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Friend Raising For Dollars: Applying Metrics to Alumni Programs - Case V - December 2009

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Quantifying the results of an alumni program can be a challenge. How do you know you are drawing the alumni who will most likely be tomorrow's donor? This session will explore applying consumer marketing principles to every program from cocktail parties to reunions Learn how to benchmark against your own institution to identify areas of growth and opportunity that will give you the greatest return on investment that will eventually add to the bottom line.

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Friend Raising For Dollars: Applying Metrics to Alumni Programs - Case V - December 2009

  1. 1. Friend-raising for Dollars: Applying Metrics toAlumni Programming<br />CASE V<br />December 14, 2009<br />Timothy State ’93<br />Associate Vice President of Alumni Programs<br />Lake Forest College<br />state@lakeforest.edu<br />847-735-6022<br />
  2. 2. Questions?<br />What are some of the ways you are currently measuring your results?<br />Who do you benchmark against?<br />Does data drive the front-end? Or the back-end?<br />
  3. 3. Lake Forest College<br />15,000 Forester alumni of record<br />13,000 Forestersolicitable alumni<br />Traditional 4-year national liberal arts college; 1,400 students<br />30 miles north of Chicago<br />6,000 alumni, parents and friends in Chicagoland<br />Top 5 markets 500 to 800 alumni<br />Top 20 markets over 100 alumni<br />1997 – Beginning of Alumni Program<br />
  4. 4. Market Research is not Academic Research<br />We are looking for trends, no absolutes.<br />
  5. 5. Front-End Data Drives Programming Efforts<br />Applying Data Screening to<br />more than just Major Donors<br />
  6. 6. Forester Pride<br />
  7. 7. Sesquicentennial Campaign<br />Public Launch in 2007<br />To raise $100 million<br />
  8. 8. Campaign Data Screening<br />17,127 Records screened by GG&A<br />Includes Alumni, Non-Grad Alumni, Parents, Friends<br />Assigned a “geocode” and appended with census block and tract information<br />Enhanced with Claritas PRIZM Lifestage Segments<br />16,631 (97.1%) of records matched<br />GG&A enhanced with “Prospect Profile” and “Prospect Explorer”<br />Provided Annual Giving, Major Gift, and Planned Giving Codes<br />
  9. 9. Potential via AG Code<br />
  10. 10. Lifestage Segmentation<br />
  11. 11. Defining a Primary Market<br />
  12. 12. Relative Draw Index<br />RDI is a percent divided by a percent to give you a ratio. 1.0 is even. Below 1.0 is under-drawing, or poor. Above 1.0 is over-drawing, or good.<br />Group of 100 at homecoming, 20% yellow<br />Population of 1,000, 30% yellow<br />Divide 20% by 30% = 0.66, or underdraw<br />
  13. 13. Homecoming RDI<br />
  14. 14. Data- Driving Homecoming Today<br />
  15. 15. Homecoming RDI<br />
  16. 16. Who is Coming ?<br />Three out of Four are Donors<br />
  17. 17. Who is Coming ?<br />A Significant Number are Volunteers<br />
  18. 18. Homecoming Weekend<br />Our greatest opportunity to reinforce our mission is possible because <br />of alumni support.<br />
  19. 19. Back-End Data Proves Effectiveness<br />Building the Case for a Cocktail.<br />Or a lecture.<br />Or a tour.<br />
  20. 20. Why BenchmarkAgainst Yourself?<br />Lake Forest College<br />Homecoming<br />Grinnell College<br />Homecoming<br />Homecoming<br />Reunion Weekend and Family Weekend<br />6,000 Alumni within 1 hour<br />Homecoming<br />No Homecoming Hosted<br />2,000 Alumni in all of Iowa<br />Des Moines, 1,100<br />
  21. 21. Why BenchmarkAgainst Yourself?<br />Lake Forest College<br />Sarah Lawrence<br />Alumni are not clustered in markets<br />Top Markets outside of Chicago have less than 1,000 alumni<br />Social networking important part of programming<br />Faculty on the Road produces lower turnout<br />Alumni are clustered in markets<br />Top Three Markets all have over 5,000 alumni<br />Intellectual stimulation is an important part of programming<br />Faculty on the Road receives a huge response<br />
  22. 22. Benchmarking Events<br />Traditional Methods<br />Head counts<br />Number of events<br />Response rates<br />Benchmarking Methods–Consumer Marketing Principles<br />Primary/Target market<br />Relative Draw Index<br />Event Attendance vs. Giving Participation Trends<br />Cost per guest<br />Market coverage<br />
  23. 23. Attendance by Class Year<br />
  24. 24. Event Attendance and Giving<br />
  25. 25. Event Attendees whoIncrease Giving<br />
  26. 26. Average Gift of Event Attendees<br />
  27. 27. Event Frequency vs. Gift Frequency<br />
  28. 28. Host Committees Produce<br />
  29. 29. Cost per Guest<br />
  30. 30. 2009 Reunions Drew a12.3%Response Rate<br />A 10% Response Rate is a Success.<br />But that is going up.<br />
  31. 31. Admissions Volunteer AF<br />
  32. 32. CAC Volunteers AF<br />
  33. 33. A&D Volunteer AF<br />
  34. 34. Volunteer AF Participation<br />
  35. 35. Total Volunteer AF Giving<br />
  36. 36. Closing Thoughts<br />Timothy State ’93<br />Associate Vice President of Alumni Programs<br />Lake Forest College<br />state@lakeforest.edu<br />847-735-6022<br />

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