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Designing an alumni strategy in a complex organisation: A multilevel approach
Journal of Education Advancement & Marketing,
7
(4),
322-335
(2023)
Abstract
Ghent University is one of the largest Belgian universities with a vibrant alumni community. Connecting with that alumni community can be a challenge and is a task in many ways impacted by the balanced centralised/decentralised structure of the university. In this paper, we highlight the different agents, spread throughout the entire university, who jointly create a meaningful alumni policy and develop a strong connection with our alumni. We also touch upon structures and tools for internal collaboration and briefly discuss the results of the renewed alumni policy that was launched two years ago.
Keywords: alumni strategy; structure alumni programme; internal collaboration; identifying goals
The full article is available to subscribers to the journal.
Author's Biography
Marie-Aline Kruydt has been alumni policy adviser at Ghent University for almost four years. She is a Ghent University alumnus, with a master's in linguistics and literature and multilingual business communication. Before starting a job at her alma mater, she was the social media strategist at a national sector federation. She is passionate about communication, content creation and community management. Her favourite part of the job? Discovering new inspiring stories about alumni and working and living in the heart of the medieval city of Ghent.
