Benedict College National Alumni Association

STRATEGIC PLAN

FOREWORD

For over 65 years the Benedict College National Alumni Association has worked diligently to best serve alumni and friends of Benedict College, a Historically Black College in Columbia, South Carolina. Today, with approximately 12,000 graduates, the Association has established alumni clubs across the nation to provide support to the College. 

Our success has been built not only by the hard work and dedication of thousands of proud Benedict alumni and friends, but also through the sensible planning of forward-thinking leaders. Our strengths provide a foundation on which we now build a new model for service to alumni and alma mater.

In a time of unstable economic conditions, we will seek more alumni involvement in volunteering and financial support.  The goodwill fostered by the Alumni Association conditions alumni to serve the College in a multitude of ways.  Alumni account for approximately 77% of all giving to the College. Grassroots advocacy efforts garner increased community support.   Alumni recruitment efforts help the College achieve its enrollment goals. And an increased membership base will enable the Association to continue a level of philanthropy unmatched in Historically Black Colleges. 

The 2007-2011 strategic plan of the Benedict College National Alumni Association was developed through a collaborative effort of BCNAA Strategic Planning Committee, alumni and college administrators.  Driving this plan is our vision to be widely regarded as the best and the most ambitious alumni organization in America. This plan will be presented to the BCNAA 2007 Spring Planning meeting for final approval.

The Strategic Planning Committee (SPC) Analysis

STRENGTHS

1.      Confidence in the continuity and performance of the established leadership of the Office of Alumni Affairs.

2.      Excellent support and cooperation from the Board of Trustees, President of the College, and other senior administrators, including deans.

3.      The ability to capitalize on Benedict College’s outstanding reputation and visibility.

4.      A staff that is passionate, enthusiastic, professional, and hard working.

5.      The passion and dedication of our lead volunteers, especially Alumni Council and Executive Board.

6.      A strong Alumni Association brand name, which heightens visibility in South Carolina. 

WEAKNESSES

1.      A proclivity for trying to meet all the demands on the Association from the College and its components in the face of limited resources.

2.      The lack of an information technology infrastructure capable of handling large volumes of alumni details and user activity.

3.      Historical inability to make bold major changes to existing policies and practices.

4.      Lack of resources which would enable the Association to move forward rather than maintain the status quo.

OPPORTUNITIES

1.      Opportunity to engage the entire alumni population.

2.      Opportunities to engage alumni in ways that are non-sports oriented. The new set-up for Alumni Outreach and the alumni travel office will enable us to provide unique, educational, and fun excursions to our alumni and donors.

3.      The opportunity for substantial enhancement to our membership solicitations, events tracking, stewardship, and communication processes, through the implementation of a new database system.

4.      A large and loyal natural constituency to build on for further support.

5.      The opportunity to engage the student base while they are on campus.

6.      The opportunity to explore the idea of an Alumni Center—a place for alumni to visit and receive pertinent information on events, accomplishments, other alumni, etc.

THREATS

1.      The continuing challenge to deal with issues of accountability, value, and stewardship to our various publics. The public continues to be skeptical of the rising cost of higher education and the return on investment to student consumers.

2.      Changing demographics. Studies indicate that baby boomers, an increasing percentage of our alumni, are not as charitable with time or financial resources as previous generations. Outreach to younger alumni and an increasing population of diverse alumni is vital.

3.      Increased competition for funding, membership, and staff from the proliferation of non-profit organizations.

4.      Reduced appropriation and lack of understanding of Benedict College’s funding model.

5.      The political/economic environment, the uncertainty of world affairs and a recovering but less-than-robust economic climate have led to a cautious approach to philanthropy, membership, and volunteer involvement.

