Examining the Impact of Student Engagement on Alumni Relations Group 3: Holli Lashinsky Nathan Mack Kris Meyer Jennie Pond Kate Woodman

Student Engagement versus Alumni Engagement Student Engagement - “Time and effort students devote to activities” (Kuh, 2009). Alumni Engagement - “Convincing graduates to give back to college” (Catherwood, R. 2015) “Alumni giving rate has dropped 50% over the last 20 years.” (Allenby, 2014)

What is the importance of student engagement? On-Campus Influencers: Admissions - Positive admissions experience means students and alumni may assist in student recruitment and retention Academic Affairs - Guidance and advising is critical in empowering students and directing them toward success. Student Affairs - Multiple options for clubs, community outreach, or philanthropy opportunities help students develop skills and communities beyond the classroom. Alumni Relations Benefits: Connection to campus from positive experiences Developing a sense of loyalty and responsibility to give back Maintaining a strong relationship with the college after graduation

What unique opportunities and challenges does the millennial generation pose? A creative, entrepreneurial, passionate, and flexible generation Acceptance of change, new ideas, non-traditional students Embracing new technology Challenges: Alumni debt Alumni philanthropy Utilizing social media to maintain contact Meeting students where they are Capturing student engagement data while on campus Sense of urgency, impatience, entitlement

How can you maintain positive engagement beyond graduation? Communication: Maximize technology and social media vehicles Update with examples of activities, social media Outreach and Engagement: Networking (in person and virtual) Meaningful Events (local and on campus) Meaningful Volunteer Opportunities (local and campus) Database Management: Collect and store student data Customized messaging accordingly

Alumni Relations - Staffing Increases seen at community colleges Status quo at 4-year institutions Volatility seen at Research Institutions Decreases seen at PhD granting institutions Source: Alumni Relations Benchmarks, 2013 Edition, Primary Research Group, January 2013

Alumni Relations - Invested Resources Alumni Relations receives second lowest percentage of operating budget (12/1%) Start-up institutions lowest (11.4%) BA institutions highest (15.2%) Source: Benchmarking Investments in Advancement Results of the Inaugural CASE Advancement Investment Metrics Study (AIMS), Knolls, 2015

Alumni Relations - Credentials and Competencies Bachelor’s Degree Master’s Degree (AVP and above) Certifications: Certified Fundraising Executive (CFRE) Certified Financial Planners Law Degree Estate Planning certification Meeting Planner certification Special Event Planner certification Strategic leader and manager Creative, innovative, entrepreneurial Organized project manager Collaborative, team-oriented Technology and data expert Strong communicator Social media and marketing skills Public Relations Knowledge of tax law and fundraising principles

Conclusion Alumni Relations professionals are significantly impacted by the student experience. It is critically important that the student experience be positive if Alumni Relations is to be successful in alumni engagement. Millennials are challenging to understand, please, and engage, yet there are opportunities to exploit. Alumni engagement trends are down Investment in Alumni Relations has not changed and the results are concerning. The job market for development offers considerable opportunity.

We would like to thank the following interviewees: References: Allenby, D. (2014). Alumni participation: Class exodus. Council for the Advancement and Support of Education. Catherwood, R. (2015). Three paradigms for successful alumni engagement. Higher Ed Live. Field, K. M. (2011). As cited in Hylton Truitt, J. (2013). The Relationship between Student Engagement and Recent Alumni Donors at Carnegie Baccalaureate Colleges Located in the Southeastern United States. A Doctoral Dissertation. Kuh, G.D. (2009). What student affairs professionals need to know about student engagement. Journal of College Student Development, 50(6), 683-706. doi:10.1353/csd.0.0099. Mortenson, T. G. (2012). State funding: A race to the bottom. American Council on Education. National Center for Education and Statistics We would like to thank the following interviewees: Dr. Catherine Augustine, Academic Adviser and Affiliate Assistant Professor of Education, Penn State University Melissa Duttry, Director of Enrollment Services, Penn State University, DuBois Campus Laura Peterson, Director of Alumni & Parent Relations, Franklin University Switzerland Dr. Nona A. Prestine, Professor of Education, Penn State University Darcy Rameker, Interim Director Student Activities, Penn State University Dr. Angela Taylor, Dean of Academic Affairs, Sentara College of Health Sciences Erin Thomas-Lewis, Associate Vice President Donor Relations, University of Iowa Foundation