alumni relations during a campaign: strategies for...

Measuring and Evaluating Your Alumni Relations Staff

Academic Impressions 1

Alumni Relations During a Campaign:

Strategies for Engaging, Measuring and

Advancing Institutional Success

December 11, 2014

Patrick E. Auerbach

Associate Senior Vice President for Alumni Relations

University of Southern California

Elise M. Betz

Executive Director, Alumni Relations

University of Pennsylvania

THE INSTITUTIONAL BACKDROPS



How many of you are in a comprehensive campaign?

� Planning

� Silent/Nucleus Phase

� Public Phase

� Wrap-Up

POLL QUESTION #1

• Urban Ivy League “Research 1”institution with 290,000 living alumni

globally

• Four undergraduate schools, twelve

graduate and professional schools

• 22,000 students

• Alumni Relations Mission: Seeking to

engage all Penn alumni in a mutually

beneficial, lifelong connection to each

other, their school, and the University,

and encourage alumni support and

guidance to advance Penn's eminence

for future generations.

THE UNIVERSITY

OF PENNSYLVANIA



Sweeten

Alumni

House

• Hybrid model, central/unit

• Central staff of 35

• Budget $4M

• Non-dues paying structure (Penn Alumni

“membership” automatic)

PENN’S ALUMNI

RELATIONS SHOP

• Alumni Interview Program (4.5 FTE)

• Classes and Reunions (6 FTE)

• Communications and Marketing (3 FTE)

• Alumni Education and Career Networking

(1.5 FTE)

• Regional Clubs(8 FTE)

• Multicultural Outreach (2.5 FTE)

• Alumni Travel (1.5 FTE)

• Penn Traditions (student, young alumni

engagement) (1.5 FTE)

• Alumni Magazine (6 FTE)

PENN’S ALUMNI

RELATIONS “TEAMS”



USC Alumni Relations

� The USC Alumni Association (also known internally as the Office of Alumni Relations) is a department of USC’s Division of University Advancement

� The mission of USCAA is to engage all alumni, lifelong and worldwide, build a culture of philanthropy among the Trojan Family and serve as a representative voice for all USC alumni

USC Alumni Relations

� The function of Alumni Relations at USC is delivered centrally by the USC Alumni Association (USCAA) and “decentrally” by USC’s 18 Schools, Athletic Department, and other University offices and units

� The USCAA Board of Governors meets quarterly, includes nearly 70 members representing all USC Schools and advises the USCAA



USCAA Membership

� The USCAA was founded in 1885 and in 1991 became non-dues paying

� All 360,000 degreed USC alumni, including bachelor’s, master’s and doctoral degree holders, are automatically USCAA members

� Nearly two-thirds of all USC alumni live in Southern California

USCAA Membership

� The largest clusters of USC alumni outside of Southern California are the San Francisco Bay Area (~25,000), Texas (~7,500), the New York City metropolitan area (~7,000), and Washington state (~7,000)

� USC has over 10,000 alumni outside the U.S., led by China (~3,000 including Hong Kong), Taiwan (~1,600) and India (~1,500)



Alumni Engagement Strategies

� Signature Events

� Alumni Organizations

� Volunteer Recognition Programs

� Regional & Generational Programs

� Reunions

� Communications

� Benefits & Services

ALIGNING YOUR METRICS AND VALUES



GENERAL

• A validation of the

investment in AR?

• Quantification of

the work?

• A way to monitor

staff performance?

• Vehicle to reward

stars outside the

norm?

• An incontrovertible

“release”mechanism?

• To change a culture?

• To assist

development?

• Comprehensive

campaign goals

SPECIFIC

WHY? WHAT

ARE YOUR

NEEDS?

USCAA FY15 Priorities

1. Expand online and virtual alumni engagement via mobile and web-based technology

2. Promote and support scholarship initiative of The Campaign through via all appropriate alumni channel s and communities

3. Expand undergraduate Reunions program to six classes by adding 20 th reunion in Fall 2014 and continue building towards quinquennial model (5 th

through 50 th)



USCAA FY15 Priorities (continued)

4. Fine-tune and refresh USCAA Signature Events to maximize audience participation and Campus Partner collaboration

5. Enhance Business Partnerships program in accordance with IEG valuation and net new partnerships yielding an additional $100,000 in annual corporate support

6. Launch up to three new Alumni Industry Networks

USCAA FY15 Priorities (continued)

7. Focus on developing metrics to assess alumni engagement and volunteer leadership

8. Identify and activate, where feasible, opportunities to build alumni affinity among graduate and professional students and alumni



CAMPAIGN AND OVERALL GOALS

Campaign Goals:

• Total dollars raised

• Dollars raised for university priorities

• Non-financial and engagement goals

WHAT

DROVE

PENN?

