1. Membership Propensity Model June 2012

2. What is a Propensity Model?
Data driven approach to identify the likelihood of an individual to participate in a defined behavior. In this case, likelihood to show IUAA membership joining behavior.

3. Why a Propensity Model is Important?
We currently have over 600,000 alumni. We do not have the resources, financial or manpower, to reach all alumni and promote membership. We must utilize a data driven strategy to impact membership in an efficient and affective manner.
600,000+ Indiana University Alumni

4. How was the Propensity Model Built?
609,170 unique records were matched and scored ranging from 0-1,000.
The higher the score the greater the correlation that alumni will have in joining behavior.
IU Alumni Data
Current Alumni Member
IUAA Membership Propensity Model
External Data
How was this accomplished? Working with Blackbaud, we took a combination of our membership data variables and standard external variables to derive a high correlation of results associated with current alumni members. As a result, each alumni record was matched with a score ranging from 0-1,000. The higher the score, the greater the correlation we will have with that alumni in joining behavior.

5. Score Distribution
Scores of 551+ represent those with greatest likelihood to show joining behavior.
Score distribution:
901+ Excellent
very good
good
average
<250 below average

6. What is IUAA Membership Profile Look Like?
The percentage shows how predictive each variable is compared to the others. In this model the Loyalty Trend is the largest weighted variable with the others fairly equally distributed.
Memberships best prospects share common characteristics:
They give frequently outside of membership
Show their pride with an IU license plate
Live in areas with a strong IU presence
Are alumni who have followed in footsteps of another family member
Graduated from Kelley School of Business or have business related degrees
Likely to be employed in professional science, management & administration
Were involved in clubs & groups
Donation amounts have increased over time

7. Membership Gap Analysis
The greatest growth opportunity lies with 102,423 unique alumni records,
representing 17% of the 609,170 alumni pool.
Campus
Records
Life
Annual
C/H
Active %
Penetration
Lapsed
Never
Blank
Gap
IUPUI
31,197
5,779
2,269 5
8,053
20%
25.81%
11,515
11,107
522
23,144
21%
Bloomington
103,730
20,587
7,905 30
28,522
72%
27.50%
41,493
29,307
4,408
75,208
69%
IU Southeast
3,000
368
223
591 1%
19.70%
1,174
1,229 6
2,409 2%
IU South Bend
4,037
501
303
804
19.92%
1,783
1,442 8
3,233 3%
IU Northwest
2,407
306
164
470
19.53%
991
935 11
1,937
IU Kokomo
1,059
129 93 1
21.06%
468
836
IU Ft. Wayne
1,969
345
196
541
27.48%
756
662 10
1,428
IU East
475 52 50
102 0%
21.47%
161
212
373
Columbus
807
120 62
182
22.55%
293
329 3
625
Total
148,681
28,187
11,265 36
39,488
100%
26.56%
58,534
45,691
4,968
109,193
Duplicate Records
10,779
3,033
975
4,009
4,224
2,259
287
6,770
Unique Records
137,902
25,154
10,290 35
35,479
54,310
43,432
4,681
102,423
1. Analysis based on scores of 551+ ; deemed most attractive
2. Active recognizes all life and annual members
3. Gap defines the opportunity between the number of records deemed attractive (likely to participate) and those not currently active
4. Deduped records connect alumni to first degree campus
5. Refreshed data is based on alumni only vs. alumni and donor data

8. State Distribution

9. State Distribution

10. Top Alumni Degrees Rank Degree Total # of Prospects 1 BS Phys Ed 4,4672
M Bus Admin
17,463 3
BS Business
82,104 4
BA Journalism
4,108 5
BS Kinesiology
4,590 6
D Medicine
7,550 7
D Jurisprudence
10,945 8
BS Pub Affairs
11,917 9
Bach Arts
106,597 10
BS Biology
4,732 11
D of Phil
7,233 12
BS Education
52,018 13
BS Nursing
15,254 14
M Library Sci
4,599 15
Bach Gen Studies
16,673 16
Assoc Gen Studies
5,404 17
M Arts
13,799 18
MS Education
31,589 19
AS Nursing
9,477
(Values with fewer than 4000 prospects excluded. Based on Total Prospects.)

