UCLA Alumni Association FY 2022-23 Annual Report
Introducing the 2022-2025 Strategic Plan –
A Catalyst for Change
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We cannot become what we want by remaining what we are.”
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ch. 1Groundwork
The UCLA Alumni Association was founded in 1934 to “enrich the lives of alumni and engage them in UCLA’s future.” Nearly 90 years later, this industry-recognized engagement, event and program leader questioned whether this north star mission statement was robust enough. In 2016, the Association began a journey of self-discovery to ascertain how to unprecedentedly pivot to be proactively relevant in a rapidly changing world. This discovery process challenged traditional thinking and led to a fundamental paradigm shift in how the Association approaches alumni engagement.
Once committed to laying the groundwork for a new strategic direction, the Association took steps to ensure that changes made would be based on data and feedback from alumni.
Once committed to laying the groundwork for a new strategic direction, the Association took steps to ensure that changes made would be based on data and feedback from alumni.
ch. 2Paradigm Shift
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We’ll all be graduating soon. We need an organization to bind us together.”
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Thelma Gibson ’25
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FY 2022-23 – The Bruin Promise: A Bridge to Lifelong Learning
The Alumni Association is committed to prioritizing bold, industry-leading thinking that challenges, disrupts and innovates to support UCLA’s goal of becoming the nation’s most impactful university. To achieve this goal, alumni volunteer network leaders have become increasingly empowered to maintain the spark that connects alumni through social events such as game watch parties and happy hours. While staff will retain oversight and serve as advisors, this shift in responsibilities provides the bandwidth to expand the scope of an already vast catalog of programs.
In furtherance of the goal to meet alumni where they are, research compiled through surveys and interviews made alumni perceptions ring loud and clear. Binding alumni together requires more customization than it has in the past. One size does not fit all. Additionally, graduates appreciate our service, but their primary connection is to UCLA. We must do more than align our identity with UCLA; we must use our resources to bring UCLA to alumni.
In furtherance of the goal to meet alumni where they are, research compiled through surveys and interviews made alumni perceptions ring loud and clear. Binding alumni together requires more customization than it has in the past. One size does not fit all. Additionally, graduates appreciate our service, but their primary connection is to UCLA. We must do more than align our identity with UCLA; we must use our resources to bring UCLA to alumni.
Concurrently, in 2021, Chancellor Block outlined the idea of the Bruin Promise, UCLA’s commitment to be present in the lives of alumni through all stages of their careers by meeting them where they are without boundaries. The journey to turn this statement into a reality began when Chancellor Block entrusted the Alumni Association to realize his vision. While technology has allowed us to shift from being a Southern California, in-person, event-focused organization to one that builds community without consideration of borders or time zones, imagining a delivery system big enough to do justice to the promise has been a progression of scope.
The inaugural version of the Bruin Promise was a repository of exciting videos collected from departmental campus websites covering various topics. The site asked alumni how the Bruin Promise met their needs and what was missing. Feedback was positive, but alumni wanted more than an archive. Inspired by the desire for content that acknowledged and catered to the needs of all alumni, regardless of their school or field of study, we understood that the idea of a collection of assets had to be replaced by a collaboration of spirit between the Association and campus departments.
The Bruin Promise needed a leader, and Susan Lewis, a former longtime and well-respected Alumni Association staff member, returned as senior director, strategic initiatives. Lewis took the Bruin Promise to campus, meeting with department leadership to demonstrate the program’s value. This included a summary of data from our CRM system that painted a picture of their alumni’s participation in campus events, giving summaries and life-stage engagement. The excitement reverberated across campus as our colleagues saw they would have another avenue to reach their graduates and expand into the greater UCLA community. Lewis retired in June 2023 after 38 years of service to the University, but not before making an enduring impact on the reach and success of the Bruin Promise.
The inaugural version of the Bruin Promise was a repository of exciting videos collected from departmental campus websites covering various topics. The site asked alumni how the Bruin Promise met their needs and what was missing. Feedback was positive, but alumni wanted more than an archive. Inspired by the desire for content that acknowledged and catered to the needs of all alumni, regardless of their school or field of study, we understood that the idea of a collection of assets had to be replaced by a collaboration of spirit between the Association and campus departments.
The Bruin Promise needed a leader, and Susan Lewis, a former longtime and well-respected Alumni Association staff member, returned as senior director, strategic initiatives. Lewis took the Bruin Promise to campus, meeting with department leadership to demonstrate the program’s value. This included a summary of data from our CRM system that painted a picture of their alumni’s participation in campus events, giving summaries and life-stage engagement. The excitement reverberated across campus as our colleagues saw they would have another avenue to reach their graduates and expand into the greater UCLA community. Lewis retired in June 2023 after 38 years of service to the University, but not before making an enduring impact on the reach and success of the Bruin Promise.
FY 2022-23 – The Bruin Promise: Bruin Influencers
DeShaun Foster ’14, Associate Head Football Coach
Steven Jonas, Ph.D. ’10, M.D. ’12, UCLA Pediatric Hematology/Oncology
Judy Levin ’64, Alumni Association President 1994-96, UC Regent 1996-98
Linda Liau, M.D., Ph.D. ’99, MBA ’16, Chair of the UCLA Neurosurgery Department
Patrick Petersilia ’71, Chair, Chancellor’s Associates
Paco Retana ’87, M.S.W. ’90, Alumni Association President-Elect
Peter Taylor ’80, UCLA Foundation Board Chair 2002-04, former University of California CFO
Ann Wang ’13, Alumni Association President
FY 2022-23 – The Bruin Promise: Accomplishments
The latest information on advancements and treatments from expert UCLA physicians.