Overview

The Benedict College National Alumni Association developed a Strategic Plan which contains information based on feedback using various methodologies.  This collaboration with alumni, administrators, other colleges and universities, and the general community helped to further develop the strategies and action steps necessary to obtain the goals and objectives identified in the Plan.  The Strategic Plan consists of the following components: 

1.       Vision Statement           

2.       Mission Statement         

3.       Goals                           

4.       Rationale                      

5.       Action Steps

This format outlines the tactical direction that has been determined by the Association to accomplish the national agenda.  The goals, rationale, and action steps are defined within the identified categories.  The Plan concludes with strategic measures that will provide quantifiable results.  The input and guidance provided within this document and the level of utilization will help shape the organization’s future and ultimately determine its success. 

Vision Statement of the Benedict College National Alumni Association:

"The BCNAA will be a diverse group whose membership is representative of alumni regardless of their age, economic status, geographical location, or gender and will have an organizational structure that will support its membership and Benedict College.  This group will make a significant impact to Benedict College by being a major financial contributor, recruiter of the best and brightest students, provider of scholarships, and supporter of the College’s mission."

Mission Statement of the Benedict College National Alumni Association:

"To strengthen the BCNAA and increase participation in and by Benedict College Alumni through increased individual membership in the BCNAA (to include lifetime memberships) and increase total alumni donor participation and annual contributions.”

Goals

1.       Communications:  Increase alumni communication and interaction with the College.

2.       Organizational Structure:  Develop an organizational structure that provides quality service to its membership and the College.

3.       Membership:  Increase the percentage of alumni who are active BCNAA members to 15%.

4.       Financial:  Increase the annual giving of alumni by 20%.

5.       Promote Alumni:  Promote the alumni and the BCNAA as an important facet of the College’s operations by increased contributions and participation in college activities.

6.       Student Recruitment:  Actively engage and recruit students to attend Benedict College and upon graduation become active alumni members.

7.       Outreach Activities:  Identify the needs and interests of presently uninvolved alumni to promote their inclusion in the activities of the Alumni Association.

Each of the next sections of this plan addresses a specific goal and action steps necessary to accomplish.  The plan concludes with a “Strategic Measures” section that identifies specific implementation tactics and measurable results. 

Communication  

Purpose:

Consistent and expanded communication between the Benedict College community and its alumni will increase alumni engagement and Benedict’s visibility around the world. It is imperative to create a stimulating climate in which alumni want to stay connected and engaged.

Goal:

To improve the visibility of the BCNAA among the students at Benedict.

Rationale:

According to feedback from the survey, 22% did not know there was an alumni association; 22.9% did not know the membership dues requirements; some of the specific reasons reported for non-membership included lack of information on how to join and lack of communication and correspondence from the alumni organization.  Therefore it is evident we must improve and increase communication with alumni.

Action Steps:

1          Sponsor an annual BCNAA recruitment drive with graduating seniors as recruitment targets. 

2          Participate in career day activities by inviting successful BCNAA members to come to school and participate in discussion groups that focus on strategies for being successful in one’s chosen career field.

3          Feature a Benedict College graduate each month on the College’s website and student newspapers.

Goal:

Keep alumni apprised of BCNAA sponsored activities.

Rationale:

According to feedback from the survey respondents, nearly 40% preferred updates from the BCNAA via the postal services.  However, electronic media was very popular with the respondents.  Approximately 60% of the sample included an email address as contact information.  Electronic email was the second most preferred means (35.6%) of receiving updates from the BCNAA.   An additional 10% preferred updates via the Internet. 

Action Steps:

1          Utilize electronic mail extensively to stay in touch with alumni.

2          Utilize the College’s website to post BCNAA sponsored events.

3          Respond timely to inquiries received from alumni.

4          Use print media to provide updates to alumni on a consistent basis.

4          Ensure that any information that is disseminated is clear, concise, and have a relevant and consistent time schedule.

Goal:

To improve and increase communication between alumni and the other members of the Benedict community.

Rationale:

According to comments received from the focus group session of the Benedict College Booster Club member, many cited that they did not know what the Association was doing.  They also suggested that there be a more methodical means of communicating with graduates and that it be started prior to graduating.  The members felt that it was important to address issues that will improve the image of the College. 

