CASE Insights Strategic Benchmarking Report on
Alumni Engagement, 2022

Prepared for Sample Institution

March 2023

THIS SAMPLE REPORT USES FAKE DATA FOR DEMONSTRATION PURPOSES

About this Report

Self-Selected Peers

AEM Peers
AEM Peer 1
AEM Peer 2
AEM Peer 3
AEM Peer 4
AEM Peer 5
AEM Peer 6
AEM Peer 7
AEM Peer 8
AEM Peer 9
AEM Peer 10
AEM Peer 11
AEM Peer 12

Report Navigation

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About CASE Insights on Alumni Engagement

CASE InsightsSM on Alumni Engagement collects data from institutions globally, and had 372 respondents in its second year. The 2022 survey collected data for the fiscal year beginning July 1, 2021 and ending June 30, 2022 (with a few institutions reporting on different fiscal calendars). This presentation outlines your institution’s data alongside aggregate data from the overall survey population and your Self-Selected Peers. Data are presented in a standardized format, using data from both the full and minimal versions of the survey.

The CASE global AEM survey enables institutions to measure alumni engagement across four modes: Philanthropic, Volunteerism, Experiential, and Communications. The framework was created by a volunteer task force of alumni relations professionals and defines alumni engagement as ‘activities that are valued by alumni, build enduring and mutually beneficial relationships, inspire loyalty and financial support, strengthen the institution’s reputation and involve alumni in meaningful activities to advance the institution’s mission.’

Access the Guidance Document for specific inclusions and exclusions across the four modes. As you review keep in mind that changes to the methodology in Year 2 may effect trends. These include the addition of required fields, confidence levels, and several additional activities included within modes. These changes will be indicated throughout this report to help you interpret results.


Institutional Characteristics

Executive Overview

Alumni Engagement Overview

Engaged Alumni (ANY Mode), 2022

Distribution of Confidence Level by Mode

Respondents were asked to provide a Confidence Level for Communication, Experiential, and Volunteer modes of engagement. Responses indicate the level of confidence that the data captured is representative of institutional activities and events. The chart below shows an aggregate of your institution and peers confidence levels.

Sample Institution reported “Not very confident” for Volunteer data, “Not very confident” for Experiential data, and “Somewhat confident” for Communication data.

Chart

Data


Engaged Alumni Who Give, 2022

While Percentage Engaged is a helpful measure of alumni affinity, the following views provide benchmarks to understand engagement and giving. The Data tab shows the “Confidence Level” reported by each institution for each mode of engagement.

Charts

Alumni who ONLY Give
Engaged through Communication and Give
Engaged Experientially and Give
Volunteer and Give

Data

Click to Expand Data: Philanthropy Only
Click to Expand Data: Communication and Give
Click to Expand Data: Experiential and Give
Click to Expand Data: Volunteer and Give


Alumni Engagement Findings

Alumni

Legally Contactable Alumni

Alumni by Category shows a breakdown of eight alumni categories by the percentage and count of legally contactable alumni.

Counts

Percents

Data

Click to Expand Data: Counts
Click to Expand Data: Percents

Definitions

Legally contactable alumni includes anyone who is not marked as deceased, is contactable (via mail, phone, or email) and does not have a total (for all purposes and by all means) no contact status. Because of privacy laws, individuals may specifically need to provide opt-in consent to allow the institution to be in touch with them. In those cases, only individuals who provided such consent would be counted as legally contactable. Each category is based only on degrees to your institution.

  • Secondary/Independent School - Secondary or independent schools should count individuals who received a diploma or secondary certificate or, if the school does not award diplomas or certificates, completed the highest level of education available at the institution. A-Level or International Baccalaureate (B) graduates would also be included in these totals. If the individual received any additional degree or certification in another category from your institution, count him or her in Category 5, “Multiple-Degreed.”
  • Associate/Diploma-Degreed - For higher education institutions, for geographies that award Associate’s Degrees (e.g., Australia, Canada, Hong Kong, the Netherlands, and the US, among others) and for geographies that award Diplomas of Higher Education (e.g., the UK, among others) or a Higher National Diploma (e.g., the UK among others): Individuals who hold one or more of these types of qualifications, but no other type of qualification. For independent schools: individuals who received a diploma or, if the school does not award diplomas, completed the highest level of education available at the institution. If the individual received any additional degree or certification in another category, they are included in Category 4, “Multiple Degreed.”
  • Undergraduate Degreed - Individuals who hold one or more undergraduate degrees, but no other type of degree, diploma, or certificate. If the individual received any additional degree or certification in another category, they are included in Category 4, “Multiple Degreed.”
  • Postgraduate Degreed - Individuals who hold one or more graduate degrees (e.g., MBA, PhD, etc.) and/or a higher diploma, but no other type of degree or certificate.If the individual received any additional degree or certification in another category, count them in Category 4, “Multiple Degreed.”
  • Multiple Degreed - Individuals who hold more than one associate’s, diploma, undergraduate, other postgraduate degree, certificate, fellowship, or residency specific to your institution. For independent schools that award diplomas, include individuals who received multiple diplomas by completing both primary and secondary education. Count any individual who meets the criteria of more than one category as Multiple Degreed. Certificate or Award - Individuals who received an award or credential and who are not counted in any of the preceding categories. Included in this category would be those who received a Postgraduate Certificate in Education or other professional certifications.
  • Non-Graduates - Individuals who completed at least one term or one semester or at least one degree-credit course with passing grades, but who are not counted in any of the preceding categories. Other - Includes honorary graduates (e.g., the only degree from your institution is an honorary one), post-docs, visiting students—such as study abroad students—and any other individual your institution considers an alumnus/a not already counted in another category.


