Building a chain of success in marketing higher education: the alumni connection

Abstract

Purpose – Alumni provide a valuable marketing conduit for educational institutions to not only share program highlights but to illustrate the competencies learned that are positively impacting organizations. Alumni who are interested in giving back need a vehicle through which they can remain connected to their alma maters. Institutions can benefit greatly from building such bridges. The paper aims to discuss these issues. Design/methodology/approach – Capella University has created a virtual chapter affiliated with the International Society for Performance Improvement where alumni, learners, and faculty can network in meaningful ways to address the interests and needs of all parties. Five key considerations and 12 purposeful activities that have proven to be critical to the success of the collaborative, virtual chapter site are presented. Findings – Providing a virtual site where collaborative partners can work on meaningful projects that address mutual needs has proven to be beneficial to all parties involved. The university has clearly benefited from the authentic advertising that alumni provide. Alumni have benefitted from opportunities to work with the university in meaningful ways that enhance their vitaes. Learners are motivated to persist in their academic programs. And faculty are inspired to witness the impact of their work via the alumni. The virtual chapter site has been a valuable resource that facilitates a positive return for all involved. Originality/value – Virtual chapters that connect alumni, learners, and faculty fill a critical need in an economy where budgets tighten as competition increases in higher education.