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Algonquin CollegeInternational Alumni Plan

Draft Report

Published: May 23, 2018Updated: July 17, 2018

Table of Contents

1 Introduction______________________________________________________________________2

2 Context__________________________________________________________________________2

2.1 Growing International Enrolments at Algonquin_____________________________________2

2.2 Growing Number of International Graduates_______________________________________3

2.3 Planning Context at Algonquin College____________________________________________32.3.1 Algonquin College Strategic Plan______________________________________________________32.3.2 Algonquin’s International Strategic Plan________________________________________________3

3 Research on Best Practices at Ontario Colleges__________________________________________4

3.1 Website Research______________________________________________________________43.1.1 LinkedIn Alumni Pages______________________________________________________________53.1.2 Review of College Alumni Websites___________________________________________________63.1.3 Observations from the Website Research______________________________________________6

3.2 Interview Research____________________________________________________________73.2.1 Overview of College Efforts to Connect with International Alumni (IA)________________________83.2.2 Challenges that Prevent Colleges from Connecting with their IA_____________________________8

3.3 Canadian Alumni Associations Overseas__________________________________________103.3.1 Canada Alumni Websites in Other Countries___________________________________________10

3.4 Potential Alumni Offerings_____________________________________________________12

4 Developing an Alumni Engagement Strategy___________________________________________15

4.1 General Alumni Engagement Advice_____________________________________________15

4.2 Alumni Engagement Strategies at Canadian PS Institutions___________________________154.2.1 Typical Engagement Plan Elements___________________________________________________16

4.3 Metrics_____________________________________________________________________17

Appendix A: Website Research Results___________________________________________________18

Appendix B: Alumni Engagement Strategy Websites________________________________________25

Draft Report: Algonquin International Alumni Plan 1

1 INTRODUCTION

Algonquin College has hired Capital Park Consulting to help draft an International Alumni Plan. Capital Park’s approach to the assignment includes gaining an understanding of current practices and alumni numbers at Algonquin, researching practices at other Ontario colleges, interviewing alumni and international units at other institutions. The goal of the project is to develop findings regarding best practices and make recommendations regarding the contents of Algonquin’s new international alumni plan.

This Draft Report describes the Capital Park team’s understanding of the current situation at Algonquin College, its research into practices at other Ontario Colleges, and identifies the components that could potentially be included in an International Alumni Plan.

2 CONTEXT

2.1 GROWING INTERNATIONAL ENROLMENTS AT ALGONQUIN

Between 2008 and 2015, international enrolments at Canadian technical-vocational postsecondary institutions grew by 92%. International enrolments at Algonquin College have increased by an even more significant proportion, growing by 209% over that same timeframe.

China India Saudi Arabia South Korea Vietnam0

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600

800

1000

1200

1400

1600

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850761

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2010-11 2013-14 2016-17

The proportion of international students at Algonquin have been shifting with India seeing significant growth over that period, while other “top 5” China and Vietnam have seen more modest growth, South Korean enrolments have been stable and Saudi Arabian students have gone down significantly based on a change in government funding of funding for students studying abroad.

This growth is expected to continue in the next 5 years, with international student numbers projected to rise by 10% to 20% while domestic enrolments are projected to rise by a more modest 1% to 3%.


2.2 GROWING NUMBER OF INTERNATIONAL GRADUATES

Given the growth in the number of international students at Algonquin, it is no surprise that that the number of international students graduating has been growing too. The following table shows that 2,647 international students have graduated from Algonquin in the past 4 years.

School or Faculty 2013-14 2014-15 2015-16 2016-17 TotalFACULTY OF TECHNOLOGY & TRADES 137 176 222 304 839SCHOOL OF BUSINESS 137 218 245 181 781SCHOOL OF HOSPITALITY & TOURISM 102 95 102 106 405FACULTY OF ARTS & MEDIA DESIGN 41 59 94 67 261FACULTY OF HLTH, PUBLIC SAFETY/COMM STUD 45 54 69 42 210International Education Centre 16 16 21 26 79CENTRE FOR CONTINUING & ONLINE LEARNING 18 22 14 4 58ALGONQUIN COLLEGE IN THE OTTAWA VALLEY 3 1 2 3 9ALGONQUIN COLLEGE HERITAGE INSTITUTE 3 2 5Grand Total 499 644 771 733 2647

This number is expected to grow significantly in the next 5 years as international enrolments continue to grow.

2.3 PLANNING CONTEXT AT ALGONQUIN COLLEGE

2.3.1 ALGONQUIN COLLEGE STRATEGIC PLAN

Algonquin’s current Strategic Plan was released in 2017 and runs until 2022. It identifies six goals, one of which (#4) is specifically focused on alumni engagement:

Goal Four: Become an integral partner to our alumni and employers.

The Algonquin College Strategic Plan also mentions three metrics that are associated with this goal and specifically related to bolstering its relationship with alumni:

Alumni engagement and satisfaction Alumni returning to the College for continuous learning Alumni and employer interactions per department

2.3.2 ALGONQUIN’S INTERNATIONAL STRATEGIC PLAN

The IEC is currently working to update its International Strategic Plan, which is due to be released later in 2018. The International Alumni Plan being developed herein will be part of the International Strategic Plan.

3 RESEARCH ON BEST PRACTICES AT ONTARIO COLLEGES

The project team researched practices related to international alumni at selected Ontario colleges by reviewing their websites and searching for materials related to their alumni policies


and practices. The team subsequently conducted interviews with International Directors from several of the Ontario colleges, with an emphasis on the larger colleges and those with significant international enrolments.

