Students are students
for only a few years,
are alumni for life.
want a long-term relationship
need to find ways to keep the spark alive.
By Sharon Shinn
usiness schools have always loved their alumni—
those passionate, committed graduates who serve
their alma maters by recruiting new students, acting as mentors, making corporate contacts, and
providing financial support.
"Strategically speaking, alumni can bring great talent and
wisdom to the institution," says Joanne Shoveller, associate
dean of advancement and alumni relations at INSEAD, with
locations in France, Singapore, and Abu Dhabi. "Alumni are
the best people to promote the brand—they are the brand."
But these days, schools are putting even more effort into
making sure that their alumni love them back. They aren't
wooing their grads by sending chocolates and flowers, but
by providing them with opportunities to connect—with the
classmates, faculty, sports programs, and campuses where
students spent some of their most memorable days.