We cannot do what we cannot track: Transforming alumni relations through data governance and return on investment measurement

This paper presents a five-year case study (2020–5) of Simon Fraser University (SFU), a globally under-resourced alumni relations office into a data-informed, strategically aligned unit capable of articulating and demonstrating measurable return on investment (ROI). The study traces the incremental implementation of data governance protocols, centralised customer relationship management (CRM) usage, performance dashboards and tools designed to quantify alumni engagement in monetary terms. Notably, the case reveals that sophisticated analytics are not a prerequisite for compelling ROI narratives. Instead, low-barrier tools — such as spreadsheet-based dashboards and simplified data models — can be highly effective in constrained environments. By embedding quantitative language into daily practice and aligning activities with institutional priorities (including brand awareness, student recruitment and philanthropy), the SFU team enhanced both internal accountability and external credibility. Key interventions included (1) gaining deep understanding and streamlining of existing workflows, (2) consolidating engagement data within a single CRM, and (3) developing minimalist yet actionable dashboards that linked alumni activity to strategic outcomes. These dashboards served as valuable tools for internal advocacy, enabling the team to secure increased operating funds and translate data into the economic value of alumni contributions. Modest programmatic adjustments — when consistently tracked — contributed to more compelling impact narratives and strengthened resource mobilisation. This paper offers a replicable framework for ‘managing up’ within higher education institutions and contributes to a growing body of practice-based knowledge on data-informed engagement strategy. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.