Research study volunteers are needed.
In-classroom arts sessions for community members over the summertime.
Courses that provide knowledge, skills and experience while minimizing disruptions to your practice.
Researches how established and emerging technologies influence society, privacy, law and public policy.
Advocacy and education services in support of intersectional identity development.
Helping to make L.A. the most sustainable megacity by 2050.
Coordinated research and teaching activities in quantum information science and technology.
Resources Offered Worldwide Through the UCLA International Institute
FY 2023-24 – The Bruin Promise: New Staff, New Resources
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Success is where preparation and opportunity meet.”
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Katrina (Katie) Ward returned to Alumni Affairs in July 2023 as the executive director of Alumni Engagement Innovation to lead the rebranding of the strategic plan. Ward has previously been involved in creating a dashboard and metrics partnership between Alumni Affairs and Advancement Services. She was also involved with the strategic planning process in its early stages and will now facilitate the next phase. Ward earned her undergraduate degree at Cornell, two master's degrees from Columbia and is currently working on a doctorate at Vanderbilt.
Raffi Simonian ’85 moved to Alumni Affairs in July 2023 as the executive director of the Epicenter (for Action Research), a project-based experiential learning hub connecting students with industry projects to enhance their educational experiences. Simonian will report to Katie Ward and play an essential role in implementing the strategic plan. He holds an executive MBA from Pepperdine University.
Friends at Work Creative LLC, DBA The Work, a Los Angeles-based brand agency, has been commissioned to help amplify the values of the strategic plan on the Bruin Promise and Alumni Affairs websites with powerful narratives and out-of-the-box thinking.
Innovation and Maintenance
The pressure of impending deadlines rarely allows for great innovation. This upcoming year is dedicated to future thinking and preparedness. Broad appeal 2024 programs, such as Dinners for 12 Strangers, the call for Scholarship Application volunteer readers and Locks of Love donations, will be highlighted on the Bruin Promise website to increase exposure and participation. Recruitment marketing resides in draft status now and will be visible once recruitment begins.
- Ongoing administration of the Bruin Promise website includes adding and updating alternative text to support the images on the BP site to meet ADA compliance standards.
- We check all partner links for alumni and community messaging on their destination pages.
- Relationship building with campus partners continues as we follow up and respond to requests to add, change, edit and update content listings.
ch. 3Lifespans
UCLA currently boasts approximately 662,700 alumni, defined inclusively as living graduates of the University, program certificate holders, medical residents and attendees. They are diverse academic, career and demographic stakeholders with nuanced exigencies. To meet their most urgent needs, the Alumni Association’s transformative brand strategy will focus on alumni careers, interests, passions and support areas. The goal is to change the narrative between UCLA and alumni from one based on transactions to one rooted in reciprocity. We will achieve this by creating adaptable and enduring programming that meets alumni where they are at every life stage to sustain a committed relationship with UCLA. The long-term goal of this invigorated engagement is support for UCLA and the Alumni Association, both financially and in service.
Essential Terminology Used to Measure Impact and Productivity
The Association utilizes a lifespan framework to understand alumni engagement through an observational focus on age. While some interests may remain constant for a lifetime, many will gain and lose importance as the decades pass and career, family and life obligations evolve. Sometimes interaction with the Association goes no deeper than reading an email or newsletter. Returning to become a mentor or volunteer after taking a break from UCLA is cause for celebration.
To guarantee a uniform understanding of this life-span approach, behaviors are interpreted through archetypes developed and divided into two main categories, each containing five sub-categories.
To guarantee a uniform understanding of this life-span approach, behaviors are interpreted through archetypes developed and divided into two main categories, each containing five sub-categories.
Archetypes
The support I seek and receive from UCLA:
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Reader: I participate by staying connected to UCLA through electronic publications and platforms. |
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Socializer: I participate because I love hanging out with Bruins and attending activities that connect us for fun or leisure. |
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Networker: I participate in activities that connect me to my Bruin network and support my professional development. |
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Loyalist: I miss UCLA and participate in activities that connect me to my collegiate experiences, from athletic events to the student organizations I enjoyed at UCLA. |
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Learner: I am a lifelong UCLA student. I participate in activities that are educational and intellectually engaging. |
The support I give to UCLA:
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Do-Gooder: I participate in activities that allow me to address societal issues, advocate for higher education and give back to the community because Bruins are optimistic changemakers. |
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Caretaker: I participate in activities that help create a positive student experience on campus because I care about UCLA students. |
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Connector: I volunteer to support the well-being of other alumni, both professionally and personally, because I want to help alumni connect. |
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Leader: I serve in a formal leadership capacity at UCLA. |
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Benefactor: I am invested in UCLA and participate in activities that allow me to contribute financially to UCLA’s present and future. |
| Further Notes on Archetypes: | |
| Archetypes do not label alumni—they describe and track interest in our engagement opportunities. | |
| All archetypes can represent every individual. Some categories are more salient than others at different ages. | |
| No archetype is better than the other. There is no hierarchy. The goal is to diversify the way alumni give back beyond Benefactor, to value all archetypes equally. | |
Objectives of the New Data-Driven Archetype Approach:
Tell the story of the value of UCLA alumni.
Expand the return on investment (ROI) from a traditional financial support model to one that diversifies ways alumni may want to support the University outside of financial donations.
Create a new “Alumni shop” that opens doors and grants access rooted in reciprocity instead of transactions.
Foster a sense of belonging through diversity, equity and inclusion.
Prioritize engagement across a lifespan where age is a primary focus of analysis.
ch. 4Priority One: Align and Amplify the Alumni Association Identity
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If your actions inspire others to dream, learn, do and become more, you are a leader.”
