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Models, Metrics, & Media

Strategic Trends for Alumni Engagement

Models, Metrics, & Media

We are witnessing a sea change in alumni work

Our alumni are forming their own tribes

There are five cornerstone elements of the sea change.

There are three strategic ways to keep up with the sea change

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New Models to Engage

Your Alumni

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Issue Statements

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Transformational Membership Models

Gift ModelUniversity of Illinois

Student Fee ModelSUNY Schools, Colorado

University or Advancement-funded Model

Rutgers

Emerging Models in the University of California System

UC Davis, UC Santa Barbara6

Gift Model: University of Illinois

Our strategic goal in moving to a universal

membership donor model was not necessarily

intended to maximize the collective dollars between

membership and development.

Our primary goal is to maximize engagement.

–Joe Rank, Vice President, Membership, UIAA

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Gift Model: University of Illinois

One Year Later

BIG Surprise

Some challenges: Staff mindset & people who still think we are

about stuff and events “What do I get for $50?”

“You don’t get anything except the satisfaction of knowing you are supporting the things we do that uniquely support the University—if we didn’t do them, they wouldn’t get done.”

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Student Fee ModelUniversity of Colorado, Boulder

Forever Buff goals are Fostering lifelong relationships among students,

alumni and CU

Creating stronger professional and social networks

Developing a culture of giving and service

Engendering a strong sense of CU Pride

Themes: “Engage – Contribute – Celebrate!”9

Student Fee Models

Some are optional

Some can have fee refunded

Challenges with inflation

While there is student-oriented programming not all have students as members.

University Alumni Student Fee

Implemented

Albany $20 per semester 2009

Brockport $10 per semester 1980’s

Cortland $15 per semester 1978

Fredonia $13.00 per semester

1983

Geneseo $17.50 per semester

1976

New Paltz $12 per semester 1995

Oneonta $15 per semester 1980’s

Oswego $25—fall only 15+ years

Plattsburgh $15 per semester 1970’s

Potsdam $10 per semester10

Student Fee Models

SUNY Albany • Eliminated dues program on June 30, 2007, and all alumni are now members

•Implementing a $20 per semester refundable fee

• Interesting story of how they got there: “A Lifetime Commitment” to “Student & Alumni Partnership Plan”

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University or Advancement-Funded

Rutgers University Alumni Relations:

The Imperative for Change•The newly created Rutgers University Alumni Association serves all 370,000 alumni of Rutgers University and does not charge dues.

•The mission of the association is to “advance the best interests and well being of Rutgers University by engaging all alumni in the life of the institution.”

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University of California

A Vision for a New Partnership: UC and its Alumni

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Emerging Models in the University of California System

• Modified Student Fee• $35 per quarter = Life

member• Keep existing dues-

program• Entrepreneurial Model• Free basic membership

for all alumni; different levels of annual and lifetime memberships• Additional revenue

through sponsorships and entrepreneurial efforts.

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Steps to Take if You are Considering a New Membership Model

Does your current program tie into your strategic plan?

Go at it for the right reasons—don’t mask it with the need for income (UIAA)

Think long-term

Buy-in from top, middle and bottom; internal and external audiences

Be persistent!

Do your research: what do your alumni want from the institution?

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Using Metrics to Engage

Your Alumni

Design

Begin with the end in mind

Everything needs to be actionable (mostly)

Prioritized improvement opportunities

Enhanced brand/image recognition

Alumni partnership

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Alumni Partnership Model©

Initiate the process by asking their

opinion

Alumni feedback is not a one-time event, but rather an ongoing process of measurement, action, and re-

measurement.

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Chart Title

Need for precision

in findings based on expected application or use

for results

Cost to do research/cost of error High Cost

Low Cost

Low Precisio

n

High Precisio

n

Call-in opinion or self select online poll about what the verdict will be

for a celebrity trial

Statistical research to determine

the introduction

of a new drug for cancer

Statistical Research Value/Cost Model

When Enough is Enough

Alumni Attitude Study

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WW

II/Po

st W

WII*

- 196

3

Woo

dsto

ck/V

ietn

am

1964

- 19

73

Post

-

Wat

erga

te

1974

- 19

80

Yupp

ie/E

nd C

old

War

1981

- 19

93

Elec

tron

ic

Revol

utio

n/

Dot

-com

1994

- 20

00

Post

-9/1

1

2001

-

Hobby/Interests

Gender/Ethnicity

Career

Family

Young Adult/Discovery26 to 30

Stable/Mid-Life45 to 62

Building/Growth31 to 44

Mature/Contemplative63 and older

Age

Recent Graduates21 to 25

Grad Year

LIFE

STYL

E

ERA

LIF

EC

YC

LE

Alumni Segmentation Model©

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Response from 2005 through 2008By Era

Nu

mb

er

of

Part

icip

an

ts

WW

II\Post W

WII

Woodsto

ck \ ...

Post W

ate

rgate

Yuppie

\End o

f...

Ele

ctronic R

e...

