Strategic Plan 2007 - Benedict College

Benedict College
National Alumni
Association
STRATEGIC PLAN
2007 - 2012

Benedict College
National Alumni
Association
STRATEGIC PLAN
2007 - 2012

Foreward
Benedict College National
Alumni Association Strategic Plan
Beginning in May, 2006, the Strategic Planning
Committee (SPC), organized by the Benedict College
National Alumni Association President Elect, Sheryl
Good, initiated the process to develop a strategic plan
that would elevate the BCNAA to the next level. Elsie
King Hamler was tapped to chair this committee with
the able assistance of Jasper Salmond as co-chair. The
two led a very capable group of prestigious alumni in
the development of a Strategic Plan for the Benedict
College National Alumni Association.
Strategic Planning Committee
James Alston, ‘67 Tiara Bryant, ‘03
Sheryl Good, ‘89 Walter Good, ‘71
National President
Elsie King Hamler, ‘71 Mary Jones, ‘68
Chair
Moses Mims, ‘68 Jasper Salmond, ‘54
Co-Chair
Julian Shabazz, ‘90 Frances Wimberly, ‘68
Staff
The Alumni Affairs Office, under the direction of Ada Brown Belton,
'75, assisted and provided assistance in the gathering of certain
information and data required by the Committee. They also facilitated
the mail-outs of the surveys. Jesse Bellinger in the Office of
Institutional Effectiveness, determined the statistical sample based
on the total population and compiled the report summary analysis
of the survey conducted.

Introduction
For over 60 years the Benedict College National Alumni
Association (BCNAA) has worked diligently to best serve
alumni and friends of Benedict College, a Historically
Black College in Columbia, South Carolina. Today, with
approximately 12,000 graduates, the BCNAA has established
alumni clubs across the nation to provide support
to the College.
Our success has been built not only by the hard work
and dedication of thousands of proud Benedict alumni
and friends, but also through the sensible planning of
forward-thinking leaders. Our strengths provide a foundation
on which we now build a new model for service
to alumni and to our alma mater.
In a time of unstable economic conditions, we will seek
more alumni involvement in volunteering and financial
support. The goodwill fostered by the BCNAA conditions
alumni to serve the College in a multitude of ways.
Grassroots advocacy efforts garner increased community
support. Alumni recruitment efforts help the College
achieve its enrollment goals. And an increased membership
base will enable the BCNAA to continue a level
of philanthropy unmatched in Historically Black Colleges
and Universities.
The 2007-2012 strategic plan of the BCNAA was developed
through a collaborative effort of the BCNAA
Strategic Planning Committee, alumni and college
administrators. Driving this plan is our vision to be widely
regarded as the best and the most ambitious alumni
organization in America.

The Benedict College National Alumni Association
Strengths, Weakness, Opportunities, and Threats Analysis
STRENGTHS
1. Confidence in the continuity and performance of the established leadership of the Office of Alumni Affairs.
2. Excellent support and cooperation from the Board of Trustees, President of the College, and other senior
administrators, including deans.
3. The ability to capitalize on Benedict College's outstanding reputation and visibility.
4. A staff that is passionate, enthusiastic, professional, and hard working.
5. The passion and dedication of our lead volunteers, especially BCNAA and the BCNAA’s Executive Committee.
6. A strong BCNAA brand name, which heightens visibility in South Carolina.
WEAKNESSES
1. A proclivity for trying to meet all the demands on the BCNAA from the College and its components
in the face of limited resources.
2. The lack of an information technology infrastructure capable of handling large volumes of alumni details and user activity.
3. Historical inability to make bold major changes to existing policies and practices.
4. Lack of resources which would enable the BCNAA to move forward rather than maintain the status quo.
OPPORTUNITIES
1. Opportunity to engage the entire alumni population.
2. Opportunities to engage alumni in ways that are non-sports oriented. The new set-up for Alumni Outreach and the
alumni travel office will enable us to provide unique, educational, and fun excursions to our alumni and donors.
3. Implementation of a new database system which will provide the opportunity for substantial enhancement to our
membership solicitations, events tracking, stewardship, mentorship, and communication processes.
4. A large and loyal natural constituency to build on for further support.
5. The opportunity to engage the student base while they are on campus.
6. The opportunity to explore the idea of an Alumni Center-a place for alumni to visit and receive pertinent information
on events, accomplishments, other alumni, etc.
THREATS
1. The continuing challenge to deal with issues of accountability, value, and stewardship to our various publics.
The public continues to be skeptical of the rising cost of higher education and the return on investment to
student consumers.
2. Changing demographics. Studies indicate that baby boomers, an increasing percentage of our alumni, are not as
charitable with time or financial resources as previous generations. Outreach to younger alumni and an increasing
population of diverse alumni is vital.
3. Increased competition for funding, membership, and staff from the proliferation of non-profit organizations.
4. Reduced appropriation and lack of understanding of Benedict College's funding model.
5. The political/economic environment. The uncertainty of world affairs and a recovering but less-than-robust
economic climate has led to a cautious approach to philanthropy, membership, and volunteer involvement.