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The Bruin Promise was not the only road traveled to align and amplify our identity with UCLA.
Administration and Finance
Alumni engagement in FY 2022-23 grew as we migrated from the pandemic into a post-COVID world. It was a year of rediscovering the costs of doing events, activities and connections in person, again, with rising prices through inflation and technology investments to offer hybrid options for our constituencies. We are excited about this new normal and will continue to embrace the ever-changing landscape of Alumni Affairs.
UCLA Alumni Bruin Bash events took place at home in Westwood and on the road this year. We’re meeting UCLA alumni and Bruin fans in their hometowns as we cheer on our men’s and women’s teams. This year we strengthened our partnership with UCLA Athletics and brought in current and former student-athletes and coaches as speakers to amplify the UCLA Alumni brand.
The James West Alumni Center saw many changes in response to the first full year when we welcomed students, staff and faculty back to campus. We freshened up the inside of the building with new pillar wrappings to create an inviting atmosphere. COVID-19 regulations were lifted for in-person events and there has been a significant increase in event space reservations. We’ve begun the A/V tech upgrades to meet the increasing need for hybrid functionality. Since there is still more comfort in having larger events outdoors, we’ve implemented more ambient lighting in our patios.
UCLA Alumni Bruin Bash events took place at home in Westwood and on the road this year. We’re meeting UCLA alumni and Bruin fans in their hometowns as we cheer on our men’s and women’s teams. This year we strengthened our partnership with UCLA Athletics and brought in current and former student-athletes and coaches as speakers to amplify the UCLA Alumni brand.
The James West Alumni Center saw many changes in response to the first full year when we welcomed students, staff and faculty back to campus. We freshened up the inside of the building with new pillar wrappings to create an inviting atmosphere. COVID-19 regulations were lifted for in-person events and there has been a significant increase in event space reservations. We’ve begun the A/V tech upgrades to meet the increasing need for hybrid functionality. Since there is still more comfort in having larger events outdoors, we’ve implemented more ambient lighting in our patios.
Alumni Career Engagement
The Alumni Association added depth and width across its career offerings.
Bruin Business 100 (BB100) selected 100 exceptional merit-selected UCLA alumni business entrepreneurs, founders, owners and visionaries who inspired innovation across sectors. More than 200 social images were created to raise awareness of the impact of Bruins in business.
The alumni brand was amplified to a new community of Bruins through Employer Engagement in NYC. Staff-led conversations shared the impact of UCLA in New York City finance and tech communities associated with Google and Citi. The impact is felt in the number of area alumni raising their hands to help lead upcoming events.
Sharpe Alumni Engagement launched two new networking nights, one in consulting and the other in investment banking. Both sessions increased the community in these areas and raised awareness of the program among employers and recruiters.
UCLA ONE is an online professional development resource for Bruins worldwide. New partnerships with academic departments and employers were developed this year. Also, to increase a sense of welcome in our diverse UCLA community, Disability-Inclusive Community and Commuter identity tags were added to help students and alumni find each other better on the platform and give visibility to the communities. The “Disability-Inclusive Community” tag was created with the Disability Alumni Network and they proposed specific wording to reflect their community. The “Commuter” tag was created with the Commuter Student organization.
Bruin Business 100 (BB100) selected 100 exceptional merit-selected UCLA alumni business entrepreneurs, founders, owners and visionaries who inspired innovation across sectors. More than 200 social images were created to raise awareness of the impact of Bruins in business.
The alumni brand was amplified to a new community of Bruins through Employer Engagement in NYC. Staff-led conversations shared the impact of UCLA in New York City finance and tech communities associated with Google and Citi. The impact is felt in the number of area alumni raising their hands to help lead upcoming events.
Sharpe Alumni Engagement launched two new networking nights, one in consulting and the other in investment banking. Both sessions increased the community in these areas and raised awareness of the program among employers and recruiters.
UCLA ONE is an online professional development resource for Bruins worldwide. New partnerships with academic departments and employers were developed this year. Also, to increase a sense of welcome in our diverse UCLA community, Disability-Inclusive Community and Commuter identity tags were added to help students and alumni find each other better on the platform and give visibility to the communities. The “Disability-Inclusive Community” tag was created with the Disability Alumni Network and they proposed specific wording to reflect their community. The “Commuter” tag was created with the Commuter Student organization.
Engaged archetypes
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| Caretaker | Do-Gooder | Networker | Benefactor |
Diversity Programs & Initiatives
Maintaining the status quo does not invite growth. A February stakeholder survey sought to evaluate the effectiveness and relevance of the Diversity Digest, an opt-in newsletter. When the digest was relaunched in June, a new “Alumni Leader” section was added that will either feature content spotlighting an alumni leader or include content provided by an alumni leader.
Engaged archetypes
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| Caretaker | Do-Gooder | Loyalist | Benefactor | Leader |
Marketing
The primary function of a marketing team is to align and amplify the Alumni Association’s brand identity internally and externally. Internally, this requires each team member to understand the scope of Association programming beyond their roles as marketing managers, designers and consultants. This year, team members’ performance expectations were updated to require team members to volunteer three times yearly within Alumni Affairs in capacities outside of their regular duties.
The monthly Connect newsletter is an award-winning all-alumni communication produced by the marketing department that is curated to carry the latest news about UCLA, careers, arts, culture & learning, special offers and campus events. It continued to be recognized for its quality, receiving a “Best of CASE District VII Award” for its “Then and Now” series. Additionally, unique features that bring Bruins to prominence in the UCLA community are created through various viewpoints. FY 2022-23 yielded profiles on Bruin-Owned Businesses in wellness, photography, gift ideas, restaurants, art galleries and collectives, as well as new ongoing features highlighting alumni in unconventional jobs and allowing Bruins to share their fondest memories of “When I Was at UCLA.”
