In an attempt to foster better and regular relations with university alumni, Boston University contracted an outside vendor to track down email addresses for former students in the hopes of utilizing the power of the internet and mass mailing to facilitate a connection. While the emails were sent, a significant glitch reportedly caused thousands of unsolicited messages to appear in the in-boxes of current university students and, in some cases, their parents. After the Office of Alumni Relations received a number of complaints stemming from this e-snafu, spokespeople said that the university severed ties with the vendor and will not continue to use outside vendors to track alumni emails.

This unfortunate mishap puts the university in an awkward and frustrating position: a genuinely good idea to reach alumni faster and easier marred by a poor execution. While the university is not directly at fault for where many of the emails actually landed the outside vendor made that mistake it still must accept responsibility for the errors. And it has: an apology to most of those who got the unsolicited email came quickly and efficiently, and by cutting the vendor loose, the university has made good on its promise to smooth everything over.

Still, the idea of handing the process of locating alumni email addresses and doing the mailings to an outside vendor is itself a bit awkward, and shows a lack of attention to detail on the part of university officials. The process of locating all of those emails especially since many alumni are not terribly easy to track down is a long and involved one, but if the university is serious about fostering better alumni relations, it must play a more active role than by simply dumping the job on an outside vendor and cutting said vendor a check for services rendered.

While the wonders of the internet are many, and email is often far more efficient in speed and scope than regular mailings, the university should continue using snail mail as the primary means for contacting alumni. A typewritten letter on Boston University letterhead simply looks more professional, and gives an alumnus the feeling of being more than just another [email protected] on a gigantic mass mailing. Whether just ‘checking in’ or hitting up alumni for donations, professionalism and finesse are key, and unfortunately for BU (through no direct fault of its administrators), this mass email snafu has stymied alumni relations progress. The setback is minute, however, and BU will hopefully pay more attention to detail in future contacts with former students.