Mid-Year Strategy Retreat
Saturday, February 6, 2010
9:00 am Welcome
Ezra Roizen, Chair, Alumni Relations Council
Welcomed new council members Joan, Scott, Beth, Suresh (considering joining the
council). Introduced chapter leaders (EB, SF, SB, NB, LA), Culture and Mid-Year
Career Task Forces; student reps from PhD, FT MBA, EWMBA programs; Jennifer
Chizuk Haas COO
Outlined meeting objectives
o Foster the collaboration and continued partnership of the two councils
o Provide a mid-year update on fundraising goals and HAN KPIs
o Outline goals for the final months of the fiscal year
o Update on The Campaign for Berkeley
o Showcase various centers at the Haas School
o Engage the Councils in critical school issues
Mentioned the exponential power of creating micro-networks (via social media) to
reach out to Haas alums and added: “Ezra is to micro-networking as Obama is to
Steve Peletz, Chair, Development Council
Thanked staff for putting together the meeting. Recognized Annual Fund (“AF”)
efforts by all.
By Dec 31, we successfully raised $1.4 Million from 2,364 donors for the Haas
Gifts greater than $1K made up $1.1Million of our total revenue raised to date,
which is approximately 80% of total revenue.
Gifts of less than $1K made up 2,032 gifts made, or 86% of total donors
Of this total, 86%, or $1.2Million, came from ALUMNI. (The remainder comes
from corporations, foundations, and non-alumni donors to Haas.)
Alumni giving, in terms of revenue, is up 4% over FY09 (Jul-Dec)
While our mean gift is unchanged at $150, our Average Gift is $586, up 10% vs
However, we are only about ~ 50% towards our $3Million goal, so we are
counting on successful MBA Reunion and an overall end of fiscal year push
Our alumni participation rate is currently at 6.8%, down from last year (7.3%,
which resulted in an overall FY09 alumni participation rate of 12.4%)
Exciting times with Rich Lyons as our Dean and the Campaign is off to a great start
and the perfect time to get our volunteers rolling in a great direction.
Acknowledged long time DevCo volunteer BILL CANNADY’s passing.
New Alumni Challenge: 3:1 match for all gifts made by any graduate in the last 5
years; hugely popular and a great fundraising tool for us to use.
At our last meeting, we gathered notes on your networks and are linking them to their
9:15 am Update on The Campaign for Haas
Michelle McClellan, Assistant Dean, Development & Alumni Relations
Has been in her position for 6 months.
Referred to strategic plan, p. 6 to highlight that campaign is related to the Dean’s
new strategic plan. Various elements of plan are coming together: intellectual
vision (centers, institutes) are becoming the heart of the school. Redesign of the
Haas campus being made to accommodate increase in programs, students. Still
working on new space for Exec Ed Center, which brings in huge funds to school.
Bank of America rep spoke at Board meeting about this possibility and deemed it
“a real estate project.” We are now halfway through the campaign, currently at
$14M. AF is part of the campaign (represents the power of unrestricted giving)
and seeds funds for different programs, including student services, alumni
services. There are $15M in outstanding gifts/proposals.
Update: The Dean’s new strategic plan (the anchor) is now completed. The new
case for support has been completed. Campaign brochure will be ready the end
of Feb. 2010. Redesign of Haas Giving website to be more user-centric (with
different silos) to be completed May/June 2010. New AF materials and
CADS/campus database conversion scheduled for completion July 2010.
9:30 am HAN Culture Task Force Update
Leslie Kanberg, Director of Alumni Relations
Introduced Kate Gomez
Kate Gomez, HAN-New York and Haas Culture Task Force Chair
Kate is the lead on the Culture Task Force, phase I. Resides in New York. Works
in the field of communications. Task Force formed to address the issue of how to
build a culture to define the Haas School and distinguish it from other top
business schools. There were 13 people on the task force; made phone calls bi-
weekly, starting 10/27/09 through 2/2/10. Incorporated the fact that the Dean is in
favor of personal stories.
Question the status quo
Confidence w/o attitude
Overall Goals: Communicate the defining principles to Haas alumni; engage
alumni in activities to reinforce the defining principles.
1. Awareness/Exposure. 2. Familiarity/Comfort; 3. Acceptance/Usage
Strategies: Create an interactive space for alumni to share, read, and comment on
people’s stories that portray the defining principles.
