case’s alumni engagement metrics project · case alumni engagement metrics project bbcon2019...

CASE Alumni Engagement Metrics Project

bbcon 2019 October 2019

CASE’s Alumni Engagement

Metrics Project

Fred Weiss, Chief Research and Data Officer

Council for Advancement and Support of Education

15 OCTOBER 2019

I’m Fred Weiss

@Fred_HigherEd

Responsible for CASE’s data and analytics initiative,

AMAtlas

Twenty-five years serving advancement community

First associated with CASE as a District I Conference

Student Scholar in the late 20th Century

CHIEF RESEARCH AND DATA OFFICER

ASPIRATION

CASE is the global resource for educational advancement

metrics, benchmarks, & analytics

IMAGINE

3,600 MEMBER INSTITUTIONS (globally) . . .

• Submitting advancement metrics to CASE annually

CASE . . .

• Collecting and Hosting

Third-party & Demographic Data

CASE CRM

Government Data

Other Association Data

Other Data Sets

More . . .

CASE Quantitative & Qualitative Research

Fundraising Surveys –New Zealand & Australia/Ross-

CASE/VSE

Alumni Engagement Metrics

Advancement in Schools

More . . .

Member

Creation

Standards & Best Practice

Benchmarking

Training

Research Papers

Articles

Infographics

Visualizations

Facilitated Cohorts

Bespoke Analysis

Webinars & Presentations

Advocacy

Alumni Engagement Metrics (“AEM”) ProjectAlumni Engagement Metrics (“AEM”) ProjectAlumni Engagement Metrics (“AEM”) ProjectAlumni Engagement Metrics (“AEM”) Project

• Alumni Relations Commission Identified a Need

• Global Task Force Formed in 2016

• “Develop Industry-wide framework for measuring Alumni Engagement”

• “Final Draft” White Paper published, August 2018

• Inaugural Survey Launched August 2019

“Activities that are valued by alumni, build enduring

and mutually beneficial relationships, inspire loyalty

and financial support, strengthen the institution’s

reputation and involve alumni in meaningful

activities to advance the institution’s mission.”*

Alumni Engagement DefinedAlumni Engagement DefinedAlumni Engagement DefinedAlumni Engagement Defined

*Alumni Engagement Metrics White Paper, August 2018

AEM Operating PrinciplesAEM Operating PrinciplesAEM Operating PrinciplesAEM Operating Principles

• Covers broad range of CASE member institutions

• Comprehensive and ease of implementation

• Build a foundation for measurement and growth

• Start simple – with counting and without weighting or scoring

• Evolve over time

• Gather data annually

AEM FrameworkAEM FrameworkAEM FrameworkAEM Framework

• Number of Legally

Contactable Alumni

• AR Staff FTE

• AR Staff Salary Budget

• AR Program Budget(s)

InputsFinancial support that

is meaningful to the

donor and supports

the institution’s

mission and strategic

Philanthropic

Meaningful experiences

that inspire alumni, are

valued by the institution,

promote its mission,

celebrate its

achievements and

strengthen its reputation

Experiential

Interactive, meaningful

and informative

communication that

supports the institution’s

mission, strategic goals

and reputation

Communication

Formally defined and

rewarding volunteer

roles that are

endorsed by and

valued by the

institution

Volunteer

Alumni Engagement Metrics White Paper, August 2018

“Alumni” Definitions“Alumni” Definitions“Alumni” Definitions“Alumni” Definitions

Definition

1 Associate/Diploma Degreed

* For higher education institutions, for geographies that award Associate’s Degrees (e.g., Australia, Canada, Hong Kong, the

Netherlands, and the US, among others) and for geographies that award Diplomas of Higher Education (e.g., the UK, among others)

or a Higher National Diploma (e.g., the UK among others): Individuals who hold one or more of these types of qualifications, but no

other type of qualification.

* Independent schools should count individuals who received a diploma or, if the school does not award diplomas, completed the

highest level of education available at the institution.

2 Undergraduate Degreed Individuals who hold one or more undergraduate degrees, but no other type of degree, diploma, or certificate

3 Postgraduate DegreedIndividuals who hold one or more graduate degrees (e.g., MBA, PhD, etc.) and/or a higher diploma, but no other type of degree or

certificate.

4 Multiple DegreedIndividuals who hold more than one associate’s, diploma, undergraduate, or other postgraduate degree. Independent schools that

award diplomas should include individuals who received multiple diplomas by completing both primary and secondary education.

5 Certificate or AwardIndividuals who received an award or credential and who are not counted in any of the preceding categories. Included in this

category would be those who received a Postgraduate Certificate in Education or other professional certifications.

6 Non-GraduatesIndividuals who completed at least one term or one semester or at least one degree-credit course with passing grades, but who

are not counted in any of the preceding categories.

7 Other

this can include honorary graduates (e.g., the only degree from your institution is an honorary one), post-docs, visiting

students—such as study abroad students—and any other individual your institution considers an alumnus/a not already counted in

another category.

