An ambassador program can be a powerful way to engage alums and create a network of representatives who actively contribute to your institution’s goals. Ambassadors can serve as class representatives and connectors and/or they can be called on to represent the institution externally to local or regional organizations. Many institutions start with a social media ambassador concept. Here’s how you can build and implement a successful ambassador program, much like a mentoring or other engagement opportunity:
- Define Program Objectives: Clarify the goals of your program. Are you looking to connect with local communities, increase engagement, build a social media presence, enhance fundraising efforts, promote events, or partner with corporate entities? Having clear objectives will guide your program’s design.
- Annually, put out a call to alums to be ambassadors and assist in managing the program.
- Select Alumni Ambassadors: Identify enthusiastic and motivated alums from various or all graduating classes who are willing to take on the ambassador role. Look for individuals who are well-connected, passionate about your institution, and eager to contribute.
- Training and Orientation: Provide comprehensive training and orientation for your ambassadors. Provide updates on the institution and discuss program goals, expectations, communication guidelines, and any tools they’ll be using. Remember to discuss the term of the role of ambassador, typically two years.
- Assign Roles and Responsibilities: Define specific roles and responsibilities for ambassadors based on your program objectives. Roles could include attending local meetings as an institutional representative, event promotion among their classmates, fundraising outreach, content creation, social media posting, or community engagement.
- Provide Resources: Equip ambassadors with the resources they need including marketing materials, templates, social media graphics, and guidelines for representing the institution.
- Online Platform or Community: Create an online platform or community where ambassadors can connect, share ideas, collaborate, and access resources. This can foster a sense of unity and support among the ambassadors and make it a more enjoyable experience.
- Regular Communication: Maintain regular communication with ambassadors through periodic meetings, newsletters, emails, and/or a dedicated online platform. Keep them informed about institutional news, upcoming events, relevant community news, and messages of appreciation.
- Feedback Loop: Regularly gather feedback from ambassadors on their experiences, challenges, and suggestions. Use their insights to improve the program and tailor it to their needs.
- Encourage Stories: Encourage ambassadors to collect and share their success stories, achievements, and updates. This content can inspire others and showcase the impact of your institution.
- Collaborative Projects: Facilitate collaborative projects among ambassadors, such as organizing shared reunions, workshops, webinars, or community service initiatives.
- Cultivate Connections: Encourage ambassadors to connect with current students and other alums about their efforts and as a local resource.
- Recognition and Rewards: This might be the most important part of the process! Thank your ambassadors for their work. Annually recognize the efforts of ambassadors through public acknowledgment, certificates, awards, or special events. Showcasing their contributions can motivate them to stay engaged and provide inspiration for others.
- Data and Analytics: Track key metrics related to engagement, event participation, fundraising contributions, and other relevant indicators. Analyze the impact of ambassadors based on these metrics.
- Continuous Evaluation and Improvement: Regularly assess the effectiveness of the ambassador program. Use feedback, data, and outcomes to refine the program’s structure, goals, and strategies.
By building a robust alum ambassador program, you can leverage the passion and dedication of your alumni to create a strong network that benefits both the alum community and your institution as a whole.
Read more articles in the Alumni Relations Transformations Series at AlmaShines or the Impactrics Resources area. Watch for the publication of my book Connect, Engage, Thrive that provides a comprehensive review of alumni relations concepts and ideas.
