Greetings from the IUAA
IUAA Organizational Plan
Deepening Alumni Loyalty at Heart of Completed Organizational Plan
Four years ago, in the throes of a pandemic, with most staff working remotely, few-to-no in-person events being offered, and facing a tide of uncertainty, the IU Alumni Association was driven by a call to increase alumni loyalty at Indiana University.
Over months of work in 2020 and 2021, we built a five-year organizational plan that responded to that call, focusing on three pillars: cultivating belonging, deepening alumni loyalty, and strengthening alumni relations across the university. And then we got to work.
“It was a project-heavy plan that required taking on a number of initiatives across IU’s advancement community, including opportunities to measure, understand, and coordinate our work in ways not possible previously,” says Patricia Riviere Stumpf, the IUAA’s CEO and IU’s chief alumni officer.
“I am extremely proud of and grateful for the work our staff, volunteers, leaders, and stakeholders have done to help us achieve the goals of our organizational plan. And not only that, we finished work on our plan a full year early,” she continues. “We rallied our efforts around three core pillars that not only guided our strategic initiatives, but also became the driving force for how we do our work each and every day.”
Lessons Learned, Capacity Gained
Among the strategies, projects, and initiatives of the IUAA’s completed organizational plan, we undertook 41 different tactics to better understand alumni and IU advancement partners, examine resources and offerings, and put into effect new systems, frameworks, and programs that allow us to better work toward our goal of deepening alumni loyalty.
One such tactic was the Alumni Engagement Dashboard, an award-winning tool developed and implemented to offer an enterprise-wide solution to help measure the extent to which IU’s advancement community interacts and engages with alumni, in ways that go beyond dollars raised.
An important metric offered by the Alumni Engagement Dashboard is the number of engagement instances staff undertake in their work. In the years covered by this plan, Indiana University engaged 283,172 alumni across 629,747 instances. Prior to work completed as part of this organizational plan, it was not possible to calculate or track such information.
Another measure of work implemented as a result of completing and implementing organizational plan tactics is the use of Net Promoter Scores (NPS). Staff and volunteers seek feedback from everyone who participates in IUAA-supported alumni events and experiences. One goal of such feedback is to understand how likely participants are to recommend IUAA events and experiences to others. With scores ranging from -100 to 100, an event’s NPS helps gauge that likelihood.
In the recent years this metric has been in wide use, IUAA events have maintained an average Net Promoter Score of 74. “A score of 70–80 is what many world-class brands and companies dream about,” says Riveire Stumpf. “Our staff and volunteers are driving and delivering engaging programming that is making those numbers happen on a regular basis. That is truly remarkable.”
We may have finished the primary work of our organizational plan early, but the work is never done. Cultivating belonging is a persistent challenge and leading objective. Each graduating student creates a new alum, and it is the IUAA’s opportunity and privilege to work with them to find their lifelong IU home.
Martin VargasBS’94, Immediate Past Chair, IUAA Board of Managers
Collaborating to Engage
Another tenet woven into every pillar and every tactic of the IUAA’s completed organizational plan is the value and promise of collaboration across the full breadth of the IU advancement community. No office or entity of the university is singularly responsible for engaging alumni to help raise support for our alma mater, and we’ve come to learn that alumni and other vital stakeholders expect us to work together in such pursuits.
Toward that end, the IUAA has established advancement partnerships with each of IU’s regional campuses and its 28 schools in Bloomington and Indianapolis. In 2022, the IUAA began hosting annual gatherings of the IU advancement community to share best practices and strengthen alumni relations across the university.
As part of the 2023 Alumni Engagement Conference, Riveire Stumpf offered a shared philosophy that prioritizes coordinating alumni engagement, annual giving, donor relations, and development to accomplish the shared goal of maximizing private support for Indiana University.
As One Plan Ends, the Next Takes Shape
With this organizational plan complete, the IUAA is fully engaged in laying out plans that will guide work in the years ahead. Embracing the imperative to collaborate, the Alumni Association is joining forces with the IU Foundation to produce, for the first time, a joint strategic plan that centers lifelong engagement and fundraising.
Known as Advancing IU 2030, this plan will continue to build on the engagement work of both organizations— joining efforts to maximize private support for IU, while aligning with the university’s IU 2030 strategic plan.