Staffing and Expenditures

Staff FTE

Chart

Data


Staff FTE by Contactable Alumni

The following graph shows the scatter plot of Contactable Alumni and Alumni Relations Staff FTE. Each dot on the graph represents a single institution with different colors representing your institution, your peers, your region, and All Survey Participants participants.

The “Average Relationship” regression line quantifies the relationship between Contactable Alumni and Staff FTE for All Survey Participants institutions. It can be interpreted to be the average number of Alumni Relationship Staff for a given amount of Contactable Alumni. If a dot is above the line, that means the institution has more staff than the survey average for that amount of Contactable Alumni. Dots below the line, suggest the institution has less staff than the survey average for that amount of Contactable Alumni.

Chart

Data


Staff FTE by Alumni Engagement

The following graph shows the scatter plot of Alumni Engaged Any Mode and Alumni Relations Staff FTE. Each dot on the graph represents a single institution with different colors representing your institution, your peers, your region, and All Survey Participants participants.

The “Average Relationship” regression line quantifies the relationship between Alumni Engaged Any Mode and Staff FTE. It can be interpreted to be the average number of Alumni Relationship Staff for a given amount of Alumni Engaged. If a dot is above the line, that means the institution has more staff than average for that amount of Alumni Engaged. Dots below the line suggest the institution has less staff than average for that amount of Alumni Engaged. Exactly half the institutions will be above the line and half will be below.

Chart

Data


Alumni Relations Expenditures

The median data for All Survey Participants has been converted to your institution’s local currency.

Chart

Data


Alumni Engagement

Engagement: ANY Mode

Percentage Engaged by ANY mode is a metric which divides the number legally contactable alumni by the number of alumni who were engaged by at least one of the four modes. Review engagement by each mode for insight into how the 22,478 alumni are engaged with your institution.

Charts

Data


Engagement: Communication

Sample Institution reported 20,216 (8.71%) of legally contactable alumni engaged through Communication.

Counts

Percents

This graph is most useful when categories in the graph are viewed in isolation or in smaller groups. To isolate a single category, double click on the legend for the category you are interested in viewing. To look at a smaller group of categories, click once on the legend for each category you want to remove.

Data

Click to Expand Data: Counts
Click to Expand Data: Percents

Definitions

Communication Engagement, for purposes of the AEM survey is defined as “interactive, meaningful and informative communication that supports the institution’s mission, strategic goals and reputation.” Specifically included in this count would be individuals who participated in any of the following activities as examples:

  • Subscribing to a digital group/forum (e.g., LinkedIn, Facebook, YouTube, closed communities). Please note that this does not include alumni who simply belong to a digital group/forum but only the alumni who joined during the fiscal year.
  • Registering, but not attending, an event.
  • Downloading a podcast produced by your institution.
  • Clicking through on an email link.
  • Submitted class notes (regardless of whether they are submitted via postal mail or digitally)
  • Submitted a form with, or some other provision of, data updates, such as address or employment information
  • Responded to an alumni survey, such as for Net Promotor Score, or one that is attitudinal or demographic
  • Submitted an event evaluation form
  • Wrote one or more letters to the editor of alumni magazines, newsletters, and the like
  • Email responses, direct messages, social media direct messages, or phone contact that are meaningful
  • Responded to a call for nominations, awards, and the like
  • Made likes or comments on owned digital content (e.g., content originally posted by the institution)
  • Made likes or comments on original digital content (e.g., content originally posted by someone outside the institution)
  • Posted to digital groups/forums (e.g., LinkedIn, Facebook, YouTube channels, closed communities), regardless of whether such content is positive or negative
  • Re-Tweeted “owned” content (e.g., content originally posted by the institution)
  • Tweeted or re-Tweeted original tweets in which the institution is mentioned or referenced, regardless of whether such content is positive or negative
  • Posted original other social media content and/or reposted original other social media content in which the institution is mentioned or referenced, regardless of whether such content is positive or negative


Engagement: Experiential

Sample Institution reported 2,689 (1.16%) of legally contactable alumni engaged Experientially.

Counts

Percents

This graph is most useful when categories in the graph are viewed in isolation or in smaller groups. To isolate a single category, double click on the legend for the category you are interested in viewing. To look at a smaller group of categories, click once on the legend for each category you want to remove.

Virtual and In-Person Events

The AEM survey asked respondents to provide counts of alumni who attended at least one in-person event, at least one virtual event, or both during FY2022. This chart shows the percentage of contactable alumni who fit into the three categories.

Data

Click to Expand Data: Counts
Click to Expand Data: Percents
Click to Expand Data: Virtual and In-Person Events

Definitions

Experiential engagement, for purposes of the AEM survey is defined as “meaningful experiences that inspire alumni, are valued by the institution, promote its mission, celebrate its achievements and strengthen its reputation.” Specifically included in this count would be individuals who participated in any of the following activities as examples:

  • Attendees of Fee-based or Free Events - includes homecoming, reunion, campus-based events, regional/club/chapter/affinity-group events, community-focused events, lecture series (whether in-person or virtual), career services programming (whether in-person or virtual), alumni travel programs, athletics/sports-related events (see guidance below for attending athletic contests), donor recognition/stewardship events, campaign-related events (such as kickoffs or celebrations)
  • Virtual Communities of the type that might be considered alumni benefits - These would include career communities, affinity group communities, book clubs, or similar. Do not include any LinkedIn or Facebook groups with non-specific/generic content
  • Season Ticket Holders - such as for athletics/sport or cultural programming. Do not count individuals who had partial-season tickets or single-event tickets
  • Dues-Paying Alumni Association Memberships - for which an individual must pay dues to a centrally managed alumni association in order to be a member. Do not count if all alumni are automatically considered members without making a dues payment. If you answered Yes to the Inputs question about having a dues-paying Alumni Association, you should count members in this Mode. Life members should be included. If there is a joint and/or family membership, count each of the included individuals who are alumni. If the membership transaction is only considered a philanthropic contribution to the institution, count the individual in philanthropic engagement, not here.
  • Meaningful, Substantive Contact - includes those alumni who have participated in meaningful or substantive calls or in-person meetings for which a contact report has been captured and recorded. Count all purposes of contact, including cultivation, solicitation, or stewardship


Engagement: Volunteers

Sample Institution reported 203 (0.09%) of legally contactable alumni engaged as Volunteers.

Counts

Percents

This graph is most useful when categories in the graph are viewed in isolation or in smaller groups. To isolate a single category, double click on the legend for the category you are interested in viewing. To look at a smaller group of categories, click once on the legend for each category you want to remove.

Data

Click to Expand Data: Counts
Click to Expand Data: Percents

Definitions

Volunteer engagement, for purposes of the AEM survey is defined as “formally defined and rewarding volunteer roles that are endorsed by and valued by the institution”.

Specifically included in this count would be individuals who participated in any of the following activities as examples:

  • governing or advisory board members
  • volunteer fundraisers, such as class agents/gift officers, major gift solicitation volunteers, online ambassadors
  • officers (e.g., chair, deputy chair, treasurer, secretary) in a group that is endorsed by the institution
  • activity/event host or organizer
  • student recruitment activities
  • career mentors
  • public advocates
  • classroom and/or commencement speakers (that are unpaid)
  • interviewed for an alumni profile, regardless of whether that profile ultimately was published
  • social media (blog, Instagram, Twitter, etc.) ‘take-over’ volunteers
  • other volunteer roles that meet the white paper definition: Formally defined and rewarding volunteer roles that are endorsed and valued by the institution and support its mission and strategic goals.


Engagement: Philanthropic

Sample Institution reported 3,278 (1.41%) of legally contactable alumni engaged philanthropically.

Counts

Percents

This graph is most useful when categories in the graph are viewed in isolation or in smaller groups. To isolate a single category, double click on the legend for the category you are interested in viewing. To look at a smaller group of categories, click once on the legend for each category you want to remove.

Data

Click to Expand Data: Counts
Click to Expand Data: Percents

Definitions

Philanthropic Engagement is defined as financial support that is meaningful to the donor and supports the institution’s mission and strategic goals. Alumni who are philanthropically engaged are individuals who received either a legal credit, hard credit, direct contribution credit, soft credit, or recognition credit, inclusive of outright gifts and pledge payments within the fiscal year. This also includes gifts of life insurance or premiums paid to support those, when the institution is the owner and beneficiary of the plan; the tax deduction allowed for newly established charitable remainder trusts, charitable gift annuities, and pooled-income funds. Also count gifts from IRAs.


Engagement Across Multiple Modes

To keep the data comparable, only institutions that provided data on alumni that participated in all four modes for all years between 2020 and 2022 were included in this section. The resulting sample sizes are 12 Self-Selected Peers (AEM Peer 1, AEM Peer 2, AEM Peer 3, AEM Peer 4, AEM Peer 5, AEM Peer 6, AEM Peer 7, AEM Peer 8, AEM Peer 10, AEM Peer 11, AEM Peer 9, AEM Peer 12), 170 Sample Country/Region institutions, and 234 All Survey Participants institutions.

All Engagement

Engagement Exluding Philanthropy

Data

Click to Expand Data: All Engagement
Click to Expand Data: Engagement Excluding Philanthropy