From ad hoc to ‘aha!’: Turning alumni event feedback into organisational intelligence

Post-event surveys are common in alumni relations, but ad hoc design often produces inconsistent data with limited strategic value. This paper examines how Duke University’s Alumni Engagement and Development unit designed a systematised survey framework to align with organisation-wide goals. The approach preserves flexibility across event types while improving comparability, efficiency and data quality. A systematised feedback collection functions as organisational infrastructure rather than administrative routine. By linking event-level evaluation to strategic objectives, the framework supports cross-event analysis, evidence-based planning, and more reliable measurement of engagement outcomes. This paper offers a practical model for advancement professionals seeking to convert constituent feedback into actionable organisational intelligence. This article is also included in The Business & Management Collection, which can be accessed at https://hstalks.com/business/.