“Advancing IU 2030 enables both organizations to better serve alumni and IU in a unified manner. I’m excited to see how the work aligns with the aims of IU’s 2030 objectives, especially as it relates to service to our state and beyond,” says IUAA Board of Managers Immediate Past Chair Martin Vargas, BS’94.
“I offer my deepest gratitude to all the alumni volunteers and IUAA and IUF staff who contribute to the success of our organizational planning, including those who will lead us forward. I am grateful for all that we accomplish together,” Vargas says.
In completing the organizational plan reported here, the IUAA accomplished the following in support of three guiding priorities to:
Cultivate Belonging
- We conducted a thorough environmental scan of the Association’s operating landscape with the assistance of external consultants, WhitworthKee.
- We established an Executive Council committee and staff advisory committee focused on cultivating belonging.
- We created a religious holiday and cultural observation calendar utilized throughout IU to help program planning.
- We instituted new inclusive programming policies and resources, such as a vendor-vetting matrix and event code of conduct.
Deepen Alumni Loyalty
- We developed the MyIU online portal, increasing active recurring gifts to IU by 174 percent in the first year following implementation.
- We have seen, to date, nearly 45,000 new MyIU accounts created by alumni and friends.
- We are examining alumni preferences and behaviors unlike ever before and using the findings to enhance future programming.
- We began using new marketing tools to better understand alumni preferences.
Strengthen Alumni Relations Across IU
- We created the Volunteer Opportunity Board, a new platform to share microvolunteer opportunities with alumni.
- We launched the Alumni Engagement Dashboard, tracking, for the first time, engagement activity across IU.
- We hosted two Alumni Engagement Conferences to collaborate with engagement professionals in our campuses, schools, and units.
- We established partnerships with each of IU’s regional campuses and 28 schools in Bloomington and Indianapolis.
- We initiated the Data Improvement Project, which helped us build strategies to improve how we encourage alumni to provide and update their email and employer data.
Ushering in a New Era
With the formal transition from IUPUI to IU Indianapolis this year, IU made history, taking a major step forward in building one of the nation’s premier public, urban research universities.
“The official launch of IU Indianapolis represents a new era for higher education in Indianapolis,” says Latha Ramchand, the inaugural chancellor of IU Indianapolis. “With student success as our north star, our dedicated faculty and staff are creating an environment that puts education, innovation, and community at the forefront.”
With more than 20,000 students, more than 400 academic programs, and nearly 50 research centers and institutes, IU Indianapolis is uniquely positioned near some of the state’s and region’s leading companies and resources.
“Our vision is to support a thriving alumni network that inspires engagement on the Indiana University Indianapolis campus,” says Kim Merritt, BA’95, managing director of alumni relations. “We aim to honor not just future IU Indy alumni, but also the decades of IUPUI alumni who hold strong connections to their alma mater.”
Merritt notes that Central Indiana alumni represent IU’s largest, most diverse alumni community. “More than 50 percent of Indianapolis graduates stay in Central Indiana and more than 60 percent of all college graduates who reside in Central Indiana are Indianapolis alumni,” she says.
Coinciding with this transition, the IUAA’s Indianapolis team moved into a newly renovated space this year. “Our IU Indianapolis Advancement Center serves as our home base to mobilize our influential, powerful alumni network that champions and invests in our campus and community,” Merritt says.
Outreach and Engagement
Giving Back: The DASA Club Scholarship Legacy
Since 1953, the IUAA’s Distinguished Alumni Service Award (DASA) Club—made up exclusively of DASA recipients—have collectively donated more than $2 million to support student scholarships. Some DASA honorees are inspiring greater generosity by establishing named or special scholarships.
The DASA Club Scholarship is awarded to seniors from any IU campus who demonstrate financial need and high academic achievement. Recipients are selected through a nomination process and honored at an annual luncheon.
Those selected to receive DASA Club scholarships are eligible for additional awards, including the Dr. Norman Hertzer Scholarship, given to a pre-med student on the Bloomington campus; the Talbot Advocacy Scholarship, awarded to a student from any campus dedicated to the field of education; and the Major General Joseph O. Butcher Award, presented to the DASA Club scholarship recipient with the highest GPA.
Being named a distinguished alumnus of Indiana University was one of the proudest moments in my professional career. All DASA Club members owe a debt of gratitude to this great university, and supporting this annual scholarship program is a rewarding way to repay it. Even better, consider establishing a permanent scholarship in your own field of interest within the DASA framework as I did—you will never regret it!