It is widely discussed among alumni that the BCNAA should create an "on-line community" for alumni which might consist of: an on-line directory, career center, chat rooms, message boards, storefront, permanent e-mails and a secure server to take on-line donations and event registrations. In addition, we need to encourage the alumni body to literally "wear Benedict on its sleeve" by enhancing our Alumni Store on the Web and possibly creating a printed catalog of Benedict merchandise. A more advanced marketing effort could both increase revenues as well as get more merchandise with the Benedict name on it out to more people.

According to several alumni interviews, it was suggested that we "expand the use of the Internet to keep in contact with and build community among alumni." They also recognize the importance of developing Web-based mechanisms for surveying alumni opinion and spreading the word about Benedict.  All methodologies recognize the Web as an effective tool to support fundraising and encourage other forms of support.

In order to successfully organize programs and be most cost-effective, it is important we increase capabilities for computer report writing and analysis and increase the overall accuracy of our alumni database.

This Alumni Center would provide a venue for delivering new services, such as the Alumni College, conferences and seminars, career networking, a library of Benedict alumni publications, showcase alumni achievements and/or overnight quarters for visiting alumni. In addition, an Alumni Center would provide a permanent location and identity for the Alumni Association.

Action Steps:

1          Enlist group of alumni with the Alumni Affairs Office to participate with Public Affairs to:

a.       develop a set of consistent messages for alumni

b.       improve mechanisms for implementation of messages (print, electronic, web)

c.       facilitate opportunities for alumni to communicate back to the College

2          Further develop use of World Wide Web to reach out and engage alumni as well as improve timing of communication and reduce "administrative costs".

3          Enhance database accuracy and effectiveness.

4          Enhance the Alumni Affairs Office to include an “Alumni Center” on campus.

Organizational Structure

Purpose:

Enhance and develop an organizational structure that provides quality service to its membership and the College.  Over the years, the Benedict “experience” has become more diverse in its population, in addition to the emergence of new schools, programs, and technology.  By examining the organizational structure and process to reflect that diversity, we will engage a greater number of alumni which is vital to being effective partners with the College.  It is important to be efficient and timely in the delivery of services to the alumni.  This will provide positive impact on recruitment, retention, and reclamation of alumni to the national organization.   

Goal:

To develop a structure that encourages all clubs to participate in the annual meetings.

Rationale:

The survey indicates a need to increase the number of clubs and to strengthen the existing clubs nationwide.  This strategy is critical to the growth of the BCNAA. 

Action Steps:

1          Provide incentives for clubs to have representation at BCNAA functions such as awards, letters of commendation, plaques, etc.   

2          Implement an Outreach Campaign to increase the number of clubs participating in BCNAA programs. 

Goal:

Utilize the local alumni clubs to support the attainment of BCNAA initiatives.

Rationale:

According to survey respondents who are non-members, the general comments suggest a need for the BCNAA to institute a more structured approach to establishing clubs and enhancing communications with graduates.

Action Steps:

1          Organize local alumni clubs and encourage those members to “adopt” a student from their city, town, or state.  Simply put—stay in contact with students from your hometown.

2          Elect willing, energetic presidents of the local clubs who will hold regular meetings, make regular telephone calls and will follow through on issues of relevance.

Goal:

Supplement the Alumni Affairs Office with staff personnel to provide direct administrative support to the BCNAA. 

Rationale:

The alumni reported specific reasons for non-membership and it primarily points to the lack of timely information from the alumni office; no communication with the organization; not enough correspondence from BCNAA.  Comments included in the report compiled from the survey and focus groups suggested a lack of confidence in the organization and its purpose. 

Although the majority of the general membership is pleased with the assistance received from the Alumni Affairs Office, it is universally felt that additional support is necessary in order to provide timely correspondence from the BCNAA to the general membership. 

Action Steps:

1          Identify ways and means to obtain the necessary resources to support the financial requirements to staff a BCNAA “administrator” in the Alumni Affairs Office. 

2          Establish a work plan which would include an employment agreement between the College and the BCNAA for the “administrator”, a job description, and a timeframe to initiate. 

