CASE’s Alumni Engagement Metrics Project · CASE Alumni Engagement Metrics Project bbcon2019...
Transcript of 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
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CASE Alumni Engagement Metrics Project
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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
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ASPIRATION
CASE is the global resource for educational advancement
metrics, benchmarks, & analytics
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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
Value
Creation
Standards & Best Practice
Benchmarking
Training
Research Papers
Articles
Infographics
Visualizations
Facilitated Cohorts
Bespoke Analysis
Webinars & Presentations
Advocacy
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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
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“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
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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
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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
goals
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
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“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
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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
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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
goals
Philanthropic
“Unduplicated”
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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”
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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”
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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”
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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”
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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
Other
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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
vs.
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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
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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
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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
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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
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@Fred_HigherEd
linkedin.com/in/FredBWeiss
Fred Weiss, Chief Research and Data Officer
Council for Advancement and Support of Education
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Tell us in a session survey
on the mobile app, and
you’ll be entered to win a
complimentary pass to
bbcon 2020 in Seattle, WA!
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