MORE THAN A FEELING: METRICS TO TURN REGIONAL INTUITION INTO A STRATEGIC PLAN

MORE THAN A FEELING: METRICS TO TURN REGIONAL INTUITION INTO A STRATEGIC PLAN Presented by Marisa Shariatdoust, Associate Director, Regional Programs Anjali Wali, Associate Director, Regional Programs Effie Parpos Marthinsen, Director, Alumni Operations

Agenda Babson and Our Alumni Community Past Regional Strategy The Genesis of our Metrics-based Strategy The Regional Priority Index (RPI) Final Thoughts

Babson College Undergraduate School: 2,300+ students Graduate School: 600+ students; MBA and MS degrees Executive Education: Custom and open enrollment programs World-class faculty 4 campuses

Babson s Alumni Network and Alumni Relations Model 40,000+ alumni 90% domestic 10% international Advancement Division est. 2015 Alumni and Friends Network Development Advancement Operations Advancement Services and Research Stewardship Advancement Communications Events Management Office

Let s Talk About Regional Strategy

Babson s Regional Strategy Prior to FY18 Intuition and/or Demographic data (e.g. large # of alumni) and/or Active volunteers and/or President s Travel and/or VIP Regions (e.g. MGO priority regions) Requests by campus partners Opportunistic travel (e.g. faculty travel, students studying abroad)

An Idea Just because its qualitative doesn t mean it can t be measured. Net Promoter Score (NPS) Alumni Satisfaction Surveys (Alumni Attitude Study ) Program Evaluations So, how can we utilize metrics to drive our regional strategy?

The Catalyst for Change Institutional interest to expand geographic reach Resource allocation Centennial celebration in 2019

Informing the Strategy Institutional priorities Work of colleagues Resources Alumni activity influences

Regional Priority Index Identify Pilot Criteria Weight the Criteria Define Metric Criteria Inventory Regions Assign Values Define Tiers Build RPI Model Calculate Final Scores Rank Regional List Allocate Resources Budget Staff Time

Factors that Influence Alumni Activity in Regions Demographics Participation Faculty/Student Engagement Opportunities Governance Volunteer Engagement Admissions Priorities Presidential Interest

Pilot Factors and Weight Domestic % Demographics: # of Alumni Major Gift Capacity: Alumni & Current Parents Quality of Leadership: Volunteer Strength TFFB Priorities: Participation and Donors UG Admission: # of Applications 30% 15% 25% 20% 10% International % Demographics: # of Alumni Major Gift Capacity: Alumni & Current Parents Quality of Leadership: Volunteer Strength Electives Abroad: Programs and Participation Babson Connect Worldwide: Host, Region, Past/Present/Future 30% 20% 25% 10% 15%

Domestic Regions Metric Criteria Sampling # Alumni # Points 3000+ 10 1000 2999 9 750 999 8 500 749 6 200 499 4 100 199 2 Less than 100 0 Quality of Volunteer Leadership Multiple volunteers, leadership structure, strategic plan, and multiple events/communications, including social media Multiple volunteers and regular events/communications Couple of volunteers and at least 1 event/communication annually At least 1 volunteer partnering with Alumni staff liaison to facilitate regional activity/initiative # Points At least 1 volunteer contact 2 No volunteers 0 10 8 6 4

RPI Scores and Tiers Domestic Score Tier 8.00+ 1 5.00 7.99 2 3.50 3.99 3 Less than 3.49 4 International Score Tier 7.00+ 1 4.00 6.99 2 2.00 3.99 3 Less than 1.99 4

Domestic RPI Results (Tiers One, Two, and Three) DOMESTIC ZONE # Points for Alumni in Region # Points for Major Gift Capacity # Points for TFFB Priorities # Points for Quality of Volunteer Leadership # Points for UG Admission NY -NY 9 10 10 10 10 9.7 FL -Miami 9 9 10 10 10 9.55 MA -Boston 10 10 10 6 10 9 CA -San Francisco 9 9 10 6 10 8.55 SCORE CA -Los Angeles 6 8 8 8 10 7.6 MA -Worcester 9 7 9 4 8 7.35 Washington D.C. 6 6 8 6 8 6.6 PA -Philadelphia 4 6 8 8 8 6.5 NH -Nashua 8 7 8 0 6 5.65 CA -San Diego 4 6 6 6 8 5.6 GA -Atlanta 4 9 6 4 6 5.35 FL -Tampa 4 6 6 6 4 5.2 CT -Hartford 4 6 9 2 8 5.2 IL -Chicago 4 6 6 4 8 5.1 RI -Providence 6 6 9 0 6 5.1 TX -Dallas 4 4 6 6 6 5.1 CO -Denver 4 6 6 4 6 4.9 WA -Seattle 4 4 4 6 6 4.7 ME -Portland 4 4 8 2 6 4.5 TX -Houston 4 4 4 4 8 4.4 PR -San Juan 2 4 6 6 4 4.3 TX -Austin 2 4 4 6 2 3.7