Membership

Purpose:

Increase the membership of the BCNAA through recruitment, retention, and reclamation of the alumni to the national organization.  Work to enhance the level of involvement of a greater number of members by utilizing advanced methods and strategies.

Goal:

Be more responsive to the concerns of the general membership.

Rationale:

Feedback from the focus groups suggests that communication should start before graduation to keep the contact with the prospective alumnus.  General comments compiled by the survey recommend that more correspondence should be distributed soliciting membership.  It was the general opinion of the surveyed groups that many did not belong to the Association simply because they were not contacted and asked to join.

Action Steps:

1          Develop a methodical means of communicating with graduates.  

2          Give periodic updates about the association to the general membership via written correspondence and electronically.

Goal:

Increase the membership in the BCNAA.

Rationale:

According to feedback from the survey with regard to reasons for non-membership, some of the comments made were:  they were not aware of the organization; did not know how to join; did not receive information concerning the Association; an older alumni population only in the chapters; not enough benefits.

Action Steps:

1          Promote awareness of the association through newsletters, e-mails, and other media outlets.

2          Develop a Benedict College “brand”.

3          Develop an alumni association marketing plan.

4          Implement a “One-by-One Alumnus Recruitment” Initiative to reclaim alumni.

5          Implement a marketing strategy to increase membership among the more recent graduates.

Financial

Purpose:

The College and the Alumni Association need to work in partnership to transform the approach to alumni giving and general fundraising; thereby increasing both the percentage of alumni giving and the total value of gifts.

Goal:

To increase both the percentage and the total amount of alumni giving.

Rationale:

It is important to consistently market and educate alumni on the impact of the financial support to the College.  According to comments extracted from the focus groups, "Benedict must establish a sense of urgency” about its needs without creating panic. More than eight of ten alumni claimed a very positive or positive attitude toward Benedict and a majority would like to see a child attend, but they apparently do not understand that the College must have help from its alumni and friends.”  Booster Club members stated that the fiscal stability of the College will have the greatest impact on the Association over the next 5 years. 

Action Steps:

1          Develop an educational and outreach campaign to emphasize importance of alumni giving and ensure alumni understand the benefits of their gifts.

2          Adopt innovative approaches for expressions of appreciation.

3          Implement an Annual Giving Campaign to reach a greater number of non-members.

4          Develop strategies to raise funds for scholarship that will have impact on a national level.

5          Implement "alumni in residence" education and programming involving fundraising and resource development.

6.         Publicize examples of alumni donations/commitments to help demonstrate and challenge financial support among classmates and friends.

7.         Organize formal programming with students and parents at alumni and College-related events (i.e. Reunion Weekend, Family Weekend, and Admissions Open Houses) to engage and educate both students and parents about the need for financial assistance.

8.         Publicize the impact of scholarship aid to generate additional support from alumni.

Promote Alumni

Purpose:

Enhance the image of the alumni and the BCNAA to have a profound impact on the College’s strategic agenda and goals; thereby increasing contributions and participation in college activities.

Goal:

Promote alumni’s image to maximize the recruitment and retention potential for the BCNAA thereby increasing financial giving.

Rationale:

According to comments received from the focus groups and the survey respondents, the general consensus was that it was important to routinely place articles focusing on alumni accomplishments in various internal and external communication outlets which will help to showcase Benedict and increase its visibility.

Action Steps

1         Showcase alumni involved in public service, community service and those who have made significant contributions in their perspective career areas and or communities. 

2     Develop a Public Image campaign to promote alumni.

Goal:

Show how alumni have achieved as a result of their attendance at Benedict College.

Rationale:

Of the BCNAA activities surveyed, respondents reported interest in, recruiting, networking, student outreach, and career development were the most popular.  Therefore, it is important to develop plans to assist in increasing alumni participation in activities involving students.  Inviting alumni back to campus to share their experiences and challenges will help to encourage students to follow in their footsteps.

The Booster Club Members’ focus group commented that Benedict graduates are not being solicited to share their accomplishments and expertise with the community, staff and students.  They also said that the Association needs to have a presence on campus more than 3 days a year (i.e. during Homecoming).

