Transcript Document

Alumni
Relations in
a Niche
Market
19 November 2013
Background
• Success of marketing:
– To appeal correctly, effectively to the target
market
– Find niches
• Inclusive yet specific
– Find appropriate strategy
• Customer, Corporation, Competition... in Environment
– Positive balance sheet
– Future orientated, long-lasting
Kovsie Alumni
• Kovsie Alumni are not only those people that
have completed their studies at our University.
They represent the visible and tangible quality
of what they have been taught, what they
have experienced and how they were shaped
in general at this University. That is why we
treasure the links with our Alumni. Through
them we see ourselves.
Kovsie Alumni Structures
• Alumnus:
– A person who obtained a formal academic qualification of at least 240
credits (NQF 6) at the University of the Free State, including
institutions of higher education or subdivisions of such institutions
incorporated with the University of the Free State.
• Kovsie Alumni are organised into three
different structures:
– Kovsie Alumni association
– Kovsie Alumni Trust
– Convocation
Kovsie Alumni association: Objectives
– To guard the traditions and interests of the alma mater and, in
particular, to promote the good image of the University in all domains.
– To forge a tight unity of all alumni by means of social activities, and to
mobilise them in the interests of the alma mater.
– To serve as a communication channel by means of which the
University can communicate important messages and information to
alumni and other stakeholders.
– To assist the University, and specifically also the Trust, by means of its
network, in achieving specific objectives.
– To develop, promote and protect the interests of the Association.
– To control, manage and promote the income and assets of the
Association.
– To do, in general, everything necessary to promote, develop and
protect the objectives and interests of the Association and in
particular those of the University
Kovsie Alumni association: National Executive
• The Kovsie Alumni functions under the auspices of the Council
of the University of the Free State.
• Honorary office-bearers
– President of the Convocation
– Patron
– Honorary Presidents
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Ex officio members
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The Chairperson and the Vice-Chairpersons of the Association.
Representatives of the Alumni on the UFS Council.
The Chief Director: Operations.
The Chairperson and the Vice-Chairperson of the Kovsie Alumni Trust.
Chairpersons and/or representatives of interest groups and branches of the Association.
Elected Members of the Executive Committee.
The Rector/Vice-Chancellor or a person nominated by him/her.
President of the Students Representative Council
Kovsie Alumni association: Organisation
• Branches
– Geographical area
• Interest Groups
– Faculties, Schools, Departments e.g. MBA Alumni;
Medicine; Law; BCE
– Sports groups e.g. Shimla rugby players
– Residences
– Cultural groups e.g. Alumni Choir
– Leadership structures e.g. former SRC Presidents
Kovsie Alumni association: Operation
• Through the Branches /Interest Groups:
– Organise reunions
– Organise special events
– Promote mentorship
– Identify new research areas
– Foster close ties between the academic sector and
private/public sector to ensure we stay
relevant/current
– Encourage further study
Kovsie Alumni awards
– Annual nominations and awards
• Alumni
• Staff
– Recognise excellence
– Promote alumni
– Encourage involvement in alumni affairs
Kovsie Alumni Trust
• The Kovsie Alumni Trust recruits donors from
the ranks of former Kovsies, in order to be
able to give bursaries and enhance
opportunities for student education and
training
Kovsie Alumni Trust: Objectives
• To raise money and property in natura, through fundraising activities, with
a view to enhancing the educational, training and research goals of the
University;
• To establish an educational fund as stated in section 18A of the Income Tax
Act No 58 of 1962, with the sole purpose of receiving donations, which is
to be used solely for educational, training and research goals benefiting
students of the University, or to benefit the University for purposes other
than defraying student funds or the allocation of a study bursary to a
student nominated by the donor;
• To accept and appropriate donations, undertakings, contributions,
bequests and similar patronage in order to advance the goals of the
University, subject to rules and regulations
Kovsie Alumni Trust: Benefits
• Financial benefits
– Donations are tax deductible
– Children and grandchildren of donors, as well as
nominated candidates, receive preferential treatment in
the allocation of bursaries. According to the bursary policy
of the University, donors qualify for UFS bursaries.
• Membership of the Alumni Association that meets throughout
the year. Leading speakers are often invited to address alumni
• Business benefits – (Membership card shown)
Convocation
• The convocation consists of all permanent academic
staff from lecturer to professor, all permanent
support services staff from Deputy Director to
Rector/Vice-Chancellor by virtue of their respective
offices, and all students (current and former) who
obtained a formal qualification from the UFS.
• Meets at least every five years to elect President
• Meets at request of at least 25 members for specific
purpose as described in special motions
UFS Council
• Involvement of Alumni at Council Level:
– Three members elected by the Alumni
– One member elected by the Donors
– One member elected by the Convocation
Why the interest group model? - Background
• Integration of three campuses brought new
challenges
– Former UOFS, Vista (Bloemfontein), University of
the North (Qwa-qwa) + Bloemfontein Teaching
College (“BOK”).
– No common background
– Geographical Branches became obsolete;
duplication inevitable; integration difficult
– New strategies explored
Why the interest group model? - Background
• Former faculty groups
– Law
– Medicine
• Not very active
• Residences
– Only active when planning reunions
Why the interest group model? – Example 1
• MBA Alumni
– OBJECTIVE (from Constitution)
– To create a body for MBA graduandi to enable
networking and to promote the further
development of members and the interest of the
School of Management.
– To affiliate with the Kovsie Alumni Association, to
also contribute to the general good of the
University of the Free State.
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Why the interest group model? – Example 1
• MBA Alumni
– MEMBERSHIP (from Constitution)
– 3.1 The following may apply for membership of the MBA
Alumni:
– 3.1.1 Students who have successfully completed an
MBA degree at the School of Management of the
University of the Free State;
– 3.1.2
Lecturers of the School of Management.
– 3.2 Honorary membership may be awarded to anyone on
approval of the Annual Meeting.
Why the interest group model? – Example 1
• MBA Alumni: Success
– Involvement from School/Faculty : Director & Staff
– Selective criteria
– Common background and network
– National footprint: Sub-branches
– Recognising Excellence
– Frequent Meetings: Management Committee
 Most active MBA alumni group in SA
Why the interest group model? Example 2
• Abraham Fischer Residence (“Vishuis”)
– Oldest residence on campus, Est. 1907
– Historical Building – Landmark on campus
– Existing Union (“Bond”)
Why the interest group model? Example 2
• Abraham Fischer Residence (“Vishuis”)
– 1999: HAF Company found; NPC since 2008
Companies Act
• Privatisation of Residence
• Semi-autonomous
• Funding needed
– Centenary celebrations
 Foundation - Network
Why the interest group model? – Example 2
• Abraham Fischer Residence (“Vishuis”)
– Foundation
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Development of facilities
Bursaries
Strategic projects
Community projects
Investment
Why the interest group model? – Example 2
• Abraham Fischer Residence (“Vishuis”)
– Success
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Well-known – (Varsity Cup)
Company
Foundation
Well-managed
Large network/database - affiliated
Tangible Benefits / Visible Outcomes
Kovsie Alumni association: Organisation
• Branches
– Geographical area
• Interest Groups
– Faculties, Schools, Departments e.g. MBA Alumni;
Medicine; Law; BCE
– Sports groups e.g. Shimla rugby players
– Residences
– Cultural groups e.g. Alumni Choir
– Leadership structures e.g. former SRC Presidents
Conclusions
• Success of Alumni relations in niche markets
• Interest Groups
– Successful models modified
– Opportunity to network
– Opportunity to relate
– Opportunity to feed back
– Integrate, proliferate
Thank you
Dankie