So, you’re thinking of creating a space for alumni. Perhaps it’s a stand-alone structure, maybe it’s a floor of a building or a room. Whatever it may be the first thing you want to do is to figure out how the space will be used. Is it a home that will be predominantly be used by administrative staff? Will it be open to the public, will it be alumni only?
Once you’ve figured out how the space will be used and by whom, it’s time to figure out the mission. Is its purpose to connect alumni back to the university, to create university pride, to create alumni pride, or a little of all?
Before moving on, let’s discuss the difference between university pride and alumni pride. University pride is shared across all constituencies, from students to faculty to staff, parents, and the community. It appears on t-shirts “Proud [School name] Mom” to “‘Class of 2022” to chants and colors at games. It stretches to the community members who attend on-campus performances, lectures, and events.
Alumni pride is more nuanced. It starts with university pride (athletics, arts, faculty, facilities) but extends to the alumni community. It’s the pleasure they feel when they see the success and accomplishments of their fellow alumni. It’s the fandom they feel when they meet or encounter an alumna of their university doing great things. It is unique only to the alumni population.
So, once you have your space established, what’s the mission? Not only what how is the space to be used, but how will it further the mission? Will the mission focus only institution pride (old photos, ways in which alumni have contributed to providing the space, the legacy of the institution, the students, ways in which the institution has changed over the years)? Will it focus on Alumni Pride; the ways they’ve impacted the community, the alumni who have reached the pinnacle of their professions, the alumni who give graciously of their time).
And how do you get to that mission? Start by walking in the door. What is the first feeling you want an alumna to feel when she enters? What’s the first word you want her to utter when she walks in? Is it a sigh that says, “I’m home,” is it a quick intake of air that says, “Wow”, is it a reaction to the space itself, or what the space represents?