Overview of Strategic Plan
The BCNAA developed a Strategic Plan which contains information based on feedback using various
methodologies. This collaboration with alumni, administrators, other colleges and universities, and the
general community helped to further develop the strategies and action steps necessary to obtain the
goals and objectives identified in the Plan. The Strategic Plan consists of the following components:
1. Vision Statement
2. Mission Statement
3. Goals
4. Action Steps
5. Rationale
This format outlines the tactical direction that has been determined by the BCNAA to accomplish the
national agenda. The input and guidance provided within this document and its level of utilization will
help shape the organization’s future and ultimately determine its success.
Vision Statement of the Benedict College National Alumni Association
“The BCNAA will be a diverse group whose membership is representative of alumni regardless of their
age, economic status, geographical location, or gender and will have an organizational structure that will
support its membership and Benedict College. This group will make a significant impact to Benedict
College by being a major financial contributor, recruiter of the best and brightest students, provider of
scholarships, and supporter of the College’s mission.”
Mission Statement of the Benedict College National Alumni Association
“To strengthen the BCNAA and increase participation in and by Benedict College Alumni through
increased individual membership in the BCNAA (to include lifetime memberships) and increase total
alumni donor participation and annual contributions.”
Goals
1. Communication: Increase alumni
communication and interaction with the
College.
2. Organizational Structure: Develop
an organizational structure that provides
quality service to its membership and
the College.
3. Membership: Increase the percentage
of alumni who are active BCNAA
members by 10% each year.
4. Financial: Increase the annual giving
of alumni by 15% each year.
5. Promote Alumni: Promote the
alumni and the BCNAA as an important
facet of the College's operations by
increased contributions and participation
in college activities.
6. Student Recruitment: Actively
engage and recruit students to attend
Benedict College and upon graduation
become active alumni members.
7. Outreach Activities: Identify the
needs and interests of presently uninvolved
alumni to promote their inclusion
in the activities of the BCNAA.
Each of the next sections of this plan
addresses a specific goal and action
steps necessary to accomplish the
goal. The plan concludes with a
“Recommendations” section focusing
on the process of expanding the
strategies and partnering with the
College to identify specific implementation
tactics and measurable
results.

