Best of CASE District I Award
 

Institution: Massachusetts Institute of Technology

Title of entry: MIT Alumni Association: Alumni Bio Update Digital Campaign

About this entry: The MIT Alumni Biographical Update Campaign aimed to maintain or improve the MIT Alumni Association’s (MITAA) nearly 97% contactable rate for MIT alumni. It not only met this goal but also increased the contactable rate by over 1%, a first in MITAA history.

This was achieved through a comprehensive digital and print strategy emphasizing the importance of staying connected. Updated contact details enable alumni to receive information about events like class reunions and access exclusive benefits for MIT graduates.

The campaign used various tactics:

- Segmented email campaigns targeting alumni cohorts by class year and other Institute-related categories.

- Personalized email outreach from MITAA staff.

- Printed postcards to key alumni cohorts.

- Letters to important international alumni groups.

- Digital newsletters for specific alumni cohorts.

- Regular presence on MITAA web properties and reminders on event and election confirmation pages.

Additionally, the campaign successfully reengaged previously unsubscribed alumni and reconnected with reunion-year alumni who lost touch with MIT. This year-long effort aimed to continuously reengage unsubscribed alumni, encourage engagement growth, and identify new data collection opportunities.

The campaign’s success stemmed from its strategic use of various communication channels, personalized outreach, and a shift toward sustained engagement. By enhancing alumni connectivity with MITAA, the campaign not only boosted the contactable rate but also deepened alumni engagement, fostering a stronger connection between the Alumni Association and the MIT community.