Recent research reveals that more and more graduates will turn to their alma mater for further education and guidance. For higher education institutions this means another opportunity to expand their continuing education departments by cementing their relationship with alumni.
Hezel Associates has long believed that cultivating alumni relationships with relevant services is essential to a strong giving program. Now, these strong relationships might impact the number of continuing learners of the institution.
According to Shari Treichler, Hezel Associates’ chief strategic consultant, new strategies are required to manage lifetime relationships. Institutions should cultivate the relationship much as consumer product companies do. By viewing the student as a lifelong customer, colleges are ready to respond to alumni current and anticipated needs.
Services such as placement and advising, though traditionally viewed as "warm and fuzzy,” are more costly to provide. Integrating segment-specific messages with bundled programs and services is one fiscally-sound approach. E-learning is another cost-effective way to meet the changing education needs of alumni. Using research will allow institutions to further understand the needs and interests of graduates. These steps not only foster individual personal growth; they strengthen the relationship with the institution, which leads to more generous giving and more alumni returning to the alma mater for continuing education.
The University of Wisconsin at Madison is a great example of an institution that took charge of strengthening its relationship with its graduates by offering an extensive lifelong learning program. The Wisconsin Alumni Lifelong Learning is a partnership between the Wisconsin Alumni Association and the Division of Continuing Studies, with the goal of offering alumni a variety of educational and enrichment events.
According to Sarah Schutt, the director of Alumni Lifelong Learning, “there is tremendous value to the institution to be able to demonstrate to alumni and stakeholders how the UW connects with their individual interests in a meaningful way. Whether it's an evening of hands-on science experiments in a lab on campus or a food scientist at an out-of town museum, we're finding ways to re-engage alumni with campus via meaningful outreach by faculty and staff.”