Skeete Tatum

Photo by Chris Taggart

HBS has taken on a major initiative to deepen its connection to alumni by increasing engagement and participation. To better understand the relationships that currently exist between alumni and HBS, the School has launched a research study to examine the various components of engagement. Alumni focus groups and interviews have been conducted around the world to better understand the motivators and barriers to alumni engagement and to further evaluate current and proposed communication channels. There were several key findings from the early research:

• Alumni want to increase the frequency of their two-way interactions with HBS. Alumni would like to be a resource for students and the School in new and different ways. The School will be looking into opportunities to expand alumni engagement in areas such as FIELD projects, the Harvard Innovation Lab, and reunions.
• Alumni of all ages feel strongly connected to other HBS graduates both professionally and socially. There is a strong sense of indebtedness to the alumni network and a willingness to give back to others.
• Younger alumni feel more connected to the School and credit their professional success to HBS.
• Distance from HBS is a determinant of how connected alumni feel. While alumni farther away feel less connected to the School, in locations where there is a smaller group of alumni, there is a stronger sense of community and engagement.Â
• Preferences for peer connections vary across the alumni base. Class Notes are highly valued; social media is favored by many. There is also a desire to see the alumni database further leveraged.
• Alumni want customized email communications from the School. They would also like more assistance in navigating the wealth of resources available on the HBS website.
• Many alumni value both formal reunions and impromptu minireunions.
• Events with HBS professors and networking opportunities continue to receive widespread support. Local HBS Alumni Clubs are a valuable convener for these engagements.

The next phase of the alumni research study involves an online survey, which was launched in July. The final report will be published this fall.

Overall, alumni are very interested in strengthening their ties to HBS. The research findings will undoubtedly help to develop strategies and metrics for increasing and tracking alumni participation and support. HBS’s commitment to engagement will enrich both alumni and the School for many years to come.

—Tatum can be reached at lskeetetatum@mba1998.hbs.edu.

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