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

2. 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

3. 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

4. Historical Background
UNH Alumni Networks
March 2019

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

6. 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

7. 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

8. 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/ , 30%)
Event Frequency (# of events, 20%) =
Market Reach & Frequency Score
March 2019

9. 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

10. 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 Event Freq. – 3 Communication Freq. – 5 Market R&F (0.50) (0.6) (1.5) =
March 2019

11. Communication Frequency
The University of New Hampshire’s Location
Network Market Reach & Frequency
UNH Network Market Reach and Frequency Scores ( )
Reach
Communication Frequency
Event Frequency
Size of Addressable Audience
# of Event Communications ( , 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

12. 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

13. 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

14. Network Engagement Scoring The University of New Hampshire’s Location
UNH Network Engagement Scores ( )
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

15. 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 – Engagement Score – Health Index (2.6)*(0.60) (4.5)*(0.40)
(1.56) (1.8) =
March 2019

16. 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

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

18. 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

19. 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

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