Declining membership prompted an evaluation of the types of programs and services alumni and friends want and need to help make the association stronger. With research, beta testing and discussions, the UNIAA chose to transition to a non-dues, all-inclusive alumni association format where all alumni have access to programs and services. Instead of chasing declining membership dollars, the focus is now on engagement and how UNIAA can measure alumni engagement with the university.
From the Judges' Report
The University of Northern Iowa provided a good example of how to execute a change as common as alumni membership, keeping alumni engagement at the center of its efforts. The model was easy to replicate and was collaborative in nature. The panel was impressed with the analysis and strategic planning that went into making this shift, with special consideration to loyal (lifetime) members, as well as consideration of the impact it would make on various levels of alumni members/non-members.
The execution around communicating the changes to its constituency, paired with the alumni feedback on the experience and new benefits resulting from the shift, indicated that the change was managed well. We liked that it surveyed alumni early on, considered implications of the shift, and was executed with effective communications. Although it’s not necessarily a pressing problem that institutions face, it does provide a strong model for those that do. This was a great example of intentionality in its design.