Communication
Purpose
Consistent and expanded
communication between the
Benedict College community
and its alumni will increase
alumni engagement and
Benedict's visibility around the
world. It is imperative to create
a stimulating climate in which
alumni want to stay connected
and engaged.
Strategy 1
To improve the visibility of the BCNAA among the students at Benedict.
Rationale
According to feedback from the survey, 22% of alumni did not know there was an alumni
association; 22.9% did not know of the membership dues requirements; Some of the specific
reasons reported for non-membership included lack of information on how to join and
lack of communication and correspondence from the BCNAA. Therefore it is evident we
must improve and increase communication with students, as well as alumni.
Action Steps
1. Sponsor an annual BCNAA recruitment drive with graduating seniors as
recruitment targets.
2. Participate in career day activities by inviting successful BCNAA members to come
to school and participate in discussion groups that focus on strategies for being
successful in one's chosen career field.
3. Feature a Benedict College graduate each month on the College’s website
and the student newspaper.
4. Support the activities of the My Benedict Student Organization which is
the student member group of the BCNAA.
Strategy 2
Keep alumni apprised of BCNAA sponsored activities.
Rationale
According to feedback from the survey respondents, nearly 40% preferred updates from
the BCNAA via the postal services. However, electronic media was very popular with the
respondents. Approximately 60% of the sample included an email address as contact
information. Electronic email was the second most preferred means (35.6%) of receiving
updates from the BCNAA. An additional 10% preferred updates via the Internet.
Action Steps:
1. Utilize electronic mail extensively to stay in touch with alumni.
2. Utilize the College’s website to post BCNAA sponsored events.
3. Respond timely to inquiries received from alumni.
4. Ensure that any information that is disseminated is clear, concise, and has a
relevant and consistent time schedule.
3. Purge incorrect addresses and update existing records.
4. Enhance the Alumni Affairs Office to include an
“Alumni Center” on campus.

Strategy 3
To improve and increase communication between alumni and the other members of
the Benedict community.
Rationale
According to comments received from the focus group session of the Benedict College
Booster Club, many cited that they did not know what the BCNAA was doing. They also suggested
that there be a more methodical means of communicating with graduates and that
it starts prior to graduation. The members felt that it was important to address issues that will
improve the image of the College.
It is widely discussed among alumni that the BCNAA should create an “on-line community”
for alumni which might consist of: an on-line directory, career center, chat rooms, message
boards, storefront, permanent e-mails and a secure server to take on-line donations and
event registrations. In addition, we need to encourage the alumni body to literally “wear
Benedict on its sleeve” by enhancing our Alumni Store on the Web and possibly creating a
printed catalog of Benedict merchandise. A more advanced marketing effort could both
increase revenues as well as get more merchandise with the Benedict name on it out to
more people.
According to several alumni interviews, it was suggested that we “expand the use of
the Internet to keep in contact with and build community among alumni.” They also
recognize the importance of developing Web-based mechanisms for surveying alumni
opinion and spreading the word about Benedict. All methodologies recognize the Web
as an effective tool to support fundraising and encourage other forms of support.
In order to successfully organize programs and be most cost-effective, it is important
we increase capabilities for automated reporting and analysis and increase the overall
accuracy of our alumni database.
This Alumni Center would provide a venue for delivering new services, such as the
Alumni College, conferences and seminars, career networking, a library of Benedict
alumni publications, showcase alumni achievements and/or overnight quarters for visiting
alumni. In addition, an Alumni Center would provide a permanent location and
identity for the BCNAA.
Action Steps
1. Enlist a group of volunteer alumni to participate with Public Affairs to:
a. develop a set of consistent messages for alumni
b. improve mechanisms for implementation of messages (print, electronic, web)
c. facilitate opportunities for alumni to communicate back to the College
2. Further develop the BCNAA website to reach out and engage alumni as well as
improve timing of communication and reduce “administrative costs”.