Regional Priority Index (RPI) Matrix: Domestic Regions # Points for Alumni in Region # Points for Major Gift Capacity # Points for TFFB Priorities # Points for Quality of Volunteer Leadership # Points for UG Admission SCORE Worcester, MA 9 7 9 4 8 7.35 San Juan, Puerto Rico Los Angeles, CA 2 4 6 6 4 4.3 6 8 8 8 10 7.6

Regional Priority Index (RPI) Matrix: International Regions United Kingdom # Points for Alumni in Region # Points for Major Gift Capacity # Points for Electives Abroad # Points for Quality of Volunteer Leadership # Points for BCW SCORE 9 9 6 10 9 8.35 Panama 4 6 2 0 0 2.9 India 10 8 10 8 0 7.9

Leveraging RPI for Planning Events: types and number Communications Volunteer structure Travel

RPI Scores and Resource Allocation: Domestic Regions Events: Type and Number Tier 1 Tier 2 Tier 3 Tier 4 Admission Yield Event Optional Optional Optional Admission Summer Reception Optional Optional Optional Babson Connect Rocket Pitch Social, Holiday Party, Global Back to Babson, Day of Service Communications A least 2 events At least 3 events At least 2 events At least 1 event enewsletter Quarterly Semi-Annual Annual Optional Facebook or LinkedIn Page At least 1 At least 1 Optional Optional Social Media Post Volunteer Leadership Structure Formal Board Structure Multiple Volunteers Led by a Key Leader Key Leader(s) Key Contact Advancement Staff Travel Monthly AFN Travel 2x per year 1x per year ADV Travel As needed 1x per year AFN and/or ADV Travel 1 2x per year 1x per year

Observations The RPI is a good as your data. RPI facilitates collaborative partnerships. Insider perspective is gained. RPI guides conversations with club leaders. Helpful tool for managing resource requests. Parents are an important part of regional work. Annual assessment is needed. Opportunities to tweak RPI for future growth.

Q & A and Thank You! Marisa Shariatdoust Associate Director, Regional Programs mshariatdoust1@babson.edu 781-239-4214 Anjali Wali 09 Associate Director, Regional Programs awali1@babson.edu 781-239-4583 Effie Parpos Marthinsen Director, Alumni Operations emarthinsen@babson.edu 781-239-5216

Addendum

Domestic RPI Results (Tiers One, Two, and Three) DOMESTIC ZONE # Points for Alumni in Region # Points for Major Gift Capacity # Points for TFFB Priorities # Points for Quality of Volunteer Leadership # Points for UG Admission NY -NY 9 10 10 10 10 9.7 FL -Miami 9 9 10 10 10 9.55 MA -Boston 10 10 10 6 10 9 CA -San Francisco 9 9 10 6 10 8.55 SCORE CA -Los Angeles 6 8 8 8 10 7.6 MA -Worcester 9 7 9 4 8 7.35 Washington D.C. 6 6 8 6 8 6.6 PA -Philadelphia 4 6 8 8 8 6.5 NH -Nashua 8 7 8 0 6 5.65 CA -San Diego 4 6 6 6 8 5.6 GA -Atlanta 4 9 6 4 6 5.35 FL -Tampa 4 6 6 6 4 5.2 CT -Hartford 4 6 9 2 8 5.2 IL -Chicago 4 6 6 4 8 5.1 RI -Providence 6 6 9 0 6 5.1 TX -Dallas 4 4 6 6 6 5.1 CO -Denver 4 6 6 4 6 4.9 WA -Seattle 4 4 4 6 6 4.7 ME -Portland 4 4 8 2 6 4.5 TX -Houston 4 4 4 4 8 4.4 PR -San Juan 2 4 6 6 4 4.3 TX -Austin 2 4 4 6 2 3.7

Domestic RPI Results (Tier Four) DOMESTIC ZONE # Points for Alumni in Region # Points for Major Gift Capacity # Points for TFFB Priorities # Points for Quality of Volunteer Leadership # Points for UG Admission SCORE FL - Naples 2 6 6 2 2 3.4 NC -Charlotte 2 2 4 6 2 3.4 OH -Cincinnati 0 4 4 6 2 3.1 MI -Detroit 2 7 2 2 4 2.95 FL -Jacksonville 2 2 4 4 2 2.9 TN -Nashville 0 2 2 8 2 2.9 OH -Cleveland 2 2 6 2 2 2.8 NC -Raleigh 2 4 6 0 2 2.6 WI -Milwaukee 0 2 2 6 2 2.4 AZ -Phoenix 2 4 4 0 4 2.4 OR -Portland 4 2 2 0 4 2.3 MN -Minneapolis 0 2 2 4 4 2.1 FL - Orlando 2 2 2 0 4 1.7 VT -Burlington 2 2 2 0 4 1.7 PA -Pittsburgh 0 4 4 0 2 1.6 HI -Honolulu 0 2 2 0 4 1.1