The monthly Connect newsletter is an award-winning all-alumni communication produced by the marketing department that is curated to carry the latest news about UCLA, careers, arts, culture & learning, special offers and campus events. It continued to be recognized for its quality, receiving a “Best of CASE District VII Award” for its “Then and Now” series. Additionally, unique features that bring Bruins to prominence in the UCLA community are created through various viewpoints. FY 2022-23 yielded profiles on Bruin-Owned Businesses in wellness, photography, gift ideas, restaurants, art galleries and collectives, as well as new ongoing features highlighting alumni in unconventional jobs and allowing Bruins to share their fondest memories of “When I Was at UCLA.”
Social Media
The Alumni social media team increased the use of Stories on Instagram to expand awareness of the Association's offerings and opportunities, including, but not limited to, daily event roll calls and real-time event sharing, multiplying career content threefold and inclusion of the Diversity Digest each week.
We recognize that inclusion and representation matter to all Bruins throughout the year. Our heritage month (e.g., Black History Month, Women's History Month, etc.) content celebrated groups uniquely but not exclusively, as we know equity is not limited to a month but is a year-round commitment. With more than 600,000 members, a bottomless well of UCLA stories can be told. We accept the challenge to find and tell those stories. Additionally, the team increased collaboration with campus and UC-wide social media partners through shared content and amplification.
The demand for UCLA Alumni content on YouTube continues to grow, and subscriptions to the UCLA Alumni channel are increasing at a clip of over 15% each month.
We recognize that inclusion and representation matter to all Bruins throughout the year. Our heritage month (e.g., Black History Month, Women's History Month, etc.) content celebrated groups uniquely but not exclusively, as we know equity is not limited to a month but is a year-round commitment. With more than 600,000 members, a bottomless well of UCLA stories can be told. We accept the challenge to find and tell those stories. Additionally, the team increased collaboration with campus and UC-wide social media partners through shared content and amplification.
The demand for UCLA Alumni content on YouTube continues to grow, and subscriptions to the UCLA Alumni channel are increasing at a clip of over 15% each month.
Engaged archetypes
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| Networker | Socializer | Benefactor |
Student Alumni Programs & Family Engagement (SAPFE)
SAPFE has holistically woven the 2022-2025 Strategic Plan's values into daily operations. Methods include:
| • | Fostering compassionate leadership amongst the team and respective volunteer organizations through innovative onboarding and ongoing training, inviting presenters and opportunities for professional development. |
| • | Leveraging available data and analytics to improve and innovate programming and email communications by working with Application Development to streamline event data tracking, taking a deeper look at email analytics and strategically segmenting communications. |
| • | Exploring methods to improve accessibility to programming, such as virtual vs. in-person vs. hybrid events; clarifying and offering professional dress resources; addressing participants' dietary needs, etc. |
The SAPFE team has been tasked with thinking outside of the box to better align and amplify programmatic elements of the respective organizations with that of the greater Alumni Association team and support a more robust pipeline of student-to-alumni engagement. Examples of this include:
| • | Collaboration between the Student Alumni Association (SAA), Alumni Scholars Club (ASC), and various alumni networks to develop a robust schedule of events for the Fall 2022 Homecoming Week. |
| • | Alumni Network leaders are hosting Dinners for 12 Strangers and offering opportunities to bring alumni together around everything from food and geography to identity/affinity. |
| • | Discussing the goals and outcomes of programs, such as networking nights and leadership meetings, to determine if said outcomes can be met in alternative modalities (e.g., virtual vs. in-person, live vs. asynchronous). |
| • | Strategically promoting the Bruin Promise content in communications to constituent groups. |
SAPFE actively seeks opportunities to collaborate with campus partners to update and elevate existing content rather than create anew. Examples of this include:
| • | Integrating specialized options with the Dinners for 12 Strangers program in collaboration and partnership with professional schools. |
| • | Inviting speakers from unique areas of campus to the Parents’ Council space to expand understanding of resources and support student success via parent/family engagement. |
| • | Communicating Association and campus partner programming to the various constituent groups served (e.g., ACE programming for graduating seniors and parents of graduating seniors, transfer programming/resources for incoming ASC transfer students, etc. |
Overall, SAPFE is taking time to slow down and assess programming from all angles, taking deeper dives into available data and analytics, including:
| • | Using the tools available through Salesforce to assess the quality of send lists, track open/click-through rates and identify the most popular content with the Dinners for 12 Strangers program. |
| • | Assessing email list segmentation and exploring ways to better target populations for specific programs/engagement opportunities. |
| • | Establishing more standard/frequent methods for surveying constituents about programming and resources. |
| • | Assessing the ROI on specific programming and how inflation and other variables have impacted the efficacy of specific programming. |
Engaged archetypes
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| Networker | Learner | Caretaker | Leader |
UCLA Alumni Travel
UCLA Alumni Travel offers UCLA faculty members from across campus the opportunity to share their expertise in trade for a berth on many of our amazing trips. These unique unions allow alumni to meet and learn from stellar faculty members. UCLA promotes goodwill globally; our travelers are brand ambassadors wherever they go. They deserve the best we can give them, and our pivot is to elevate already stellar experiences when the opportunity presents itself. We recognize the distance word of mouth shared with family and friends can travel as a Bruin returns from a UCLA trip. Examples of recently completed and upcoming trips benefitting from a modification spearheaded by UCLA and outside the scope of the tour company include:
Insider’s Japan: April 15–27, 2023
When travelers visited Kyoto, arrangements were made for a lecture by Professor Emeritus Mariko Tamanoi, department of anthropology. Tamanoi resides part-time in Kyoto, and the travelers enjoyed hearing from a local.