Organizational Structure
Purpose
Enhance and develop an organizational
structure that provides
quality service to its
membership and the College.
Over the years, the Benedict
“experience” has become
more diverse than ever, both
in people and with the emergence
of new schools, programs,
and technology. By
examining the organizational
structure and process to
reflect that diversity, we will
engage a greater number of
alumni which is vital to being
effective partners with the
College. It is important to be
efficient and timely in the
delivery of services to the
alumni. This will provide a
positive impact on recruitment,
retention, and reclamation
of alumni to the BCNAA.
Strategy 1
To develop a structure that encourages all clubs to participate in the annual meetings.
Rationale
The survey indicates a need to increase the number of clubs and to strengthen the
existing clubs nationwide. This strategy is critical to the growth of the BCNAA.
Action Steps
1. Provide incentives for clubs to have representation at BCNAA functions such
as awards, letters of commendation, plaques, etc.
2. Implement an Outreach Campaign to increase the number of clubs
participating in BCNAA programs.
Strategy 2
Utilize the local alumni clubs to support the attainment of BCNAA initiatives.
Rationale
According to survey respondents who are non-members, the general comments suggest
a need for the BCNAA to institute a more structured approach to establishing clubs and
enhancing communications with graduates.
Action Steps
1. Organize local alumni clubs and encourage those members to “adopt” a
student from their city, town, or state. Simply put-stay in contact with students
from your hometown.
2. Elect willing, energetic presidents of the local clubs who will hold regular
meetings, make regular telephone calls and will follow through with events.
3. Establish a system to rate clubs based on their attendance at national
meetings, meeting membership and AFG goals, and participating in
BCNAA initiatives.
Strategy 3
Supplement the Alumni Affairs Office with staff personnel to provide direct administrative
support to the BCNAA.
Rationale
The alumni reported specific reasons for non-membership and it primarily points to the
lack of timely information from the alumni office; no communication with the organization;
not enough correspondence from BCNAA. Comments included in the report compiled
from the survey and focus groups suggested a lack of confidence in the organization
and its purpose.
Although the majority of the general membership is pleased with the assistance received
from the Alumni Affairs Office, it is universally felt that additional support is necessary in
order to provide timely correspondence from the BCNAA to the general membership and
to support the BCNAA’s initiatives.
Action Steps
1. Identify ways and means to obtain the necessary resources to support
the financial requirements to staff a BCNAA “administrator” in the Alumni
Affairs Office.
2. Establish a work plan which would include an employment agreement
between the College and the BCNAA for the “administrator”, a job description,
and a timeframe to initiate.

Membership
Purpose
Implement strategies and
activities to increase the membership
of the BCNAA. Work to
enhance the level of involvement
of a greater number
of members by utilizing
advanced methods and strategies
to accomplish the goals.
This will result in an increased
level of recruitment, retention,
and reclamation of alumni to
the national organization.
Strategy 1
Be more responsive to the concerns of the general membership.
Rationale
According to feedback from the focus groups, suggest that communication is started
before graduation to keep the contact with the prospective alumnus. General
comments compiled by the survey recommend that more correspondence is distributed
soliciting membership. It was the general opinion of the surveyed groups that
many did not belong to the Association simply because they were not contacted and
asked to join.
Action Steps
1. Develop a methodical means of communicating with students, particularly
graduating seniors.
2. Give periodic updates about the BCNAA to the general membership via written
correspondence and electronically.
3. Launch the Future Alumni Development (FAD) Leadership Council and the
“student member” group of the BCNAA. Encourage local alumni to support and
participate with both organizations.
Strategy 2
Increase the membership in the BCNAA.
Rationale
According to feedback from the survey with regard to reasons for non-membership,
some of the comments made were: they were not aware of the organization; did not
know how to join; did not receive information concerning the Association; an older
alumni population only in the chapters; not enough benefits.
Action Steps
1. Promote awareness of the association through newsletters, e-mails,
and other media outlets.
2. Develop a BCNAA “brand” and slogan that reaches out to all graduates.
3. Develop an BCNAA marketing plan.
4. Implement a “One-by-One Alumnus Recruitment” Initiative to reclaim alumni.
5. Develop the “student member” of the BCNAA.
6. Promote the usage of and expand the Alumni Benefits Program.