THE NON-FINANCIAL/ENGAGEMENT GOALS

• Strengthen campus and regional activities that engage alumni, students, parents, and friends and provide increased access to Penn’s vast academic resources.

• Build on the success of alumni class and affinity group programming, creating new ways for alumni to connect with each other.

• Expand career networking opportunities for alumni and students.

• Grow the number of alumni who support Penn’s commitment to educational excellence through their annual gifts.

• Increase the number of individuals who create lasting legacies at Penn through their planned gifts and Harrison Society participation.

• Deepen student awareness and involvement in the full range of development and alumni relations activities.



CAMPAIGN AND OVERALL GOALS

Overall Goals:

• Add critical alumni relations and development

goals to the campaign and beyond, with a

university-wide approach

• Answer this question specifically for alumni

volunteers and program participants: “What is

my role in the campaign?”

• Broaden the scope of what we do for and with

all alumni - validate alumni relations and

engagement in advancement

WHAT

DROVE

PENN?

Metrics guide programming

and management decisions.

We are measuring the

“action” that alumni take.

Staff are, in large part,

responsible for that action.

WHAT

DROVE

PENN?



• Measurement buckets:

– Volunteer leadership

– Programming and attendance

– Contacts and meetings

– Communications

– Giving (participation)

• Quantitative and qualitative measurements

• Focus on data simplicity and sustainability

• Let the “numbers tell a story”

• Avoid measurement for the sake of

measurement

METRICS

METHODOLOGY

• Starting point

• Group exercise

• Identify what you want to measure

• Determine “owner” for each area

• Establish a timeline

ENGAGEMENT

MATRIX



• Review of the engagement construct

(matrix)

• Developing the “As Is” assessment (base

line)

• Refining your reporting mechanisms (data

tracking)

• How will you reach your goals?

Group

Exercise

ENGAGEMENT MATRIX

1. Class Regional Affinity/Diversity 2. Annual Giving 3. Harrison

A. Reunion B. Non-Reunion

A. Large B. Other

Volunteer Leadership

Increase number of active volunteers by 20 – 40%



Programming/Attendance

Increase Alumni Weekend attendance by 25% Increase Non-Alumni Weekend class-based activity

- Standardize model (small, mid to large events)

- Up to 50% increase

Up to 100% increase

Communications

Qualitative

Qualitative

Qualitative

Giving

Achieve volunteer giving participation rate of 75%



– Increase undergraduate annual

giving participation

� Increase permanent undergraduate alumni donor base by 8,000 new donors

� Increase Young Alumni Giving % – add 4,000 new donors

� Increase University wide annual

giving participation

- School and Center goals

Add 1,000 new Harrison Society Members

Online Communication/Participation



• Goals to be reached by fiscal year 2012

• Staff were evaluated on goals beginning in

FY 2010 appraisals and are responsible for

data input and tracking

• Translate goals to behavior

• Alumni Relations “Evidence Based Practice:”

– A questioning approach to practice

leading to, experimentation,

observation, enumeration, and

analysis, enhancing anecdotal decision

making.

METHOD &

MEETING

RESULTS

• Don’t discount surveys

– “Would I recommend this (program,

event, volunteer experience) to a

fellow alum? “

– Net promoter score

METHOD &

MEETING

RESULTS



Questions?