Phase 1: site usage with benchmarking; level of interaction—
Let’s Hear It For Stories! (Bill Ledeen)
Sandra Hopkins’ (MBA 86) dissertation on ethical education, which asserts that
the use of mythology & tribal stories is the most effective way to educate or sway
people to share a common ethic, supports their strategy.
- Human imagination loves and needs good stories
- We remember them
- We incorporate them into our moral sense of self
- We live them
Sandra is living the defining principles.
Phase 1 Tactics: Use blogspot.com www.ourhaas.org to collect/share stories.
Kevin Wong revealed the page and demonstrated the site. There will be a blog
Moderator who will check out/respond to blogs, hoping blog stories will spawn
discussions. Seed the site w/stories. In addition, they will archive all stories and
select some to be edited and showcased on the Haas Alumni website.
Longer Term Objectives:
1. make stories available to other audiences (faculty, students, for donor
development, etc) to spread word about Haas culture.
2. Develop and implement programmatic strategies that will help alumni “live”
the Haas cultural values in their careers (suggested by David Reemer).
Requested everyone in the room write/share stories to go on the blog (purple
sheet in packet). Kate’s personal email address is provided and she will
thank/send everyone a reminder.
Long-term Phase 2 Tactics: recruit volunteers for Phase Two task force members (sign
Determine outstanding issues:
1. www.ourhass.org site moderation;
2. process for selecting/editing stories for showcasing; develop a process to keep
the story site fresh and engaging;
3. create site bylaws, a FAQ and info on usage of materials (opt-in for additional
contact regarding additional story usage)
VICTOR ADINT: share stories about others if uncomfortable talking about yourself.
Suggested sharing video too. (YouTube, FB). Make a competition around this to
encourage people to share stories (Kate: maybe a “story of the Week”)
GREG PATTERSON: asked about transparency /ethics.
KATE: stories don’t have to be workplace specific. Sharing these values BINDS people
to one another.
DAVID GIMIPELEVICH: mentioned alumni profiles in CalBusiness as a possible
IMMEDIATE Phase 2 Steps:
1. Email blast copy
2. Metrics to guage success of phase one tactics
JENNIFER CHIZUK (representing the Dean’s office): thanked the Haas Culture Task for
their work, an inspiration to her culture “implementation committee” and wants to
partner with this team (Culture Task Force) 100%; sees culture as a huge part of the
strategic plan; stories are a main part of the culture drive (her committee is also asking
for stories); will roll out to media soon, so encourages us to (sooner than later) submit
stories; these two teams are perfectly in line on this effort.
QUESTION: what are other b-schools doing? JENNIFER: Haas is leading the way; one of
the few schools playing the culture card; recently shared the strategic plan with former
b-school writer (who did much work on ranking) and he remarked that culture was
centerpiece/most exciting and very different from other schools.
KATE: but we need to hurry to stay ahead. Another (southern) school: is using:
“Confidence with Humility.”
COMMENT: Diversity rather than exclusivity, as a way to stick with culture of
UCB/Haas. Avoid “exclusivity.”
JENNIFER: Our values actually reflect the vision/history of Berkeley.
COMMENTS: place defining principles/stories on office wall; back of wallet (or
business) card to remind everyone.
KATE: Happy to hear from development people. She is not as into social media (does
have FB page), but as a way to explain how one can make social media productive, she
told the story about how her organization partnered w/Gap. Gap gave all their
employees a 40% coupon and put a 3-day window on the discount offer. Her company
converted them into digital coupons and told employees they could send them to
anyone in the world they knew. First w/e made $650K. You change people’s minds by
10:15 am Break
10:30 am Focus Group / Brainstorming: Leadership Institute @ Haas
Martha Gerhan introduced Cort -- a lecturer at Haas, graduate of BCEMBA
program, MA in communications from Stanford; teaches leadership
across all programs at Haas. Has spent 14 seasons leading forest fire
crews; is a parachuting smoke jumper, has done a lot of documentary
film editing, and helped start 5 businesses.
Cort Worthington, BCEMBA 07, Project Analyst, Leadership Institute
Has been asked by Dean Lyons to help develop the Leadership Institute.
In the midst of his research now so will ask us to crunch/brainstorm
ideas; he will use this as data. Has researched 21 other top b-schools.