Action Steps:

1          Solicit Benedict graduates to share their accomplishments and expertise with the community, staff and students.  

2          Sponsor seminars on campus to give the students an opportunity to interact with graduates who have achieved success in their chosen career field.

3          Highlight significant alumni achievement on the College’s website and student newspaper.

4          Encourage active graduates to have a strong presence on campus.

Student Recruitment

Purpose:

To attract and retain the highest quality of students with the best chance of thriving in the unique environment of a Benedict education.

Goal:

Assist Benedict in increasing student enrollment and retention.

Rationale:

The alumni body’s significant numbers, broad geographic reach, and vested Interest in assuring the College’s continued success are the basis of a powerful resource which if optimally utilized, could have a significantly more positive impact on recruitment and retention results. 

Several survey respondents volunteered to assist in the recruitment of students.  The number one interest in BCNAA activities was recruiting.  This confirms the desire by Benedict graduates to become involved in the growth of the College.

Action Steps:

1          Begin with freshman student orientation.  Include information about the alumni’s role—spirit, financial support, membership, pride, etc.  

2          Organize a pre-alumni club for freshmen, sophomores, juniors and seniors.

3          Request the alumni clubs to promote Benedict College in their local area by inviting recruiters to come to area to speak to prospective students.  Continue to promote the college through concert programs provided by the concert and gospel choirs. 

4          Encourage local clubs to provide financial assistance for students from their respective areas.

Outreach Activities

Purpose:

Enhance and develop an organizational structure that provides quality service to its membership and the College. 

Goal:

Develop a vehicle to promote more participation in class reunion activities.

Rationale:

It is important to be efficient and timely in the delivery of services to the alumni.  This will provide positive impact on recruitment, retention, and reclamation of alumni to the national organization.   

According to feedback from the survey, it was reported that it was a lack of information on how to join and lack of communication and correspondence from the alumni organization.  Therefore, several suggested that we should do more to involve the graduates. 

Action Steps:

1          Create a committee within the BCNAA to interact with representatives of each graduating class to assist in planning for their reunion activities.

2          Promote Benedict College in local media outlets so that graduates will be encouraged to attend reunion activities.

3          Create an “esprit de corps” attitude among graduates.  

Goal:

Promote the accomplishments of Benedict College in the community at large.

Rationale:

Comments from the focus groups and the survey suggested a need to better utilize the resources of the alumni.  Many are willing to be more involved with the College but believe that perhaps there is a lack of knowledge regarding the vast amount of experience and expertise available through the alumni.   The promotion of Benedict graduates will increase the visibility of the College as well as display the talents and accomplishments of its graduates, thereby enhancing the College’s image.

Action Steps:

1          Develop an alumni association marketing plan to promote the College.

2          Continue to cultivate relationships with community entities such as churches, civic organizations, social clubs and other organizations that can be an asset to Benedict College.

Strategic Measures:

The goals and action steps outlined in the aforementioned are critical to the overall national agenda of the BCNAA.  Each goal and action step plays a significant role in BCNAA’s efforts to accomplish the outlined strategic measures.  As the BCNAA Strategic Plan is implemented, the following measurable indicators will provide a collective focus for the BCNAA and ensure a successful outcome.  These indicators are crucial to the evaluation process and will require adjustments as circumstances dictate. 

1.                 Implement telemarketing campaigns to reach between 3,000 – 4,000 non-members annually and to improve renewal rates for annual membership.

2.                 Increase the number of students in the Pre-Alumni Council at the College by 20%.

3.                 Improve retention rate of annual paid members by 100%.

4.                 Increase life memberships from 20% to 30%.

5.                 Increase the number of active alumni clubs from 10 to 40.

6.                 Increase the amount of annual giving contributions by the membership to 35%.

7.                 Increase the number of alumni annual giving donors by 30%.

8.                 Implement an alumni friendly BCNAA website.

9.                 Enhance the Alumni Affairs Office with the addition of a BCNAA “Administrator”.

10.            Implement a Student Recruitment Campaign to increase the enrollment at Benedict College by 20%.

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