Alumni Relationship Management Of University And Influence On Alumni Donation

Alumni are not only the "product" of University, but also the important resource on university’s development, in the history of the development on foreign universities, alumni donation is one of the main income source for university. As the first one which foresaw the importance of alumni resource, American University especial the private university attached great importance to alumni resource development. They keep close and stable relationship with their alumni through alumni relationship management, it is not only useful on the social influence improvement of university, but also helpful on alumni donation. But in China, university has not pay attention to alumni resource due to the historical institutional reasons. As the changing of education cost sharing and new requirements of government, University start to pay more attention to alumni resource and alumni relationship management in China. Cause the importance of alumni group, a large number of Universities have started to pay attention to alumni management and alumni resource development. The structure of alumni group is very complex, and not every alumnus want to join the construct of University, so how can we arouse the enthusiasm of the alumni on activities and donation? University should build and maintain a good relationship with her alumni. This dissertation will take A University for example, and research the strategy and method of her alumni relationship management, and the final achievement of a win-win outcome with university and alumni development.This dissertation begins with the analysis on the status of alumni relationship management in China and overseas research, puts forward the theory of customer relationship management and Maslow’s hierarchy of needs as the theoretical framework of alumni relationship management research. Through the case description on status of A University alumni relationship management, make a deep analysis in five aspects such as the strategy of alumni relationship management, the alumni experience management, the organizational collaboration, the technology foundation of alumni relationship management, the influence on alumni donation, and put forward the problems and suggestions. Finally combined with the status of domestic and international university alumni relationship management and author experience on marketing management, propose the strategy for University alumni relationship management in China.