Connecting with Alumni: Driving Value Throughout the Constituent Lifecycle.

Connecting with Alumni:Connecting with Alumni:Driving Value Throughout the Constituent LifecycleDriving Value Throughout the Constituent Lifecycle

PeopleSoft Proprietary and Confidential

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What Is Today About?

• Relationship ManagementRelationship Management• Data ManagementData Management• Alumni/Donor PersonalizationAlumni/Donor Personalization• Key challenge:Key challenge:

Do You Have a Single View

of Your Constituent?


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“The quality of the ongoing relationship between the institution and its students (and alumni) is far and away the dominant determinant of success.”

Gartner, Defining CRM for Higher Education

It’s All About the Relationship!


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ApplicantProspective

Student Student Alumni

Po

ten

tial

Rev

enu

e

Recruitment

Phase

Enrollment

Phase

RetentionPhase

Fundraising

Phase

Time

Recruitment Pain: • Difficult to reach

the “right” prospects

• Recruitment potential restricted

Impact: Lost applicants

and potential tuition


and potential tuition

Enrollment Pain:• Generating the

yield• Effective and

efficient applications


and potential revenue


and potential revenue

Retention Pain:• Low student

satisfaction• Students transfer

or drop-out

Impact:Lost students and revenue, increased costs to replace

Impact:Lost students and revenue, increased costs to replace

Fundraising Pain: • Lose contact

with alumni• Irrelevant

communications

Impact:Lost fundraising opportunities

Impact:Lost fundraising opportunities

Lifetime Relationship Management!


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• Network of

constituents that

an institution

both serves and

depends on

• All are critical

to building

successful

lifetime student

relationships

360-Degree View

Prospective Students &

Parents

Current Students

Faculty & Staff

Visitors & the Community

Corporate Sponsors

Alumni & Supporters

The 360-Degree Network of Constituents

Zana Vartanian

fix ugly arrows.


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Data Management Institutions’ Pains

• Lack of data quality, standards, and shared Lack of data quality, standards, and shared metrics across systems/institution wide metrics across systems/institution wide

• Inability to provide single, comprehensive view Inability to provide single, comprehensive view of constituent of constituent

• Inconsistent/inaccurate measures and counts Inconsistent/inaccurate measures and counts • Inability to accurately report and analyze in a Inability to accurately report and analyze in a

timely manner effectiveness, compliance, and timely manner effectiveness, compliance, and accountability across institution accountability across institution


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The fact is that institutions are in a heterogeneous environment!

Development

Legacy

PeopleSoft

Oracle

Housing

Bookstore

LMS

SAP

Crisis


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The Chinese word for “Crisis” consists of two characters:

Crisis

Crisis

one represents “danger” and the other, “Hidden Opportunity”.


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Person Data Core

HRMS

Contributor Relations

Global Payroll

Student Admin

Recruiting

Others...

•Campus Solutions logically separated from HRMS

•Provides clearly defined interfaces between components

•Provides access to the latest HRMS & PeopleTools releases

HRCS 8.9

Componentization


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AdministrativeAcademic LibraryOutreach

Master Constituent

Data

CDH Components: Integration & Source Mgt.

Oracle Integration-or-

Any Other Middleware

MappingMapping

Transport and Transformation

Layer

• Cross reference mapping

• Manages conflicts by source

• Assembles master record by attribute, by source

• Built-in integration services


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Master Constituent

Data

CDH Components: Data Librarian



MappingMapping

• Duplicate identification & resolution

• Import management queue

• Data certification• Data quality reports

Data Librarian


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Master Constituent

Data

CDH Components: Access



MappingMapping

• 360° View• Data creation and

maintenance• Embedded duplication

prevention• Comprehensive

relationship managementAccess


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Master Constituent

Data

CDH Components: All



MappingMappingData LibrarianAccess


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Constituent Lifetime Relationship Management

Admissions

Student Affairs

Graduation

Alumni/ Donor

• Graduate Information• Change of Address

• Employment• Alumni Interests• Graduation Date

• Awards and Honors

• Recruitment Strategies• Interactions with Prospects• High School Attended• Post-Secondary Education• Activities• Interests• Parent Names• Relationships!

• Activities/ Interests• Awards/ Honors

• Bio/ Demographic Data• Donations

• Employment• Major Gift Strategies

• Volunteer Organizations• Memberships• Planned Gifts

Mar

ketin

g Fundraising

Converti

ng

Servicing &

Retaining

360o View

Aw

are

Interest Engage

Trial

Don

atio

n

Loyalty• Courses• Major(s)/ Minor(s)• Academic Interests• Student Activities• Student Awards• Housing• Relationships!


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We’ve all seen the map, few have taken the journey

Plan: Deliver differentiated strategies Plan: Deliver differentiated strategies

Understand: Value of your constituentsUnderstand: Value of your constituents

Optimize: Close the execution gapOptimize: Close the execution gap

Customer Lifetime ValueUnderstand Plan Optimize

Student/ Alumni Portfolio Management


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Actual Value

Constituent Portfolio Management – Personalize Service

Up or OutDevelopRetain

Basic Cost of Service

Potential Value

Platinum

Gold

Silver


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““The continuing separation of the specialties may keep The continuing separation of the specialties may keep

advancement professionals from establishing and advancement professionals from establishing and

maintaining relationships with their colleagues. maintaining relationships with their colleagues.

We must place an emphasis on professional unity and We must place an emphasis on professional unity and

recognize the advancement role within many others on recognize the advancement role within many others on

campus including faculty, admissions officers, student campus including faculty, admissions officers, student

affairs officers, and executive officers and their staffs.”affairs officers, and executive officers and their staffs.”

Expanding the Definition of Advancement

- CASE, January 2005

The Expanding Definition of Advancement


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Leading the Way

‘‘The Internet is rapidly becomingThe Internet is rapidly becoming

a dominant medium; leadersa dominant medium; leaders

must develop a correspondingmust develop a corresponding

new set of skills including: new set of skills including:

1)1) an intuitive understanding of the new an intuitive understanding of the new economyeconomy

2)2) an ability to manage team processes an ability to manage team processes

3)3) skill in managing relationshipsskill in managing relationships

4)4) marketing expertise marketing expertise

5)5) comfort with technology’comfort with technology’

It’s All About the Relationship!

Leading the Way CASE, 2005


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Email = Automated, low cost strategic channel

Direct Mail PermissionEmail

Time to launch 4-6 weeks 7-10 days

Time for responses 3-6 weeks 3 days

Cost per thousand $500-700 $5-7

Response rate 1% 6-8%

Source: Gartner G2, March 2002


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“…“…we have fundraisers who are on the road who are raising we have fundraisers who are on the road who are raising

money, and they can go in and check the information on a money, and they can go in and check the information on a

particular prospect or record information…”particular prospect or record information…”John LeyJohn Ley

Southern Methodist University Southern Methodist University June 2001June 2001

Accessibility


100% pure internet architecture…the real-time enterprise


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““And if you're communicating and working together, and And if you're communicating and working together, and

sharing the information, that really goes a long way toward sharing the information, that really goes a long way toward

making sure that donor is treated in a way that's conducive making sure that donor is treated in a way that's conducive

to your goal.”to your goal.”Chris CoutureChris Couture

Maryland Institute and College of Art Maryland Institute and College of Art June 2001June 2001

Personalization


Manage vast amounts of information


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Connecting with Alumni: Driving Value Throughout the Constituent Lifecycle.

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