Post 9

/11

0

5,000

10,000

15,000

20,000

25,000

30,000

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Percent Indicating that the Item Has Significant to Critical Impact on Their

Opinion of the University

Value and respect for degree

Accomplishments of students

Providing scholarships

Accomplishments of faculty

History and tradition

Campus aestheticsSchool rankings (e.g. U.S. News

& World Report)Accomplishments of alumni

Outreach to community

Media visibility

Success of athletic teams

0 10 20 30 40 50 60 70 80 90

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Importance and Effectiveness of Communications

Not Important

Poor

Somewhat

ImportantFair

Very Important

Good

CriticallyImportantExcellent

University web site

Alumni magazine

Invitations to alumni activities

Invitations to university activities

Services or benefits

Performance Importance23

University web site

Alumni magazine

Invitations to alumni activities

Invitations to university activities

Services or benefits

Degree to Which Alumni Want More

Importance and Effectiveness of Communications

GAPS

Degree to Which Alumni

Feel Well Served

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University web site

Alumni magazine

Invitations to alumni activities

Invitations to university activities

Services or benefits

Post 9/11 Electronic Revolution\Dot-Com Yuppie\End of Cold War

Post Watergate Woodstock\Vietnam WWII\Post WWII

Age Makes a Big Difference in Perception of Communications

Degree to Which Alumni Want More

Degree to Which Alumni

Feel Well Served

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What Alumni Should Do and How Well the University Supports Them

Identifying job opportunities for graduates

Mentoring students

Providing financial support for Univ

Networking with other alumni

Attending athletic events

Post 9/11 Electronic Revolution\Dot-ComYuppie\End of Cold War Post Watergate Woodstock\Vietnam WWII\Post WWII

Degree to Which Alumni

Want More

Degree to Which

Alumni Feel Well Served

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Geographic Distance as a Barrier to

Alumni Participation

within 10 miles

11-50 miles

51-100 miles

101-250 miles

Over 250 within US

Over 250 outside US

5%

18%

43%

58%

79%

80%

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The Student Experience – Where They Want to See Improvement

Academics and classes

Skills and training for career

Relationship with faculty

Lessons about life

Orientation for new students

Attending athletic events

Opportunity to participate in fraternity or sorority

Degree to Which Alumni Want To See Improvement

Degree to Which

Alumni Feel the

University is Doing Fine

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Turning Metrics into Action

• Talking about the right things

• Hitting the right talking points

• Focusing on the minus two/plus three• Professional and career related activities

• Intramurals

• Annual fund and development talking points

• Integration across advancement

• Integration across the university29

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Using Social Media to Engage

Your Alumni

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20 Years of the Internet Got Us Here

Democratized Production

Cheap Distribution

Search, Filters, Recommendations

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20 Years of the Internet Got Us Here

• Niche based communication preferences (Long Tail) • Communication is decentralized

• One-size-fits-all approaches become irrelevant

• The interactive nature of new media (commenting and user-generated content) enriches the user’s experience and engagement

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New communication strategies are necessary

to reach alumni. “And ya better start swimming or you’ll sink like a stone,

oh the times they are a-changin --Bob Dylan35

What’s the greatest concern when

communication becomes

decentralized and users are empowered to contribute content?

Loss of control

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Communication Strategies

Syndication

Social Media

Mobile

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Syndication

Blogs, RSS Feeds

Podcasts

Status Updates

Video – YouTube

Lifestreams – Friend Feed

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Mobile Communication

• Connecting the University to students, alumni, and friends through their mobile device • Targeting the right person at the right time with relevant, valuable & timely content

• Requires the user’s explicit permission

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Connect Using SMS Messaging

• Text messaged alerts, Text2Win(Contests), Polls, Quizzes & Promotions

• 160 characters per text

• Best Practice: Include link to mobile web or click to call

• Up to 8 messages per month

• Standard rates apply

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Connect Using Mobile Application

Programs that “live” on your phone

Duke, Stanford launched

UNC, Texas, Fresno State with Harris

Available on the iPhone & Blackberry

iPhone grabs 50% of U.S.smartphone market, Blackberry at 21% AdMob Mobile Metrics

DEMO of Fresno State App42

Mobile Opt-in Process

Via SMS Text MessageText bulldogs to 258664

Online registration form

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Is This Overwhelming?

Don’t feel bad if you think it is….

You should be aware of these new communication strategies and understand how you can

use them 44

Oh My, What Now? Experiment privately with new strategies

Read up on social/new media

Begin to accept a loss of communication control

Identify staff who are comfortable with these technologies and develop a realistic strategy

Join the conversation that is already going on without you

Leave the PR megaphone at the office…engage alumni in meaningful dialogue 45

Metrics & Surveys

How tech savvy are your alumni?What communication channels do

they prefer?What do they want to hear about?How do they want to engage?How much communication?How often do they want to be

communicated to? 46

Quiz Time!Text the word

csualum to

258664 to start the quiz.

The first person to answer correctly will win

a special prize!

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Conclusion

Trends suggest we need to rethink our strategies

Our institutions are hierarchical and structured

Our alumni are not…they are grouped in niches

The models, metrics and media are changing

We have to give up control and adapt 

And it must be an institutional priority

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Additional Resources on Our Blog

http://alumniengagement.wordpress.co

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