Norman HertzerBA’64, MD’67
Ukrainian Ambassador at Weekend U
Ukrainian Ambassador to the United States Oksana Markarova, MPA’01, was the keynote speaker at Weekend U in Washington, D.C. on Feb. 17, 2024.
She earned her degree from the O’Neill School of Public and Environmental Affairs as part of the Edmund S. Muskie Graduate Fellowship program, a U.S. State Department initiative that provides opportunities for graduate students and professionals from the former member countries of the Soviet Union.
Many O’Neill faculty members made a lasting impression on Markarova. Professor Emeritus Robert S. Kravchuk, an expert in Russian and Ukrainian public administration and political economy, introduced Markarova at Weekend U. Originally one of her SPEA professors, Kravchuk has become a lifelong mentor and friend.
“Without U.S. support, we [Ukraine] could not stay the course. My finance experience and the knowledge I learned at IU enable me to explain concepts and challenges more effectively,” says Markarova.
Much of her time on Capitol Hill is spent advocating for the Ukrainian cause before leaders, policy makers, and government representatives. In this process, she often runs into IU alumni.
“If you work in Washington, you see IU graduates everywhere,” says Markarova. “Whether I’m in the State Department, USAID, Department of Commerce—everywhere I go—I meet alums from Indiana University. I think this is what IU is known for: [being a] great school that has a devotion to public service.”
Soulful Homecoming: A Night to Remember at IU Kokomo
IU Kokomo’s 2023 Homecoming celebration offered a diverse and artistic twist to the often athletics-dominated alumni events schedule: a performance by the IU Soul Revue.
“The IU Soul Revue concert was a resounding success, bringing together alumni from across Indiana for a night of music, camaraderie, and celebration,” says Crystal Jones, MA’21, IU Kokomo’s vice chancellor for advancement, media, and marketing. “The concert was a highlight, and the performers’ energy and talent inspired attendees. The event showcased the power of alumni relations—fostering deep connections and a renewed sense of community within the IU family.”
“I’ve heard so many wonderful things about IU Soul Revue. When I learned they would be on our IU Kokomo campus, there was no question I would be in attendance,” shares Tina Robinson, MS’85, who attended IUK.
People were on their feet, dancing and cheering throughout the performance.
Robinson said it best: “The IU Soul Revue did NOT disappoint! IU is preparing students for their future in many fields of study. I may very well see these students become solo artists or part of an up-and-coming R&B or jazz group! Just the thought makes me smile.”
Food for Thought: Nurturing Intellectual Roots
The College of Arts and Sciences’ Food for Thought series offers alumni and friends a unique opportunity to engage with faculty experts, explore topics of interest, and stay connected with the College and Indiana University—no matter where they are.
Food for Thought isn’t just about gaining new knowledge, it’s about strengthening ties to academic and intellectual roots. Whether revisiting subjects that sparked a passion at IU or venturing into entirely new areas of interest, the series empowers participants to explore fresh perspectives and broaden intellectual horizons.
“Our faculty members are world-renowned for their research, and our alumni base includes an amazing number of researchers, teachers, and academic leaders,” says College of Arts and Sciences Executive Dean and Professor of Physics Rick Van Kooten. “I think that’s one reason why our Food for Thought series has been so successful over the years. Our alumni truly are lifelong learners, and it’s so rewarding to engage with those thinkers and leaders and keep them connected to the life of the College.”
Embracing Change: A Panel Discussion with IU Alumni
In April 2024, the IUAA hosted “Alumni in Chicago: Embracing Change,” an event about mastering the career pivot. It was developed and offered in partnership with a variety of IU campuses and schools working to engage alumni in areas of shared interest.
Held at the Ivy Room in downtown Chicago and facilitated by Jenny Henderson, BS’03, current career and leadership coach and former director of development for the IUAA’s Chicago office, the event featured a panel of four accomplished alumni. The discussion showcased the powerful versatility of an IU education.
Participants heard from Jack McCord, BA’76, who graduated with a liberal arts degree and built a career in retail before earning his MBA in his 40s and embarking on a new career path with an international twist. Johari Shuck, MS’11, PhD’18—a member of IU Indy’s “Great Eight,” a precedent-shattering cohort of female African American doctoral students who graduated from the School of Education—shared her experiences working at the intersection of equity and the education pipeline. Rachel Miller, BM’93, MA’95, earned degrees in music and arts administration; after entering the workforce, she pivoted to comedy and improv, performing globally, before returning to work for Second City Works. And Michelle Lawless, BAJ’96, discussed the leap of professional faith required to leave a large law firm mid-career to open her own legal practice in 2020.