USC’s Current Campaign

� The Campaign for the University of Southern California a $6 billion multi-year effort to advance USC's academic priorities and expand the university's positive impact on the community and world

� At the time of its public launch (September 2011), the Campaign was the largest fundraising campaign in the history of American higher education



Alumni Relations and The Campaign

� Alumni Relations was realigned (returned) from the Division of University Relations (1992-2010) to the Division of University Advancement in July 2010 in anticipation of a new University President and the upcoming Campaign

� Alumni Relations is an integral part of The Campaign and the Division of University Advancement. While the USCAA is held accountable for a variety of annual programmatic and performance metrics, there were not any specific non-financial goals established for The Campaign

Alumni Relations and The Campaign

� The Campaign for the University of Southern California was publicly launched on Friday, September 16, 2011, during the USCAA’s annual Alumni Leadership Conference

� Showcased University’s priorities in the presence of more than 300 alumni and volunteer leaders from across institution

� Positioned alumni as a critical audience for Campaign advocacy and participation

� Campaign conclusion scheduled for June 2018



• “Contacts” in central alumni database

– Phone

– E-mail

– Letter

– Face-to-face (individual meeting or

meaningful discussion at event)

– Social media – Tweets, Facebook posts,

blog entry

• Description of “contact”

ALL ALUMNI

RELATIONS

STAFF

Do you have quantitative goals for your Alumni Relations

Staff that are reviewed in performance appraisals?

� Yes

� No

POLL QUESTION #2



• Increase number of active regional clubs

by ~53% (from 65 to 100)

• Increase total number of regional club

events by 25% (from 390 to 488)

• Increase active volunteers and board

members by 25% (from 530 to 663)

• Add a young alumni board position to very

active club

REGIONAL CLUB

METRICS

REGIONAL GOALS

• Increase Number of Active Regional Penn Clubs to 100

0

20

40

60

80

100

120

2006 2007 2008 2009 2010 2011 2012

Currently have 80 recognized and active Penn Clubs

Operating Plan:1. Better communication2. More leadership training

- Operating Manual- Minimum Standards- Leadership Conference

3. Offer improved on-line tools4. Better data collection and sharing5. Focus on international outreach6. More connection to Interview Program

Owner: Penn Alumni Regional Clubs

All recognized Penn Alumni Clubs

Active Penn Alumni Clubs



REGIONAL GOALS

• Increase Total Number of Regional Club Events by 25%

460

480

500

520

540

560

580

600

620

640

2006 2007 2008 2009 2010 2011 2012

Currently up 19.3% since 2006

Operating Plan:1. Increase communication with Clubs to share

events and program information2. Deliver better information on alumni in the

region to use as content and for programming3. Offer improved on-line tools and more alumni

educational offering4. Leverage faculty presence in region5. Establish second signature regional event,

example: Ben Franklin Birthday Bash6. Continue internal collaboration with AR efforts

and across Schools and Centers


Num

ber

of E

vent

s

REGIONAL GOALS SUCCESS

• Increase Number of Active Regional Penn Clubs to 100

0

20

40

60

80

100

120

140

2006 2007 2008 2009 2010 2011 2012

Currently have 103 recognized and active Penn Clubs

Path to Success: 1. Over 500 events annually – at least one

event per quarter!2. Training and Resources

a. Regional Clubs Advisory Board Mentoringb. Ivy Plus Conferencesc. Annual Leadership Retreatd. Presidents Corner on-line

3. Alumni Interview Program Partnership4. University Partners5. International Outreach


All recognized Penn Alumni Clubs

Active Penn Alumni Clubs



• Increase number of faculty and staff

speaking engagements by ~35% (from 270

to 365 annually)

• Increase online/virtual alumni education

offerings and participation by 25% (30 to

38; from 672,000 to 840,000)

• Increase number of alumni serving as

online career advisors by ~40% (from 1,800

to 2,500)

• Increase number of online career advisor

searches by~60% (from 31,000 to 50,000)

• Get 500 listings in Alumni Yellow Pages

ALUMNI

ED/CAREER

SPECIALIST

METRICS

• Increase number of valid e-mail addresses by

~20% (from 135,000 to 160,000)

• Increase number of registered online

community users by ~20% (from 72,000 to

85,000)

• Publish 365 blog posts on new Penn Alumni

blog

• Tweet a minimum of 1,500 tweets a year

• Survey readers of flagship publications

“Proudly Penn” and Gazette for satisfaction

and usability

• Track e-mail and web analytics year over year

COMMUNICATION

SPECIALIST

METRICS



ON-LINE COMMUNICATIONS GOALS SUCCESS

• Increase Number of Registered QuakerNet Users to 85,000

Owner: Penn Alumni Marketing & Communication

Currently 102,837 registered users

Path to Success:1. Ads in every issue of The Gazette (6 per year) 2. Event registration behind authentication

encouraged for all events3. Facebook application push4. Outreach to students to join 5. Push for career mentoring

requiring QuakerNet registration6. Develop consistent print and electronic

branding; create and implement a long term plan for ads

7. Include give-away contests for first-time registrants and updated profiles.

0

20000

40000

60000

80000

100000

120000

2006 2007 2008 2009 2010 2011 2012

Reg

iste

red

Use

rs

• Increase Alumni Weekend attendance by

25% (4,800 in 2007)