International RPI Results (Tiers One and Two) # Points for # Points for # Points for Quality of # Points for # Points for Alumni in Major Gift Volunteer Club Elective Abroad Babson Connect INTERNATIONAL REGION Region Capacity Leadership Opportunities Worldwide SCORE United Kingdom 9 9 6 10 9 8.35 India 10 8 10 8 0 7.9 Japan 7 7 8 10 4 7.1 Hong Kong 6 8 8 10 4 7 Turkey 6 8 8 0 9 6.75 Switzerland 6 10 6 0 8 6.5 Thailand 8 7 7 0 6 6.45 Chile 4 8 10 10 0 6.3 Colombia 7 7 7 0 7 6.3 UAE 6 7 7 0 7 6 France 6 7 4 5 8 5.9 China 6 6 6 8 4 5.9 Brazil 7 7 4 3 0 4.8 Indonesia 6 7 4 0 4 4.8 Venezuela 6 8 5 0 0 4.65 Mexico 7 7 4 0 0 4.5 Singapore 4 4 3 8 4 4.15 Norway 2 6 4 0 8 4 Spain 4 4 0 5 10 4

International RPI Results (Tiers Three and Four) INTERNATIONAL REGION # Points for Alumni in Region # Points for Major Gift Capacity # Points for Quality of Volunteer Club Leadership # Points for Elective Abroad Opportunities # Points for Babson Connect Worldwide SCORE Canada 7 8 0 0 0 3.7 Germany 4 2 2 0 8 3.3 South Korea 6 2 2 0 4 3.3 Pakistan 4 2 6 0 0 3.1 Italy 2 2 2 3 8 3 Panama 4 6 2 0 0 2.9 Dominican Republic 4 2 5 0 0 2.85 Peru 4 2 5 0 0 2.85 Greece 4 2 0 0 8 2.8 Taiwan 4 2 2 0 4 2.7 Costa Rica 4 2 4 0 0 2.6 Sweden 0 0 2 8 8 2.5 Saudi Arabia 2 4 4 0 0 2.4 Argentina 2 4 2 3 0 2.2 Philippines 2 0 4 0 4 2.2 Netherlands 2 0 0 0 8 1.8 Denmark 0 2 0 0 8 1.6 Australia 2 2 0 0 0 1 Honduras 2 2 0 0 0 1 Malaysia 0 0 0 3 4 0.9 Kuwait 0 4 0 0 0 0.8 Ecuador 2 0 0 0 0 0.6 Guatemala 2 0 0 0 0 0.6 Bermuda 0 2 0 0 0 0.4 El Salvador 0 2 0 0 0 0.4 Bolivia 0 0 0 0 0 0 Israel 0 0 0 0 0 0

RPI Scores and Resource Allocation: Domestic Regions Events: Type and Number Tier 1 Tier 2 Tier 3 Tier 4 Admission Yield Event Optional Optional Optional Admission Summer Reception Optional Optional Optional Babson Connect Rocket Pitch Social, Holiday Party, Global Back to Babson, Day of Service A least 2 events At least 3 events At least 2 events At least 1 event Communications enewsletter Quarterly Semi-Annual Annual Optional Facebook or LinkedIn Page At least 1 At least 1 Optional Optional Social Media Post Monthly Volunteer Leadership Structure Formal Board Structure Multiple Volunteers Led by a Key Leader Key Leader(s) Key Contact Advancement Staff Travel AFN Travel 2x per year 1x per year ADV Travel As needed 1x per year AFN and/or ADV Travel 1 2x per year 1x per year

RPI Scores and Resource Allocation: International Regions Events: Type and Number Tier 1 Tier 2 Tier 3 Tier 4 Admission Yield Event Optional Elective Abroad, Social, Holiday Party, At least 2 events At least 2 events At least 1 event* Global Back to Babson, Day of Service Activity Optional Communications enewsletter Semi-Annual Annual Optional Optional Facebook or LinkedIn Page At least 1 Optional Social Media Post Quarterly Volunteer Leadership Structure Formal Board Structure Multiple Volunteers Led by a Key Leader Key Leader(s) Key Contact Advancement Staff Travel AFN Travel ADV Travel AFN and/or ADV Travel 1x per year 1x per year 1 2x per year 1x per year Travel as needed