M·E·L Research and University of Leeds Partner on Alumni Affinity Research Project
M·E·L Research is delighted to announce a pioneering three-year collaboration with the University of Leeds, aimed at developing an innovative measure of alumni affinity which builds on existing work undertaken by then University. This partnership will explore new methodologies to assess, track and provide data to help enhance and grow the relationship between the University and its extensive alumni network.
“We are incredibly excited to partner with the University of Leeds on this innovative project. Understanding and measuring alumni affinity is crucial for fostering stronger connections and engagement. This collaboration will not only help us develop new metrics but also provide valuable insights to enhance the relationship between the university and its global alumni community. We look forward to the journey ahead and the positive impact it will have on alumni relations.”
Project Overview
The University of Leeds, boasting one of the largest alumni constituencies in the UK with around 340,000 individuals across more than 190 countries, has initiated this project to better understand and strengthen the affinity of its alumni.
As part of the University’s Advancement Strategy, this project is pivotal. The primary objective is to increase both the number and depth of meaningful interactions with alumni. To achieve this, M·E·L Research will develop an ‘affinity score’ that complements the existing ‘engagement score’ used by the University. The programme also sits within the wider content of the Leeds 2020-2030 strategy:
“Our alumni are a vital part of our community. More than ever, we will involve alumni in the life of the University, enhancing connections, sharing insights and working together to make a positive global impact.”
We will be working with The University of Leeds to achieve several key objectives:
Refine the Concept of ‘Affinity’: Engage internal stakeholders and alumni to develop a clear, measurable definition(s) of alumni affinity, potentially incorporating factors such as connection to the University, pride in its achievements, and future engagement interests.
Design Robust Survey Instruments: Create and implement research approaches that effectively capture affinity metrics, allowing for year-on-year comparison and analysis.
Enhance Data Integration and Analysis: Work closely with the University’s data team to ensure seamless integration of survey responses into the alumni database and to allow for predictive actions.
Optimise Engagement Strategies: Provide expert advice on communication strategies to maximise survey response rates and suggest future activities based on initial findings.
Significance for Alumni Relations
The University of Leeds has a rich tradition of engaging with its alumni through various activities and programmes. For instance, the university hosts events, provides opportunities for alumni to volunteer, and keeps them informed through regular communications. This project is an extension of the university’s commitment to its alumni, ensuring that their voices are heard and their relationship with the university continues to grow stronger.
This initiative is a testament to the University of Leeds’ commitment to fostering a strong, engaged, and supportive alumni community. By understanding and measuring affinity, the University can tailor its engagement strategies to better meet the needs and expectations of its alumni, ultimately enhancing the overall alumni experience and reinforcing their connection to the institution.
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