Building Stronger Alumni Relationships Through Data-Driven Insight
For advancement professionals, an alum’s giving history tells only part of the story. Today’s engagement picture includes every email click, event check-in, volunteer activity, and career-mentoring interaction. Understanding those behaviors helps universities plan better events, connect with disengaged graduates, and predict future giving trends.
What Is Engagement Scoring — and Why It Matters
Engagement scoring uses data science to assign measurable value to alumni interactions. By analyzing correlations between behaviors (such as volunteering, attending events, or responding to surveys) and eventual giving, institutions can identify which activities most influence long-term commitment. The approach draws from frameworks developed by the Council for Advancement and Support of Education (CASE) and adapted across higher education to reflect each institution’s unique culture and data environment.
Unlike a simple “gift count,” engagement scoring helps teams:
- Quantify engagement across multiple dimensions
- Prioritize outreach and communication strategies
- Predict which relationships are most likely to deepen over time
Turning Data into Strategy
Universities build models around three primary data sources — giving, volunteering, and event participation — spanning five years. From there, they analyze which combinations correlate most strongly with meaningful engagement.
Scoring data can:
- Identify the most engaged cities for planning alumni events
- Reveal which majors or affinity groups were most responsive
- Measure ROI from programs by tracking engagement changes six to twelve months after events
Universities now use these insights to target communications and evaluate how well specific initiatives nurture long-term relationships.
A Framework Any Institution Can Apply
Based on Ellucian’s industry research, institutions can organize alumni engagement into four equally weighted components:
| Component | Focus Areas | Examples of Metrics |
|---|---|---|
| Connect (25%) | Relationship maintenance | Updated contact info, survey participation, social media activity |
| Help (25%) | Time and expertise | Volunteering, mentoring, board service, regional club leadership |
| Give (25%) | Financial contribution | Annual fund, planned gifts, membership renewals |
| Go (25%) | Participation | Reunion or regional event attendance, campus visits, online programs |
Building an Engagement Scoring Program — First 90 Days
Month 1: Form a Committee
Include advancement, IT, prospect management, and annual giving representatives. Encourage both data advocates and skeptics to participate; the balance sharpens the model.
Month 2: Choose Metrics
Limit analysis to five years of data for a manageable start. Identify which behaviors your institution can consistently track — then note where gaps exist for future collection.
Month 3: Build and Test the Model
Partner with an internal or external data scientist to create your predictive model. Test it with a sample of 2,000 alumni. Adjust weights and scoring based on alignment between high-scoring individuals and known engaged donors.
Predictive Modeling Unlocks Future Insights
A basic score tells you who’s engaged; a predictive model reveals who’s likely to engage next — and how.
Predictive analytics have revealed surprising correlations:
- Alumni attending theatre performances were three times more likely to make planned gifts
- Negative survey responses from active donors sometimes predicted future giving increases
- Volunteers in specific disciplines displayed distinct giving behaviors compared with other cohorts
These insights help universities invest strategically in programs that yield measurable, long-term impact.
The Technology Advantage
Modern advancement CRMs — such as Ellucian Student Advancement — now integrate engagement scoring directly into constituent profiles. With real-time dashboards and automation, advancement teams can track engagement trends, monitor ROI, and focus on strategic decision-making rather than manual data entry.
From Data to Donor Pipeline
Engagement scoring is not simply about numbers — it’s about understanding the full story of alumni relationships. When used consistently, it helps institutions:
- Identify and cultivate their most engaged alumni
- Personalize communications and outreach
- Demonstrate ROI to leadership
- Build a sustainable pipeline for future giving
As Shaiman puts it: “The real success is not the score — it’s what you do with the insights.”
FAQs
What is alumni engagement scoring?
A method that assigns values to interactions — events, volunteering, mentoring, surveys, and giving — to quantify connection and predict future giving.
How does engagement scoring improve advancement results?
It prioritizes outreach, guides event planning, and measures program ROI by tracking which behaviors correlate with long-term support.
Where does CRM Advance fit now?
CRM Advance is delivered as Ellucian Student — Advancement, bringing engagement scoring, fundraising, and constituent management into one platform.