Ancient Greece: June 7–20, 2023
Professor John Papadopoulos, department of archaeology & classics, and his wife, Sara Morris, Steinmetz professor of classical archaeology and material culture and distinguished professor, department of classics, enriched this experience exponentially for travelers, with Professor Papadopoulos, who was recently named director of Athenian Agora excavations in the Athenian Agora, leading our travelers on a private tour of the site.
Grand Danube Passage: Aug. 28 – Sept. 12, 2023
Faculty on tour Efrain Kristal, distinguished professor of comparative literature, has arranged for travelers to meet his friends, Bulgarian writer Georgi Gospodinov and his translator, director of the Fulbright Commission in Bulgaria and UCLA alumna Angela Rodal, both of whom have just been awarded a major literary recognition, the International Booker Prize.
Engaged archetypes
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ch. 5Priority Two: Reimaging Alumni Engagement
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When you know what you need to do is possible, you forget yourself and become a part of something larger.”
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Office of Professional Programs and Services
Career services at UCLA often concentrate on recent grads and alumni in the mid-stages of their careers. UCLA promises that we will meet Bruins wherever they reside and offer lifelong support that is meaningful, unique to their needs and reinforces our commitment to their success. We saw a gap for seasoned professionals. In fall 2022, a pilot program, The Classroom, was offered to a select group of alumni entering their highest earning years and seeking to explore new career opportunities to demystify the executive search process typically used to recruit mid-level managers into C-suite roles. Participants received an insider’s perspective on career management related to recruiters, executive search firms and executive searches.
The pilot's success revealed that by adapting the curriculum, the program could be offered to multiple segments of the alumni audience. The Classroom was subsequently offered to former student-athletes from the Bruin Varsity Club and, demonstrating UCLA's support for the upward career trajectory of internal staff, was also made available to employees working in External Affairs.
By utilizing Zoom and on-demand recordings of the course, Bruins had direct access to career enhancement programs typically offered in Westwood from South Africa, Canada, Alabama, Toronto, Virginia and San Francisco, as well as those in the local area of Los Angeles and Orange County.
We recently concluded a course dedicated to the graduating Class of 2023 designed to help the next cohort of Bruins, also known as Gen Z, with tools to help them navigate the transition from the classroom to the workforce. Not only did this course help with résumé writing and interviewing skills, but a well-being session was also included to help Bruins with coping skills and provide reassurance to those who felt overwhelmed by the pressure to land their first job.
The pilot's success revealed that by adapting the curriculum, the program could be offered to multiple segments of the alumni audience. The Classroom was subsequently offered to former student-athletes from the Bruin Varsity Club and, demonstrating UCLA's support for the upward career trajectory of internal staff, was also made available to employees working in External Affairs.
By utilizing Zoom and on-demand recordings of the course, Bruins had direct access to career enhancement programs typically offered in Westwood from South Africa, Canada, Alabama, Toronto, Virginia and San Francisco, as well as those in the local area of Los Angeles and Orange County.
We recently concluded a course dedicated to the graduating Class of 2023 designed to help the next cohort of Bruins, also known as Gen Z, with tools to help them navigate the transition from the classroom to the workforce. Not only did this course help with résumé writing and interviewing skills, but a well-being session was also included to help Bruins with coping skills and provide reassurance to those who felt overwhelmed by the pressure to land their first job.
Engaged archetypes
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| Learner | Networker | Do-Gooder |
Diversity Programs & Initiatives
DPI staff have infused their “Sustainable Communities Model” presentation, a planning tool that helps networks with programming, fundraising, fostering general body engagement and leadership pipelines, with principles of the Strategic Plan. This updated model was presented to DPI network leaders at a leadership roundtable. It was also shared with Alumni Affairs staff and colleagues in the professional schools who support alumni leaders.
DPI signature programs have relaunched offerings in spring 2023 in hybrid and virtual formats to engage alumni wherever they live and concerning topics that interest alumni across the lifespan. Two EmPower Hour events were hosted via Zoom, and the Changemakers Featured Speakers event was hosted in person with a virtual option. Multiple campus partners were involved in these events to assist in the amplification of the Alumni Association's identity.
The Diversity Programs and Initiatives team is reiterating the message of reimagining alumni engagement and thinking creatively about programming through its meetings with network presidents and board members. This includes generating and sharing segmented data reports on alumni engagement with network leaders, actively encouraging networks to consider hybrid and virtual programming opportunities, and recording virtual programs for future use and promotion in places like the Bruin Promise website.
DPI staff are redesigning the DPI website and identifying updates to reformat the information presented with the Strategic Plan in mind. The goal is to present essential information on available resources and program/content offerings in a more transparent and streamlined way to engage more alumni across the lifespan, regardless of their affiliation with a network.
DPI staff are developing a “self-guided leadership experience” website component for alumni that will support the development of a sense of personal leadership and the ability to impact the world across multiple life and career stages.
DPI signature programs have relaunched offerings in spring 2023 in hybrid and virtual formats to engage alumni wherever they live and concerning topics that interest alumni across the lifespan. Two EmPower Hour events were hosted via Zoom, and the Changemakers Featured Speakers event was hosted in person with a virtual option. Multiple campus partners were involved in these events to assist in the amplification of the Alumni Association's identity.
