Active university, interactive alumni : examining institutional advancement and building alumni relationships in an Irish university.

This thesis presents an Irish university case study-Oils coil-which examines
alumni relationships and Institutional Advancement (IA). The research question is:
How has IA emerged in an Irish university setting to build relationships with alumni?
IA is defined as a strategic approach to building relationships with key university
players-including alumni- to increase support for the institution (Jacobson 1986).
Communications, development (fundraising) and alumni relations are the three main
IA components.
IA at Ollscoil is adapted from international IA practice. The Ollscoil IA offices are
new and mirror the three IA components. Initially separate from other University
functions, IA practice is becoming more integrated within the institution, responding
to the higher education climate. The findings suggest that IA plays an increasingly
significant role in steering the Ollscoil strategy. I contend that IA is also a catalyst in
addressing the priorities ofthe University, such as increasing student enrolment,
building the University's profile and elevating its position in international university
rankings. Through IA practice, these priorities are fostered by alumni relationships.
An alumni relationship building cycle, developed by consulting IA literature,
provides the framework for analysing the case study. The role of the offices in charge
of IA is to educate the University community on the new IA practice and to highlight
the merits of alumni relationships for the individual as well as for the institution. IA
systems, such as the alumni database, set a foundation for organising the alumni
connections. The positive student experience, reported at Ollscoil, anchors alumni
affinity to the institution. Social events entice alumni to re-engage with Ollscoil.
Volunteering and philanthropy are also ways for alumni to "give back" to their alma
mater. The findings show that individual alumni are at different stages of the
relationship cycle and progress through this cycle by interacting with the University
and with each other. IA at Ollscoil steers alumni interaction from a closed selfcentred
focus to an open altruistic one.
Building alumni relationships is the output of successful IA practice. The outcome is
the benefit of these interactions for Ollscoil: from creating strong advocates to the
ultimate advancement of the University. The title, 'Active University, Interactive
Alumni' suggests that as IA takes root at Ollscoil, it creates ideal conditions for
dynamic lifelong relationships between the institution and the alumni.