3.1 WEBSITE RESEARCH

A scan of Ontario colleges was conducted in March 2018 to review policies and practices regarding international alumni at the various colleges. 12 out of 24 Ontario colleges were selected. Two criteria were used for the inclusion of colleges in this report:

1. Greater number of international students in 2015-16 compared the number of international students at Algonquin College

2. Greater growth in international student enrolment from 2012 to 2016 than that of Algonquin College

The college websites were reviewed to identify:

1. Number of staff in the alumni/advancement departments2. Contents of the alumni page3. Benefits and services offered to alumni:

a. Discountsb. On-campus benefitsc. Insurance and other affinity programsd. College products at discounted ratese. Networking/career/employment services

4. Donations/contributions to the college by alumni5. Latest strategic plans that articulate strategies aimed at alumni and international alumni

Appendix A to this report contains a table that summarizes key aspects of the various websites reviewed.


3.1.1 LINKEDIN ALUMNI PAGES

All of the colleges reviewed also have alumni pages on LinkedIn1 even though some have not provided links for the alumni pages on their website. The number of alumni listed on the LinkedIn alumni pages (as of April 2018) are summarized in the following table:

CollegeLinkedIn Grads Canada In

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Humber 149,869 139,749 685 685 0.5%Seneca 132,545 124,594 407 407 0.3%George Brown 116,806 108,791 460 359 819 0.8%Sheridan 101,321 95,773 397 397 0.4%Algonquin 87,553 83,161 0 0.0%Centennial 80,094 74,994 684 235 919 1.2%Fanshawe 69,689 65,788 345 201 546 0.8%Mohawk 63,219 60,602 132 132 0.2%Georgian 43,082 41,351 196 154 350 0.8%Niagara 32,485 30,652 122 226 348 1.1%St. Lawrence 26,733 24,225 0 0.0%St. Clair 25,596 23,424 85 51 136 0.6%Cambrian 16,386 15,011 150 666 816 5.4%Total 945,378 888,115 3,171 235 407 560 154 226 85 51 666 2,384 0.3%

Top 15 for "grads living in…"

As a professional networking portal, LinkedIn encourages its subscribers to identify the post-secondary institutions from which they graduated, which allows them to connect with classmates and fellow graduates. LinkedIn provides information regarding the top 15 places in which graduates live for each college. Some colleges’ top 15 “where they live” listings include other countries. For example, Centennial’s network of graduates includes 684 who live in India and 235 in China. Fanshawe lists 345 graduates living in India and 201 in Brazil among its top 15 places graduates live. Unsurprisingly, majority of graduates listed in the LinkedIn networks for all of the colleges live in Canada. It is likely that some of the graduates living in Canada were international students when they attended college, but subsequently decided to stay in Canada after completing their studies. The proportion of graduates on LinkedIn who are living overseas is relatively small. For example, Centennial had the highest proportion of international students in 2015-16 at 36% but the proportion of students living in India and China was just 1.2%.

The Algonquin College Alumni & Friends Network on LinkedIn currently has about 87,500 members. This represents roughly half of the total number of graduates that has been

1 The LinkedIn Alumni page for Algonquin can be accessed here: https://www.linkedin.com/school/algonquin-college/alumni/. Other post-secondary institutions’ pages can be accessed by clicking the “change university” button in the top right corner.


https://www.linkedin.com/school/algonquin-college/alumni/

https://www.linkedin.com/school/algonquin-college/alumni/

estimated by Algonquin staff. No other countries appear in Algonquin’s top 15 locations list – although it is very likely that some international graduates have identified themselves as Algonquin graduates on their LinkedIn profile, we know that fewer than 300 have done so in other countries (Alberta is currently the 15th ranked place where Algonquin grads reside with 327). A search using the keyword “India” yields 959 alumni, of whom 690 live in Canada and 191 live in India. A search on the keyword “China” yields 783 alumni including 641 in Canada and 70 in China. Searching by keywords within this page on LinkedIn allows the searcher to narrow down the list of alumni who meet the search parameters and gives the searcher the ability to see each individual who meets the criteria entered. It also shows connections shared between the individual who is conducting the search in LinkedIn and the Algonquin alumni, including (but not necessarily limited to) Algonquin professors and administrators.

In addition to being useful for building the number of IA who are connected with the College, these searches on the LinkedIn alumni pages could also provide the College with useful information about where alumni work, and help with College efforts to connect with employers. Since most of the individual listings for alumni show their employer, the year they graduated and job title, connecting with them could potentially be a way of identifying work placement opportunities for current and graduated students, or even employers who would be interested in participating on a program advisory committee.

3.1.2 REVIEW OF COLLEGE ALUMNI WEBSITES

The main components that appear on the alumni pages we reviewed are very similar. Most of the colleges’ alumni websites have the following sections:

About/Overview Events Discounts/Benefits/Perks – On and Off-campus Career Services – except for Cambrian and Fanshawe Awards Alumni Magazine – except for Cambrian, Algonquin, and St. Clair Contact

3.1.3 OBSERVATIONS FROM THE WEBSITE RESEARCH

We found that the alumni websites with the most appealing designs overall are the ones offered by Humber, Sheridan and Centennial colleges

Several Colleges offer continuing education opportunities (Algonquin College, Sheridan College, Fanshawe, and St. Lawrence College). However, it is not always clear whether discounted rates are offered to alumni who take advantage of these offerings

Fanshawe, Sheridan, Seneca, Humber, and Georgian seem to offer the best off-campus discounts. St. Clair, Mohawk and Niagara offer the fewest discounts

Seneca College offers the most information about alumni donations. In 2017, their “pay-it-forward” program raised $30,000 from 304 alumni (average donation is about $100). The proceeds were used to provide 72 bursaries of $500 to Seneca students. It is not clear from the website how many of these bursaries were offered to international students, or how many international alumni were among the 304 alumni donors.


