Find Out What Alumni REALLY want.
It’s NOT What You Think!
Your alumni are looking for a "paternal" relationship!
In the movie, “Jerry McGuire”, Jerry walks into his girlfriend’s (Dorothy) sisters house where about a dozen women were deep in a discussion about the shortcomings of the men who had passed through their lives. Jerry and Dorothy had a significant misunderstanding the day before and Jerry had come to apologize to Dorothy. As Jerry walked into the crowed room, he caught Dorothy’s attention when he said,
“I love you. You... you complete me. And I just... While the entire room is focused on what Jerry had just said, Dorothy immediately interrupts him and says,
“Shut up, just shut up. You had me at "hello".
You may not realize it but your alumni have a love hate relationship with your alumni association. They complain about the incessant request for contributions. They complain that the alumni association is always asking them to participate in things that don’t affect them.
Research shows alumni want to be a part of the alumni association but they want the alumni association to be there to help them n the transitions in their lives. They are looking for the alumni association to reach out and give to them!
That’s not the reality of today, is it?
Most are focused on providing events and serving as the fundraising arm of the advancement office and are not providing any real value in your alum’s lives.
Is it time to evaluate what products and services YOU deliver to your alumni?
A fascinating study conducted by the research firm, Olson Zaltman Associates found that what your alumni want and what your alumni association is delivering is about equal to the difference in the way both men and women communicate.
The study suggests that your alumni view the alumni association as a depleter of resources. In their view the alumni office is always looking for something from alumni. The study suggests that your alumni are interested in receiving help from the alumni association as they go through the transitions in their lives.
By joining this Webinar, you’ll gain a better understanding of:
1. What your alumni REALLY want so you can adjust your programming,
2. Why alumni view the alumni association as a resource depleter.
3. Programs you can add that will be a resource for your alumni.
4. Which periods of their lives they need the alumni associations support
Sure fundraising is a fact of life, but you would be wise to be the person in your organization who takes the first step to find out what “completes” your alumni. You owe yourself to learn more about this research so you can better connect and engage with your alumni.
The first 15 registered for this course will receive a copy of Lindsay's new book,
Marketing Metaphoria!
Presenter: Lindsay Zaltman, Managing Director,
Olson Zaltman Associates
Date: Wednesday, August 6th, 1:30 - 3:00 PM EST
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About Lindsay Zaltman
Lindsay joined Olson Zaltman Associates in 2002. As Managing Director, his role includes business development and client management for OZA, as well as participating in all phases of research projects.
He came to OZA with extensive experience in the advertising and communications field. Prior to joining Olson Zaltman Associates, he was an Account Planner in the Consumer Insight Group at Arnold Worldwide in Boston. While at Arnold, Lindsay worked with various technology, anti-tobacco and packaged goods clients. Before Arnold, Lindsay spent several years at Dymun & Company in Account Management working on clients in banking, finance, and the arts.
Lindsay is co-author (with Gerald Zaltman) of the book “Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers.” He is also co-author of a chapter in The Handbook of Marketing Research on manager-researcher relationships, and has been cited in numerous publications including The New York Times, Fast Company Magazine, Business 2.0, Variety and The Journal of Business Research. He has lectured extensively at various Fortune 500 companies and conferences within and outside of the US. Lindsay earned a Masters in Marketing Research from the University of Georgia and a BA in Anthropology from the University of Maine.