Chris Marshall on Creating Meaningful Alumni Engagement

We’re pleased to welcome Chris Marshall to the show this week. Chris is the Founder and CEO of Chris Marshall Advancement Consulting (CMAC). Chris shares his unique story of getting into this field of work, and incredible perspectives for why this work is crucial for institutions to do well, both for themselves and their students.

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Key Takeaways

• Alumni Engagement Metrics Matter: The establishment of standardized metrics by CASE has revolutionized how alumni engagement is measured, focusing on philanthropy, experiential engagement, volunteering, and communications.
• Engage Early and Continuously: Building connections with students before graduation (the "minus four" years) and maintaining them during the first five years after graduation are crucial for lifelong engagement.
• Alumni Impact Areas: Alumni play a pivotal role in student recruitment, retention, career support, and fundraising—key pillars that drive institutional success.
• Shift to Affinity-Based Programming: Institutions are moving beyond traditional class reunions and geographic events to focus on shared interests, professional fields, and affinity groups.
• Integrated Models for Alumni Relations: Many institutions are merging independent alumni associations into advancement operations for a more unified approach.

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Episode Summary

The Evolution of Alumni Engagement

Chris Marshall outlines how alumni engagement has shifted dramatically since the early 2000s. The rise of platforms like Facebook disrupted traditional models, making it critical for institutions to adapt to a rapidly changing communication landscape. Alumni engagement now focuses on data-driven metrics, early engagement strategies, and leveraging alumni networks for career and professional support.

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The Importance of Metrics

Chris emphasizes the transformative impact of standardized alumni engagement metrics introduced by CASE in 2017. These metrics allow institutions to track alumni involvement across philanthropy, experiential engagement, volunteering, and communications. By participating in CASE's alumni engagement metrics program, institutions gain valuable insights to benchmark and improve their strategies.

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Trends in Alumni Engagement

From career-based affinity groups to programming for young alumni and students, institutions are diversifying their approaches. Chris notes the growing importance of offering value to alumni, such as career services, mentoring opportunities, and professional networking. He also highlights the increasing integration of alumni associations into advancement models, ensuring seamless collaboration between engagement and fundraising teams.

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Challenges and Roadblocks

Competing for alumni attention in a crowded digital landscape remains a significant challenge. Chris underscores the need for institutions to prioritize alumni in their strategic plans and actively communicate the value of alumni contributions. Without sustained early engagement, alumni are more likely to disengage over time, making it harder to reestablish connections.

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A Call to Action

Chris concludes with a compelling call for alumni to give back to their institutions—whether through mentoring, hiring graduates, or philanthropic contributions. He also urges advancement professionals to adopt and contribute to CASE's alumni engagement metrics for the benefit of the broader industry.

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