Introductions John White, Director of Product Management Joined iModules January, 2014 Background in product management and data products Kansas State Alumni Association 1995-2000 Jason Roberts, SVP Customer Success Joined iModules in 2012 Leads the Client Services organization Background in applying Advanced Analytics

Actionable Insights What is it? Why are we doing this? Why is this important to each of you?

Online Engagement Challenges Identify who is engaged online and who is not, and who is likely to become engaged in the future Strategies to increase online engagement Segment and target communications Measure results Track engagement over time Control, reduce or reallocate expenses

Focus Use Encompass data to help clients target constituents more effectively – thereby increasing online engagement in a more cost effective manner.

Data Analysis Process Data: email activity, event activity, online giving, membership Hygiene/Append Data Mining & Modeling Process Proprietary, Custom Scoring Models (CEI, PEI)

Engagement Scores Constituent Engagement Index (CEI) Custom model that uses three years of engagement data from Encompass: Email activity, event activity, online giving, membership (if applicable) Measures a constituent’s level of online engagement via Encompass Potential Engagement Index (PEI) Custom model uses data from Encompass and external (appended) data: The model identifies up to 13 predictive values - combination of predictive values is unique to each institution Measures a constituent’s propensity to engage online Engagement Quadrant (EQ) Using CEI and PEI scores, each constituent plotted to a quadrant Key Target, Keeper, Committed, Unlikely Target

Engagement Quadrants (N=96,493 41.8%) (N=23,145 10.0%) Total N=230,805 PEI Mean 5.5 (N=97,995 42.5%) (N=13,172 5.7%) CEI Mean 122.3 Click to add notes

Engagement Quadrants – by location Within 150 miles: 50,167 (36%) Outside 150 miles: 46,057 (51%) Within 150 miles: 12,855 (9%) Outside 150 miles: 10,227 (11%) Within 150 miles: 138,850 Outside 150 miles: 91,197 Within 150 miles: 66,520 (48%) Outside 150 miles: 31,097 (34%) Within 150 miles: 9,308 (7%) Outside 150 miles: 3,816 (4%)

Engagement Quadrants – by grad year

iModules Actionable Insights - Phase One Data Management Data prep/clean up Hygiene, append, scoring with custom models Records count report, client profile, scores imported and rescored Engagement Scores Available in Encompass CEI, PEI, EQ scores displayed within the Member record Actionable Insights tab and homepage within the admin Scores can be used with the Data Viewer query tool Strategic Services Interpretation of results Recommendations for first steps and specific strategies Measurement and follow up

Applying Actionable Insights: Alumni Relations and Communications Increase online engagement Enhance your current segmentation Modify communication strategy Message Frequency Longitudinal view of constituent engagement Identify online ambassadors Impact offline activity Adjust communication strategy based on propensity to engage online Potential for budget reallocation (print/postage dollars) Additional data point to identify prospective volunteers, mentors, Board members…

Applying Actionable Insights: Development Increasing alumni participation and support Enhance your current segmentation Stewardship opportunity for donors who engage online Better insight into the Constituent’s preference Identify highly engaged non-donors – and engage them Impact offline activity Combined with other metrics a more complete constituent perspective is achieved Focus time and budget offline on those that are not likely to engage online

Making the Insights Actionable Strategies and goals Target and message Determine measurements Execute Measure and evaluate With Actionable Insights you will be able to: Target the populations to drive overall engagement Make conscious decisions around higher investments to drive engagement Set clear objectives, with specific actions and responses that are measureable

Actionable Insights Example Objective: Drive increased engagement among Alumni living more than 150 miles from campus, with a focus on event participation Within 150 miles: 50,167 (36%) Outside 150 miles: 46,057 (51%) Within 150 miles: 12,855 (9%) Outside 150 miles: 10,227 (11%) Within 150 miles: 66,520 (48%) Outside 150 miles: 31,097 (34%) Within 150 miles: 9,308 (7%) Outside 150 miles: 3,816 (4%) Measurement: Near term: Increased open rates, click through, and registrations for the events. Long term: Increased engagement (shift in engagement distribution)

Actionable Insights - Example Identify the Populations Use the Engagement Quadrants for those that are > 150 miles from campus, but have not attended an event in the last year Execute Strategy against each Quadrant ‘Key Targets’ – have different communication cadence and content ‘Keeper’ and ‘Committed’ – care and feeding Top 10k Alumni Outside 150 miles: 46,057 (51%)

Actionable Insights - Example Measuring Results Changes in Engagement are not a short term measure Strategies focus on changing behavior, not just a ‘click’ Targeted segments of the population are compared to their baseline for changes Selected Population

Actionable Insights Features Actionable data Minimal workload Aligns with current business processes Statistically based, custom models Models are not static Services included to support success Optimize use of Encompass

Future Development Model inputs Reporting and analytic capabilities Trend analysis

iModules Actionable Insights Data Management Data prep/clean up Hygiene, append, scoring with custom models Records count report, client profile, scores imported and rescored Engagement Scores Available in Encompass CEI, PEI, EQ scores displayed within the Member record Actionable Insights tab and homepage within the admin Scores can be used with the Data Viewer query tool Strategic Services Interpretation of results Recommendations for first steps and specific strategies Measurement and follow up Available Now

Who to Contact Moving Forward Your account manager Sizzler John White Jason Roberts Mirko Widenhorn

Contact Information John White Director of Product Management jwhite@imodules.com Jason Roberts Senior Vice President, Customer Success jroberts@imodules.com