How do they deliver leadership? Grouped schools into buckets: A (best):
Chicago, Stanford, Michigan, Duke, Cornell, Dartmouth, UNC; B (less
organized about leadership effort): Wharton, Kellogg, Emory, Harvard,
Yale, UCLA, Indiana; C (lip service, not much). Haas in the middle of the
Duke, Stanford, UCLD, UNC, Emory – have funding and leaderhip
programs are fully staffed. Other offerings: 360 analysis; personal
development plan; leadership coaching provided or offer a specific
program; experiential leadership course in first term required; 2nd year
“Leadership Fellows” selected/trained to lead activities, courses,
leadership culture (Chicago, Stanford, Wharton, Duke); capstone event
emphasizing leadership (Duke, Michigan).
Haas is committed to: Leadership Through Innovation; Haas Leadership
Institute; (not a done deal), but his proposal is a “done deal.”
Focus Groups: breakouts, comments, ideas offered, survey completed.
11:15 am Council Sessions
Development Council Session (separate room)
Notes from this session are being typed up and are forthcoming.
Alumni Relations Council Session (main room)
Career Services Task Force for Mid-Career Alumni Sangeeta Chakraborty,
Chair, Mid-Career Taskforce
Why? Because there is an underserved population of alumni, upwardly
mobile and have high income potential.
Who? Mid-career (12-14 yrs exp) + junior mgrs, directors
What approach taken? Dearth of existing data/trending info;
measure/benchmark; recommendation for improvement & monitoring;
survey designed/sent out just before Thanksgiving (with good immediate
response); results in packet.
Analysis: 521 responses (largely EWMBA)
1. unawareness of services
2. user experience issues
3. recommend LinkedIn and other services
4. Better offline services and non-PST timezone services ASK for info
from the school
- help make connections
- easier job lists (should not need to log in)
- salary info
5. Many happy with their skills
- several looking for practical help with focus on mid-career
- Find a way to provide better info, more ease of access!
- Easier info access on Career Services website
- Calendar of services or workshops
- Ability to register online for events
- Ability to view offline recorded events (secure log in)
- Update Haas Alumni Directory with current info
- Password and other challenges are a big impediment to success here.
- Salary benchmarking, eg Glassdoor (submit your info, see others)
- Info on trusted career coaches and ability to rate them , check
- Tailored career services offerings:
o Offer negotiating and networking coaching AIMED at mid-
o Easier and priority access to top tier recruiting agencies
o Revamp and Expand Hire Haas! (extend across campus and to
o Measure: establish a benchmarking process each year to
measure success of mid-career alumni getting ahead in their
careers. Let their voices be heard!
Breakout Session Comments:
o Career Services more than a place to find a job, to further your
career. Need to develop a process to get where you want to go.
o Offer Best Practices component.
o Easier to use. Sync H@C w/LinkedIn.
o Create an AG for mid-career alumni; identify a Moderator
(Sangheeta); may be better to utilize industry-focused groups.
o Publicize/develop awareness around the services available
o Simplicity is key. A single group might be better for this
reason. Again, an active Moderator would push the relevant
information to the group.
o Create an email list for career services advice.
o Create a relationship-manager model for mid-career alumni
(like exists for current MBA students). Would need to hire
add’l staff for this.
o Provide easy connection btwn employers and alumni.
Enhanced resume database with recommendation component.
o Actively promote Haas Hiring to senior manager alums.
o Bring senior Haas alumni together at hiring events. Invited by
o Benefit to the employer should be considered.
o Job Search functionality needs improvement on H@C.
o Leverage place?
o Hiring up, requires access.
o Develop sponsorship opportunities.
o Coach how to develop a better online footprint—employers
google (do research online) about potential employees.
o Find consulting gigs too. Develop your network. “Rent Haas.”
How does a consultant demonstrate his/her value to potential
Sangeeta, the task force chair, and Leslie will debrief and review the feedback received
at the meeting with the task force members and determine next steps.
12:15 pm Buffet Lunch & Networking
1:15 pm Council Report-Outs
(Mid-year Career Services – see above)
Steve Peletz: DevoCo
DevCo is transitioning to a more focused group, with clearer roles &
responsibilities; more targeted, larger gifts but still need to think about
participation. More time spent on operational side;
Scott Westlake shared success stories about his using the approach of educating
people about Haas, listening to their stories, and then “asking.”
