Alumni Relationship Management als Erfolgsfaktor im Wettbewerb der Hochschulen

Alumni Relationship Management is an important attribute in the increasingly competitive environment of German universities. Alumni are ambassadors of their alma mater and are part of its reputation. The retention of alumni is of further importance because it enhances the transfer between the academic’s and practitioner’s worlds and can contribute to a sound financial basis of universities. This empirical survey of alumni organisations of universities shows two general types of alumni organisations which can be differentiated by their parameters and activities. The success of alumni relationship management is reflected by professionalism of its organisation and the quality, which is determined by its acceptance of its members.