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From one-size-fits-all to Aston for Life: Refocusing alumni relations and development at Aston University

Author

Listed:
  • Holland, Kerrie

    (Executive Director of Alumni Relations and Development, Aston University, UK)

  • Sweeting, Abby

    (Communications and Content Manager, Alumni Relations and Development, Aston University, UK)

Abstract

This paper will show the advantages of a strategic approach for a development and alumni relations function, including how to gain maximum benefit for your alumni, your team and your institution throughout the process itself. Using the Aston for Life strategy as a case study, the paper will outline how Aston University set the direction for alumni and development, creating a distinctive, clear and impact-driven offer. No dusty filing cabinet for this strategy: it has informed major investment and allocation of resources, team roles and structure, measures of success and provided a springboard for the role of alumni and philanthropy in the ambitious new institutional strategy Aston 2030. The paper also includes a deep dive into the development of the major initiative within the strategy, the Aston for Life platform, to demonstrate one way in which the strategy was put into practice.

Suggested Citation

  • Holland, Kerrie & Sweeting, Abby, 2024. "From one-size-fits-all to Aston for Life: Refocusing alumni relations and development at Aston University," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 9(3), pages 250-261, December.
    • Handle: RePEc:aza:jeam00:y:2024:v:9:i:3:p:250-261
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    More about this item

    Keywords

    alumni relations; development; strategy; leadership;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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