Call lists, CRM solution, feedback into Haas (institutional knowledge), get info
into database, which works well for the staff; there will eventually be a system so
volunteers can report their notes into the database; need to share success stories
with one another online (other than google groups), which might facilitate more
Steve is encouraged about where DevCo is going.
1:30 pm Hidden Gems: Connecting HAN Ambassadors to interesting insights
of the Haas School
Ezra Roizen, Chair, Alumni Relations Council
Ezra introduced the following…
1) Beverly Alexander, Co-Director, Cleantech to Market Program (C2M),
Management of Technology
Has been involved in clean energy for 30 years; VP PG&E; her programs won
over 70 awards; JD from Boalt, Clerk in the 9th Circuit, recognized as top lawyer
under the age of 40.
Got into energy after the Carter energy crisis (at age 18); “was in energy when
energy wasn’t cool.” New lecturer at Haas, part of the experiential learning
program; partnership between students and scientists at Berkeley to
commercialize energy technologies and train next generation of leaders. Concept
not unique, but resources available to the program are unique (to Berkeley) due
its proximity to top ten graduate programs,
sitting next to Silicon Valley,
in a state with most aggressive energy policies – help make the program
Demographics: 27 MBAs in the program, including law, science (chemists,
phsycists, etc) – a living lab. Multi-disciplinary students and sciences.
118 students applied, accepted only 42 made students in different teams of 10-12.
Created a dream team as an energy company.
Program Structure: Not all products will go to market. Tech transfer office helps
with the program. Valley of Death & Mountain of Death (funding) both hurdles
in getting to market. DOE looking at the program, and C2M provides feedback to
DOE. C2M part of Haas “BILD” program, another differentiator. Not just
focused on the entrepreneurial route, also place emphasis on a practical mode to
keep the industry alive. Generating ideas, optimizing team performance (cross-
disciplinary teams). 15-week programs. 360 Feedback. Survey instruments.
Technology/Products: Looking at next generation. Smart Grid, energy
management, battery storage, “Smart Dust” (PICO cube) with MEMS sensors.
Home energy mgmt; OpenADR (require telecom and IT skills to understand);
C2M Batteries (silicon & Polymer Binder Anode); printable battery; Iron Pyrite &
Copper Sulfide Solar (developing world focus); Improved Silicon Solar Cells
(may go straight to licensing); Biofuels: enzyme to Breakdown Cellulose,
Improving Algae Production.
Join C2M Launch – pitch to donors.
Contact: email@example.com; firstname.lastname@example.org
Teach students about the “art of the hallway conversation” to promote/develop
funds fast enough to take to market.
C2M is currently a Haas program in partnership with the Engineering school,
want to remain self-funded to maintain control. Want to scale the program. Will
have same issues as Lester Center, ie how long to hang on to technology
(continue to teach them) in the face of rapid new technology.
2) Michael Katz, Institute of Business Innovation
Mike holds the Sarin Chair in Strategy and Leadership, oversees IBI, includes 4
centers at Haas… Reduced the number of centers in order to streamline
Lester Center for Entrepreneurship & Innovation: courses, mentoring, incubator,
VC, legal advice, MBAs + engineering students; want to build bridges with life
sciences – innovation and startup enterprises. Students choose to participate in
this, is not mandatory.
Center for Open Innovation (Hank Chesbrough)*: be open to innovation from
outside the corporation, sell the innovation/intellectual property (in & out flow);
teach how to develop new business models to support innovations; research out
to business community.
Fisher Center for Real Estate & Urban Economics: MOT (Mgmt of Technology,
joint program with College of Engineering) – Sarah Beckman taking the lead.
Design Thinking (told story about architects’ exorbitant plans for his apartment
which did not meet his lifestyle needs/desires)/Product Development Innovation
– the “BILD” program part of this.
Center for Business Model Innovation (Hank Chesbrough): implementation very
difficult. This will help Haas provide a more balanced, well-rounded set of skills
to students. Research.
Haas@Work: experiential learning process. Corporate clients engage students to
solve problems. 40 students + specialized faculty work on problem to generate
ideas, and meet with C-level managers before presenting proposals. A real
consulting engagement. Tests the faculty (shows how well are they teaching).
The students in the program are better-trained, and the program is improving
based on the students’ engagement.
* “Open Innovation,” a top selling book.
3) Pete Johnson, MBA Admissions
At Haas since 1999; worked in international admissions before that.
Team of 13 on FT MBA admissions staff.
