Feats Inc. Forecasts 2010 Trends in Higher Ed Engagement

While we can attribute some of the trends we’re seeing to a changed economic landscape, in truth, alumni and student engagement approaches are benefitting from a societal shift to more meaningful and personal interaction, moves toward integrated and holistic programming, and a refocus on core principles and values.  Our forecast for what will drive 2010 and beyond in higher education events and constituent engagement:

1. Institutions are “silo busting” — integrating outreach strategies across internal disciplines (alumni relations, development, marketing, admissions) and creating cross-purpose event programs.  They’re looking holistically at student and alumni connectivity, often under newly engaged “Constituent Engagement Officers.”  Schools will examine their event and engagement opportunities to make sure they’re meeting the varied needs of the school and to ensure they’re consistently — and powerfully — reinforcing the university brand and maximizing efficiencies

2. The days of the purely social alumni event are numbered. A win-win trend is in the offing:

             »   Alumni are reengaging in droves, looking for job leads, to expand their professional and social networks and, perhaps, to conjure memories of lighter times.   Events will become one-stop shopping opportunities to support the multiple needs of constituents with a clear value demonstration

             »  Combine this demonstrable value with harder economic times and you’ll find institutions incorporating an ask for support into more events

3.  Higher ed institutions will hone their listening skills.  As the dynamics between school and alum are changing, universities will have to reach out to gain input to ensure they’re meeting the needs of their most valuable relationships.  Listening tours and intimate alumni gatherings will increase as schools  look to gain insight

4.  Personal interaction and outcome sharing.  For decades, universities have been providing largely anecdotal information to alumni and donors about the positive effects of their contributions.  As people seek greater proof of impact and more personal interaction, events will connect donor and recipient as a means of storysharing, relationship building and personal connection to outcome

5.  Alumni want more.  They’re discovering the benefits of lifelong relationships with their alma maters as they look for insider access to cutting-edge research, knowledge and thought-provoking insight. At the same time, university events will increasingly focus on providing valuable content to attract more people — alum and the general community, alike, as they look to broaden their bases of influence and connectivity

6.  Looking beyond traditional sources to help build the brand experience.  As higher ed becomes ever more conscious and savvy about the importance of “brand,” they’re extending examination of their experience into campus flow and activities, physical structures and layout, non-academic traditions and rituals. Experience marketing experts will help enhance the emotional campus experience so critical to student and alumni relationship-building

7.  Event experiences, themselves, will embody the brand.  Those of an institution that focuses on its ability to change the world by educating leaders, thinkers and innovators will take on a tone very different from the events of a community college that is focused on preparing students for specific careers and certifications.

8.  Events and campus experiences designed to engage students as eventual alumni.  Institutions will look to involve young students in charitable endeavors, as admissions ambassadors and liaison to the alumni community and more as a means of creating long-term relationships that begin at orientation, rather than merely after graduation

9.  Customized measurement and accountability. We’ve seen institutions reticent to measure by traditional means — dollars directly raised, for example, for fear of falling short.  But as everyone is held more accountable as budgets are reviewed and routinely excised, there is opportunity to define what success looks like for each institution.  If 50 new people showed up at an alumni event in a previously under-engaged market, would that be success?  The ability to customize ROI will be an imperative to success event and engagement efforts

10.  Focus on authenticity of purpose.  As colleges and universities are examining their brands and looking for more meaningful relationships with students and alumni, we see many looking to reconnect with their core missions and past traditions — often bringing new life to time honored experiences unique to the institution

Feats, Inc. is an experience marketing and event production agency with a specialty in higher education engagement.  Among its recent clients are Johns Hopkins University, Bucknell University, Cornell University, St. Joseph’s University, the University of Connecticut and the University of Maryland.  Follow us on Twitter at @featsedu.  Contact Feats President Sarah Winkler @swinkler@featsinc.com or 410.727.4474 x106 for more information.