AAUM Connects Alumni with Salesforce, Driving Engagement

The Alumni Association of the University of Michigan (AAUM) faced challenges in engaging its vast network of over 700,000 alumni, friends, and fans. Siloed data and manual engagement tracking led to inconsistent messaging, hindering the association's ability to provide personalized experiences and foster meaningful connections. Each department operated independently, lacking a holistic view of constituent interests and engagement preferences. This resulted in inefficient outreach, duplicated efforts, and missed opportunities to strengthen alumni relationships.

To overcome these hurdles, AAUM turned to Salesforce for Education, leveraging Sales Cloud, Experience Cloud, and Marketing Cloud to create a unified platform for constituent engagement. By integrating university data into Sales Cloud, AAUM gained a 360-degree view of each alumnus, donor, and volunteer. This comprehensive profile enabled personalized communications based on location, campus preference, event interests, and more. Events, feedback, and engagement activities are now automatically logged, providing valuable insights for targeted outreach and improved event recommendations.

Experience Cloud empowered AAUM to create a personalized alumni portal, offering a range of services from career resources to travel programs. Alumni can easily find and filter engagement opportunities, register for events, update their profiles, and earn badges, fostering a sense of community and encouraging active participation. Furthermore, AAUM's engagement score dashboard, powered by Salesforce Analytics, tracks key metrics, enabling data-driven decisions for participation and retention strategies. This holistic view of alumni engagement allows AAUM to tailor its approach and maximize its impact.

Marketing Cloud, coupled with automation journeys, revolutionized AAUM's communication strategy. Dynamic content is delivered via email, social media, and text, resulting in significant improvements in both membership acquisition and retention. Automated campaigns streamlined marketing efforts, leading to a 20% reduction in the marketing campaigns budget. By optimizing outreach for events and volunteer opportunities, AAUM fosters more meaningful connections and drives higher alumni membership retention rates. AAUM's success demonstrates the transformative power of Salesforce in breaking down silos, personalizing engagement, and fostering a thriving alumni community.

Value Results:

• 50% reduction in membership acquisition costs.

• 20% increase in membership retention rates.

• 20% reduction in annual marketing spending.

• Enhanced alumni engagement through personalized experiences.

• Improved data-driven decision-making with comprehensive engagement dashboards.