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From one-size-fits-all to Aston for Life: Refocusing alumni relations and development at Aston University
Journal of Education Advancement & Marketing,
9
(3),
250-261
(2024)
Abstract
This paper will show the advantages of a strategic approach for a development and alumni relations function, including how to gain maximum benefit for your alumni, your team and your institution throughout the process itself. Using the Aston for Life strategy as a case study, the paper will outline how Aston University set the direction for alumni and development, creating a distinctive, clear and impact-driven offer. No dusty filing cabinet for this strategy: it has informed major investment and allocation of resources, team roles and structure, measures of success and provided a springboard for the role of alumni and philanthropy in the ambitious new institutional strategy Aston 2030. The paper also includes a deep dive into the development of the major initiative within the strategy, the Aston for Life platform, to demonstrate one way in which the strategy was put into practice.
Keywords: alumni relations; development; strategy; leadership
The full article is available to subscribers to the journal.
Author's Biography
Kerrie Holland is Executive Director of Alumni Relations and Development at Aston University, where she leads alumni relations and fundraising activity as part of the university's senior leadership team. She joined Aston in 2018 as Director of Supporter Engagement and initiated the innovative institution-wide Aston for Life strategy for alumni and development when she was promoted to lead the department in 2020. Kerrie has worked in alumni relations since 2011, including as the Head of Engagement at the University of Birmingham before joining Aston. She has spoken at CASE events in the UK and, in Europe, the Alumni Relations Institute and IDPE and AUA conferences. Kerrie was Alumni Relations Track Chair for CASE Europe 2019–21. She is as passionate as ever about the critical role alumni and friends can play in supporting their institution, and about the value universities bring to their people and communities. Kerrie has benefitted from a fantastic network and is happy to help anyone aspiring to work or progress in Advancement.
Abby Sweeting joined Aston University in 2016 and currently works as the Communications and Content Manager in the Alumni Relations and Development department. Her role involves managing a small but mighty communications team, as well as project managing an annual print magazine and the ‘After Aston I’ podcast, creating content for and marketing the Aston for Life platform and supporting the wider work of the team with her communication skills. Prior to this, she project-managed the creation and delivery of Aston University's bespoke, digital, Aston for Life platform for alumni. This project resulted in Abby being awarded the 2023 Vice-Chancellor's Engagement and Impact Award for Digital Innovation. Abby's 12 years in marketing roles have seen her develop skills in communication; project, event and stakeholder management; branding; copywriting and content creation across sectors including higher education, tourism, retail, hospitality and the third sector. She likes to throw herself at opportunities, and spoke at the CASE Europe Annual Conference in 2023.
