ALUMNI ENGAGEMENT METRICS Barbara Mann Swarthmore College

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About SWARTHMORE COLLEGE Approximately 21,000 alumni Banner campus since 1998 Argos campus since 2008 In the 8th year of a 10 year/$450m campaign

About ME! Have worked at Swarthmore for 24 years! Work allows me to:

Alumni Engagement Metrics We’ve discussed for YEARS!!!! So, why now? Major re-organization!

Alumni Engagement Metrics The new team is called: ALUMNI & PARENT ENGAGEMENT And consists of: Events Marketing Volunteers

Alumni Engagement Metrics But… Did we get the re-organization right? Scores would help us measure things we can influence but…

Alumni Engagement Metrics

Alumni Engagement Metrics Plan Started with 3 pronged approach to align with new department: Go - Events Give - Marketing Help - Volunteers

Alumni Engagement Metrics Plan Go Attendance – Advancement events only Give Giving to anything Help Volunteer – Advancement roles only

Alumni Engagement Metrics Plan Discussed engagement definitions Drafted and tested criteria Reviewed the results Tested again on broader populations Finalized the vetted criteria

Alumni Engagement Metrics Criteria Events (up to 10 points) 4 points: Alumni Weekend 3 point: LCE 2 points: SCE 1 point: 1 on 1 with President Giving (up to 10 points) 4 points: Consistent giver (3 of 5 years) 3 points: 1864 Society 2 points: Swat in Will (ever) 1 point: Donor (ever) Volunteerism (up to 10 points) 4 points: Current volunteer 3 points: Past volunteer 2 points: Current one-time volunteer 1 point: Past one-time volunteer All combine for the total Advancement engagement score (up to 30 points)

Alumni Engagement Metrics Criteria We simplified the 30 point scale with descriptive scores, which are both accurate and more digestible. Those scores are: Most Engaged (16-30) More Engaged (10-15) Somewhat Engaged (5-9) Less Engaged (1-4) Not Engaged

Alumni Engagement Metrics Results With nearly ½ of alums in the top categories, it’s a promising place to start

On average, engagement is increasing

On average, young alums are less engaged

2015, 2016, 2017 comparison

Location is a weak influence on engagement…

…though high scores are concentrated in high-alumni areas

Top influences on Scores Alumni Weekend is a big draw: 22% of alumni have attended Reunion in the last 5 years. Most alumni have given: 83% of alumni have ever given to the College (and nearly 1/3 give consistently). A few (but mighty!) alumni volunteer: Under 10% of alumni have ever been a volunteer, but they have strong engagement.

Where can I find this information?

Where can I find this information?

Next Steps To consider: Including College-wide events and volunteers Creating young alumni and parent engagement scores Using this score with the major gift likelihood score (what could this look like?) Decide if we track info in such a way that we can add: Connect

Open to the Floor Questions Comments

Barbara Mann Swarthmore College bmann1@Swarthmore.edu 610-690-3725 My contact info Barbara Mann Swarthmore College bmann1@Swarthmore.edu 610-690-3725

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