MEMBERSHIP PROPENSITY MODELJUNE 2012

What is a Propensity Model?

Why a Propensity Model is Important?

600,000+ Indiana University Alumni

How was the Propensity Model Built?

IU Alumni Data

Current

Alumni

Member

IUAA Membership Propensity

Model

External Data

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.

Score Distribution

Scores of 551+ represent those with greatest likelihood to show joining behavior.

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.

Membership Gap Analysis

CampusRecords 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 0 591 1% 19.70% 1,174 1,229 6 2,409 2%

IU South Bend 4,037 501 303 0 804 2% 19.92% 1,783 1,442 8 3,233 3%

IU Northwest 2,407 306 164 0 470 1% 19.53% 991 935 11 1,937 2%

IU Kokomo 1,059 129 93 1 223 1% 21.06% 368 468 0 836 1%

IU Ft. Wayne 1,969 345 196 0 541 1% 27.48% 756 662 10 1,428 1%

IU East 475 52 50 0 102 0% 21.47% 161 212 0 373 0%

Columbus 807 120 62 0 182 0% 22.55% 293 329 3 625 1%

Total148,681 28,187

11,265 36

39,488

100% 26.56%

58,534

45,691

4,968

109,193

100%

Duplicate Records 10,779 3,033 975 1 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  

The greatest growth opportunity lies with 102,423 unique alumni records, representing 17% of the 609,170 alumni pool.

State Distribution

State Distribution

Top Alumni Degrees

(Values with fewer than 4000 prospects excluded. Based on Total Prospects.)

Rank Degree Total # of Prospects1 BS Phys Ed 4,4672 M Bus Admin 17,4633 BS Business 82,1044 BA Journalism 4,1085 BS Kinesiology 4,5906 D Medicine 7,5507 D Jurisprudence 10,9458 BS Pub Affairs 11,9179 Bach Arts 106,597

10 BS Biology 4,73211 D of Phil 7,23312 BS Education 52,01813 BS Nursing 15,25414 M Library Sci 4,59915 Bach Gen Studies 16,67316 Assoc Gen Studies 5,40417 M Arts 13,79918 MS Education 31,58919 AS Nursing 9,477

Alumni Chapter Rankings

Rank Alumni Chapter 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

Alumni Chapter Rankings (Continued)

18 Houston, TX, Chapter 3,61119 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 5,20226 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

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

Alumni Chapter Rankings (Continued)

54 Elkhart County Chapter 6,30755 Johnson County Chapter 8,56156 Cass County Chapter 1,32757 Los Angeles Chapter 5,93458 St. Joseph County Chapter 16,47259 Lexington, KY* 1,33860 Bartholomew County Chapter 4,601

61 Kosciusko County Chapter 2,22362 Memphis, TN* 91263 Nashville, TN, Chapter 2,40664 Central Florida Chapter 2,70865 Boise, ID, Chapter 33066 Boston, MA, Chapter 4,70767 Whitewater Valley Chapter 4,41568 West Michigan Chapter 4,69569 Sacramento Chapter 1,20270 Austin, TX, Chapter 1,91871 Orange County, CA, Chapter 2,412

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

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

Mapping of ALL Indiana Members by County

Mapping of IU Alumni

Mapping of ALL Annual Members

Mapping of ALL Life Members