Building Healthy Communities of Giving Among Alumni, Donors, and Friends
The C2C Survey was designed and developed specifically for universities and colleges as a tool to enhance and expand the information available to them about their donors and potential donors. The C2C Survey is based on successful "brand community" research successfully used in industry for many years but has now been customized to meet the unique needs of universities and colleges.
The C2C Survey measures key relationships that one would expect to find in a healthy university brand community. By examining the nature and strength of the broad relationships of "giving communities" the research reveals important and deeper ways in which people form a sense of belonging to and affinity for the institution. Integration within a university brand community explains important loyalty-related behaviors such as future donations to the university and willingness to support the institution.
Community Health and Integration Score (CHI Score™)
The C2C Survey is designed to give universities and colleges individualized information about their alumni, donors and friends. The CHI Score™ represents an individual's feelings of connectivity and integration within the school's community. The CHI Score™ is a strong indicator of propensity to give and provides important contextual information to development professionals as they prepare to meet with prospective donors.
The CHI Score™ can be used by development officers, alumni associations, and marketing professionals to build strong bonds of affiliation. Understanding the way donors view their relationships with the university and how the relationships evolve provide actionable opportunities to assess and understand the effectiveness of outreach campaigns.