Some colleges offer an “alumni card” to their graduates. These cards are usually offered at no cost and allow alumni to take advantage of on-campus and off-campus discounts.

Mohawk appears to be the only college that charges a $35 one-time fee for alumni to obtain a membership card.

Some colleges and universities offer an “email for life” to alumni. For example, Western lists this as one of its alumni benefits as follows: “Show that you're a Western graduate with your own @alumni.uwo.ca email address. It's one of the ways to make your Western connection work for you.” Centennial and Sheridan also offer email for life to alumni, however, they do not seem to highlight this as a benefit on their alumni websites.

The number of staff at each college dealing with alumni was researched, but it was not always available, and in some cases job titles did not make it clear how much time they devoted to engaging with alumni.

3.2 INTERVIEW RESEARCH

The Capital Park Team conducted interviews with International Directors and other staff from Algonquin College and several of the other Ontario Colleges including Seneca, Humber, Fanshawe and Niagara. A list of the individuals interviewed is provided below:

Name Title InstitutionErnest Mulvey Director of International AlgonquinChristine Peachey Manager, International Partnerships and Programs AlgonquinImad Al-Sukkari Manager, International Partnerships and Programs, MENA AlgonquinJanice Pryce International Marketing Officer AlgonquinNadia Ramseier Marketing Manager, International Student Recruitment AlgonquinZheng Wang Manager, International Partnerships and Programs AlgonquinVineet Bajaj International Engagement and Partnerships, India AlgonquinBen Dinh Manager, Alumni Engagement AlgonquinJos Nolle Dean of International SenecaSean Coote Dean of International NiagaraAndrew Ness Dean of International HumberDiane Simpson International Consultant (former Dean of International) HumberWendy Curtis Executive Director, International Education FanshaweVirginia Macchiavello Executive Director, International Education Centennial

The purpose of the interviews was to gather information regarding the current and planned practices at each of the colleges listed above in order to identify best practices, common challenges and the extent to which connecting with International Alumni is a priority for each college.


3.2.1 OVERVIEW OF COLLEGE EFFORTS TO CONNECT WITH INTERNATIONAL ALUMNI (IA)

None of the college representatives interviewed indicated that engaging with their international alumni was an institutional priority for them, nor did any of the colleges have a formal strategy in place. Several of the interviewees indicated that they would like to spend more time and effort trying to connect with their international alumni, but other priorities (such as recruitment and ensuring timely processing of applications) always seem to take precedence.

Interviewees had mixed opinions about whether the benefits to their college associated with being more engaged with alumni would justify the extra resources required to make a concerted effort to reach out to them. Several interviewees pointed out that the payoff from alumni donations can be significant, and can take several years to happen, but they alone make the investment worthwhile. Add to this the fact that staying connected with international alumni can help them in finding a job, and it makes the investment worthwhile. Others felt that other activities should be prioritized, and that connecting with IA should be done only when time permits.

3.2.2 CHALLENGES THAT PREVENT COLLEGES FROM CONNECTING WITH THEIR IA

Interviewees indicated that there are several challenges that make connecting with international alumni difficult. These challenges are presented in the table below together with some of the strategies used to overcome them.

Challenge Potential Strategies to OvercomeSoon after they graduate from a college, IA will often move, change their email address, and get a new phone number, which can make it impossible for the college to stay in touch with them.

Contact students about staying in touch well before they graduate

Communicate the benefits of staying in touch and the free services available if they sign up

For IA who are successful in finding a job quickly after they graduate, their motivation to keep in touch with the college (for help with networking, job search, preparing their CV, etc.) will often wane.

Get students to connect before they graduate.

Use social media to connect with students and recent grads

Some colleges are considering hiring recent graduates to help them build up their alumni network and connect with them in various ways (LinkedIn, Facebook, Instagram, Twitter, etc.)

Some IA move on to attend a university after finishing their college program. Many of these students feel more connected with the university they subsequently attend because it generally offers a higher (degree level) credential and will become a more recent experience for them.

No specific strategies noted, however, promoting the benefits of joining the college alumni network, and making it as easy as possible to join, might encourage them to connect anyway.

Like other alumni, IA tend to develop close Find ways of encouraging academic


Challenge Potential Strategies to Overcomeconnections with their professors and department, and with their peers in the same program. Since centralized college efforts to connect with alumni generally come from people they do not know (for example, the Advancement Office), it is easy for IA and other alumni to simply ignore requests asking them to stay in touch, update their contact information or sign up for the alumni newsletter.

unit staff (professors, coordinators, deans, etc.) to reach out and connect with their alumni.

Some programs may already include getting students to do networking through LinkedIn or other forms of social media. It may be possible to incorporate this approach into the college’s efforts to make connections with its alumni.

Ensure that any updates to contact information are captured in all databases (registrar’s records, advancement contact database, international contact database, etc.)

