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FRESNO STATE ALUMNI ASSOCIATION
STRATEGIC PLAN

Adopted by Alumni Board of Directors - April 19, 2001

Revised and Approved by Board of Directors June 12, 2003

Revised and Approved by Board of Directors May 13, 2004

MISSION STATEMENT
The Fresno State Alumni Association is dedicated to uniting and advancing the interests and traditions of alumni and friends of California State University, Fresno, and providing scholarship opportunities that attract and support highly motivated students to the University.
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HISTORY
The Fresno State Alumni Association has roots to the first Fresno Normal School graduating class of 1912, and was incorporated in 1940. To date more than 140,000 graduates and thousands of others who have had a Fresno State educational experience, have migrated to every state in the nation and many have located abroad. The university maintains database records of more than 200,000 alumni, past students and friends of the university. Annual members number approximately 3,500 and Life members number approximately 1,600. The alumni, from the very first graduating class till today, desire to maintain and promote traditions and connections at Fresno State.
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GOVERNANCE STATEMENT
The Fresno State Alumni Association is governed by a 26-member board of volunteers (22 voting and 4 non-voting). The policies of the Fresno State Alumni Association are developed by and administered through the Board of Directors. The President of the University and the Vice President for University Advancement each hold an ex-officio non-voting position on the Board of Directors. This Board operates on a committee system which utilizes an Executive Board to carry out and support the administrative mandates of the Board of Directors. The Executive Board oversees and ensures proprietary goals and information flows on a daily basis for the entire organization.
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VISION FOR THE FUTURE
1.	To be the "look to" organization for information about Fresno State, its activities and opportunities for alumni linkages.
2.	To be an influential organization in promoting changes in how Fresno State creates facilities and resource opportunities for Alumni.
3.	To be innovative in creating value for members and students. To give our members and students the most successful network to other alumni and to bring a common vision for long term participation with the university.
4.	To maintain effective awareness and positive exposure of alumni activities and achievements.
5.	To help educate and promptly inform alumni about opportunities for contact, assistance to educational forums, and needed inputs to maintain effective on-campus exploration and investigative learning experiences.
6.	To support mentorship, scholarships, internships and other "hands-on" involvement within the university.
7.	To be a responsive university entity in being pro-active on issues and maintaining strategic alliances with leaders of local, regional and state organizations.
8.	To promote financially beneficial scholarships and programs which enhance the quality and horizon of current students.
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VALUES STATEMENT
1.	Member Focus: We will listen to our members and work for them. We will develop programs to understand and educate our internal and external constituents. We will seek out opportunities to expand our service mix to meet new potential members' needs.
2.	Leaders who are Coaches: We will choose and develop leaders at all levels of the organization - administrators, board members, committee members and volunteers. We will develop people who will motivate others to accomplish goals and embrace change effectively. We will create a high-level of skills in communicating future thinking, being innovative, contributing as a team member and coaching others for improved performance.
3.	Personal Accountability and Responsibility: We expect to improve ourselves and our organization. We recognize that our world and association is constantly changing and that we must be evaluated on the basis of improvement and cost-effective innovation.
4.	Alumni Connections: To create a giveback reservoir of alumni energy, knowledge and enthusiasm.
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GOAL I: INCREASED MEMBERSHIP, INVOLVEMENT AND BENEFITS

Objective 1

Implement programs that give alumni greater incentives to belong and offer benefits that are attractive and unique.

1.	Greater life-style benefit package for members that creates value for today's life systems. Applicable campus privileges, learning opportunities and access to campus resources.
2.	Develop a better forum for interaction and dialogue with students and student groups.
3.	Offer special rewards program for members joining and renewing on FRESNOSTATEALUMNI.COM.
4.	Promote student scholarship giving.
5.	Review and revise, as needed, current membership rates with a portion directly benefiting the student scholarship endowment fund.
6.	Implement Point of Purchase [POP] displays for Benefits Partners on-and-off campus.

Objective 2

Implement communication vehicles that reach out and grab the mind.

1.	Develop three annual signature events that set the FSAA apart from other campus organizations- more interactive homecoming, black-tie dinner, i.e., Top Dog, student scholarship awards recognition program.
2.	Develop a more effective use of the university President activities.
3.	Develop family-oriented events- a place where people can discover relationships, opportunities and knowledge.
4.	Promote volunteerism- compile a list of professional things that need to be completed- find alumni to give a "time slice" to do it.

