Tom Chaves, Lehigh University, Associate Vice President

CRM And Social Media Pave The Way For Sentiment Analysis

  • With unrestricted giving on the decline, institutions must learn more about their alumni to better target their philanthropic campaigns.
  • Sentiment analysis, which attempts to determine whether a post (usually on social media) is positive, negative, or neutral, can help universities hypertarget donors and improve campaign effectiveness.

“If you can capture alumni sentiment on social media, you can maximize philanthropic support to your organization.”

Thomas Chaves oversees a 22-person team and all the technology that supports Lehigh University’s advancement operations, including prospect research, campaign management, and reporting and analysis. While Chaves appreciates the customer relationship management (CRM) tools in place to aid his goals, he looks forward to taking advantage of sentiment analysis to propel Lehigh’s advancement initiatives in the future.

This is an excerpt from The Future of Higher Education. The eBook was generously sponsored by Ellucian.