USC Latino Alumni Association

Name Change: Frequently Asked Questions (FAQ)

What is the rationale for changing the name now?
In order to remain relevant and competitive among other fundraising entities, we needed to cast a wider net and reach out to more alumni from diverse backgrounds. The following reasons were key factors that influenced the board’s decision:

USC Latino Alumni Association speaks to Latino alumni across nationalities
Positioning of organization with supporters and potential members
Sustainability of organization
Competitive market place
Expanded mission to engage more alumni

Maintain national and global presence

USC Latino student demographics

60% describe themselves as other than Mexican American

Who was involved in the decision making process?
It was a six month process whereby MAAA Board members consulted with key advisors and assessed the risks and opportunities involved in changing the name. We consulted extensively with USC leadership at USC and key MAAA constituents, carefully considering our stakeholders wide-ranging concerns and interests. MAAA Advisory Council members and members of the USC Board of Trustees also served as a sounding board. Presentations were made to the USC Board of Trustees Alumni Council and the USC Alumni Association Board of Governors, all of whom enthusiastically supported the name change when the final decision was made.

Will the legacy of the MAAA be maintained?
Absolutely! The goal is to honor and expand our legacy. It is important for the board to celebrate the origins of our organization. Therefore, the new name, the USC Latino Alumni Association, includes an important tag line, a legacy of the USC Mexican American Alumni Association since 1973. The added tag line commemorates our founders and the legacy of the MAAA for the last 37 years. We are committed to expanding the legacy by celebrating the diversity of our Latino culture, while simultaneously increasing our membership base and our fundraising capacity.

How has the change been received by financial supporters?
More than 70% of the MAAA’s funding comes from the corporate sector. Corporations that contribute to the MAAA have been highly supportive of the name change, as it more accurately reflects their consumer base. We have been fortunate that a great number of our contributing alumni will remain steadfast supporters as we transition to the USC Latino Alumni Association, as our mission continues to be the same. We are confident that those committed to supporting Latino students at USC will continue to be a part of our organization.

How will you go about communicating the change?
We will communicate the name change and rationale to alumni through various channels such as email blasts, the USC Latino Alumni Association web page, the USC Alumni Association e-announcements, and other university publications. Furthermore, we will be exploring regional sites for future USC Latino Alumni Association networking mixers. If you are interested in hosting one in your area, please email us at latinoalumni@usc.edu.

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