It was such an honor to be featured as a panelist. IU changed my life, but I also had challenges during and after my time as a student. Being recognized as someone with a story to tell by my alma mater reminded me of the impact IU has had on my journey and ignited my desire to be more involved.
Johari ShuckMS’11, PhD’18
Alumni Toast IU at Southwest Florida Brunch Series
Offered January to March each year, the Southwest Florida Brunch Speaker series, hosted in Naples, Fla., brings together IU alumni and campus leaders. The series offers a unique opportunity for alumni to connect directly with deans, faculty, and staff from various IU schools and units. In 2024, the series welcomed deans from the School of Education, the School of Medicine, and the Luddy School of Informatics, Computing, and Engineering.
One of the things participants love most about this series is its highly personal format. Over brunch, alumni engage in meaningful conversations with the speakers and gain valuable insights about current initiatives and exciting developments happening at IU.
“The brunch series allows IU alumni in southwest Florida to learn the latest information and strategies on schools of interest to them from their respective deans and others,” explains IUAA Southwest Florida Chapter President Tom Hurwich, BS’82. “The interactive format also allows speakers to mingle with alumni, answer questions, and ensure alumni are informed of the direction of their schools. In addition, alumni enjoy the ability to socialize with fellow alums, which helps keep connections strong.”
Milestones
Alumni By the Numbers
Publications
Indiana University Alumni Magazine
43,400
Average households per issue
Alumni Insider e-newsletter (monthly)
22,667
Average recipients per send
Alumni Insider e-newsletter (quarterly)
162,282
Average recipients per send
IU Indianapolis Insider e-newsletter
61,199
Average recipients per send
Social Media
6,289
followers
26,723
account reach
Top Posts
39,745
followers
580,546
account reach
Top Posts
Alumni Communities
Certified Alumni Leaders
School Alumni Groups
15
IUB and IU Indy
U.S. and International Chapters
64
Regional Campus Groups
6
Affiliate and Identity Groups
12
IUAA Governance Groups
3
IUAA Financials
Building Improvements Drive Surplus
In FY24, the IUAA saw a net operating surplus of nearly $1 million. Driving the surplus were improvements Indiana University made to the DeVault Alumni Center, including an updated fire alarm system, boiler, and elevator. DeVault, an IU-owned building designated for IUAA’s use, is a fixed asset listed on the Association’s general ledger. Building improvements totaling $800,000 were recorded as a gift-in-kind to the IUAA, while the remaining surplus of $160,000 impacted cash assets.
The IUAA saw similar operating and income expense activities, year over year. Program expenses were lower in FY24 based on changes to programming that included finding a new venue for a longstanding event and hosting fewer one-time events than the year prior. In addition, the IUAA saw more than $750,000 in unrealized investment gains in this fiscal year, recovering FY23 losses.
The Association approved another balanced budget for FY25, with plans to spend 100 percent of annual revenue on programming and operations.
Annual Member Program Retired
As of Dec. 31, 2023, the IUAA officially retired its annual member program. The action was taken after years of consideration and research. This shift better reflects the values of inclusion and collaboration, encouraging alumni to connect and engage with IU in ways that are most meaningful to them. This approach gives alumni what they want and expect from their alma mater and increases relevance to the IUAA’s stakeholders, including IU alumni, the IU Foundation, IU leadership, and IU’s schools and units. Alumni services are now available to all alumni, not just members. The IUAA’s life member program will continue as is, and life members will continue to receive courtesies and services as they always have.
Corporate Partners
The IUAA’s 26-year partnership with Bank of America, our branded alumni credit-card program, brought in nearly $300,000 in support for IUAA operations in fiscal year 2024. Cardholders help support IUAA programs, events, and services with every purchase using their IU-branded credit card.
We expanded marketing opportunities with IU Bookstores, offering retail pop-up shops in key markets during IU men’s basketball tournament play in New York City and Atlanta, giving alumni and fans unprecedented access to IU gear while the Hoosiers were in town. Revenue generated from the sales of officially licensed IU merchandise supports student scholarships for IU’s campuses. Since its inception in 1986, IU’s Office of Licensing and Trademarks has raised more than $58 million for student scholarships.