IA do not necessarily understand the benefits of staying connected with the college, the free services that the college might offer, or the affinity discounts.

Communicate the benefits of staying in touch clearly, both in emails to students before they graduate and on the college website

It can be difficult to get IA (or indeed any graduates) to attend alumni “chapter” events if they do not know the person or people involved. For overseas chapters, this can be very challenging, particularly if college graduates are spread among different programs, years of graduation and geographies.

The more alumni are engaged with their local chapter, the more likely they will be to attend chapter events.

Some colleges have engaged alumni with a marketable skill (jazz musicians, or culinary program grads, for example) to make chapter events overseas more enticing

Some interviewees were concerned that efforts by their college to connect with IA might be negatively perceived if they are seen mainly to benefit the institution (i.e.: to ask for donations, push products from affinity partners or encourage them to sign up for continuing education options). This could easily make IA feel annoyed with the college.

Ensure that communications with IA clearly identify the benefits and free services that are available to alumni and are not just about pushing products.

Canada’s new (2014) “anti-spam” legislation (CASL) restricts the ability of Canadian colleges to reach out to their graduates. CASL prohibits colleges from sending CEM (“commercial electronic messages”) without first obtaining the express consent of all recipients. CEM include “any message that has as its purpose, or one of its purposes, to encourage participation in a commercial activity. It includes messages that offer to sell, advertise or promote any product or

It is important to reach out to students before they graduate to start communicating the benefits of staying in touch with the college and to use the two year “existing relationship” exemption to get alumni to opt in to receiving communications from the college.

Conducting an online survey of graduates about how (and whether) they want to interact with the college,


Challenge Potential Strategies to Overcomeservice… whether or not there is an expectation of profit”2. Under CASL, an existing relationship exemption applies to current students and students who have graduated within the last 2 years. However, two years after graduation, express consent must be obtained before contacting alumni with CEM.

and what services they would be interested in, could be a good way of obtaining consent for CEM and making future communications with alumni more aligned with their needs and expectations

3.3 CANADIAN ALUMNI ASSOCIATIONS OVERSEAS

During our research, we could only find three Canadian Alumni Associations in other countries. These sites have generally been established by the Canadian consulate in that country, and their goals tend to be focused on building an interdisciplinary network of alumni who have studied abroad, either coming from Canada to the partner country or vice versa. We conducted further research and uncovered three examples, summarized below. We also searched for similar associations in other countries from which Algonquin’s international students frequently originate, but general associations have generally not yet been established in these countries. Our research is summarized below:

http://alumnicanadabrasil.org (Alumni Canada Brazil Network) - includes a growing number of Brazilian students and professionals with some experience in Canada through work assignments, study, exchange programs, etc.). www.ajaacanada.com (Alliance of Jamaica Alumni Associations) - organization for over forty (40) alumni associations who have roots in the Jamaican Educational system… making an investment in our youth and community here in Canada and Jamaica.www.daad-canada.ca (Deutsche Akademischer Austauschdienst German Academic Exchange Service) - strengthen ties between DAAD alumni, both in Canada and abroad; promote funding opportunities in Germany and encourage Canadian students and faculty to study and/or conduct research in Germany; foster personal and academic contact with Germans and German institutions; and promote German culture and language at Canadian schools, colleges and universities.

3.3.1 CANADA ALUMNI WEBSITES IN OTHER COUNTRIES

In April 2018 our team also conducted Google searches on the terms “country name, Canada, Alumni” and found the following results:

India - http://www.indiacanadaalumninetwork.org/ - network of alumni of Canadian post-secondary institutions currently residing in IndiaChina - http://www.abalumni.ca/ (Alberta China Alumni Association) - aims at connecting all alumni of Canadian postsecondary institutions. In addition, the ACAA also supports the development of individual alumni chapters and interest clubs that are established by students graduated from universities and colleges across Canada.2 Quoted from a Q&A document prepared for Colleges Ontario by the legal firm Borden Ladner Gervais, available here: https://www.tyndale.ca/sites/default/files/u/54/CASL_Qs_and_As%20-%20Released%20May%2021%202014.pdf


http://www.abalumni.ca/

http://www.indiacanadaalumninetwork.org/

http://www.daad-canada.ca/

http://www.ajaacanada.com/

http://alumnicanadabrasil.org/

https://www.tyndale.ca/sites/default/files/u/54/CASL_Qs_and_As%20-%20Released%20May%2021%202014.pdf

https://www.tyndale.ca/sites/default/files/u/54/CASL_Qs_and_As%20-%20Released%20May%2021%202014.pdf

Korea – No general alumni association. McGill, Waterloo, and UofT have Korean chapters.Saudi Arabia – No general alumni association. UofT has a dedicated alumni chapter.Russian Federation - No general alumni association. University of Saskatchewan has a dedicated alumni chapter.Ukraine - No general alumni association. University of Sask has a dedicated alumni chapterUnited States – No general alumni associationLebanon - No general alumni associationPhilippines - No general alumni associationVenezuela - No general alumni associationPakistan - No general alumni associationBangladesh - No general alumni associationGhana - No general alumni association

Facebook Pages:

Nigeria Canada Alumni Association - NCAA is an alumni Association of Nigeria-based individuals who hold post-secondary qualification from a Canadian institution.Canada-Vietnam Alumni Association - CVAA hopes to connect Canadian alumni and current Vietnamese international students in Canada with prospective Vietnamese international students at home.Canada Alumni Network in Mexico – Description in Spanish. Translation using Google translate: “Network of former Mexican students from educational institutions in Canada”


3.4 POTENTIAL ALUMNI OFFERINGS

The following table summarizes some of the potential offerings identified from interviews and our other research. Each potential offering is listed in the left-hand column together with the benefits it offers to International Alumni and to the college.

