We recently sat down with Colleen O'Neil, who is the Director of Alumni Engagement Programming, University of North Carolina Wilmington for a fun interview. Colleen takes us through her journey in Advancement, and shares the secret sauce behind her amazing alumni events.
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We might not see the fruits of our labor in alumni engagement right away - but it's all about planting that seed.
—Colleen O’Neil, Director of Alumni Engagement Programming, University of North Carolina Wilmington
When you meet Colleen, the first thing you notice is her energy. Fun, driven, and relentlessly creative, Colleen has made a bold impact at the University of North Carolina Wilmington (UNCW), shaping what alumni engagement looks like for a growing institution with over 110,000 alumni. In just under three years at UNCW, Colleen has transformed how the institution approaches alumni programming - by blending strategic metrics with programs that are as joyful as they are impactful.
Colleen takes pride in creating engaging experiences and has been recognized for her work, including receiving awards for outstanding advancement programs and being featured in the CASE Currents Magazine.
One of Colleen’s most standout programs? Pints with Professors, a creative initiative that invites alumni back into the classroom, pint in hand, alongside the faculty who once inspired them. The event blends the intellectual energy of a lecture with the relaxed atmosphere of a social gathering.
The goal is simple: leverage nostalgia and intellectual curiosity to drive deeper engagement. The result? Nearly 200 attendees for their most recent session—many of whom had never attended an alumni event before.
“They might not recognize our names in their inbox, but they remember their professor’s name. That’s the connection we tap into.”
Colleen also pioneered Weekend in Wilmington, a June event series designed to bring alumni back when Wilmington really delivers for some fun in the sun and coastal adventures. Inspired by App State’s Winter Weekend, this beachy version includes site visits like the university’s Center for Marine Science and events that spark school spirit and curiosity alike.
The second edition drew over 175 attendees, including many first-time participants. It’s another example of Colleen’s focus on creating experiences that are nostalgic, thoughtful, and grounded in data.
One of Colleen’s biggest contributions has been introducing CASE Insights on Alumni Engagement to the heart of UNCW’s alumni engagement strategy. Since joining, her team has implemented data tracking processes that go far beyond attendance lists and gift reports. From social media interactions to career updates, Colleen’s team now captures a more holistic view of alumni involvement.
The result? a strong foundation for engagement with an established baseline, plus an exciting 27% change in total engagement from year 1 to year 2.
“We used to track event RSVPs and gifts. Now we’re trying to capture as many meaningful touchpoints as we can—from career updates, comment threads, class speakers to alums who submit feedback surveys.”
Looking ahead, Colleen is focused on two things: expanding campus partnerships and continuing to "engage the unengaged." From handwritten notes to targeted micro-campaigns, her team is experimenting with high-touch, low-cost ways to spark connection. It’s all part of a long-game philosophy:
“We might not see the results right away, but if we make someone feel seen today, they may remember that note or connection years from now—when they’re ready to get more involved or give back.”
Inspired by Colleen’s story?
Connect with her on LinkedIn and don’t forget to nominate the next great alumni engagement professional for the #TheOG50!
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We are not the ones curing cancer. We are changing lives by enabling the ones who will.
- Christopher Amherst, Director of Data Management, University of Chicago
Christopher Amherst isn’t your typical advancement professional. With a background in computer science and a career that spans pre-internet AI to modern CRM transformations, Christopher brings a uniquely systems-driven, yet deeply human approach to his role as Director of Data Management at the University of Chicago. Since being named an OG50 Champion in 2023, he’s continued to push the envelope on how data can—and should—serve advancement teams and fundraisers, helping them build trust, automate intelligently, and ultimately change lives. Chris is also an OG Star Wars fan.
Chris didn’t just join the University of Chicago to manage data; he came in to reimagine how advancement data teams operate. Instead of the traditional records management structure, Chris built a lean, five-person data operations and quality team modeled after modern for-profit data teams.
Think automations at scale. Cross-functional collaboration. Christopher’s philosophy? Build a system that delivers trust in data, so fundraisers and engagement officers can do their best work without second-guessing what’s in the CRM.