One of the IUAA’s newest sponsors, Farmers Insurance®, offered appreciation for the opportunity to work with the Association. “At Farmers, we remain committed to providing industry-leading products and first-rate services to the customers we’re privileged to serve,” says Lance Dordick, head of affinity for Farmers Insurance®. “We couldn’t be more pleased with our collaboration with the Indiana University Alumni Association to bring our unique offerings to the IU alumni community.”
Contracts with corporate sponsors support IUAA programming—such as Regatta, Homecoming, and other signature events throughout the year—as well as general operations.
In FY24, the IUAA Awarded 148 Students a Total of $310,900 in Scholarships
The IU Collegiate License Plate Program provides a great way for alumni to show their IU spirit. More than 69,000 IU and IU Indianapolis supporters sport specialty plates across the state. The program is the funding source for the IUAA Scholars Program, which awards scholarships to more than 30 students each school year.
Investing in Students
IUAA Student Fellows Cultivate School Spirit
The Student Fellows program connects Indiana University students to the IU Alumni Association while supporting the global IU alumni network. Fellows, known collectively as the Student Alumni Association (SAA), are the face of the IUAA to the student body. “With the pride and experience I’ve gained at IU, I can better focus on my responsibility to encourage current students and alumni to stay connected with our school,” says junior Yujin Seong, market engagement student fellow.
Gaining Valuable Skills and Professional Awareness
Students are employed in an IUAA department and work on long-term projects that assist staff. Alumni communities student fellow Marley Anderson, a junior, conducts interviews for the Emerging Alumni Leader Spotlight Series that are featured on the IUAA blog and elsewhere. “I’ve connected with alumni from various regional campuses, capturing their unique journeys. Each interview deepens my understanding of IU’s global impact. People are incredibly loyal to this university and value the opportunities, experiences, and connections they were gifted as an IU student.”
The program stands apart in how it prepares fellows to become young professionals. According to senior Shafik Memon, SAA vice president and communications and engagement fellow, “SAA has given me real-life office experience, like collaborating with multiple groups, leading meetings, and learning proper office etiquette. I’ve been able to attend formal events, give presentations, and help host our own signature event—Homecoming—where we witness firsthand the effect of our work on the community.”
My favorite part of working behind the scenes at the IUAA is the people.
Francisco CáceresClass of 2026
The Joy of Homecoming
One SAA initiative is a hallmark of each fellow’s experience. Junior Ally Wolfgang, SAA president and student engagement fellow, explains, “Homecoming is such a special event every year. Students can help ‘Paint the Town Crimson,’ represent IU on the Homecoming Court, be in the parade, compete in a trike race—and those are just some highlights!”
Fellows represent the IUAA on various IU councils and groups. They are responsible for planning annual Homecoming festivities for the Bloomington campus, including the parade and Homecoming Court. “It’s been amazing to watch it all come together and be able to offer something that every student on campus can participate in and enjoy,” says Wolfgang, this year’s Homecoming steering committee chair.
More Than Just Meaningful Work Experience
Fellows are student leaders and participate fully in IUAA culture. They also devote time to additional service organizations. Take junior Francisco Cáceres, programs student fellow: “I work with IU’s Student Athletic Board as VP of communications and marketing. We’re the spirit behind IU Athletics and work tirelessly to support IU’s 24 varsity sports. It’s helped me develop communication strategies while working with different types of people and put my passion for IU Athletics to good use!”
The program also promotes a lifelong connection to IU among past, present, and future students. “One thing that attracted me to the SAA was being part of something bigger than myself. Assisting in alumni engagement with popular events like Homecoming and IU Day is enjoyable, because I’m helping connect many generations to one thing—IU spirit,” says junior Jessyka Brown, stewardship and development fellow.
College Is Four Years, IU Is Forever
Fellows’ involvement in the Student Alumni Association is a unique experience unlike any other. “It’s allowed me to connect with alumni and fellow students by strengthening my sense of community and school spirit,” says events fellow Priya Patel, a sophomore. “Engaging with alumni has provided valuable insights and expanded my professional network, which will benefit me long after my time at IU.”
Contact Us
Virgil T. DeVault Alumni Center, 1000 E. 17th St., Bloomington, IN 47408
Phone: 844-670-4848 | Email: iualumni@iu.edu
Founded in 1854, the Indiana University Alumni Association is a 501(c)(3) nonprofit organization serving the Indiana University global alumni network. Our federal tax ID number is 23-705616.