Measures of Affection: Developing & Applying a Data-Driven Engagement Index

Presenter: Eric Patterson, Associate Director, Prospect Analytics
Colorado State University
Year: 2018
Price: Members: $49, Non-Members: $79
Body of Knowledge Domain: Data Analytics

Primary Competency: DA:Competency 4: Statistical Techniques and Competencies
Secondary Competency: RM:Competency 7: Portfolio Management
Tertiary Competency: PR:Competency 2: Prospect Research Essentials
Intended Audience Level: Level I, Level II
Engagement – the level to which a prospect feels connected to your institution – is important to understand as it drives many desired behaviors, including future giving (both major gifts and annual gifts). Engagement modeling at many institutions tends to be based on intuition rather than data, however. Colorado State University identified overall factors that drive engagement by analyzing data from an alumni attitude survey, then applied these and key constituent data points towards deriving an engagement index that is both predictive and prescriptive. Colorado State further paired the engagement index and a multi-wealth indicator capacity model to support prospect management and suspect identification. Technical considerations in implementing and distributing an engagement model and prescriptive tools within an extended database environment are also discussed.

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