1. 913.888.0772 | imodules.com Incorporating Engagement Data Strategies into Your Communication Approach Jason Roberts, Melissa Knudsen and Mirko Widenhorn

2. Introductions and Overview Karen Sharpe Worcester State University Executive Director of University Advancement Mirko Widenhorn iModules Strategic Consultant Melissa Knudsen iModules Analytic Consultant

3. Worcester State University

4. Worcester State Goals Increase overall level of engagement Increase number of engaged alumni Focus on young alumni Use data-driven decision-making to set goals

5. Setting an engagement benchmark 40%8% 46% 6%

6. Worcester State population Gender split evenly Young Supports health-related causes Shops online Gender split evenly Mature/Retired Supports health-related causes Shops online Female Young Supports wildlife causes Female Mature Supports wildlife causes

7. Class Year

8. By major

9. Recommendations Criminal Justice alumni Develop e-newsletter with major-specific stories Include role-based content by quadrant Develop and market online and offline event Primary focus on Keepers and Committed quadrants Work with faculty for department-specific solicitation (for non-Lybunts)

10. Young alumni

11. Major and Young Alumni

12. PopulationActionDescriptionTiming Key TargetsEmail address acquisition Use phonathon, print campaign, event registration to gather email addresses All year Keeper and Committed Identify online ambassadors Email #1 Email with call to action to share WSU news and description of ambassador program Mid-September Keeper and Committed Identify online ambassadors Email #2 Pre-release of WSU news with call to action to become ambassador Mid-October Occupational Studies Key Targets Departmental update Departmental update email with call to action October Occupational Studies Keeper Faculty communication Personal email from faculty members who knew students November Keeper and Committed Young alumni e- newsletter Update specifically for young alumni with mentoring program call to action January Key TargetsYoung alumni e- newsletter Update specifically for young alumni with info update call to action January

13. Giving Engaged alumni 1,123 engaged alumni did not make a gift last year but previously supported WSU (21%) 2,435 Sybunts and Lapsed Sybunts are Key Targets (46%) Sybunts have higher CEI than average constituent

14. Recommendations PopulationActionDescriptionTiming Highly engaged constituents and high potential constituents (820) Email solicitation prior to print Email incorporating past giving Mid-August Sybunts – Key Targets Email engagement communication Communication sharing student successes End of August Sybunts - Keepers Email follow-up to solicitation Focus on assisting studentsMid-September Sybunts – Key Targets Email engagement communication #2 Communication focusing on student scholarship benefits with soft ask End of September Sybunts – Key TargetsEmail solicitationStudent scholarship solicitation End of October

15. Day of Giving impact

16. Recommendations – Day of Giving Identify online ambassadors Keepers and Committed with high CEI score Areas with high number of alumni but low participation Adjust communication based on propensity to engage and geographic location

17. Clubs and Organization Involvement

18. Recommendations Honors Program Invite participation in academic-oriented events Focus on Key Targets to engage them Develop deeper communication plan Student Senate Develop e-communication providing university update to increase engagement Radio Station Comparatively low level of current and potential engagement

19. Regional

20. Measuring progress Rescoring of engagement data Reviewing progress on identified target groups Measuring progress on measures

21. Worcester State Goals New data points will help identify populations to focus on Provide a benchmark on which to build

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