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Going deep: How a new model for engagement transformed alumni affairs at the University of British Columbia
Journal of Education Advancement & Marketing,
4
(1),
21-27
(2019)
Abstract
Knowing how to engage alumni is part art and part science, and very much depends on the culture of the educational institution involved. At the University of British Columbia (UBC), alumni have been a critical stakeholder since the university’s founding in 1915, but it was not until 10 years ago — when alumni engagement was elevated as an institutional university-wide priority, as well as at the faculty level — that the power of its 340,000-alumni community was fully leveraged. This paper explores the many ways in which UBC has built relationships across campus, instituted programs for innovation and cross-faculty learning and established metrics for engagement that are scalable as the alumni body — and university — continues to grow.
Keywords: alumni; engagement; data; metrics; communications; development
The full article is available to subscribers to the journal.
Author's Biography
Jeff Todd joined UBC in September 2010 to build the capacity of alumni UBC and lead efforts to establish a strong, sustainable and growing culture of alumni engagement and to build a robust, strategic partnership between the alumni association and university. Immediately before coming to UBC, Jeff was executive director of the Oregon State University Alumni Association and director of Alumni Relations (2004–2010). From 2002 to 2004, Jeff was Executive Vice President at the University of Arizona Alumni Association, and from 1985 to 2001, he was director of Alumni Relations at his alma mater, the College of Wooster. Jeff recently completed a two year term as president of the Canadian Council for the Advancement of Education (CCAE) and as a board member and secretary of the Council of Alumni Association Executives (CAAE).
