The brief
Durham University wanted to conduct an alumni survey to support the development of their communications and engagement strategies.
Specifically, the survey looked to uncover alumni perceptions, their engagement and communications preferences, drivers of warmth and affinity, and desired improvements to their experience.
Durham also wanted to look at alumni motivations to support the university philanthropically, and their satisfaction with the current alumni offer.
The approach
Shift developed a comprehensive engaging alumni survey, in collaboration with Durham, to support the university’s strategic aims. The survey received around 8,000 responses, achieving a 99% confidence level and only a 2% margin of error – meaning the data provided strong evidence for decision-making.
Alongside thorough survey analysis, we also carried out propensity modelling using Durham’s alumni database. This helped us predict which alumni were most likely to engage with the university in the future, allowing Durham to focus alumni outreach for meaningful engagement.
The value
- We delivered a clear, comprehensive, visual report with actionable recommendations. This helped support Durham with key decisions about their alumni offer and engagement strategies going forwards.
- We also delivered individual reports for each Durham College, for individualised decision-making on communication and engagement strategies.
- The findings were shared with Durham stakeholders via an impactful, concise in-person presentation to the campaign board and an online one to Heads of Colleges.
- The propensity modelling results provided Durham with an evidence-based roadmap for prioritising its outreach, and targeted campaigns with confidence.
