Building on an existing relationship: The aggregate of alumni (part 2) | 8/17/2019 | Staff
gracey (Posted by) Level 3
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Administrators and faculty appear to be clueless of their responsibility to a large donor class and this also appears not to be of concern. Over time it has become clear that these administrators have moved to a position of joining the populous opinion rather than remaining faithful to the founder’s mission and furthermore with little thought of the public relations repercussions.

Among the most powerful and influential group of individuals connected with an educational institution are the “alumni.” Institutions in the know rely on the alumni to serve as advocates. The alumni recruit and direct potential students to campus; share their personal experience, both satisfactory and unsatisfactory, with the general public; and when financially successful direct large amounts of capital to their “alma mater.”

Administration - Office - Touch - Alumni - Benefit

Understanding this should keep the administration and in particular the advancement office closely in touch with alumni and knowing in great detail their effective benefit to the institution. Ignoring them will immediately place an institution at peril.

Of course success with this aspect of advancement work will result in an “informed alumni” which may be both a positive and a negative. If they like what they know the results are positive. This is the reason family names appear on buildings and scholarships are named for a beloved alumnus. If they don’t like what they know well, the converse is the result.

Friend - Mine - Alumnus - University - Degree

A friend of mine is an alumnus of a prestigious southern university and possesses a degree of which he is very proud. However, he is not pleased with the direction his university has taken and this has seriously affected his giving, giving which holds great potential. He and friends like him have responded creatively in the way they contribute to their university.

This group related from their time at the university and by extension with others having a relationship through...
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