We cannot do what we cannot track: Transforming alumni relations through data governance and return on investment measurement
Abstract
This paper presents a five-year case study (2020–5) of Simon Fraser University (SFU), a globally under-resourced alumni relations office into a data-informed, strategically aligned unit capable of articulating and demonstrating measurable return on investment (ROI). The study traces the incremental implementation of data governance protocols, centralised customer relationship management (CRM) usage, performance dashboards and tools designed to quantify alumni engagement in monetary terms. Notably, the case reveals that sophisticated analytics are not a prerequisite for compelling ROI narratives. Instead, low-barrier tools — such as spreadsheet-based dashboards and simplified data models — can be highly effective in constrained environments. By embedding quantitative language into daily practice and aligning activities with institutional priorities (including brand awareness, student recruitment and philanthropy), the SFU team enhanced both internal accountability and external credibility. Key interventions included (1) gaining deep understanding and streamlining of existing workflows, (2) consolidating engagement data within a single CRM, and (3) developing minimalist yet actionable dashboards that linked alumni activity to strategic outcomes. These dashboards served as valuable tools for internal advocacy, enabling the team to secure increased operating funds and translate data into the economic value of alumni contributions. Modest programmatic adjustments — when consistently tracked — contributed to more compelling impact narratives and strengthened resource mobilisation. This paper offers a replicable framework for ‘managing up’ within higher education institutions and contributes to a growing body of practice-based knowledge on data-informed engagement strategy. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Nicole Dorssers, MBA, MPEd, ICD.D is Executive Director, Strategic Engagement at Simon Fraser University, overseeing Alumni Relations and Ceremonies and Events. With a career spanning over 18 years in alumni engagement, advancement and governance, Nicole has played a pivotal role in aligning institutional goals with stakeholder interests across both academic and not‑for‑profit sectors. Her strategic acumen and inclusive leadership have helped drive transformational change, enhance organisational effectiveness and strengthen philanthropic partnerships. Her expertise in cultivating robust, collaborative relationships within the university and the broader community has been pivotal in enhancing organisational impact, strengthening community connections and growing philanthropic investment.
Vivian Chang began her career excelling in retail, where her problem-solving abilities quickly became apparent. In 2017, she transitioned to Simon Fraser University, joining the Advancement Services team as a Gift Processing Administrator. In this role, she gained valuable experience in Advancement and Alumni Engagement. Later, she became an analyst with the Beedie School of Business’ Alumni team, where she continued to drive operational improvements and tackle data-related challenges. Her contributions have been recognised with notable achievements, including the Best of CASE VIII Silver award for the Simon Fraser University Beedie Talks Speaker Series and the Opportunity & Inclusion Endorsement. She became the Associate Director of Business Solutions in 2023, led a team of two, focused on delivering sustainable business solutions and demonstrating measurable impact through the CASE Insights on Alumni Engagement Metrics Survey. Currently, as Director of Operations for Alumni Relations, she oversees the development and execution of operational strategies that support alumni engagement and campaign metrics, which includes data management overall. In addition, she also oversees other operational pillars connected across the Alumni Relations team and Ceremonies and Events team.
Ophelia Yu began her career in post-secondary non-profits within the Faculty of Medicine at the University of British Columbia, where she played a key role in elevating the faculty’s reputation for excellence through donor engagement. Through the development and execution of its most notable events and by setting a new benchmark for donor engagement and stewardship, she helped shape strategies for meaningful connection and recognition. Her contributions earned her the CASE District VIII Rising Star Award in Advancement in 2021. She continued her journey in donor relations at BC Children’s Hospital Foundation before joining Simon Fraser University’s Alumni Relations team — first as Associate Director and now serving as Director. Ophelia is deeply passionate about community engagement, removing barriers to access and creating meaningful opportunities to connect.