Main responsibilities: outreach, application process, selection process, yield
events; participate in MBA Fairs, but doing more info sessions: did 36 between
Aug – Sept all around the world with 30 – 200 interested students. Campus visits,
35 winter break coffee chats (student to student), utilize social media.
Class of 2011 - 4,064 applicants, 239 enrolled students. 28% women, minority 30%,
international 31%, 31 countries represented, median age 28.
Have network of alumni volunteers in 82 cities worldwide, conduct 500+
interviews/year, “Super Saturday” interview program (invitation only, after
review of paper process); alumni welcome parties (also Happy Hours), alumni
referrals. Most invited have also been admitted to 1-3 other top b-schools, so Yield
Events are to encourage them to attend Haas.
Password-protected MBA site, also have FB and other social media tools.
More corporate outreach.
Leaning into Brand Strategy: brochures, interviews, recommendations (to reflect
More use of social media tools – video profiles of students.
Would like alumni to:
Serve as panelist at info session
Welcome parties & Happy Hours
Refer potential candidates
Talk about Haas!
Information Session Venues
QUESTION: Do you see trends in the application pool?
PETE: Fewer applicants with most top b-schools last year, but Berkeley increased
probably due to its rise in rankings in recent years. Now viewed as solidly
positioned in the Top Ten, competing against Stanford, Harvard, Wharton, which
are heavily-resourced compared to Haas. Hence, strategy and brand ID very
important to sell the school (Haas).
QUESTION: Are you seeking a different kind of person now compared to 15
PETE: Clearer about characteristics, now that they’re labeled (ie. defining
principles); are now “sharpening” the characteristics.
QUESTION: (Martha Gerhan): What are your resource needs?
PETE: Our tuition has gone up significantly, but Haas is still the least expensive
program (we are still a public institution). As fees increase, 1/3 must go to
DAN ROSLER: There are some admitted to Stanford and other top b-schools, who
say “Berkeley fits me best.” What can you say about the cross-admits?
PETE: Some cross-admits say: “I like Berkeley, but want “Stanford” on my
resume.” We will always be up against the MBA “pecking order.” Must do other
things to enable us to compete.
JACK DUAN: Can you comment about Public vs. Private school in global market?
PETE: Internationally, UCB (not Haas) has excellent brand recognition and Haas
considered a top b-school. Domestically, this is not as much the case. Moving
away from state funding will help us. New Yorker article has had a negative
2:45 pm Wrap up / Conclusion
Ezra Roizen, Chair, Alumni Relations Council
THANKS FOR COMING!!
KEY TAKEAWAYS: 5 THINGS YOU NEED TO DO:
REACH OUT TO YOUR MICRO-NETWORK –EARLY & OFTEN
o SPREAD THE WORD ABOUT EVENTS, NEWS,
o GET ALL OF YOUR NETWORK TO DUMP THEIR RESUME
INTO HAAS@CAL (remember it has a better login system
now and easier forget your password function)
MAKE YOUR DONATION NOW – WE ARE STRIVING FOR 100%
PARTICIPATION BY END OF THE CALENDAR YEAR
GET INVOLVED – HELP TENNY’ S TEAM
o RECRUIT YOUR FRIENDS TO DEV CO
o REVIEW YOUR CLASS LISTS AND GIVE THE
DEVELOPMENT TEAM LEADS ON FOLKS… WE NEED TO
SUPPORT THE CAMPAIGN
HIRE HAAS – GET US JOBS… ASK, SNIFF AROUND… SEEK….
GO TO EVENTS, BE PRESENT.
SEE YOU AT THE ALUMNI REUNION CONFERENCE
GRAB 3 FRIENDS AND SIGN UP FOR THE MENLO CIRCUS
EVENT ON MARCH 3RD AND THE GAP EVENT ON MARCH
HAN STRATEGIC PLAN:
Executive Committee of the Haas Council will be forming a strategic plan
for HAN now that the school’s strategic plan is set. We welcome your
input and thoughts from you when we share a draft with you later this
ALUMNI RELATIONS COUNCIL AND CHAPTERS WEBEX MEETING
o with Dean Lyons (May 21)
NEXT FACE TO FACE RETREAT – Sept 24 and 25.
Steve Peletz, Chair, Development Council
There will be DevCo progress reports and conference calls this spring.
BIG FOCUS: MBA REUNION CAMPAIGNS & YEAR END PUSH……
3:00 pm End of meeting