How to build an engagement scoring programme
Gain insights and develop predictive giving from constituent data
- With a scoring programme in place, institutions can learn exactly how effective alumni outreach efforts are
- Engagement scoring is a key step in enabling predictive giving analytics
- Even if an institution starts small, scoring programmes help position advancement operations for the next generation of giving
Alumni data has come to include every email click, event attendance records, volunteer or board service, and what campus swag was recently bought at the online shop. Attention to this data helps institutions improve email strategy on the fly, plan better events, develop more personalised communications, and prepare new grads for becoming loyal alums.
Donations alone are no longer the best or only indication of a healthy and robust giving programme. Thus, the rise of alumni engagement metrics: How do you know if your volunteer programmes, event attendance, alumni-to-student mentorship programmes, social media activity, and interactive alumni newsletters are having an impact?
Advancement professionals know that all opportunities for engagement matter, but can they quantify how much they matter?
Enter: engagement scoring.
Alumni engagement scoring is the way to take cumulative engagement data and turn it into predictive giving models that help you plan where best to invest your resources, learn what kinds of engagements actually matter most, discover new patterns in donor cultivation, and ultimately drive more donations.
Building an effective engagement scoring programme from scratch requires a lot of teamwork and time, but getting things going is easier than you think.