Engagement Scoring Model for Regional Networks Alyssa Holland | Associate Director, Alumni Relations, UNH Megan Meagher | Director, Alumni Relations, UNH Thursday, March 14, 2019

Desired Outcomes Background/History Tactics Implementation The University of New Hampshire’s Location Agenda Desired Outcomes Background/History Tactics Implementation Generating Buy-in Questions March 2019

At the end of this session, you will have the tools to… Desired Outcomes At the end of this session, you will have the tools to… Develop an engagement model tailored to your own school, creating: Increased transparency with volunteer leadership Buy-in from both volunteers and university leadership The ability to benchmark and track network success year-over-year, leading to personalized goals and objectives March 2019

Historical Background UNH Alumni Networks March 2019

The University of New Hampshire’s Location Project Implementation March 2019

Measurements: Reach & Frequency + Engagement The University of New Hampshire’s Location Choosing what Data to Pull How to quantitatively determine a Network’s performance? Measurements: Reach & Frequency + Engagement Reach, Communication Frequency & Event Frequency Go (Event Attendance), Give (Donations), & Help (Volunteer) By looking at both the market reach & frequency AND engagement, networks are considered holistically and are not limited due to size or current level of engagement. March 2019

The University of New Hampshire’s Location Market Reach & Frequency - Choosing what Data to Pull Measuring the opportunity to market our brand in each network REACH – contactable alumni base FREQUENCY – # of times we get the UNH brand in front of contactable alumni Weighted Score Methodology Ranking the total # of impressions through our efforts Reach (largest # of impressions) Communications Frequency (2nd largest # of impressions) Events Frequency (smallest # of impressions) March 2019

Market Reach & Frequency Score The University of New Hampshire’s Location Network Market Reach & Frequency Measuring the opportunity to market our brand in each network Establish Weights for Criteria: Reach (addressable audience size, 50%) + Communication Frequency (# of communications – printed/email, 30%) Event Frequency (# of events, 20%) = Market Reach & Frequency Score March 2019

The University of New Hampshire’s Location Network Market Reach & Frequency Measuring the opportunity to market our brand in each network 2. Set Ranges on Scale of 1 – 5 Reach (50%) 0-1,500 1,501-5,000 5,001-10,000 10,001-20,000 20,000+ Scale 1 2 3 4 5 Communication Frequency (30%) 0-3 4-9 10-15 16-21 22+ Event Frequency (20%) 0-1 2-3 4-5 6-7 7+ March 2019

3. Run networks through the scoring exercise The University of New Hampshire’s Location Network Market Reach & Frequency Measuring the opportunity to market our brand in each network 3. Run networks through the scoring exercise UNH Example: Southwest Florida Network Reach - 1 Event Freq. – 3 Communication Freq. – 5 Market R&F (0.50) + (0.6) + (1.5) = 2.6 March 2019

Communication Frequency The University of New Hampshire’s Location Network Market Reach & Frequency UNH Network Market Reach and Frequency Scores (2017-2018)   Reach Communication Frequency Event Frequency Size of Addressable Audience # of Event Communications (email, mail) # of Annual Network Events Weight 50% 30% 20% 100% Network Name Score Subtotal SCORE Atlanta 1 0.5 3 0.9 0.6 2 Boston 5 2.5 1.5 Chicago 0.3 0.2 Denver EC Florida 1.3 Los Angeles NorCal New York 4 Seacoast 1.2 4.7 SW Florida 2.6 Washington, DC March 2019

Scale an alumni engagement score down for each network The University of New Hampshire’s Location Network Engagement Scoring Measuring engagement in each network Scale an alumni engagement score down for each network # of event + # of donors + # of volunteers attendees March 2019

2. Assign the range of %’s a number on a scale of 1 – 5 Network Engagement Scoring The University of New Hampshire’s Location Measuring engagement in each network 2. Assign the range of %’s a number on a scale of 1 – 5 March 2019

Network Engagement Scoring The University of New Hampshire’s Location UNH Network Engagement Scores (2017-2018) Network Total Alumni FY18 Gifts Gift % FY18 Events Event % Engagement Score (%) Engagement Score (1-5) Atlanta 537 50 9.3% 44 8.2% 18% 5.0 Boston 19752 1058 5% 594 3% 8% 2.5 Chicago 476 49 10% 5 1% 11% 3.0 Denver 727 72 41 6% 16% 4.5 East Coast Florida 920 79 9% 28 12% Los Angeles 1073 64 7 7% 2.0 NorCal 1462 119 New York 7189 501 191 Seacoast 30999 1586 834 SW Florida 1182 125 63 Washington, DC 2795 283 151 Note: UNH calculates the network engagement score based on Go & Give (Help to be included in 2020, pending a CRM enhancement). March 2019

UNH Example: Southwest Florida Network The University of New Hampshire’s Location Network Health Index Market Reach & Frequency + Engagement Score = Health Index Add together each network’s market reach & frequency score (60%) & engagement score (40%) to produce a health index. UNH Example: Southwest Florida Network R.F. Score – 2.6 Engagement Score – 4.5 Health Index (2.6)*(0.60) (4.5)*(0.40) (1.56) + (1.8) = 3.4 March 2019

The University of New Hampshire’s Location Network Health Index Putting it all together Weight 60% 40% 100% Network Name Market R&F Score Engagement Score Health Index Atlanta 2 5 3.2 Boston 2.5 4 Chicago 1 3 1.8 Denver 4.5 East Coast Florida 1.3 2.0 Los Angeles 1.4 NorCal New York 3.6 Seacoast 4.6 3.8 SW Florida 2.6 3.4 Washington, DC 3.3 March 2019

The University of New Hampshire’s Location What Now? The Big Picture Tracking Network Progress March 2019

The University of New Hampshire’s Location What Now? Setting Goals for the Future – Market Reach and Frequency Improvement Increasing Constituent Base Through Updating Contact Info March 2019

Targeted Efforts to Increase Event Attendees, Donors, & Volunteers The University of New Hampshire’s Location What Now? Setting Goals for the Future – Engagement Score Improvement Targeted Efforts to Increase Event Attendees, Donors, & Volunteers March 2019

Ask us Anything! The University of New Hampshire’s Location Questions? March 2019