The e-marketing tool was put in place with no additional budget or staff. Resource reallocation provided the staff time and money to create an entirely new Web portal for the alumni audience. It's widely acknowledged that we cannot achieve that goal alone. Alumni are the only lifelong partners the University has. Administrators change, faculty change and students change.
Alumni are forever.
Thus the need to keep them close. We get 1,500 new prospective customers a year, period. That's how many new UD graduates there are each year. If we alienate one, we can't bring in a new one for another year. So keeping those relationships is critical.