Offering Benefit to IA Implications for the CollegeAffinity partner "deals" such as discounted insurance, low fee credit cards, travel deals, merchant discounts, etc.

Potentially the ability to get a better deal than if they were not college alumni

IA who move back to the home country unlikely to take advantage of this

Commission from the affinity partner (for example ~1% of the insurance premium)

gives a reason to reach out to alumni Very low cost to set up Returns depend on perceived value of the

deals the partners are offering

Discounts on college programs and services such as food, bookstore, gym, summer residence, CCOL (Centre for Continuing and Online Learning) courses, etc.

Potential to save money on college offerings

Most of these (except online offerings) are applicable to IA who remain in Ottawa area than those who move overseas

May increase college sales and profits on these products and services

CCOL online offerings could have a significant market among IA who leave Canada after graduating

Free career planning assistance including such help as: Job search courses or advice Entrepreneurship centre Networking events Job posting boards CV writing advice or courses

Helps them to find a job Free offerings may encourage IA to stay

connected with the college IA who relocate overseas will generally

only access career services if they are available online or through distance learning

Helping alumni get a job can improve college KPIs for graduate employment

Cost to create and administer offerings No direct return on free offerings, but they

build alumni goodwill and help build the college’s network of IA

Potential source of good news stories that can be used in future recruitment efforts

Networking events International Alumni Speaker

Series (such as the one now offered by Algonquin)

Networking events will only be of use to IA who move overseas if they occur in their home country

Can inspire and instruct alumni

No direct cost, but requires significant work to set up these events

Can be a source of good news stories and strengthens connections with both the IA who attend and the ones who are featured

Mentoring program (both for new grads who receive advice

New grads receive free advice from more established grads

Can improve KPIs for graduate job satisfaction


Offering Benefit to IA Implications for the Collegeand older grads who give advice)

Ambassador program

Older IA "mentors" get satisfaction, can use this experience as a resume builder, and can potentially identify future employees

Main cost is in resources to set up and administer the program (mentors not paid)

Potential source of good news stories that can be used in future recruitment efforts

Alumni newsletter or magazine Interesting and useful information about their alma mater, free services available to them, alumni events, etc.

Opportunity to learn about various other offerings available to alumni and IA

Opportunity to reach out to alumni, promote affinity partners, sell ad space, promote events and solicit donations

Forum for sharing success stories Labour intensive to produce CASL rules preclude sending to alumni who

have not given consent Potential to include a section dedicated to

international alumni in each issuePay IA for participation in recruitment and other international events in their home country

International alumni who were engaged as students can be hired by the college to assist at recruitment events in their country (or in Canada), tell prospective students about their experience

Cost to pay grads is generally less than it would cost to hire or send other staff

Reduces need for translation Some resources required to reach out to IA,

review applications and select candidatesOffer IA (and also current students) bonuses for referral of friends and family who decide to attend the college as international students

Payment can be a fixed amount (Niagara offers $300) or a % of tuition (Fanshawe is considering offering 7% shared between referred and referee)

Bonus amount tends to be significantly less than what is paid to agents

College needs to be careful in how it rolls this out to avoid alienating agents or encouraging grads to turn this program into a cottage industry via social media

"E-mail for life" program or other forms of online connectivity

Free college email address that alumni can continue to use

Helps get around CASL, and encourages alumni to update their contact information

Some cost to set up and requires involvement of ITS to work out details

Technology is changing fast in this areaOpportunity to donate to the College or leave a bequest

Some alumni feel great pride in making a donation to their alma mater, and getting their name on the donors’ list

For very large donations by highly

Donors by IA can be a difficult thing to sell, particularly if the grad and his or her family were barely able to scrape together the funds to attend AC


Offering Benefit to IA Implications for the Collegesuccessful grads, it is possible to have a building or wing named after the alumni

Wealthy and very successful IA may be interested in making a donation, either individually or through their company


4 DEVELOPING AN ALUMNI ENGAGEMENT STRATEGY

4.1 GENERAL ALUMNI ENGAGEMENT ADVICE

Our research into post-secondary institutional best practices in engaging with alumni uncovered several interesting online sources. These are summarized in Appendix B. Based on this research and our interviews with Canadian colleges, we have developed the following points of general advice:

Offer something valuable first: It is important to offer something of value to your alumni first before asking them for anything. As one expert describes this concept: “in order to “get,” institutions must be prepared to “give.” Colleges and universities should offer a portfolio of services and support that will be of value to their former students”3

Engage based on alumni needs: Alumni engagement strategies should be aligned with the needs of alumni, not the needs of the college. Alumni needs are broad ranging and can include career services and networking, continuing education, advice and mentoring, recruitment and recommendation of recent grads, offering (or seeking) internships or coop placements, among many others

Seek alumni input and act on it: Alumni are more likely to engage with the college if they believe the institution wants to hear their perspective. It is important that the institution act on what they have heard.

Encourage alumni to take the lead: Older alumni might be able to offer internships, mentoring or to recruit or recommend more recent graduates. If they are in such a position, they might also be interested in getting involved in PACs.