• Increase number of class and reunion

volunteers by 25% (varies by class)

• Increase recent graduate and old guard

program participation by 20%

• Achieve volunteer giving participation rate

of 75% (currently 61%)

• Conduct a minimum of one reunion

committee meeting per month

CLASS &

REUNION

SPECIALIST

METRICS



• Achieve 75% participation in the Senior

Gift Drive (72% in fiscal year 2010)

• Increase number of identified student

leaders by ~70% (from 518 in fiscal year

2008 to 900 in 2012)

• Increase the number of Penn Traditions

participants by ~27% (from 5,927 in fiscal

year 2008 to 7,500+ annually)

STUDENT

ENGAGEMENT

SPECIALIST

METRICS

Campaign-inspired Alumni Relations Programs

� Expansion of Undergraduate Reunions program from three-class (10th, 25th, 50th) engagement program to six-class (10th, 20th, 25th, 30th, 40th, 50th) hybrid engagement-fundraising program ($500,000 investment)

� Presidential Tours of 10 strategic U.S. cities in 2010-11 (prior to Campaign launch) and 10 more in 2013-14 (midway through Campaign)

� Multicultural alumni organization-specific Campaign initiatives (Asian Pacific Alumni Association, Black Alumni Association, Latino Alumni Association, Lambda LGBT Alumni Association)



Undergraduate Reunions

� Undergraduate Reunion Program provided by USCAA

� Expanded in 2011 with new University Advancement resources� Currently includes 10th, 20th, 25th, 30th, 40th, 50th class reunions� Each reunion class has a leadership committee of 25-30 members� Year-round program focusing on annual giving ($1-$24,999 gifts) and

leadership annual giving ($25,000-$99,999 gifts and/or pledges)� Culminates in Reunion Weekend each fall with USC Homecoming

� Graduate Reunions are offered by various USC Schools at their own discretion throughout the year

Reunions: 2013 Results

Item RW12

Alumni

RW13

Alumni

% Change RW12 to

RW13

RW13 Classes

5-Year Giving Avg

Reunion Giving

Goal

Reunion Giving Totals

50th Reunion 109 107 -2% $335,469 $605,469 $1,199,471 (198%)

40th Reunion 49 89* +82% $593,973 $898,973 $895,403 (99%)

30th Reunion 122 139* +14% $851,251 $1,201,251 $1,310,300 (109%)

25th Reunion 132 121 -8% $400,548 $715,548 $587,432 (82%)

10th Reunion 133 282* +112% $114,198 $274,918 $203,059 (74%)

Subtotal 545 738 +35% $2,296,159 $3,696,159 $4,195,665 (113%)

Other Alumni 103 201 +95%

Total Alumni 648 939 +45%

Guests (non-alum) 407 616 +51%

TOTAL 1,155 1,555 +35%

FundraisingAttendance

� Overall attendance increased 35% from previous year

� 10th, 30th and 40 th classes set new records*� 20th Reunion Class being added in 2014

� Reunion Giving focuses on Annual Giving (gifts of $1>$25K) and Leadership Annual Giving (gifts and pledges of $25K>$100K)

� Above totals include pledges of $700K, $220K� RW13 Impact Goal: $1.4 MM; Result: $1.9 MM



Reunions: 2014 Results**

Item RW12-RW13

Average

RW14 % Change from RW12-

13 Average to RW14

RW14 Classes

5-Year Giving Average

Reunion Giving

Goal

Reunion Giving Totals

50th Reunion Alumni 108 91 -16% $363,372 $545,058 $1,488,234* (273%)

40th Reunion Alumni 69 79 +14% $922,257 $1,475,611 $1,416,178 (96%)

30th Reunion Alumni 131 85 -35% $748,732 $1,200,232 $920,600 (76%)

25th Reunion Alumni 127 206* +62% $506,514 $805,357 $698,868 (86%)

20th Reunion Alumni N/A 126* $430,497 $641,440 $434,658 (68%)

