand upon what is available to alumni through the Association. This
communication will be in electronic and hard copy form. The Alumni News will be
delivered to Centennial Hall and elsewhere on campus after each publication.
3.
Continue to expand the use of the Association website, e-mail and social media to
provide information to alumni about the College and Association activities.
4.
Evaluate the newsletter annually for suggestions and possible changes for the future by
inserting a link to an on-line survey in an issue of the Alumni News.
5.
Continue to publish and enhance the E-News, while gathering more e-mail addresses to
ensure more and more alumni receive communication through this fast and inexpensive
format.
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GOAL 4 – INCREASE ALUMNI RECOGNITION, ESPECIALLY THOSE WITH
OUTSTANDING ACHIEVEMENTS.
Each and every alumnus is part of the living history of the College. By their actions and
life's work, every alum is putting at least part of their education in action. The Association needs
to recognize alumni who are high achievers in their professions, and alumni who have
contributed outstanding service and commitment to the Association.
In addition, the Association needs to recognize that many alumni do not earn a livelihood
closely related with their ESF major; these people have been highlighted and will continue to be
via articles in the Alumni News.
STRATEGIES
1.
Increase alumni recognition in the Alumni News and at Association events such as the
annual CNY Dinner.
2.
Continue the existing Alumni Awards Programs: the Graduates of Distinction and the
Alumni Association Outstanding Service Award.
3.
Honor an alumnus or several alumni annually for outstanding achievement.
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GOAL 5 - MAINTAIN AN UP-TO-DATE DATABASE OF ALUMNI AS A BASISFOR
COMMUNICATIONS AND ACTION PLANNING.
It is critical to have an up-to-date database to ensure the Alumni News, E-News and other
communications reach our alumni.
STRATEGIES
1.
Determine if the current printed Alumni Directory is meeting the objective of database
maintenance. Explore various firms and options for this and other database services.
2.
Work with the Foundation and other campus entities to gather data on alumni.
3.
Continually update fields of information as more users of the database realize the
potential that alumni bring to their particular functions.
4.
Explore vendors to find lost alumni and update alumni data on known alumni.
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GOAL 6 - INCREASE THE ENGAGEMENT OF THE ALUMNI ASSOCIATION AND
ALUMNI WITH STUDENTS, THE OFFICE OF STUDENT AFFAIRS and STUDENT
ORGANIZATIONS.
Students who graduate from SUNY-ESF become alumni and, hopefully, become active
supporters of the Alumni Association and the College. To get students to transition to their
lifelong role as alumni, it is necessary to give students exposure to alumni programs and alumni,
and to get them involved in the alumni programs.
The Alumni Association currently awards student scholarships each spring to 5-7
students based on academic achievements. The Association also awards legacy scholarships to
as many as 20 students annually. The Alumni Association conducts the ESF Annual Golf
Tournament and all profits from this event are used for these scholarships. While these
scholarships should help students become better engaged alumni, they only touch a few of the
students each year.
In addition to these efforts, the Association would like to promote and support other
student programs on campus. Programs such as the welcoming “ice cream social” and pin
distribution, and later the champagne toast for seniors are good at touching many more students,
but more can be done. Ideas around co-sponsoring events such as the Family Fall Barbecue
have gone a long way to get students to meet alumni. An annual poster session where students
display their research has recently had the financial support of the Alumni Association as prizes
are awarded for the top three students, and the judges for the undergraduate students have been
alumni. The awarding of the Graduate of Distinction Award at December Convocation is also a
superb way of teaching students that they will soon be productive alumni.
Alumni have been, and will continue to be, of great assistance to the Admissions Office
by participating in the recruitment of students for the College. In addition, many students, once
they are on campus, continue to have questions about their curricula and future careers. Alumni
can act as mentors for students and share their knowledge about various careers.
STRATEGIES
1.
Continue to award alumni scholarships.
2.
Investigate student programs that the Alumni Association could co-sponsor.
3.
Collaborate with the Office of Student Affairs, Career Services and student
organizations to determine if events could be co-sponsored or otherwise involve the
Alumni Association and our alumni.
4.
Continue to co-sponsor the Alumni and Family Fall Barbecue events, the ice cream
social, champagne toast, poster session, Festival of Places, athletic program trophies, tshirt design contests and other events.
.
5.
Provide current students the opportunity to participate through volunteering at alumni
events.
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6.
Investigate opportunities for the Association to subsidize student participation in
conferences, workshops, seminars and other such events related to the environment
and/or their course of study.
7.
Continue to have alumni assist in student recruitment as guest speakers at College
recruitment receptions, and as active recruiters in their own localities if requested by the
Admissions Office.
8.
Work in concert with other offices and in particular, with the academic faculties and
student groups. Provide alumni contact and employment information to current students
for mentoring and advising opportunities.
9.
Survey the College faculty regarding their desire to use alumni as educators/mentors.
10.
Make the faculty aware of qualified alumni who are available for committees, panels or
as guest lecturers by creating a “bank” of volunteers. Work to encourage faculty and
others to use alumni as educators and mentors, specifically in the Alumni Ambassador
Network.
11.
Develop event(s) to start new students in a direction of lifetime alumni involvement.
12.
Encourage participation of alumni with students in community service projects,
particularly events associated with the natural environment, such as Arbor Day, Earth
Day, etc.
13.
Continue to host and expand alumni gatherings and networking events around the
country and world.
14.
Explore and implement means of highlighting student achievements.
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GOAL 7 – CREATE A LEADERSHIP FRAMEWORK OF AN ACTIVELY INVOLVED
ALUMNI BOARD AND ALUMNI POPULATION.
Any volunteer organization rises and falls with the level of its leadership and the
commitment of its members. The ESF Alumni Association, though assisted via professional
staff, must always enlist the assistance of active alumni volunteers to remain strong and viable.
Members of its Board must be informed of the structure, processes and business that the Alumni
Association conducts and members must be trained, as required, to meet the obligations of this
non-profit organization. Further, interaction of its Board with alumni and other Boards can pay
big dividends as the Board guides the Association into new endeavors and as these interactions
can produce fruitful ideas, while meeting Association goals.
STRATEGIES
1.
Promote and coordinate activities for alumni to meet and learn about the Board.
2.
Prepare a means of educating new Board Members of the workings of the Alumni
Association in 2014 and beyond.
3.
Challenge Board Members and other College officials to get other alumni involved in the
Association activities and to identify potential leaders.
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