Give alumni a say: Ensure that alumni are engaged by giving them a say in college direction rather than just feeding them news

Engage early: Start engaging with future alumni while they are still students. Describing alumni offerings and opportunities to students nearing graduation will “plant the seed” and encourage them to stay connected after they leave.

4.2 ALUMNI ENGAGEMENT STRATEGIES AT CANADIAN PS INSTITUTIONS

We researched alumni engagement strategies that are currently in place at post-secondary institutions. Although we were unable to find any engagement strategies that specifically dealt with international alumni, we did find alumni engagement strategies for a few Canadian postsecondary institutions including:

McMaster University: http://alumni.mcmaster.ca/s/1439/17/interior.aspx?sid=1439&gid=1&pgid=425

University of Alberta: https://cloudfront.ualberta.ca/-/media/alumni/documents/2017-alumni-strategic-plan.pdf

University of Calgary: https://www.ucalgary.ca/science/files/science/alumnistrategy_digital.pdf

University of Western Ontario: http://www.alumni.westernu.ca/get-involved/association/alumni-association-strategic-plan/3 Mark W. Jones as posted on LinkedIn: https://www.linkedin.com/pulse/8-prerequisites-successful-alumni-engagement-mark-w-jones/.


http://www.alumni.westernu.ca/get-involved/association/alumni-association-strategic-plan/

https://www.ucalgary.ca/science/files/science/alumnistrategy_digital.pdf

https://cloudfront.ualberta.ca/-/media/alumni/documents/2017-alumni-strategic-plan.pdf


http://alumni.mcmaster.ca/s/1439/17/interior.aspx?sid=1439&gid=1&pgid=425


https://www.linkedin.com/pulse/8-prerequisites-successful-alumni-engagement-mark-w-jones/


4.2.1 TYPICAL ENGAGEMENT PLAN ELEMENTS

The following are some of the elements that are typically included in an alumni engagement strategy or alumni strategic plan:

Vision, mission, overall goal Support for the institution and its alumni Engagement with evolving alumni constituencies Recognition of alumni achievements Offer services and benefits for alumni Communications with alumni Involvement of current students Value proposition (for alumni and the institution) Pillars of Engagement (e.g.: stories; benefits; leadership; experiences;

network)

Sample Vision: A proud and inspired community of alumni and students engaged in the life and success of the institution (U of A)

Sample Mission: To build one of the world's great universities for the public good by creating mutually beneficial relationships and lifelong connections between the institution and its alumni and students (U of A)

Sample Goal: A deliberate and focused effort to increase alumni satisfaction and engagement will lead to a greater alumni presence in university life, and improved pride in the institution noticeably — and measurably — by X date (U of C)


4.3 METRICS

Metrics will depend up on which alumni offerings and programs are prioritized. Based on our research into best practices and a review of metrics used at other post-secondary institutions, we have drafted the following list of potential metrics.

Metric and Description Tracked at AC?

IEC Relevance

Number of alumni engaged: Can be broken down by category such as by school, international/domestic. Can also be broken down by type of engagement (newsletter, social media, ambassadors, mentors, etc.)

Medium

Website stats (number of visitors, stay duration, etc.): This applies to number of unique visitors to the main alumni website, and also to clickthroughs to sub-sites

Low

Alumni participating in learning opportunities: Includes free alumni offerings, continuing and online education

Low (Higher if tracked separately)

Social media stats (number of followers, connections, etc.): Can apply to various SM platforms including LinkedIn, Facebook, Twitter, Instagram, etc.

High if tracked separately

Digital communication open rates: Includes emails, newsletter, Linkedin messages, etc.

Medium

Number of alumni communities: This can include local chapters, program-specific groups, graduation years, etc.

High

Number of Alumni Events: Can include chapter networking events, international alumni speaker series, etc. Could be initiated by one of the chapters or at the national level

High

Job referral and placement stats: Can include various sub-categories such as: internships, referrals, work placements, coops, etc.

Medium

Communications satisfaction: Could be measured in a survey of alumni to get an understanding of alumni reactions to communications from the college

Medium

Alumni pride in institution stats: Could be measured in a survey of alumni conducted online

Medium

Mentorship program participation: Possible to track both participation numbers and the satisfaction of participants


Financial performance of affinity programs: Numbers and contribution to the college

Low

Number and value of alumni donors: Can be broken down by category including international/domestic, by program, year of graduation, etc.


Number of IA engaged in recruitment events: This statistic would be specific to IA. Could also track number of IA who have been interviewed and approved to provide assistance at these events

High

Number of new IS referrals: This would track the number of new international students who were referred by an IA, and the total amount paid out. Could be compared with the average referral cost for other IS to calculate the dollar value of savings through this program.

High


APPENDIX A: WEBSITE RESEARCH RESULTS

College & enrolment Alumni Department Staff Website contents Alumni Benefits

& Services College benefits Notes on international alumni strategy

Algonquin CollegeTotal (2012): 16,068Total (2016): 17,435Int’l (2012): 788Int’l (2016): 1,298

2 Staff: Manager, Alumni

Engagement (Full-time two year I/O position started in August 2017)

Alumni Relations Officer (Full-time position started in April 2013)

Network – Overview Advisory Committee Alumni

Ambassadors Retirees EventsCelebrate – Overview Alumni of Distinction Alumus/a of the

year Premier’s awards Alumni Stories Alumni News Alumni on CampusConnect – Overview AC Alumni at Work Networking Get Involved Lifelong Learning Contact Us Engagement Form

Benefits and Perks On Campus

Discounts Employment

Services Insurance Discounts Residence

Accommodation Deals

Entrepreneurship Centre

Major donations are listed in the annual report. Alumni donations are not identified separately.

