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Engaging your diverse alumni: Designing a new approach
Journal of Education Advancement & Marketing,
5
(3),
210-223
(2020)
Abstract
What makes alumni want to engage with their alma mater? Despite negative experiences and sordid histories, how can colleges and universities re-engage with their diverse alumni? William & Mary has identified several key ways to re-engage alumni and keep them engaged. For the purposes of this paper, alumni engagement will be defined in three ways; going, giving and serving. Going includes attending events regionally, virtually and on-campus. Giving is specific to financial gifts to the university — through pledges, gifts-in-kind or through alumni membership in a giving society. Serving includes but is not limited to activity on an alumni board or in other volunteer leadership capacities. The Alumni Association is in various stages of supporting identity-based alumni communities; which include Asian-Pacific Islander—Middle Eastern, Black/African American, LatinX, LGBTQ+ and the alumnae giving society, the Society of 1918. Throughout the development of programming for the aforementioned identity-based alumni comunities, the Alumni Engagement department has worked to overcome a number of challenges, most specifically, the general feeling of disenchantment with university experiences. As a practice, the Alumni Engagement and Inclusion Initiatives department works to keep intersectionality at the forefront of all alumni experiences. In this context, intersectionality is defined as the intricate composition of an individual’s identity; to include but not limited to age, race and ethnicity, gender, sexual orientation and socioeconomic status. With these demographics in mind, a focus on intersectionality captures the complexity of an individual’s identity, culture, values and life experiences. This paper utilises William & Mary as a case study for other colleges and universities to develop re-engagement efforts.
Keywords: alumni engagement; alumni relations; intersectionality; philanthropy; leadership; service
The full article is available to subscribers to the journal.
Author's Biography
Ivana Marshall serves as the Assistant Director of Alumni Engagement and Inclusion Initiatives at William & Mary. In her role, she operates as the staff liaison to several communities, including Asian-Pacific Islander-Middle Eastern, LatinX and LGBTQ+ alumni. Ivana also supports William & Mary’s alumnae giving society, the Society of 1918. Throughout her work, Ivana’s focus is on supporting the intersections within alumni identities, in order to encourage alumni leadership, engagement and philanthropy to William & Mary. Prior to beginning her career at William & Mary, Ivana entered the field of higher education through her roles as the Inbound Immigration Specialist and Curriculum Advising Programme Planner at Hampton University. She holds a Bachelor’s degree in Leadership and International Studies from the University of Richmond and is in pursuit of her Master’s degree in Higher Education, Policy, Planning, and Leadership at William & Mary.
Katie Lowe serves as the Director of Engagement Programmes and Signature Events at William & Mary. During her tenure at William & Mary, she has organised and executed major alumni events such as Homecoming and Reunion Weekend, alumni awards ceremonies, William & Mary Weekend and Traditions Weekend. In her role, she is responsible for overseeing events of varying magnitudes for the numerous programmes offered by the Alumni Engagement arm of the University Advancement Office. Additionally, Katie serves as the staff liaison for the 50th reunion committee and the Olde Guarde Council. Prior to her position at William & Mary, she worked in event planning at the University of Maryland, the Colonial Athletic Association and National Collegiate Athletic Association. Katie received her Bachelor’s degree from Hollins University and is scheduled to graduate with a Master’s in business from William & Mary in 2021.
Valerie Wilkins as the Associate Director of Alumni Admission and Inclusion Initiatives at William & Mary. In her role, she works closely with alumni volunteers in the university’s efforts to recruit the best and the brightest students. Valerie works closely with alumni families to provide guidance as they embark on the college admission journey. Additionally, Valerie works directly with the Hulon Willis Association, William & Mary’s identity-based community that is comprised of alumni of African descent. Prior to joining the alumni relations staff at William & Mary, she worked in undergraduate admission at the University of Richmond and multicultural affairs at both the University of Georgia and William & Mary. Valerie earned her Master’s degree at William & Mary’s School of Education in Higher Education, Policy, Planning and Leadership and her Bachelor’s degree in Sociology and Urban Practice & Policy at the University of Richmond.
