MACRAO Conference Nov. 2010

1. Meaningful Alumni Engagement -
Without Asking for a Dime
Learn how to build a program utilizing alumni volunteers as
part of your recruitment initiative
MACRAO Conference
November 10-12, 2010

2. 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

3. Undergraduate Admissions Overview
• 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

4. 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

5. AAAP Mission
The Mission of the AAAP is to meaningfully
engage Oakland University alumni in the
recruitment and retention of Undergraduate
Admissions efforts

6. Five Strategies
1) Leverage Resources and Gain Buy-In from
the Campus
2) Facilitate alumni expertise and passions
to appropriate volunteer initiative
3) Coordinate Volunteer Training and
Recruitment Opportunities

7. Five Strategies
4) Maintain Alumni Involvement
5) Recognize and Reward Alumni Service to
the University

8. 1) Leverage Resources and Gain Buy-In
from the Campus
• Alumni Faculty and Staff Outreach
• Academic Units Outreach
• Collaboration Outreach to Senior Students
• University Departments Recruiting and Retaining
Students
• Grizzly Story Time Visit Program

9. Alumni Faculty and Staff Outreach
Alumni Reception Academic Unit Recruitment
Programs

10. Collaboration Outreach to Senior Students
Senior Brunch Student Ambassadors

11. University Retention Efforts
CORE Reception in Detroit Freshman Move - In

12. University Retention Efforts
Student to Professional Dinner with a Dozen Grizzlies
Conference

13. Grizzly Story Time Visit Program
March Is Reading Month initiative Collaboration with Pre-College and
PSA programs

14. Grizzly Story Time Visit Program
Government Relations School of Education
collaboration collaboration

15. 2) Market your Initiatives to Alumni
• Web site and marketing materials
• Develop and build a strong relationship with
communications and marketing unit
• Affinity groups and utilizing alumni data
• Align with Undergraduate Admissions strategies
• Testimonials and photos
• One-on-one apts

16. AAAP Website
Oakland.edu/aaap

17. Marketing Materials
Points of Pride piece

18. Marketing Materials
AAAP brochure

19. Communication Strategies
Targeted Markets

20. Communication Strategies
News Stories Web Banners

21. Social Media

22. Utilize Data Available
Past Affinity Groups Utilizing Alumni Data
• Student Leader Reception • Alumni Faculty and Staff
• Student Organizations employees
• Student workers • Alumni who have volunteered at
• Student Alumni Association the University in the past
• Hometown Grizzlies • Alumni who have attended an
on campus / off campus event
• Social Media
• Alumni Parents
• Engagement Outreach
Receptions

23. AAAP Aligned with Undergraduate Admissions
for Strategic Engagement Outreach
Alumni Engagement Leveraging Legacy
Receptions Scholarships

24. AAAP Aligned with Undergraduate Admissions
for Strategic Engagement Outreach
Alumni Engagement Out-of-State Student
Receptions Welcome Receptions

25. Testimonials and Photos
Share Ambassadors Use Photos and Stories to
experiences paint the picture
• Brochures • Photo Slideshow
• Receptions • Follow up story about the event
• Web site – Highlight meaningful
• Stories connections that were made
• Past photos to enhance
upcoming opportunity

26. 3) Coordinate Volunteer Training and
Opportunities
• Training
• Align opportunities with Undergraduate Admissions
recruitment strategies
• Listen to ambassador interests and respond
• Follow up

27. Training
• Training Binder
• Website Training Materials
• One-on-one apts
• Follow up

28. Face To Face Training Sessions
Out-of-State Recruitment Campus Tours and Personal
Outreach and Training Trainings

29. Undergraduate Admissions Recruitment Events
College Fairs
Teaming Up With Admissions Out-of-state Independently
Adviser at sanctioned fairs

30. Undergraduate Admissions Recruitment Events
On Campus
Welcome Receptions
Welcome Reception Alumni Welcome Reception Alumni
Keynote Speakers Hosts

31. Undergraduate Admissions Recruitment Events
On Campus
Go For The Gold!
Alumni Hosts hand out Prizes Alumni panelists share their
OU story

32. 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

33. Undergraduate Admissions Recruitment Events
• Letter to Specific Communities
• Email to Specific Student with same
Interest
• Grizzly Story Time Visit Program

34. 4) Maintain Alumni Involvement
• Personal contact
• Ask for honest feedback and respond
• Maintain ambassadors trust and they will continue
to support
• Share outcomes from their service
• Invitations that are not ALWAYS volunteer based
• Instill ownership
• Social Media

35. AAAP E-Newsletter

36. Maintain Involvement
Evaluation Share Outcomes

37. 5) Recognize and Reward Alumni Service to
the University
• Certificate of appreciation
• Nominate ambassadors for OU Alumni Awards
• Annual Ambassador Night / invitations to university
events
• Social media / letter of reference
• Faculty review letter / comments
• AAAP spotlight

38. Certificate of Appreciation
signed by University President

39. OU Alumni Awards Banquet
AAAP Ambassadors received the
‘09,’10,&’11 Alumni Spirit & Community
Service Awards

40. Recognition of Ambassadors
Annual AAAP Appreciation Ambassador Spotlight Button
Night on Multiple Websites

41. 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

42. AAAP Tracking
• Alumni contacts
• Measurable outcomes
• Event Ambassadors
• Ambassador hours of service
• Estimate points of contact by alumni at event
• Evaluations
• Additional time, talent, treasure opportunities

43. AAAP Program
oakland.edu/aaap
Luke Fleer
Associate Director of Alumni Engagement
fleer@oakland.edu
@lukefleer