Alumni Relations ROI: An Approach

Alumni volunteer engagement: Image of four alumni volunteers in blue "volunteer" shirts
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Marquette University has piloted (and refined) an innovative metrics tool for measuring the impact of alumni engagement efforts. Numerical scores are assigned to specific activities that are indicative of alumni engagement and participation, and the scoring is used to measure the return on investment for alumni relations efforts in quantitative terms and to inform allocation of future resources.

To learn about the basics of the approach and how these metrics have informed decision making at Marquette, we interviewed Andrea Petrie, director of development for Marquette's College of Nursing, and Taylor Schult, an associate engagement officer who serves on Marquette's Affinity-Based Giving team.

Schult notes that what is especially empowering about Marquette's point-scoring system of alumni relations metrics is that once you have numerical scores, you can set specific goals for improving those scores for specific groups of alumni. And those goals can then be measured quantitatively.

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