The role of relationship marketing within the Durban University of Technology alumni

Abstract

The alumni form the largest stakeholder group of any higher education institution (HEI). Representatives from this constituency occupy seats on t he Council (the highest governing body of a higher education institution). Institutions, worldwide, look to their alumni, as a source of funds, to provide expert advice and general support. Therefore, higher education institutions and alumni have to share a mutually beneficial and ongoing relationship. This relationship is maintained through constant and regular communication. Loyal alumni are a mainstay of financial support for many universities. It is important, though, that universities, not only focus on gifts but rather on a br oad and deep engagement with alumni. Alumni relations with their colleges and universities seek to generate interest that eventually translates into financial contributions and volunteer service, which means giving back to their alma mater. To achieve this goal, communication is extremely important. Alumni respond to a call for assistance from their alma mater for many reasons. Some of the reasons include having had good experiences during their undergraduate years as well as their academic qualifications holding them in good stead in the work place. The value that universities place on t heir alumni cannot be underestimated. Many hold influential positions and can assist in contributing to the financial coffers of the university as well as sharing their expertise.