Using Data to Engage
More Alumni
2011 UCLA Alumni Association
Leaders Conference
October 22, 2011
Why is data important?
?
Data…
• Helps to understand the needs, perceptions and
preferences of broader audience
• Allows us to communicate information in a more
appealing way
• Assists us in developing programs and services
that are attractive
• Supports us in assessing current offerings to
better engage more alumni
Case Study: Data Informs
Decision Making
• Staff and volunteer leadership have limited
perspective; must appeal to needs of broader
audience
• Research Findings
• Please read XYZ Alumni Association
Case Study Handout
Case Study: Limited Perspective,
Limits Opportunities
Q: Thinking of future alumni reunions, rate the level of importance
for a …?
50%
45%
40%
35%
30%
2000-2010
25%
1990-1999
1970-1989
20%
1950-1969
15%
10%
5%
0%
5-year
10-year
25-year
30-year
40-year
50-year
Note: 1950 – 2010 represents graduation years
Note: Percent calculated using a 6-point scale. Only very important and important ratings
are represented in the graph
Generational Traits
Gen Yers
Gen Xers
Baby Boomers Silent Generation
1980-2001
1965-1979
1946-1964
1925-1945
Entitled
Optimistic
Civic-minded
Close parental
involvement
Self-reliant
Adaptable
Cynical
Distrusts
authority
Workaholic
Idealistic
Competitive
Loyal
Patriotic
Dependable
Conformist
Respects authority
Values work-life
balance
Resourceful
Materialistic
Rigid
Impatient
Entrepreneurial
Seeks personal
fulfillment
Financially conservative
Technology Savvy
Technology
Savvy
Values titles
Solid work ethic
Multitasking
Team oriented
(Alsop, Ron. THE TROPHY KIDS GROW UP: how the millennial generation is
shaking up the workplace, 2008)
Case Study: Importance Data
Q: To plan future alumni reunion events, rate the level of importance
for the following…:
Q: How likely are you to attend…?
70%
60%
50%
40%
3-day Reunion (Importance)
30%
3-day Reunion (Likelihood of
Attending)
20%
10%
0%
Local
Non-local
Internal Growth and Alignment
AA Strategic Plan: Act with relentless attention to alumni
needs. Manage by data-driven decisions. Monitor performance
and respond to change
•
Overall Survey Studies - Segmentation
–
–
•
•
•
Readership Behavior (Age)
Webster Readership Behavior (Open rate)
Smaller Survey Studies – Segmentation
–
–
–
•
Anderson Studies: Local/non-local; Travel, Arts & Entertainment, Sports &
Athletics, Career-focused, Social Oriented
Anderson Study: Currently in progress
Engagement: Medical Alumni, SON, Political Science
Events: ENN, IWAB, Spring Sing (S/A); D12 (S/A/Faculty)
Staff: Core Activities & Engagement; Pulse
Future Studies - Travel, Lake Arrowhead Conference Center,
Career Services, Regional Affinities
Anderson School Studies
1. Product and Services Survey
2. Behavioral Segmentation Study
Goals:
• Produce more satisfying events and offer
greater value to alumni – keep them coming
back
• Better understanding of audience perceptions
• Developed audience segments
• Established benchmarks and better understand
attitudes and expectations
Behavioral Segments
2,000 random alumni respondents – 5% response rate
Alumni Need Fulfillment
Alumni Want:
• Career networking
• Bruin marketplace
• Bruin Professionals and Bruin Professionals resource directory
• Job board, job mentor and job preparation
• Discounted rates for career counseling
AA Responds:
• BruinWorks –Alumni networking, marketplace, resume and job
posting
• Professional Development Team – assess needs not addressed
by Career Center, create new services and programs based on
specific needs
• Hired Director, Bruin Careers
678 alumni respondents – 7% response rate
UCLA Alumni Day
Event Satisfaction Leads to Greater
Long Term Participation
First Timers
(n = 150)
2nd Time
Attending
(n = 86)
3rd Time
Attending
(n = 100)
4th Time
Attending
(n = 42)
89%
74%
72%
76%
Feelings of
Connectedness
62%
66%
84%
88%
Likelihood of Future
Participation
73%
75%
79%
95%
Overall Ratings*
Overall Satisfaction
*Note: Calculations are based on a 6-point metric scale. Survey results, as shown in the
table, represent a calculation based on only the top two positive categories.
Does Your Event Have a Buzz?
Net Promoter Score
A - Alumni
S - Student
RG - Recent Grad
["Very likely" % responses - All "unlikely" % responses = NP Score]
1.00
1.00
0.84
0.80
0.61
0.59
0.60
0.61
0.63
0.65
0.55
0.49
0.49
0.47
0.40
0.25
0.20
X
0.20
-0.06
-0.15
A)
ng
(
Ho
me
com
i
( A)
D1
2-R
eg
-H
os
ts
( S)
G)
(A)
D1
2-L
oc
alHo
s ts
D1
2-S
tud
en
ts
(A/
R
(A)
D1
2-R
eg
Att
en
de
e
Co
n fe
r en
ce
Le
ad
er s
ay
20
10
(A)
UC
LA
D
S in
g(
S)
Sp
rin
g
S in
g(
A)
Sp
rin
g
(A)
IW
AB
EN
N(
S)
EN
N(
A)
(S)
Gr
ad
Pa
kL
M
(S)
M
Gr
ad
Pa
kA
Se
nio
r
-0.20
Se
nd
off
(S)
0.00
What does all this mean to you?
Know your audience (Segmentation)
• Local vs. Non-local
• Travel, Arts & Entertainment, Sports & Athletics, Career
Focused, Social Oriented
• Communication
–
–
–
–
Subject line testing
Email content testing
Open and click-through rates
Interest testing
• Affinity Connections
• Demographics
Affinity Connections
Alumni: Athletics, UCLA Alumni Associations
Recent graduates: Friends, campus, athletics, department or major
Students: Friends, departments or major, campus, student groups
Q: I primarily identify with UCLA through…
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Student (n=890)
Recent Grads (144)
Alumni (n=1799)
CONFIDENTIAL
16
Generational Traits
Gen Yers
Time Span
1980-2001
Traits
Entitled
Optimistic
Civic-minded
Close parental
involvement
Values work-life
balance
Impatient
Technology Savvy
Multitasking
Gen Xers
Baby Boomers
Silent Generation
1965-1979
Self-reliant
Adaptable
Cynical
Distrusts authority
1946-1964
Workaholic
Idealistic
Competitive
Loyal
1925-1945
Patriotic
Dependable
Conformist
Respects authority
Resourceful
Materialistic
Rigid
Entrepreneurial
Seeks personal
fulfillment
Values titles
Financially
conservative
Solid work ethic
Technology Savvy
Team oriented
(Alsop, Ron. THE TROPHY KIDS GROW UP: how the millennial
generation is shaking up the workplace, 2008)
Take Aways…
Given the information presented:
– What do you think are the biggest “Take
Aways” from this information?
– In what ways are you able to use this
information with the alumni group you
represent?
Alumni Research Team + Next Steps:
• Two person research team
• Research team is guided by a research slate
• Explore concept meetings
• Develop ways to disseminate data
Thank You
Questions