College has two alumni related endowed bursaries for students attending who are related to AC grads and or returning Alumni. These two endowments generate close to $4,000 in annual interest and have supported 60 students in past 10 years.

Strategic Plan 2017 – 2022 Focus on exporting

Canadian education and expansion in China, India, Montenegro and Kuwait

No strategy directed at international alumni

Centennial College:Total (2012): 13,316

3 staff: Manager, Alumni

Events Update your

Alumni Supplier Directory

Centennial College Alumni

Strategic Master Plan 2013 – Established an




Total (2016): 14,955Int’l (2012): 3,493Int’l (2016): 5,347

Engagement Alumni Officer (2)

information About Us – Alumni Board Mission, Strategic

Directions Alumnus of

Distinction CCAA Donation

Requests

Corporate Partners

Cost Saving for Alumni

On Campus Services Free Alumni Card

Get a job masterclass

Networking -10,000 Coffees

Association (CCAA) offers 11 scholarships to Centennial Students.

International Education Office to assist with increasing international student enrollment

Expanding international training and development programs in China, India and Dubai


Sheridan CollegeTotal (2012): 17,106Total (2016): 18,670Int’l (2012): 2,214Int’l (2016): 4,029

4 staff: Manager, Alumni Editor, Ovation Alumni Outreach

Coordinator Alumni Coordinator

Events News Success Stories Publications –

Ovation magazine Social Media Contact Donate

Facebook Page:Meet an international alumni in “how to network in Canada” event

Discounts Insurance Career Services Sheridan Frames Athletics Library Community

Employment Services

Early Childhood Centres

Toastmasters at Sheridan

Major donors and contributors are credited in the annual president’s report. Alumni donations are not identified separately.

Strategic Plan 2013 – 2020 Increase international

student enrollment


Seneca CollegeTotal (2012): 19,837Total (2016): 21,905Int’l (2012): 2,563Int’l (2016): 3,697

2 staff: Alumni Office

Coordinator Manager, Alumni &

Giving

About Career

Advancement Staying Engaged Update Address News and Notes Events Alumni Magazine –

RED, Gratitude (donor magazine)

Discounts Insurance Theatre Bookstore Gym Library

Pay-it-forward program paid out 72 bursaries of $500 in 2016. $30K raised from 304 alumni donors to fund this program.

2013-2018 Strategic Plan Build and maintain

Beneficial relationships with alumni

Develop and sustain creative international partnerships

Increased internationalization




Social Media Donate

No strategy related to international alumni

Humber CollegeTotal (2012): 23,133Total (2016): 24,709Int’l (2012): 2,905Int’l (2016): 3,127

6 Staff: Manager, Alumni Office Coordinator,

Student Life, Career and Alumni Services

Director, Annual Programs and Alumni

Student Life and Alumni Coordinator

Manager, Alumni Advancement

Alumni Associate

Our Alumni Magazine Make a Donation Contact Social Media

International alumnus success story

Discounts Lifestyle Travel &

Accommodation Campus Sports Theatre Attractions Career Services Insurance Bookstore Gym Library

$25,000 provided by Guaranteed Funeral Deposits of Canada (an organization with 356 Humber Alums) and matched by Ontario to create a new scholarship.

2013-2018 Strategic Plan Build and maintain

beneficialrelationshipswith alumni

Develop and sustain creative international partnerships

Increased internationalization


George Brown CollegeTotal (2012): 17,253Total (2016): 20,435Int’l (2012): 104Int’l (2016): 2,907

11 Staff: Strategy & Innovation

: Alumni Relations (9) Marketing &

Recruitment : Marketing Group (2)

Overview Connect News and

Announcements Get Involved Alumni Success FAQ Donate Contact Social Media Featured International Alumni Stories

Insurance Off-Campus

Benefits On-Campus

Benefits Travel Alumni Career

Services George Brown

Alumni card

Major donors identified in annual report. Alumni not identified separately.

Strategy 2020

No strategy directed at international students/alumni/ international alumni

Niagara CollegeTotal (2012): 8,636Total (2016): 9,154Int’l (2012): 982Int’l (2016): 1,755

7 Staff: Alumni Relations

Officer Development Officer

(2) Event Assistant Development and

Event coordinator

Annual Events About Premier’s Awards Merchandise Support NC (donate) Encore Alumni

Magazine Contact

Employment Services

Group Benefits and Affinity Partnerships

On Campus Services

Major donors are listed in Encore magazine. Alumni donations are not identified separately.

Strategic Plan 2017-2021 Continue to build

international enrolments

No strategy directed at alumni/international alumni




Development Assistant

Director, development

Cambrian CollegeTotal (2012): 4,659Total (2016): 5,562Int’l (2012): 693Int’l (2016): 1,684

Information not available1 Alumni Association Phone No. and Email Address

Alumni Profiles Keep in touch Fore! Alumni Golf

Tournament Premier’s Awards Contact Us Social Media

Alumni Perks Insurance On-campus

benefits Advantages Mentorship

Program Diploma Frames

Alumni Endowment Fund – no information on contributions.