Category

Alumni Relations Organizational Size and ExpendituresAlumni Relations Organizational Size and ExpendituresAlumni Relations Organizational Size and ExpendituresAlumni Relations Organizational Size and Expenditures

Alumni Relations Staff FTE AR Staff FTE

Total Institutional alumni relations staff

FTE (full time equivalent)

Alumni Relations Expenditures Actual Expenditures (Domestic Currency)

Alumni Relations Staff FTE Expenditures

Alumni Relations Technology

Expenditures

Alumni Magazine Expenditures

Alumni Relations Non-Technology

Expenditures

Philanthropic DefinitionPhilanthropic DefinitionPhilanthropic DefinitionPhilanthropic Definition

• Overall Philanthropic Financial Support

• Directly by or influenced by an alumnus/a

• Inclusive of legal/hard/direct credit/contribution and recognition/soft credit

• Excludes pledges, realized bequests, matching gifts/gift aid, collective “sponsored” contributions

Financial support that

is meaningful to the

donor and supports

the institution’s

mission and strategic

Philanthropic

“Unduplicated”

Volunteer DefinitionVolunteer DefinitionVolunteer DefinitionVolunteer Definition

• Governing or Advisory Board Members

• Volunteer Fundraisers

• Officers

• Activity/Event Organizers/Hosts

• Student Recruiters

• Career Mentors

• Public Advocates

• Classroom Speakers

• Interviewed for an ‘Alumni Profile’

• Social Media ‘take-overs’

• Other

Formally defined and

rewarding volunteer

roles that are

endorsed by and

valued by the

institution

Volunteer

“Unduplicated”

Experiential DefinitionExperiential DefinitionExperiential DefinitionExperiential Definition

• Fee-based Event Participants

• Gratis Event Participants

• Season Ticket Holders (athletics/cultural)

• Engaging Virtual Community Participants

• Club/Chapter/Affinity Group Members

• Dues-paying AA Members

• Meaningful and/or Substantive Contacts

Meaningful experiences

that inspire alumni, are

valued by the institution,

promote its mission,

celebrate its

achievements and

strengthen its reputation

Experiential

“Unduplicated”

Communication DefinitionCommunication DefinitionCommunication DefinitionCommunication Definition

Includes• Submitted class notes

• Submitted data updates

• Alumni survey respondents

• Event evaluation form

• Letters to the editor of alumni magazines, newsletters, and the like

• Email responses, direct messages, social media direct messages, and/or phone contact

• Responded to a call for nominations, awards, and the like

• Tweets/re-tweets

• “Likes” or Comments or retweets

• Posts to digital groups/forums

• Other social content and reposts

Does not include• Simply subscribing to an email list or opting-in for certain

content

• Simply being on a list of those who were sent an email

• Simply opening an email

• Simply clicking through an email link

• Simply belonging to a digital group/forum

• Simply having a printed publication mailed to an alumnus/a

• Simply registering for an event

Interactive, meaningful

and informative

communication that

supports the institution’s

mission, strategic goals

and reputation

Communication

“Unduplicated”

Summary CountsSummary CountsSummary CountsSummary Counts

• Broad Definitions Understood

• Then Focused on “Actual” or “Good Faith Estimates”

• Total Number of Alumni Engaged in Each Category

• Total Number of Alumni Engaged in Multiple Categories

• Total Number of Alumni Engaged Across the Four Categories

• Total Number of Alumni Engaged in at Least One Category

“Unduplicated”

Summary CountsSummary CountsSummary CountsSummary Counts

Alumni Category Philanthropic (P) Volunteer (V) Experiential (E) Communication (C) P and V P and E P and C V and E V and C E and C P and V and E P and V and C P and E and C V and E and C P and V and E and C P or V or E or C

Associate/Diploma Degreed

Undergraduate Degreed

Postgraduate Degreed

Multiple Degreed

Certificate or Award

Non-Graduates

Measuring Alumni EngagementMeasuring Alumni EngagementMeasuring Alumni EngagementMeasuring Alumni Engagement

Alumni Who are Engaged

________________________

Number of Alumni

Alumni Who have Made a Gift

________________________

Number of Alumni

Global SurveyGlobal SurveyGlobal SurveyGlobal Survey

• Collect data annually at same time as CASE fundraising surveys

• Using same survey tool as CASE Voluntary Support of Education, US/Canada

• Alumni engagement survey collection kept separate

• Different or same individuals can provide both data sets

• Supports comparative metrics in combination with fundraising data

• Refinements made over the years based upon feedback

Global Comparative Metrics Global Comparative Metrics Global Comparative Metrics Global Comparative Metrics –––– OnOnOnOn----line Toolline Toolline Toolline Tool

• Access to Multiple Years of Data

• Fully transparent• Which institutions submitted data (in any year)

• Which data is associated with each specific institution

• For institutions that also submit VSE data, both VSE and AEM data will be visible

• Comparison Groups• Create, Save, Reuse Unlimited by a Variety of Criteria

• Select . . .• Comparison Groups and/or Individual Institutions

• Select variables

• Select years

• View, Chart, Export

CASE’s AEM BenefitsCASE’s AEM BenefitsCASE’s AEM BenefitsCASE’s AEM Benefits

• Industry standard by which Alumni Engagement is measured

• Comparative metrics across participating institutions, peers, and aspirational peers (globally)

• Longitudinal data sets as surveys continue

• Efficient data collection at same time as fundraising surveys

• Potential replacement of other measures (e.g., alumni participation)

• CASE as a trusted resource, with other metrics and benchmarking

• Supports other institutional measures of engagement

To learn more about what was

included in this agenda, visit:

https://www.case.org/case-

global-alumni-engagement-

metrics-survey

CASE’s Global Alumni

Engagement Metrics Project

@Fred_HigherEd

linkedin.com/in/FredBWeiss

Fred Weiss, Chief Research and Data Officer

Council for Advancement and Support of Education

FWeiss@CASE.org

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case’s alumni engagement metrics project · case alumni engagement metrics project bbcon2019...

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