30th Anniversary Of CAAE Part II: The Present

Relevance. Impact. ROI. These terms have become common currency among alumni association executives, where environmental factors have necessitated changes in the practice of our craft to ensure the viability, and even the perpetuity, of our enterprises. Our panelists pointed to cultivating our ever-expanding base of digitally savvy alumni, of establishing engagement metrics and of integrating our practice into a seamless advancement operation as some of our immediate challenges. 

“In many ways, technology has disintermediated us from the services we historically provided to our alumni,” said Howard. “So the challenge today is as follows: In a world where there are now numerous inexpensive or free substitutes for the services we have historically provided our alumni, how do we continue to stay relevant in their lives?”

“Each new generation of alumni brings a new set of challenges for how we successfully engage them,” said Steve. “The important reminder is that we must be flexible in our offerings to appeal to alumni with myriad interests and ideas for how they should be engaged.”

The Pressures of Fundraising

Whitney added that, “There is a growing awareness of the current sense of tension between fundraising and engagement operations. Many alumni associations are experiencing particular pressures as fundraising campaigns get bigger, and as university budgets rely more and more on endowment income. There is concern that the wealthy minority of high-end donors is beginning to overwhelm the loyal, but less wealthy majority, and the influence of alumni associations is on the wane.”

“There is a developing trend at many institutions of shifting resources toward the important role of fundraising,” said Steve. “Within fundraising, these resources are being directed at an increasing rate toward those at the top of the giving pyramid. Too often, these additional fundraising resources are taken from efforts to engage all alumni.”

The Perseverance of Integrity

 Despite these elements of disruption, all three panelists affirmed their commitment towards the profession, the timeless nature of their work that they find inspiring and the important role of CAAE.

“While there are significant changes in how, and maybe to some extent, why we do what we do, some elements of our purpose have remained the same since the start of CAAE,” said Steve. “There is still and will always be value in protecting and promoting the voice of alumni in the life of an institution, and alumni will always want us to provide opportunities for them to support their alma mater.”

Howard’s commitment to higher education stems from a more personal reason. “Our universities provide a path to social mobility for many of our students, many who are the first in their families to attend college. This was my reality, and I will be forever grateful for the opportunities that my Stanford education provided me,” he said, adding that his experience as a member of CAAE has been very meaningful. “Not only have I been taught and counseled by amazing alumni relations professionals, I have made wonderful friendships that have provided great sustenance along the way.”

The Strength of Community

Whitney also spoke of the sense of community within CAAE: “I benefit from the perspective of my longer-serving colleagues. I am struck by the loyalty, mentorship and camaraderie of the members. The initial, animating desire to foster these alumni communities is what really moves me. Each alumni association has its own culture, but we all share a devotion to the importance of the institutions of higher education.”

“I hope that CAAE continues to flourish and to support both the noble alumni relations work that we perform and the professionals who do this work,” said Howard.

“We need each other to successfully navigate the changing world of alumni engagement,” said Steve, in closing. “My hope is that CAAE will continue to provide a place for alumni executives to learn from each other and to support each other in this important work.”