Financial
Purpose
Alumni are committed to supporting
the College in its efforts
to increase both the percentage
of alumni giving and the
total value of the gifts. To
ensure success, the College
and the BCNAA need to work
in partnership to transform the
approach to alumni giving and
general fundraising.
Strategy
To increase both the percentage and the total amount of alumni giving.
Rationale
Publicizing examples of alumni donations/commitments will help demonstrate and
challenge financial support among classmates and friends. Restructuring the reunion
weekend will help, as well. It is also important to consistently market and educate
alumni on the impact of the financial support to the College. Organized formal programming
with students and parents at alumni and College-related events (i.e.
Reunion Weekend, Family Weekend, Admissions Open Houses) will engage and educate
both students and parents about the need for financial assistance. One other way
to generate support would be to better publicize the impact of scholarship aid.
According to comments extracted from the focus groups, "Benedict must establish a
sense of urgency about its needs without creating panic. More than eight of ten alumni
claimed a very positive or positive attitude toward Benedict and a majority would
like to see a child attend, but they apparently do not understand that the College must
have help from its alumni and friends.”
Booster Club members stated that the fiscal stability of the College will have the greatest
impact on the BCNAA over the next 5 years.
Action Steps
1 Develop an educational and outreach campaign to emphasize importance of
alumni giving and ensure alumni understand the benefits of their gifts.
2 Adopt innovative approaches for expressions of appreciation.
3 Implement an Annual Giving Campaign to reach a greater number
of non-members.
4 Develop strategies to raise funds for scholarship that will have impact
on a national level.
5 Implement “alumni in residence” education and programming involving
fundraising and resource development.

Promote Alumni
Purpose
Enhancing the image of the
alumni and the BCNAA will
have a profound impact on
the College’s strategic agenda
and goals. This is an important
facet of the College’s operations
by increased contributions
and participation in college
activities.
Goal
Promote the BCNAA's image to maximize the recruitment and retention potential for
the BCNAA thereby increasing financial giving.
Rationale
According to comments received from the focus groups and the survey respondents,
the general consensus was that it was important to routinely place articles focusing on
alumni accomplishments in various internal and external communication outlets which
will help to showcase Benedict and increase its visibility.
Action Steps
1 Showcase alumni involved in public service, community service and those
who have made significant contributions in their perspective career areas and or
communities.
2 Develop a public image campaign to promote alumni.
Strategy 1
Show how alumni have achieved as a result of their attendance at Benedict College.
Rationale
Of the BCNAA activities the surveyed respondents reported interest in, recruiting, networking,
student outreach, and career development were the most popular. Therefore,
it is important that plans and activities to increase alumni participation in activities that
involve the students. Inviting alumni back to campus to share their experiences and
challenges will help to encourage students to follow in their footsteps.
The Booster Club Members' focus group commented that Benedict graduates are not
being solicited to share their accomplishments and expertise with the community, staff
and students. They also said that the BCNAA needs to have a presence on campus
more than 3 days a year (i.e. during Homecoming).
Action Steps
1. Solicit Benedict graduates to share their accomplishments and expertise
with the community, staff and students.
2. Sponsor seminars on campus to give the students an opportunity to interact
with graduates who have achieved success in their chosen career field.
3. Highlight significant alumni achievement on the College's website and
student newspaper.
4. Encourage active graduates to have a strong presence on campus.

Student Recruitment
Purpose
The alumni seek to assist the
College in attracting and
retaining the highest quality
students with the best chance
of thriving from the unique
characteristics of a Benedict
education. The alumni body's
significant numbers, broad
geographic reach, and vested
interest in assuring the
College’s continued success
are the basis of a powerful
resource which if optimally
utilized, could have a significantly
more positive impact
on recruitment and retention
results.
Strategy
Assist Benedict in increasing student enrollment and retention.
Rationale
Several survey respondents volunteered to assist in the recruitment of students. The
number one interest in BCNAA activities was recruiting. This confirms the desire by
Benedict graduates to become involved in the growth of the College.
Action Steps
1. Begin with freshman student orientation. Include information about the alumni’s
role-spirit, financial support, membership, pride, etc.
2. Organize a club for freshmen, sophomores, juniors and seniors.
3. Request the alumni clubs to promote Benedict College in their local area by
inviting recruiters to come to area to speak to prospective students. Continue to
promote the college through concert programs provided by the concert and
gospel choirs.
4. Encourage local clubs to provide financial assistance for students from their
respective areas.