Cambrian CollegeStrategic Plan 2015-2020 Develop a comprehensive

internationalization strategy

Develop an alumni engagement strategy


Fanshawe CollegeTotal (2012): 14,228Total (2016): 14,681Int’l (2012): 1,045Int’l (2016): 1,652

11 Staff: Alumni Outreach

Coordinator Support Service

Officer (2) Advancement and

Alumni Office Contact Senior Development

Coordinator Advancement and

Alumni Communication Coordinator

Manager, Advancement Services

Development Associate (2)

Administrator

News Connect Get Involved Partners Contact Social Media

Perks Alumni Card Discounts Continuing

education

Pay it forward – minimum payment of $20.16 for bursaries. No information available on donations to date.

Strategic Plan 2017 -2020: Increase in international

student enrollment


Mohawk College 5 Staff: About Mohawk Membership fee: Some donors are Mohawk College Strategic




Total (2012): 12,165Total (2016): 13,368Int’l (2012): 925Int’l (2016): 1,441

Director, Alumni Relations

Coordinator, Alumni Services

Student and Recent Alumni Engagement Officer

Data Assistant (Part-time)

Alumni Communications Coordinator

Alumni Awards Events Alumni of Distinction Communications Resources

$35 – Free for all alumni except for Apprenticeship and Continuing Education graduates, who did not previously graduate from a full-time program

Insurance Career Services Discounts Accommodations Card Athletic and

leisure centre Library

featured in donor impact stories and all are listed in an annual honor roll. Alumni donations are not identified separately.

Plan 2016–2021: Partnership with alumni

relations International hub for new

students Increase international

student enrollment Enhance international

student experience


Georgian CollegeTotal (2012): 9,687Total (2016): 9,955Int’l (2012): 550Int’l (2016): 990

2 staff: Manage, Alumni and

Community Development

Alumni Assistant

About us Alumni awards Be involved Inspirational alumni Reunions Sponsorship Update my profile

Alumni perks Discounts Co-operative

education and career success

Georgian View magazine lists all the various donations the college has received. Alumni donations are not identified separately.

Strategic Plan Accelerating success 2016 – 2021: Enhance cultural

awareness and support international student exchange and study abroad opportunities

Expand and integrate supports for international students


St. Lawrence CollegeTotal (2012): 5,964Total (2016): 6,591

4 Staff: Director, Alumni and

Development

Celebrating 50 years Contest Rules and

Regulations

Careers and Networking

Benefits

Major donors are identified in the St. Lawrence

St. Lawrence College Strategic Plan 2014-2019: Creating a student life




Int’l (2012): 101Int’l (2016): 722

Manager of Alumni Relations and Annual Giving

Senior Development Officer

Manager, Advancement Services

Reunion-In-a-Box Update your record Voyageur magazine Volunteer Request a Transcript

from SLC Give to SLC

International Alumni Ambassador Program – Applicants have the opportunity to connect with an international alumnus

Discounts Recognition:

Premier's Awards Honorary

Diplomas Reunions

College Circle webpage.Alumni donations are not identified separately.

centre for students, faculty, staff and alumni

No strategy directed at international students/alumni

St. Clair CollegeTotal (2012): 8,058Total (2016): 8,596Int’l (2012): 12Int’l (2016): 673

1 Staff: Director, College

Advancement

About Alumni & Friends

Box Office Alumni of Distinction Board of Directors Chatham-Kent

Alumni Chapter Contact Us Events Mailing Opt Out Privacy Policy Update Your Record St. Clair College's

50th Anniversary Social Media Career Services

(under student services, also offered to alumni)

Alumni Benefits Alma Matters

Newsletter Athletic Facilities Diploma Frames Insurance Plan Library

Borrowing Privileges

Residence discounts

Scholarships

St. Clair College Alumni Association Scholarship – offered to children of alumni.St. Clair’s annual report lists the various accomplishments of the alumni association and money raised through the association.

Strategic Directions 2016 – 2019: Increase international

enrollment

No strategy directed at alumni/ international alumni



APPENDIX B: ALUMNI ENGAGEMENT STRATEGY WEBSITES

While researching alumni engagement strategies for post-secondary institutions, the Capital Park team consulted the following resources, all of which were accessed online in April and May 2018:

https://sproutsocial.com/insights/alumni-engagement-best-practices/

http://higheredlive.com/three-paradigms-for-a-successful-alumni-engagement-strategy/

http://www.higher-education-marketing.com/blog/evolving-alumni-engagement-strategy



https://switchboardhq.com/blog/infographic-the-trouble-with-young-alumni

http://www.teamworksmedia.com/blog/alumni-engagement/university-engagement-5-new-ways-to-think-alumni/


https://blog.tassl.com/3-things-your-alumni-engagement-strategy-needs-now/

http://www.caseone.org/importance-data-alumni-engagement/


http://www.caseone.org/importance-data-alumni-engagement/

https://blog.tassl.com/3-things-your-alumni-engagement-strategy-needs-now/




https://switchboardhq.com/blog/infographic-the-trouble-with-young-alumni



http://www.higher-education-marketing.com/blog/evolving-alumni-engagement-strategy

http://higheredlive.com/three-paradigms-for-a-successful-alumni-engagement-strategy/

https://sproutsocial.com/insights/alumni-engagement-best-practices/

Documents

Introduction - Algonquin College€¦ · Web view17/07/2018 · Algonquin College has hired Capital Park Consulting to help draft an International Alumni Plan. Capital Park’s