10th Reunion Alumni 208 238 +14% $211,583 $315,258 $139,681 (44%)

Subtotal 642 825+9% without 20th

or +29% with 20th $3,182,956 $4,982,956 $5,098,219 (102%)

Other Alumni 151 108 -29%

Total Alumni 793 933 +18% *includes $1MM Gift

Guests (Non-Alumni) 512 687 +34% ** as of 12/3/14

TOTAL 1,355 1,620 +20%

FundraisingAttendance

� Overall attendance increased 9% from previous year (comparing apples to apples)

� 20th and 25 th classes set new records*

� Reunion Giving focuses on Annual Giving (gifts of $1>$25K) and Leadership Annual Giving (gifts and pledges of $25K>$100K)

� Above totals include one $1MM planned gift� RW14 Impact Goal: $1.8 MM; Result: $1.9 MM**

Trojan Family Receptions featuringUSC President C. L. Max Nikias & First Lady Niki C. Nikias

2010-11 Alumni Tour

� Spring 2011� January 18: Orange County� January 19: San Diego� January 26: Beverly Hills� February 8: Los Angeles� March 24: Santa Barbara� March 31: San Francisco� April 13: Washington, D.C.� April 14: New York City� April 15: Chicago



An Evening with USC President C. L. Max Nikias & First Lady Niki C. Nikias

2013-14 Alumni Tour

� Fall 2013 (in conjunction with Weekenders)� September 27: Phoenix� October 17: Chicago� November 7: San Francisco

� Spring 2014� January 23: Seattle� January 29: Santa Monica� January 30: San Diego� February 5: Pasadena� April 9: Sacramento� April 29: Washington, D.C.� April 30: Dallas

Multicultural Alumni Association Initiatives

� USCAA supports four multicultural associations, each of which has dedicated staff members and are also part of the overall USCAA

� Each association sponsors alumni engagement and fundraising activities to raise scholarship support for current USC students within each respective community and philanthropic support for additional University initiatives

� Each of these associations has launched various initiatives within the Campaign in order to engage respective constituencies and broaden alumni participation




� Launching $2 million initiative in Spring 2015

� Aiming to triple size of APAA Scholarship Endowment

� Launched “1,000 for $1,000” initiative in 2013

� Planning initiative for BAA’s 40th anniversary in 2016


� Launched $3 million initiative in December 13

� Aiming to increase LAA Endowment by 50% by 2018

� Celebrated organization’s 20th

anniversary in 2012 and raised $400K

� Planning new initiative for 25th

anniversary in 2017



TECHNOLOGY, TRACKING AND

MESSAGING

Campaign Messaging

� Alumni giving, as a key metric in national university rankings, is a Campaign priority

� USC’s current undergraduate alumni giving rate is 37% (which ranks second in the Pac-12 to Stanford) and the Campaign goal is to reach 40%

� USC’s Campaign website, http://campaign.usc.edu, provides Campaign quick facts and updates, and emphasizes key alumni and giving metrics

� To date, more than 256,000 Campaign donations have been made, and more than 230,000 of these donations have been for $1,000 or less



Alumni Giving at USC

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Giving

Campaign Goal



• Central database

– Data input is critical (event attendance

- including grassroots events - and

volunteer activity must be captured)

– Staff responsibility

– Drive online registration

DATA

COLLECTION

Would we ever think of

not collecting, counting,

crediting and tracking

monetary gifts?



• Institution-wide support and involvement

• Engage top level volunteers

• Educate staff and give them tools and

resources needed to be successful

• Publicly share goals internally and

externally in a manner that is

understandable and accessible

WHERE DO

YOU START?

• Discuss in weekly meetings and all-staff

meetings

• Staff can not be successful without alumni

engagement

– Explicit and intentional communication

– Highlights in all alumni

relations/campaign print pieces

– Add to web sites (Penn People Making

History)

– On-campus and regional presentations

– Penn Alumni Scorecard

DEVELOP A

COMMUNICATION

PLAN



PENN ALUMNI

SCORECARD



QUESTIONS?



67

Thank you

Patrick E. Auerbach, Ed.D.

Associate Senior Vice President for Alumni Relations

University of Southern California

[email protected]

Elise M. Betz

Executive Director, Alumni Relations

University of Pennsylvania

[email protected]

alumni relations during a campaign: strategies for...

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