The Diversity Programs and Initiatives team is reiterating the message of reimagining alumni engagement and thinking creatively about programming through its meetings with network presidents and board members. This includes generating and sharing segmented data reports on alumni engagement with network leaders, actively encouraging networks to consider hybrid and virtual programming opportunities, and recording virtual programs for future use and promotion in places like the Bruin Promise website.
DPI staff are redesigning the DPI website and identifying updates to reformat the information presented with the Strategic Plan in mind. The goal is to present essential information on available resources and program/content offerings in a more transparent and streamlined way to engage more alumni across the lifespan, regardless of their affiliation with a network.
DPI staff are developing a “self-guided leadership experience” website component for alumni that will support the development of a sense of personal leadership and the ability to impact the world across multiple life and career stages.
Engaged archetypes
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| Caretaker | Do-Gooder | Loyalist | Benefactor | Leader |
Alumni Career Engagement
Our newly designed Alumni Career Engagement webpage puts the alumni experience front and center by taking a career-stage/life-stage model approach. We reimagined how alumni engage with our website and on-demand content by organizing our programs and initiatives into easily navigable blocks and actions.
After two years of being produced online, Changemakers in South Los Angeles brought UCLA to South L.A. as an in-person event outside of Westwood. The team partnered with a community coalition to promote the work of the local community and share the alumni career journey in the context of South L.A. Previously, the program was on Zoom and not specific to a particular community. This program reimagined where and how Bruins can gather.
The Alumnae Conference engaged alumnae in person and on Zoom by celebrating the work of alumnae in various industries and professions. The speakers brought a balanced yet motivating message of dreaming big and daring to soar and succeed. The program's various elements reimagined engagement with entrepreneurs' markets and wine tasting with a female business owner. Alumnae walked away with a sense of community and purpose. This is a unique program that can empower our UCLA community.
Bruin Excellence in Civic Engagement is a new program in the final planning stages. It reimagines what it means to be recognized in your career. Traditionally, awards are given at the peak or end of a professional career. This program aims to celebrate Bruins in early career stages and leadership roles. Recipients were to be announced in July 2023.
Alumni Mentor Program – After several years of being fully remote, the Alumni Mentor Program sought to increase engagement numbers and provide more profound engagement opportunities, like Jeopardy and Dinner at the Dorms. Mentors felt they could engage and connect with their students on a more personal level and reconnect with UCLA.
Careers Courses and Alumni in the Classroom – We partnered with our academic partners and brought alumni and students together in person, virtually and asynchronously. We reimagined how alumni can impact a student’s experience with mentoring breakouts, employer academies and online lectures. Bruins represented a variety of majors like life sciences, engineering, humanities and economics.
After two years of being produced online, Changemakers in South Los Angeles brought UCLA to South L.A. as an in-person event outside of Westwood. The team partnered with a community coalition to promote the work of the local community and share the alumni career journey in the context of South L.A. Previously, the program was on Zoom and not specific to a particular community. This program reimagined where and how Bruins can gather.
The Alumnae Conference engaged alumnae in person and on Zoom by celebrating the work of alumnae in various industries and professions. The speakers brought a balanced yet motivating message of dreaming big and daring to soar and succeed. The program's various elements reimagined engagement with entrepreneurs' markets and wine tasting with a female business owner. Alumnae walked away with a sense of community and purpose. This is a unique program that can empower our UCLA community.
Bruin Excellence in Civic Engagement is a new program in the final planning stages. It reimagines what it means to be recognized in your career. Traditionally, awards are given at the peak or end of a professional career. This program aims to celebrate Bruins in early career stages and leadership roles. Recipients were to be announced in July 2023.
Alumni Mentor Program – After several years of being fully remote, the Alumni Mentor Program sought to increase engagement numbers and provide more profound engagement opportunities, like Jeopardy and Dinner at the Dorms. Mentors felt they could engage and connect with their students on a more personal level and reconnect with UCLA.
Careers Courses and Alumni in the Classroom – We partnered with our academic partners and brought alumni and students together in person, virtually and asynchronously. We reimagined how alumni can impact a student’s experience with mentoring breakouts, employer academies and online lectures. Bruins represented a variety of majors like life sciences, engineering, humanities and economics.
Engaged archetypes
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| Caretaker | Do-Gooder | Networker | Benefactor |
Alumni Travel Further Adventures
UCLA Alumni Travel is an undisputed leader in the collegiate travel industry. We contract with the most capable vendors and maintain the standard of outstanding customer service. However, the trips attract an older audience with disposable income. To meet the needs of and appeal to younger alumni, we introduced Alumni Travel Further Adventures, a less costly series of adventurous trips that offer an exciting way to explore a destination’s culture, history and local life while challenging travelers with exhilarating activities like hiking and zip-lining. Offered in collaboration with AHI Travel, a trusted partner for over 50 years, destinations were Peru, Costa Rica, Thailand and Galápagos.
Engaged archetypes
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| Socializer | Learner | Loyalist |
Regional Communities and Affinity Networks
Book clubs force us outside our genre comfort zones, promote social engagement, ask us to have an opinion, promote lifelong learning and more. Regional and affinity networks have hosted meetings virtually since the start of the pandemic. The new Book Club website removes the restrictions of ownership, location and affiliation, allowing Bruins to attend any meeting that interests them hosted by networks nationwide.
Professional schools have dedicated alumni staff among their ranks. UCLA Alumni network staff are creating cross-campus collaborations with professional schools to build relationships, share resources and break out of our silos.
