Michigan State University Alumni and Donor Engagement Case Study

This case study details the collaborative efforts between Michigan State University (MSU) and Hanover Research to enhance alumni and donor communication strategies. The primary objective was to gather insights on alumni and donor preferences to inform future engagement tactics. In 2023, MSU's Office of University Advancement recognized the need for a comprehensive understanding of its alumni and donor base, which includes nearly 300,000 individuals in Michigan. The partnership led to the development of a tailored survey designed to assess communication preferences and motivations for engagement across multiple colleges. Key findings from the 2024 Alumni and Donor Survey provided valuable insights that informed marketing strategies and identified effective communication channels. Recommendations included creating a digital engagement strategy and personalizing marketing campaigns. The insights gained are expected to streamline resources and enhance future communication efforts, ultimately fostering stronger connections between MSU and its alumni and donors.