One of Christopher’s proudest achievements is overhauling address entry within the CRM. A seemingly simple update—autocomplete and address validation at point-of-entry—led to reduced cost, improved data quality, and smoother user experiences for everyone.
His team has also introduced automation for householding logic (think: donor relationships and marital status changes), reducing manual work and minimizing errors. These may seem small on paper, but for advancement teams juggling dozens of tasks daily, they’re transformative.
While Christopher’s team hasn’t gone all-in on AI-powered personalization just yet, they’re getting there thoughtfully. The goal isn’t just sending alumni flashy emails. It’s about deeply understanding what made their UChicago experience special, and reflecting that in how the university engages them today.
As a seasoned technologist, Christopher’s take on AI is both grounded and visionary. He’s excited about the agentic AI future - not because it’s trendy, but because it can free humans to focus on relationships. “AI has been around for decades,” he says. “Now it’s just about using it better.”
Christopher is focused on helping his team evolve into a strategic enablement function. That means more automation, better insights, and a stronger foundation for alumni engagement and fundraising personalization in the years ahead.
And of course, he’s watching the data maturity space closely—hoping to see more teams in advancement shift from records management to true data strategy.
Want to keep up with Christopher’s journey? Connect with him on LinkedIn.
#TheOG50: The one with Christopher Amherst
We recently caught up with Christopher Amherst, who is the Director of Data Management at University of Chicago. As a thought leader and a veteran in his field, Chris has elevated the conversation around data and technology in the advancement field.
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“You don’t need to chase shiny things to make a difference—just do the work, stay grounded, and focus on what truly matters.”
— Tyler Reich, AVP for Advancement and Executive Director of University Relations, Willamette University
We recently caught up with Tyler to talk about his quietly powerful $160M campaign, a complete rethink of alumni communications, and his philosophy of doing the work that matters.
Tyler is the AVP for Advancement/Executive Director of University Relations at Willamette University. With over 18 years of experience, he has successfully closed significant gifts, implemented data-driven programs, and achieved notable results in team expansion, volunteer engagement, and annual fund growth. Tyler's approach combines innovation and data-driven decision-making with the art of relationship-building. He believes in creating joyful philanthropic experiences and meaningful donor engagement.
Willamette wrapped up a seven-year comprehensive campaign in 2023, exceeding its $150M goal with $160M raised - all without ever making a public announcement. When the pandemic hit, Tyler and team made the bold decision to reallocate campaign launch resources to student support instead.
That meant no “campaign” fanfare. No glossy countdowns. Just results.
They later celebrated the impact through storytelling and video, highlighting what the institution accomplished thanks to donors - without ever calling it a campaign. Now that’s impact, minus the noise.
Tyler led an 18-month overhaul of Willamette’s alumni magazine, transitioning from siloed, outdated publications to one unified storytelling vehicle.
The result? A modern, institution-wide magazine that tells the stories of “Willamette characters” solving the world’s wicked problems. Outdated class notes and obituaries were moved online for timeliness and sensitivity.
The printed version now focuses purely on powerful stories and has already won multiple national awards. With 38,000+ households reached annually, it’s become a lasting engagement tool - one that even alumni spouses have requested to receive.
Understanding today’s alumni preferences, Tyler’s team created a hybrid model - class notes, updates, and social content online for real-time engagement; rich storytelling in print for longevity.
When Tyler saw the magazine in a local dentist’s office (a proud alum’s waiting room), it was a full-circle moment: “That’s our work, sitting right there in the wild.”
Now post-campaign, Tyler is focused on foundation-building over trend-chasing. That means:
Tyler believes that thoughtful, strategic tech adoption—done right—can power deeper, more personal alumni engagement. But it must always serve the mission, not replace the people.
Tyler Reich is proof that lasting change doesn’t always need a spotlight. Whether he’s leading a $160M campaign without a big reveal or rebuilding alumni communications from scratch, Tyler stays rooted in impact and relationships.
Want to follow Tyler’s journey? Here’s his LinkedIn.
#TheOG50: The one with Tyler Reich
We recently caught up with Tyler from Willamette University to talk about his quietly powerful $160M campaign, a complete rethink of alumni communications, and his philosophy of doing the work that matters.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
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