Objective 3

Implement programs that will increase membership and accelerate active participation by chapters.

1.	Implement new member receptions in the spring and in the fall semesters.
2.	Motivate chapters to promote FSAA membership at events.
3.	Request chapters give price discounts at events to FSAA members.
4.	Implement chapter specific E-mails to promote chapter events and programs in accordance with FSAA policy.
5.	Implement chapter specific direct mail membership campaigns.

Objective 4

Implement a more-effective database for tracking and contacting alumni.

1.	Develop an effective way to track alumni attendance and involvement at events and activities.
2.	Develop an ongoing program to acquire alumni data from social and campus organizations.
3.	Continue to integrate BSR/Advance with the online directory.
4.	Continue to capture E-mail addresses on acquisition and renewal forms.

Objective 5

Increase overall membership levels and retention rates.

1.	Implement an E-mail reminder program to send out when notices are mailed.
2.	Touch members once per month via E-mail and US mail.
3.	Promote the Corporate Concierge Program.
4.	Build membership retention to 65%.
5.	Generate 100 new life members.
6.	Re-attract lapsed members.
7.	Promote the FSAA to the faculty, staff and administration.
8.	Promote the FSAA to the student body.

Objective 6

Evaluate the importance of Life vs. Annual Membership categories.

1.	Analyze the Association's costs to fulfill annual and life memberships.

GOAL II: SUPERIOR COMMUNICATION

Objective 1

Implement effective marketing and promotional programs that "incite" involvement by alumni.

1.	Develop campaigns that create and articulate compelling values that motivate potential members to want to be involved.
2.	Develop and use symbols/icons that evoke a stronger identity and ownership.
3.	Continue to promote the "Bulldog Paw" as the FSAA identity, brand and logo.

Objective 2

Implement communication vehicles that reach out and grab the mind.

1.	Evaluate the effectiveness of the university magazine.
2.	Continue updating and developing FRESNOSTATEALUMNI.COM for easy access and submissions of information that promotes continued involvement, connected-ness and routing browsing..
3.	Continue revising and developing a monthly E-mail newsletter that highlight FSAA programs, events and membership, as well as campus accomplishments and activities.
4.	Augment the current awareness banners for Homecoming, Grad Fair and Vintage Days. [Supporting Students and Fresno State, Join the Fresno State Alumni Association, Show Your Bulldog Pride! Become a Member!, We've Got That Bulldog Spirit!, Proud Bulldogs Found Here, Loyal Bulldogs Found Here]
5.	Implement the Shaw Avenue large banner project.
6.	Implement the Keats Avenue small banner project.

Objective 3

Implement high-touch and high-identity communication systems that touch the right person at the right time.

1.	Develop a personal contact programs for more one-on-one connection programs. More interactive dialogue with high-profile and high-interest members. Touch the human side of Alumni- people, events and opportunities.
2.	Touch alumni via US mail once per month, 12 times per year.
3.	Continue to promote and upgrade FRESNOSTATEALUMNI.COM as the 24/7 lifeline to the FSAA and Fresno State.
4.	Develop reasons for involvement by the whole community- adopt-a-student/program/event.
5.	Develop periodic member research that measures the effectiveness of messages, perceived value and understanding what members think and want.
6.	Expand on the Volunteer Orientations in the fall semester.
7.	Expand on the Alumni Discussion Series in the spring semester.

Objective 4

Implement a more effective data base for tracking and contact of alumni.

1.	Print the alma mater in the newsletters.
2.	Promote the alma mater on FRESNOSTATEALUMNI.COM
3.	Include text and music.
4.	Include alma mater component in E-mail newsletters.
5.	Promote alma mater at events - Golden Grad, Homecoming, Top Dog, etc.

Objective 5

Assess the value of membership in the Association.

1.	Conduct a survey of members to analyze what services they value.

GOAL III: WIN-WIN STRATEGIC ALLIANCES AND PARTNERSHIPS

Objective 1

Implement programs that will involve current students and faculty.

1.	Develop programs that recruit and inform students and faculty of the Alumni Association.
2.	Develop programs that enhance faculty and staff relationships, membership and involvement with co-sponsored programs.
3.	Develop strategies and programs for Alumni Chapters in conjunction with other Alumni Association committees.