College Fairs allow alumni volunteers to answer questions about UCLA and speak with prospective Bruins about why UCLA could be the ideal university for them. By making training a virtual experience and removing the barrier of volunteers traveling long distances or in rush hour traffic, we hope to make it easier for Bruins in more significant numbers to participate in the program.
The recently launched digest “What’s Bruin L.A.” combines news and opportunities from all of Los Angeles County’s regional networks into one bi-monthly newsletter. Bruins are invited to choose broadly from all offerings that interest them. No longer limited by proximity, this freedom to engage expands the sphere of influence in the Bruin community.
New Bruin Sendoffs are welcome celebrations for newly admitted students worldwide during the summer before classes begin. These casual gatherings demonstrate the strength and unity of the UCLA community. Initially hosted by regional, diversity and affinity alumni networks, parents have been invited to serve as hosts, increasing the program's reach and allowing parents to be involved with UCLA.
Entering college can be an imposing time for new students. To ease the transition, UCLA Admission hosts yield events across the nation. The Alumni Association has joined forces to create CoYield events taking on an enhanced role in the program and our relationship with Admission. We discuss the various programs geared toward current students and encourage them to participate in everything that interests them during their time at UCLA. We also showcase the success of recent graduates and how their time at UCLA has assisted their career success.
Bruins worldwide are excited by a visit from Chancellor Gene Block and an update on their beloved university. This fiscal year, Alumni staff accompanied the Chancellor to Hong Kong, Mexico City, New York, Sacramento, San Diego, Singapore, Taipei, Washington, D.C., and his alma mater Foothill College in Los Altos Hills, California. These visits affirm the idea that UCLA intends to stay involved in the lives of its alumni regardless of their years and miles from campus. Alumni staff host dinners with the Chancellor, regional board members and others to learn how area alumni would like to be engaged with UCLA. They also staff the Chancellor at Fireside Chats for highly enthusiastic Bruins.
Professional schools have dedicated alumni staff among their ranks. UCLA Alumni network staff are creating cross-campus collaborations with professional schools to build relationships, share resources and break out of our silos.
College Fairs allow alumni volunteers to answer questions about UCLA and speak with prospective Bruins about why UCLA could be the ideal university for them. By making training a virtual experience and removing the barrier of volunteers traveling long distances or in rush hour traffic, we hope to make it easier for Bruins in more significant numbers to participate in the program.
The recently launched digest “What’s Bruin L.A.” combines news and opportunities from all of Los Angeles County’s regional networks into one bi-monthly newsletter. Bruins are invited to choose broadly from all offerings that interest them. No longer limited by proximity, this freedom to engage expands the sphere of influence in the Bruin community.
New Bruin Sendoffs are welcome celebrations for newly admitted students worldwide during the summer before classes begin. These casual gatherings demonstrate the strength and unity of the UCLA community. Initially hosted by regional, diversity and affinity alumni networks, parents have been invited to serve as hosts, increasing the program's reach and allowing parents to be involved with UCLA.
Entering college can be an imposing time for new students. To ease the transition, UCLA Admission hosts yield events across the nation. The Alumni Association has joined forces to create CoYield events taking on an enhanced role in the program and our relationship with Admission. We discuss the various programs geared toward current students and encourage them to participate in everything that interests them during their time at UCLA. We also showcase the success of recent graduates and how their time at UCLA has assisted their career success.
Bruins worldwide are excited by a visit from Chancellor Gene Block and an update on their beloved university. This fiscal year, Alumni staff accompanied the Chancellor to Hong Kong, Mexico City, New York, Sacramento, San Diego, Singapore, Taipei, Washington, D.C., and his alma mater Foothill College in Los Altos Hills, California. These visits affirm the idea that UCLA intends to stay involved in the lives of its alumni regardless of their years and miles from campus. Alumni staff host dinners with the Chancellor, regional board members and others to learn how area alumni would like to be engaged with UCLA. They also staff the Chancellor at Fireside Chats for highly enthusiastic Bruins.
Engaged archetypes
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| Reader | Benefactor | Loyalist | Networker | Socializer |
Member Services
The word membership can suggest an exclusivity that implies barriers to entry, such as dues, fees or a subjective review. At UCLA, earning a degree guarantees the automatic designation of a member for life at no cost. On the website, we rebranded the Membership page as the Members page to more accurately reflect the Association's all-inclusive model and reorganize offerings into meaningful categories.
Two things that Bruins love are wearing their UCLA pride and a discount. To celebrate the resurgence of in-person activities, the Alumni Association collaborated with the UCLA Store to offer special days where members could claim a 20% discount on Bruin Wear at select campus locations and online. Sports fans could show off their newly acquired finery at Alumni Appreciation events cosponsored with UCLA Athletics, where Bruins received up to four free admission passes to various sporting events throughout the year.
Transitioning from the student body to the alumni community is a significant milestone. It is a time of celebration that is also a great unknown. New graduates may wonder what happens next or assume their affiliation with UCLA has ended. The Alumni Association is a thoughtful caretaker that guides students to their new and lasting alumni designation by creating multiple avenues to induct them into the alumni family. Outreach included sending graduates a Member ID card when they updated their contact information, a "Class of 2023" website, weekly newsletters in the months leading to graduation, warm moments of welcome at network events and coordinated communication efforts across Team Alumni. The excitement culminated in an invitation to celebrate. Jubilant students and proud parents stopped by the James West Alumni Center after the pomp and circumstance of the graduation ceremony. They enjoyed snacking on treats, collecting keepsakes, or simply pausing to savor the moment or suspend time with selfies. A few shared their joy in an inspiring Grad Central video.
