parade_of_alumniWhen asked to describe what my job entails, I often respond by saying “I talk to a parade.”

I have that sense again today.

Earlier in the summer, the Arkansas Alumni Association conducted an online survey seeking the opinions of alumni – members, lapsed members and non-members. We wanted to find out what they thought about us, our programs, our communications efforts and membership in the organization.

Read about the Alumni Attitude Survey and some of the results. In future months, @Arkansas will spotlight what you have told us and what we are doing about it.

In my opinion, the results indicate that we need to get up on that reviewing stand and continue to address the parade of alumni and continue to tell the story of the association.

One response in particular sets the stage. We asked alumni to identify themselves as a current annual member, life member or never been a member. Ninety-five percent of those who said they were life members were either lapsed or never members.

That response, coupled with confusion about what the association does, presents our biggest challenge. Somehow, we need to continue our education process.

Other question responses and open-ended comments presented by those taking the survey tell us that we call asking for money (the Annual Fund makes telephone solicitations,) we have cars towed from campus parking lots on football game days because the spaces are reserved for “alumni” (the Razorback Foundation controls game day parking on campus,) and that we spend too much energy (or not enough) on the Razorbacks.

On more positive notes, alumni praise us for our scholarship program, which is primarily supported by Hog license plates and a portion of membership dues, our efforts to communicate about the university using all available forms of media, and providing volunteer opportunities to support the university and local communities.

Our greatest challenge, however, seems to be in reaching the youngest generation. They know little about the association in spite of our efforts on campus through the Student Alumni Board and R.E.A.L. Razorbacks.

If you were part of the survey, we thank you for your time and candor. We heard you and will be striving during the next year to continue to improve upon what we do… and talk to the parade about it.