What university doesn’t want to measure the engagement of their alumni? Not many if the latest International CASE Alumni Relations Survey (ICARS) results are anything to go by. But why are we measuring it? And what makes it so challenging? Here’s my take on the subject and some ideas for taking alumni metrics to the next level.
I’d like to propose for discussion a simple model for segmentation that would allow a certain degree of proactive journey planning. This has been tough to crack, and something that still needs refining – but putting this concept together has allowed me to start having conversations with colleagues about how the brave new world might look and feel. Until now, we’ve only been speaking about how ‘segmentation and journey planning’ is the solution to a lot of our communications, workload planning and supporter experience problems.
I believe that it is a solution, and I also think it can be more. I think it’s the beginning of a shift in mindset and culture, treating alumni as individuals capable of both growing and losing interest, and ultimately in need of communications that mean something to them.