Engaging Your Alumni to Build Their Own Online Chapter/Club Communities
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Transcript of Engaging Your Alumni to Build Their Own Online Chapter/Club Communities
Engaging Your Alumni to Build Their Own Online Chapter/Club Communities
2010 CASE District VI ConferenceJanuary 11, 2010
Mark Davis, Director Technical [email protected]
Zach Wheat, Director of Interactive MediaUniversity of [email protected]
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Session Summary and Key Take-Aways
Understand How Web 2.0 Technologies are Forming Your Alumni’s Online Expectations
Learn How to Empower Chapter/Club Alumni Volunteers to Use Online Tools to Build Social Networks and Meet these Expectations
Understand How Institutions like University of Virginia and University of Chicago are Benefiting from a More Engaged Alumni through Chapter/Club Online Communities
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Session Agenda
History of Alumni Online Engagement
Building Successful Online Chapter/Club Communities
Case Study #1: University of Chicago
Case Study #2: University of Virginia
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HISTORY OF ALUMNI ONLINE ENGAGEMENT
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Alumni Online Engagement Evolution
Online Directories
Alumni Centers
Online Social
Networks
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Early Technologies: Online Directories
•Basic – No Interactivity
•Web 1.0 Technology
•One-Way Communications
Level of Engagement
•Extension of Offline Directory
•No Fundraising Objectives or Measured ROI
Fundraising Goals and
ROI
•Institution-Only Content
•Limited Data Collection
Content Sources and
Data
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More Engagement: Alumni Centers
•Some Interactivity, i.e., Class Notes
•Two-Way Communications
Level of Engagement
•Measured ROI, i.e., % of Email Address
•Online Donations
Fundraising Goals and
ROI
•Alumni-Generated Content
•Profile and Interest Management
Content Sources and
Data
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Latest Advancement: Online Social Networks
•High-level Engagement
•Alum-to-Alum Communications
Level of Engagement
•Specific Online Fundraising Programs
•Peer-to-Peer Fundraising
Fundraising Goals and
ROI
•Personalized and Subscribed Content
•Social Network Collected Data
Content Sources and
Data
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BUILDING SUCCESSFUL ONLINE CHAPTER/CLUB COMMUNITIES
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Launching a Successful Chapter/Club Online Network
Define The Right
Project
Design The Right
Online Solution
Execute and
Provide Support
Measure Results and Re-Evaluate
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Set Clear Project Goals• Provide
Chapter/Club Volunteers with New Interactive Online Tools
Define Measurable Objectives• Match Objectives to
Project Goals• All Objectives Must
be Measured and Tracked
Survey Your Alumni’s Needs• How They Interact
with Other Alum• What Services They
Want from the University
Define The Right
Project
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Sample Project Objectives
• Target Workable Email Addresses for Over 50% of All Alumni
Increase Alumni Email Addresses
• Target to Increase Overall Alumni Web Traffic by 100%
Increase Alumni Online Activity
• Cover Ongoing Costs through Event Registration Transaction Revenue
Minimize Budget Impact
• Deliver Monthly Chapter/Club-Specific Communications to 100% of All Alumni Center Members
Deliver More Relevant Information
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Understand Your Marketplace• Comparable
Institution Websites• Other “Dot Com”
Sites
Select the Right Technology• Select a Proven
Vendor or Developer• Future-Proof Your
Institution
Design for the Right Features• Match Alumni
Expectations and Survey Results
• Align Features to Meeting Objectives
Design The Right Online
Solution
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Key Online Technology Features
• Allows University Staff to Control Access to Key Features and Data for Chapter/Club Users
Constituent Relationship Management (CRM)
• Provides Easy Tools for Alum Volunteers to Maintain Up-to-Date Information about Chapter/Club online
Chapter / Club Website Management (CMS)
• Gives Simple Tools and Email Design Templates to Chapter/Club Volunteers to Communicate to Registered Members
Email Design and Delivery
• Allows Alumni to Submit New Event, Search Existing Events and Register and Pay for Attending Selected Events
Events Registrations and Calendaring
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Staff Project Appropriately• