CASE Insights Strategic Benchmarking Report
on
Alumni Engagement,
2024
Sample Institution
April 2025
THIS SAMPLE REPORT USES SIMULATED DATA FOR DEMONSTRATION PURPOSES
About this Report
Overview
Executive Overview
An executive overview will be written by the CASE Insights team with the purchase of presentation calls. If your purchase includes calls, this section will be populated after your preview call with the CASE Insights team.
Benchmarking Peers
| AEM Peers |
|---|
| Sample AE Peer 1 |
| Sample AE Peer 10 |
| Sample AE Peer 11 |
| Sample AE Peer 12 |
| Sample AE Peer 2 |
| Sample AE Peer 3 |
| Sample AE Peer 4 |
| Sample AE Peer 5 |
| Sample AE Peer 6 |
| Sample AE Peer 7 |
| Sample AE Peer 8 |
| Sample AE Peer 9 |
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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 6th year. The 2024
survey collected data based on the fiscal year. Review the Alumni
Engagement Institutional Characterstics table for the reporting cycle
per institution. 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 reputation of the institution and involve alumni in
meaningful activities. Access the Guidance Document for specific inclusions
and exclusions across the four modes.
Alumni Engagement Overview
CASE Insights on Alumni Engagement enables institutions to measure alumni engagement across four modes: Philanthropic, Volunteerism, Experiential, and Communications. Please see the Alumni Engagement Findings section for definitions of what is counted in each of the four modes according to the CASE Global Reporting Standards.
Summary
Key Indicators, 2024
Hover over each KPI for insights into how to use these metrics.Overall Engagement
Peer Characteristics
Depth of Engagement
Engagement Segmentation, 2024
While Percentage Engaged is a helpful measure of alumni affinity, the following views provide benchmarks to understand the engagement (or unengagement) of your legally contactable alumni. The categories below are percentages of legally contactable alumni. Please note, not all segments may populate due to your form submission (minimal versus full survey). Use the Data tab to explore distributions for each peer.
Engagement and Giving, 2024
The charts below show the percentage of engaged alumni in each mode
who give. The Data tab shows the “Confidence Level” reported by each
institution for each mode of engagement.
Data
Click to Expand Data: Summary, 2024
Click to Expand Data: Engaged through Communication and Give
Click to Expand Data: Engaged Experientially and Give
Click to Expand Data: Volunteer and Give
Engagement by Graduation Cohort
Sample Institution
Peers
The charts below display median data from 8 of your peers which responded to this optional question (Sample AE Peer 1, Sample AE Peer 2, Sample AE Peer 3, Sample AE Peer 4, Sample AE Peer 5, Sample AE Peer 10, Sample AE Peer 11, Sample AE Peer 12).
Data
Data Capture Confidence Levels
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 are
representative of institutional activities and events. The chart below
shows an aggregate of your peers’ confidence levels. Select the data tab
to see individual institutions’ confidence levels.
Chart
Sample Institution reported Confident for Volunteer data, Somewhat confident for Experiential data, and Somewhat confident for Communication data.
Data
Alumni Engagement Findings
Alumni
Legally Contactable Alumni
Alumni by Category shows a breakdown of seven alumni categories by the percentage and count of legally contactable alumni. If a respondent completed the minimal version of the survey, they will only have Degreed and Non-Degreed/Other categories.
Counts
Percents
Change
Data
Click to Expand Data: Counts
Click to Expand Data: Percents
Click to Expand Data: Change
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-Degreed/Other - 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. This category also includes Other individuals, which are 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
Alumni Relations Staff Full Time Equivalent (FTE)
This was an optional survey question.
Chart
Data
Definitions
Alumni Relations staff includes a count of full-time equivalents (FTEs), including both salaried and hourly employees. For institutions with a Chief Alumni Officer, “Direct Staff” are considered those staff which report to the CAO. For those staff which don’t report to the CAO, or “indirect” staff, these are counted in Total Staff. For institutions without a Chief Alumni Officer, “Direct Staff” are considered advancement staff regardless of where they report, allocated to alumni relations on a percentage basis based on the work they do. For example, someone who is a full-time alumni relations staff person is counted as 1. Alternatively, if someone works in advancement and is split 50/50 between alumni relations and fundraising; that individual is allocated as 0.5 in this calculation, regardless of whether the person actually reports to alumni relations, the central advancement office, president or vice-chancellor, dean, foundation, career services, or association. Individuals who are not considered advancement staff, but who may spend some time on alumni relations (such as a faculty member) are not counted in this total. Temporary staff or volunteers such as student callers, individuals who help with mailings, or those who work at fundraising/alumni events are not included.
Staff FTE by Contactable Alumni
This was an optional survey question. Core staff counts included in the chart below may reflect Direct or Indirect staff, depending on if an institution reported a CAO. 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, and US/Canada participants.
The “Average Relationship” regression line quantifies the relationship between Contactable Alumni and Staff FTE for US/Canada participating 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 regional average for that amount of Contactable Alumni. Dots below the line, suggest the institution has less staff than the regional average for that amount of Contactable Alumni.
Chart
Data
Staff FTE by Alumni Engagement
This was an optional survey question. Core staff counts included in the chart below may reflect Direct or Indirect staff, depending on if an institution reported a CAO. 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 US/Canada 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
Data for peers and reference groups are converted to your institution’s local currency. Please note, Core Costs refer to those expenditures under budgetary controlled for a chief alumni relations officer, if reported, or by the institution if no CAO. Total Costs refer to both direct and indirect costs reported.
Chart
Events
NOTE: This was an optional question.
Data
Click to Expand Data: Expenditures
Click to Expand Data: Events
Definitions
The measurement of alumni relations expenditures only include the staff and non-staff direct costs involved in alumni relations activities. Thus, the costs included here are the costs of staff expenditures, and other programming and operational costs that comprise the alumni relations function. These are the actual expenditures incurred for the fiscal year, not the original budget. For the purposes of these expenditure questions, costs exclude the indirect costs associated with alumni relations. For example, exclude academic staff and administrative staff who may sometimes play a role in alumni relations and who are NOT included in the staff FTE calculation, the costs associated with the recruitment of students, or the promotion of the research activities of your institution.
Engagement by Mode
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 24,026 alumni are engaged with your institution.
Summary
Hover over each institution’s Change in Engaged Alumni to explore changes in engagement by mode.
Change Over Time
Data
Engagement: Communication
Sample Institution reported 26,026 alumni (10.5% of legally contactable alumni) engaged through Communication.
Summary
Change Over Time
Degree Type
Graduation Cohort
This is an optional question, first introduced in the 2023 reporting cycle. 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: Summary
Click to Expand Data: Degree Type Counts
Click to Expand Data: Degree Type Percents
Click to Expand Data: Degree Type Change FY2023-24
Click to Expand Data: Graduation Cohort
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 5,560 alumni (2.2% of legally contactable alumni) engaged Experientially.
Summary
Change Over Time
Degree Type
Graduation Cohort
This is an optional question, first introduced in the 2023 reporting cycle. 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.
Event Attendees
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 FY2024. This chart shows the percentage of contactable alumni who fit into the three categories. NOTE: This was an optional question.
Data
Click to Expand Data: Summary
Click to Expand Data: Degree Type Counts
Click to Expand Data: Degree Type Percents
Click to Expand Data: Degree Type Change FY2023-24
Click to Expand Data: Graduation Cohort
Click to Expand Data: Event Attendees
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 328 alumni (0.1% of legally contactable alumni) engaged as Volunteers.
Summary
Change Over Time
Degree Type
Graduation Cohort
This is an optional question, first introduced in the 2023 reporting cycle. 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: Summary
Click to Expand Data: Degree Type Counts
Click to Expand Data: Degree Type Percents
Click to Expand Data: Degree Type Change FY2023-24
Click to Expand Data: Graduation Cohort
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 3,399 alumni (1.4% of legally contactable alumni) engaged philanthropically.
Summary
Change Over Time
Degree Type
Graduation Cohort
This is an optional question, first introduced in the 2023 reporting cycle. 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: Summary
Click to Expand Data: Degree Type Counts
Click to Expand Data: Degree Type Percents
Click to Expand Data: Degree Type Change FY2023-24
Click to Expand Data: Graduation Cohort
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.
Depth of Engagement
Engagement Segmentation Over Time
Segmentation
Trends Over Time
Use the charts below to compare the counts and percents of alumni who are engaged, or unengaged, across time. Please note, only peers which gave data for all three years are included in the peer median. Use the drop-down menu to explore which peers have available data, as well as their individual trends. Please also pay attention to the scroll bar on the drop-down menu to view any overflow institutions.
Data
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 2022 and 2024 were included in this section. The resulting sample sizes are 9 Peers (Sample AE Peer 1, Sample AE Peer 2, Sample AE Peer 3, Sample AE Peer 4, Sample AE Peer 5, Sample AE Peer 6, Sample AE Peer 7, Sample AE Peer 8, Sample AE Peer 11), 100 US/Canada institutions, and 130 Global Respondents.
Charts
Data
Engagement and Giving Over time
Use the charts below to compare the counts and percents of alumni engaged in both monetary and non-monetary modes. Please note, only peers which gave data for all three years are included in the peer median. Use the drop-down menu to explore which peers have available data, as well as their individual trends. Please also pay attention to the scroll bar on the drop-down menu to view any overflow institutions.