Objective 2

Implement programs that create better external alliances and partnerships.

1.	Create a list of companies and organizations within the valley to link to and actively meet with to discuss partnership and support.
2.	Increase connections which will recognize the historical roots and family heritage of the Valley.
3.	Develop ways to better use the communities unused space, materials and opportunities - Philharmonic seats, Grizzlies sporting events, etc.
4.	Continue to develop linkages and partnerships with other university offices and organizations, such as Ag One, Bulldog Foundation, Student Affairs and Athletics.

Objective 3

Expand geographic reach of constituency groups.

1.	Develop and implement the Alumni Ambassador Program throughout the State of California.

GOAL IV: LONG TERM FINANCIAL STABILITY AND SCHOLARSHIP AWARDS

Objective 1

Ensure that financial resources are available to achieve the Alumni Association's programs.

1.	Establish annual budgets based on Alumni Association priorities to ensure fiscal responsibility is applied to the management of the budgets.
2.	Work with the University to ensure that budgetary needs are known and that the maximum University allotment is received.
3.	Evaluate and recommend vendor-partnerships that generate revenue opportunities that benefit the Alumni Association.
4.	Develop trade-out programs that offer Alumni-controlled services or facilities in exchange for needed resources or services.

Objective 2

Effectively manage the Alumni Association investments funds to maximize growth and rate of return.

1.	Manage the Alumni Association's investment portfolio managers to ensure that the Alumni Association's investment policy is being applied effectively and appropriately.
2.	Evaluate and recommend changes to the Alumni Association's investment policy to minimize risk, yet maximize market opportunities.

Objective 3

Expand Scholarship Awards to an allotment level of $100,000 annually.

1.	Develop a program that allocates a portion of the Alumni Association annual membership fees to increase the scholarship endowment.
2.	Develop an ongoing program where scholarship-giving opportunities are offered with every Alumni encounter
3.	Ensure that the Alumni Association investment policy is applied in such a way that the objectives of the Scholarship endowment are met.

Objective 4

Develop vendor partnerships to provide recurring revenue.

1.	Actively pursue sponsorships for our programs and events.

Objective 5

Ensure the Alumni Association's financial accountability as specified by Title 5, Article 15 of the California Education Code.

1.	Implement a budgeting and financial reporting process that fulfills the objectives of Article 15.

GOAL V: EXPAND ALUMNI TRADITIONS.

Objective 1

Expand tradition and promote the Smittcamp Alumni House

1.	Discuss opportunities for second phase.
2.	Develop new symbols, icons and recognition forums such as the Bulldog Walkway which would increase investment, use and visitation.
3.	Connect with and track current users to identify major benefits and values.
4.	Develop more physical connection and involvement elements of the alumni complex: a) Alumni walk courtyard of named bricks, b) pictorial yearbook endless loop showing streaming video of action issues about alumni, c) statue monument that people can rally around and feel pride about, d) building the family tree approach to leaving your message and "finger prints" for others to see, e) fountains and creative use of water movement, f) the Traditions room - a place where you can hear and see the History of Fresno State unfold, g) develop a lamp post promenade leading out from the house, and h) bigger banquet facilities - room to handle larger receptions.
5.	Recognize the FSAA as a clearing house for networking and business connections.

GOAL VI: ENHANCED BOARD AND VOLUNTEER EFFECTIVENESS

Objective 1

Develop programs to create more vibrant effectiveness of the Board of Directors and the Volunteers.

1.	Develop a more active use of past board members.
2.	Continue a mentoring program for new board members along with a training program for the mentors.
3.	Develop better techniques to utilize each board member in their area of expertise and circle of personal and community contacts.
4.	Conduct orientation programs for volunteers.
5.	Tradition and nostalgia - build and build on. Promote the Alma Mater at FSAA and other campus events, including athletic events.
6.	Promote scholarship giving and scholarship awareness.

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[ Mission | History | Governance Statement | Vision for the Future | Values Statement ]
[ Goal I | Goal II | Goal III | Goal IV | Goal V | Goal VI ]

Smittcamp Alumni House | 2625 East Matoian Way | SH124 | Fresno | California | 93740-8000