11. Alumni Chapter Rankings
Total # of Prospects 1
Monroe County Chapter
16947 2
Southwest Indiana Chapter
2775 3
Knox County Chapter
988 4
Charlotte, NC, Chapter
2108 5
Washington, D.C., Chapter
10742 6
Dallas/Fort Worth Chapter
4509 7
Chicago Chapter
30831 8
Greater Evansville Chapter
6002 9
Metro New York Chapter
11187 10
Toledo Chapter
1412 11
Banks of the Wabash Chapter
226 12
Las Vegas, NV, Chapter
1022 13
Boone County Chapter
4856 14
Cleveland, OH*
2056 15
Milwaukee, WI*
2264 16
Columbus, OH, Chapter
3520 17
Greensboro, NC, Alumni Chapter
1083

12. Alumni Chapter Rankings (Continued)18
Houston, TX, Chapter
3,611 19
Birmingham, AL*
607 20
Greater Cincinnati Area Chaptr
8,761 21
Atlanta, GA, Chapter
5,802 22
Southwest Florida Chapter
2,151 23
Southeast Michigan Chapter
3,631 24
South Florida Chapter
2,782 25
West Central Indiana Chapter
5,202 26
Hilton Head, SC, Chapter
563 27
Charleston, SC*
657 28
Philadelphia, PA*
4,221 29
Connecticut Chapter
2,352 30
Kansas City Chapter
1,810 31
San Diego Chapter
2,629 32
Central Illinois Chapter
1,363 33
Buffalo/Western NY Chapter
1,207 34
Hawaii*
894 35
Florida Suncoast Chapter
1,989

13. Alumni Chapter Rankings (Continued)36
Dane County, WI, Chapter
1,122 37
Central Indiana Chapter
90,647 38
Saginaw, MI*
645 39
St. Louis Chapter
4,293 40
Pittsburgh, PA, Chapter
1,650 41
Central Carolina Chapter
2,490 42
Northwest Arkansas Chapter
350 43
Akron, OH, Chapter
1,240 44
Omaha, NE*
749 45
Asheville/Western NC Chapter
687 46
Central Iowa Chapter
522 47
Miami, FL, Chapter
1,135 48
Tampa Chapter
3,640 49
San Francisco Chapter
6,901 50
Twin Cities, MN, Chapter
3,576 51
San Antonio, TX, Chapter
1,118 52
East Wisconsin/Sheboygan* 92 53
Tucson Chapter
1,342

14. Alumni Chapter Rankings (Continued)54
Elkhart County Chapter
6,307 55
Johnson County Chapter
8,561 56
Cass County Chapter
1,327 57
Los Angeles Chapter
5,934 58
St. Joseph County Chapter
16,472 59
Lexington, KY*
1,338 60
Bartholomew County Chapter
4,601 61
Kosciusko County Chapter
2,223 62
Memphis, TN*
912 63
Nashville, TN, Chapter
2,406 64
Central Florida Chapter
2,708 65
Boise, ID, Chapter
330 66
Boston, MA, Chapter
4,707 67
Whitewater Valley Chapter
4,415 68
West Michigan Chapter
4,695 69
Sacramento Chapter
1,202 70
Austin, TX, Chapter
1,918 71
Orange County, CA, Chapter
2,412

15. Alumni Chapter Rankings (Continued)72
Colorado Chapter
7,052 73
Madison County Chapter
2,424 74
Henry County Chapter
1,022 75
Phoenix Chapter
4,208 76
Louisville & S. Ind. Chapter
25,394 77
Portland, OR/So Washington Chr
2,172 78
Northeast Indiana Chapter
25,626 79
Seattle Chapter
3,836 80
Howard/Tipton Counties Chapter
5,303 81
Albuquerque, NM*
1,041 82
Lakeshore Region Chapter
25,373

16. Modeled Terms/Definitions
Blackjack Variable: The count of the increased giving minus the decreased giving over a given period of time. This simple value indicates whether : the giving has fallen, remained steady, increased the same as decreased, or has risen each year.
Description:
Blackjack is based on the previous year and back (ex: 2011 and back) to help identify donors and non-donors (ex: in 2012)
For each year giving increases, prospect receives a +1
For each year giving decreases, prospect receives a -1
For each year giving stays the same, prospect receives a 0
Blackjack can be any value between -4 and =+4

17. Mapping of ALL Indiana Members by County

18. Mapping of IU Alumni

19. Mapping of ALL Annual Members

20. Mapping of ALL Life Members