Measuring alumni engagement is here to stay, but how we measure it and what we do with that data varies across our institutions. In some cases, we want to track overall engagement performance, while in others, we want to measure engagement at the individual constituent level. No matter what approach you want to take, you need a roadmap to help you on your journey. Knowing where to begin and who to bring in can have a massive impact on staff buy-in and adoption of these engagement models.

For over a decade, the MIT Alumni Association used a three-category model to track alumni engagement. Visually depicted with a Venn Diagram, the circles of Philanthropic, Face-to-face, and Virtual were used to count several engagement activities performed by our alumni. Eventually, a number of factors including, but not limited to, the conclusion of our most recent capital campaign, CASE’s launch of the Alumni Engagement Metrics, growing confusion around what activities were counted and where, and a desire to empower more staff to see their work in the engagement metrics, demonstrated a need to refresh how we track alumni engagement.

Similarly, for the last four years, the Kansas State University Foundation has used an engagement level model to measure how constituents move through stages of engagement with the KSUF brand. Our goal was to answer a key question: Are our marketing efforts making a difference in bolstering our pipeline? Over time, the model has matured, accessibility to engagement data has evolved, and internal buy-in and use cases have expanded, leading to deeper integration across the organization.

While MIT and K-State may have distinct missions, audiences, and engagement models, both institutions have navigated the complexities of defining, measuring, and applying engagement data in an effort to drive strategic decisions. With two unique examples, this session will take attendees through the process of launching and refining an engagement measurement model—from securing leadership buy-in to updating reports and training staff. If you are thinking about installing an engagement metrics model at your institution, or are looking to update an already existing model, join us to hear how two very different institutions have tackled engagement tracking, how our models have continued to evolve, and what our plans are for the future.