External Relations and Alumni Engagement

 EXTERNAL RELATIONS AND ALUMNI ENGAGEMENT STRATEGIC PLAN COMMITTEE

*working draft with sample strategies and action items

Overarching Goal Statement

To support the WKU mission by engaging all members of the WKU family in the life of the institution and securing philanthropic support to advance the University. 

Strategy 1. Maximize available resources to create an optimum organization

Action Items:  

• Develop a staffing plan and organizational structure to meet changing demands
• Maintain appropriate separation as independent non-profit organizations who exist to benefit the institution
• Establish a coordinated and centralized structure to create a more effective and efficient organization
• Utilize the expertise and experience of alumni, faculty, staff and external organizations to provide greater opportunities for volunteerism, collaboration and strategic partnerships
• Reduce donor confusion through consistent and coordinated efforts for the various philanthropic interests of the organization
• Become a more customer-service focused and donor-centric organization
• Diversify revenue streams to ensure greater financial stability and enhanced capacity
• Add additional staff and operating resources in philanthropy and alumni engagement to be more comparable with benchmarks and maximize potential
• Define metrics to promote accountability and effectiveness

Metrics:          

• Implementation of a staffing plan and organizational structure to meet changing demands while increasing operational effectiveness and efficiency to maximize philanthropic potential
• Creation of a network for greater coordination of institutionally related foundations 

Strategy 2. Secure philanthropic support to advance the University

Action Items:  

• Generate significant and sustained private support for institutional priorities
• Initiate the third capital campaign in the history of the institution to support initiatives outlined in the strategic plan
• Achieve the status of being among the best alumni participation rates in the country for public comprehensive universities
• Create endowed scholarships to recruit and retain students with unmet financial need
• Establish new endowed professorships to attract highly credentialed faculty
• Build operating endowments for departments and programs of distinction to meet emerging needs
• Grow the deferred gift inventory to create a pipeline for the future of predictable support
• Facilitate a user-friendly and consistent giving process
• Steward gifts appropriately to ensure donor expectations are exceeded

 

Metrics:          

• Achieve a successful $250 million + comprehensive campaign
• Increase the combined endowment for the University to $200 million
• Generate $25 million annually in private support for WKU
• Enhance the deferred gift inventory to $150 million for individuals leaving WKU in their estate plans
• Achieve a level of 10% alumni participation rate

Strategy 3.Educate all members of the WKU Family on the importance of private support to the health and vitality of the institution

Action Items:  

• A
• B
• C

Metrics:          

• A
• B
• C

Strategy 4. Engage all members of the WKU Family in the life of the institution

Action Items:  

• Recruit and involve volunteers in the life of the institution to increase outreach, service, and institutional capacity

• Implement initiatives or programs that provide opportunities for constituents to be engaged in recruitment, outreach, civic engagement, and lifelong learning
• Create programs that provide opportunities throughout the entire spectrum of the whole life of the family member--“from cradle to grave.”
• Expand programming efforts to include social, cultural, service, and recruitment efforts to improve the quality of life of our alumni and the communities we serve
• Create opportunities for greater interaction to connect all members of the WKU Family with the University and with each other
• Use surveys and analytics to develop an understanding of alumni expectations
• Develop strategies for targeted marketing and messaging based on age, involvement, and life-stage
• Enhance outreach efforts through an active network of geographic alumni chapters
• Implement a comprehensive mentoring program to utilize alumni in improving student retention and placement

Metrics:          

• Recruit and involve 2,500 volunteers in the institution to expand outreach and service
• Conduct 150 cultural, social, service, and/or educational events annually that engage members of the WKU Family

Strategy 5. Communicate the strategic plan to external constituents

Action Items:  

• Develop a comprehensive marketing plan
• Utilize marketing channels to emphasize institutional priorities and create a more informed and engaged alumni base
• Develop publications and communication strategies that strengthen the WKU Spirit
• Write captivating content for the WKU Spirit magazine, News from the Hill electronic newsletter, and other publications that articulates objectives within the strategic plan
• Create memories and generate stories that bring the WKU Spirit to life
• Create a positive image and awareness of a dynamic and diverse University community
• Provide members of the WKU Family the tools they need to make WKU more visible in their personal and professional lives
• Expand communication efforts to alumni and friends by increasing the frequency and clarity of the messages

Metrics:          

• Impact
• Awareness