From ad hoc to ‘aha!’: Turning alumni event feedback into organisational intelligence
Abstract
Post-event surveys are common in alumni relations, but ad hoc design often produces inconsistent data with limited strategic value. This paper examines how Duke University’s Alumni Engagement and Development unit designed a systematised survey framework to align with organisation-wide goals. The approach preserves flexibility across event types while improving comparability, efficiency and data quality. A systematised feedback collection functions as organisational infrastructure rather than administrative routine. By linking event-level evaluation to strategic objectives, the framework supports cross-event analysis, evidence-based planning, and more reliable measurement of engagement outcomes. This paper offers a practical model for advancement professionals seeking to convert constituent feedback into actionable organisational intelligence. This article is also included in The Business & Management Collection, which can be accessed at https://hstalks.com/business/.
The full article is available to subscribers to the journal.
Author's Biography
Jason Thompson is a Business Analyst II on the Business Intelligence Systems & Projects team in Duke University’s Office of Alumni Engagement and Development. His work centres on using data, analytics and automation to strengthen organisational workflows and support informed decision making. With expertise in business intelligence, data engineering and process improvement, he develops solutions ranging from small-scale task automations to resilient systems and technical architectures. Jason partners closely with teams across the organisation to understand their processes, identify opportunities for simplification and design practical, scalable approaches that improve efficiency and effectiveness.
Jo Supernaw, M.Ed., is a seasoned higher education professional with over 15 years of experience in alumni engagement, student development and educational programming. She has designed and led both intimate, bespoke initiatives and large-scale virtual programmes for alumni, as well as impactful training and leadership development experiences for students. Jo is known for her collaborative approach, consistently building cross-functional partnerships to drive shared success. She holds a Master of Education in Counseling and a Bachelor of Arts in Psychology, with specialised training in counseling, health coaching, training facilitation and project management.
Sam Parham is Business Analyst I on the Business Intelligence Systems & Projects team at Duke University’s Office of Alumni Engagement and Development (AED). She plays a key role in driving process improvement, managing cross-functional projects and initiatives and supporting collaborative work across teams within AED. Her work focuses on fostering a culture of continuous learning and operational agility within a traditionally perfection-driven higher education environment.
Sandeep Sarawgi is Senior Director at Duke University’s Alumni Engagement & Development, where he leads initiatives at the intersection of people, process and technology. His work focuses on advancing strategic planning, process improvement, analytics, product management and design thinking to drive organisational effectiveness and innovation.