Outreach Activities
Purpose
Enhance and develop an organizational
structure that provides
quality service to its
membership and the College.
It is important to be efficient
and timely in the delivery of
services to the alumni. This
will provide positive impact on
recruitment, retention, and
reclamation of alumni to the
national organization.
Strategy 1
Promote more participation in class reunion activities.
Rationale
According to feedback from the survey, it was reported that it was a lack of information
on how to join and lack of communication and correspondence from
the alumni organization. Therefore, several suggested that we should do more
to involve the graduates.
Action Steps
1. Create a committee within the BCNAA to interact with class agents to
assist in planning for their reunion activities.
2. Promote Benedict College in local media outlets so that graduates will be
encouraged to attend reunion activities.
3. Create an “esprit de corps” attitude among graduates.
Strategy 2
Promote the accomplishments of Benedict College in the community at large.
Rationale
Comments from the focus groups and the survey suggested a need to better
utilize the resources of the alumni. Many are willing to be more involved with
the College but believe that perhaps there is a lack of knowledge regarding the
vast amount of experience and expertise available through the alumni. The promotion
of Benedict graduates will increase the visibility of the College as well as
display the talents and accomplishments of its graduates, thereby enhancing the
College’s image.
Action Steps
1. Develop a BCNAA marketing plan to promote the College.
2. Continue to cultivate relationships with community entities such as
churches, civic organizations, social clubs and other organizations that can
be an asset to Benedict College.

Strategic Measures
The goals and action steps outlined in the aforementioned are critical to
the overall national agenda of the BCNAA. As the BCNAA Strategic Plan is
implemented, the following measurable indicators will ensure a successful
outcome. These indicators are crucial to the evaluation process and will
require adjustments as circumstances dictate.
1. Implement telemarketing campaigns to reach between 800 - 1,500 nonmembers
annually and to improve renewal rates for annual membership.
2. Increase the number of students in the “My Benedict” BCNAA student
member organization from 4 to 75.
3. Improve retention rates of annual paid members to 90%.
4. Increase life memberships to 30% of general body.
5. Increase the amount of annual giving by the membership to 90%.
6. Increase the number of alumni annual giving contributors to 50%.
7. Implement a content-rich BCNAA website.
8. Enhance the Alumni Affairs Office with the addition of a BCNAA
“Administrator”.
9. Implement a Student Recruitment Campaign to increase the enrollment
at Benedict College by 10%.

Conclusion and
Recommendations
This Strategic Plan sets the stage for all critical elements of the
Benedict College Community--the Administration, the Faculty, the
Alumni-In-Residence, and the Alumni--to work together to reach
Benedict College National Alumni Association's strategic goals and
elevate the involvement with the alumni body to its highest level in
Benedict's history. It will set the stage for greater public visibility of the
College and the BCNAA and its stakeholders, and for harvesting the
resources necessary for Benedict to succeed and flourish. However,
we recognize that there is much work to be done to determine the
specific strategic priorities and define the essential tactics that will
deliver the desired outcomes.
One great concern which the Strategic Planning Committee must highlight
is the perceived need to restructure, reorganize, and/or enhance
the resources allocated to the Alumni Affairs effort at Benedict College.
We believe that the current staffing and resources are both fully
engaged, and significantly leveraged, by the existing level of programming
and service delivery, and that it is not in the College's best interests
to allow existing programs to lose priority while the
evaluation/implementation of the initiatives presented herein are pursued.
We recognize the resource constraints that any College or
University must operate within, but are encouraged by the empirical evidence
we identified, such as that of Connecticut College, where a three
year effort of additional resource allocation led to a rise in annual Alumni
giving from 33% to 50% along with other significant benefits.
The BCNAA SPC requests that this document is used as the vehicle
for the evaluation and tactical implementation of the specific initiatives
which we hope will follow this Plan framework.
The BCNAA SPC will continue to be constituted by the Association
and will be responsible for the collaboration with the Board and the
Administration to insure that we, the Alumni, fulfill our obligations
and promises to support implementation of this Plan. We look forward
to celebrating these achievements, but there is much work to
be done first. As we remind our graduating seniors, this is not the
end, it is the beginning.
Respectfully submitted,
Benedict College National Alumni Association
Strategic Planning Committee
Elsie King Hamler, '71 Chairman
Jasper Salmond, '54 Co-Chairman
Sheryl Good, '89 National President, BCNAA