Two things that Bruins love are wearing their UCLA pride and a discount. To celebrate the resurgence of in-person activities, the Alumni Association collaborated with the UCLA Store to offer special days where members could claim a 20% discount on Bruin Wear at select campus locations and online. Sports fans could show off their newly acquired finery at Alumni Appreciation events cosponsored with UCLA Athletics, where Bruins received up to four free admission passes to various sporting events throughout the year.
Transitioning from the student body to the alumni community is a significant milestone. It is a time of celebration that is also a great unknown. New graduates may wonder what happens next or assume their affiliation with UCLA has ended. The Alumni Association is a thoughtful caretaker that guides students to their new and lasting alumni designation by creating multiple avenues to induct them into the alumni family. Outreach included sending graduates a Member ID card when they updated their contact information, a "Class of 2023" website, weekly newsletters in the months leading to graduation, warm moments of welcome at network events and coordinated communication efforts across Team Alumni. The excitement culminated in an invitation to celebrate. Jubilant students and proud parents stopped by the James West Alumni Center after the pomp and circumstance of the graduation ceremony. They enjoyed snacking on treats, collecting keepsakes, or simply pausing to savor the moment or suspend time with selfies. A few shared their joy in an inspiring Grad Central video.
Engaged archetypes
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| Benefactor | Loyalist | Networker |
Sustaining Donor Program
The Alumni Association has promised students and its alumni base that we will be there when they need us in many iterations. Solution-based action, expertise and presence are costly and create a need for financial support through a sustaining donor program. We fundraise to ensure we can continue to be responsive and make an impact. In addition to expanding renewal solicitations and acquisitions, we increasingly utilize online giving registration sites that make it easy for Bruins registering for events and programs to make a gift conveniently. Alumni understand their donations support students and alumni in meaningful ways, but we've recently added two new campaigns for additional focus. One celebrates the anniversary of the Bruin Bear, a gift from the Association to campus nearly 40 years ago. The bear is a treasured landmark and one of the most photographed places on campus. The other campaign honors the anniversary of the Association itself, established in March 1934.
As the number of gifts to the UCLA Alumni Association Support Fund grows, so does the number of emails asking donors to renew their donations. In even better news, open rates for renewal emails hover around 40% and renewed gifts currently stand at 40% for the first time in years.
This year reflected a more intentional effort to steward UCLA Alumni Association Support Fund donors through the return of thank you cards, birthday emails, multiple discount opportunities and unique gifts at select in-person events.
As the number of gifts to the UCLA Alumni Association Support Fund grows, so does the number of emails asking donors to renew their donations. In even better news, open rates for renewal emails hover around 40% and renewed gifts currently stand at 40% for the first time in years.
This year reflected a more intentional effort to steward UCLA Alumni Association Support Fund donors through the return of thank you cards, birthday emails, multiple discount opportunities and unique gifts at select in-person events.
Engaged archetypes
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| Benefactor | Loyalist | Networker |
ch. 6Closing Thoughts
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With each new possibility comes an enlarged horizon, the great hope.”
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The fiscal year 2022-23 was fueled with contemplation, discovery and imagination, culminating in an invigorated sense of purpose within the Alumni Association. There was recognition from peers.
The Alumni Career Engagement team received a 2023 Circle of Excellence global silver award from The Council for Advancement and Support of Education (CASE), which celebrates outstanding achievements in educational advancement, for the UCLA Alumni Career Coaches Network and Webinar series. Judges praised the program for taking “a pragmatic approach to an overwhelming demand for career coaching” and noted that it was “especially heartening to hear a large, prestigious institution give a straightforward appraisal of the limitations of the services that the alumni team can deliver themselves.”
The UCLA Alumni Travel team made a Phoenix-like rise from the ashes after the pandemic.
If the COVID-19 pandemic hadn’t decimated fourth-quarter travel, 2019-20 would have been the highest revenue-generating year ever. The program remained inactive in 2021, resulting in zero commissions. Still, we sustained interest in the program through targeted communications and online destination-specific reunions for past travelers, and rebuilt traveler confidence as the world’s borders reopened. The department rebounded to the halfway mark in FY 2021-22, and this year’s revenue was a mere $5,000 short of the total income earned from our highest full-year revenue. UCLA Alumni Travel is back.
The UCLA Alumni Travel team made a Phoenix-like rise from the ashes after the pandemic.
If the COVID-19 pandemic hadn’t decimated fourth-quarter travel, 2019-20 would have been the highest revenue-generating year ever. The program remained inactive in 2021, resulting in zero commissions. Still, we sustained interest in the program through targeted communications and online destination-specific reunions for past travelers, and rebuilt traveler confidence as the world’s borders reopened. The department rebounded to the halfway mark in FY 2021-22, and this year’s revenue was a mere $5,000 short of the total income earned from our highest full-year revenue. UCLA Alumni Travel is back.
This year, the Alumni Association team has taken a clinical look at its programming to elevate and innovate for significant impact. While change is not easy, every staff member embraced the challenge of being open-minded and thinking differently with courage. The outcomes have been realized in baby steps, giant strides or something in between as each program allowed. Staff slates have been full and productivity maximized as we endeavored to expand our reach. Somewhere in the world, in person, online or in a hybrid fashion, an average of 3.8 events took place per day this year under the purview of the Alumni Association, totaling 1,400 events for the Bruin community. Our continuing promise is to be a catalyst for change that is not limited to the Association’s influence in the lives of alumni but also facilitates enhanced alumni-to-alumni connection, learning and mentoring.
Quotes used throughout the UCLA Alumni Association FY 2022-23 Annual Report cited from Max De Pree, Bobby Unser, John Quincy Adams, Mihaly Csikszentmihalyi and Howard Thurman.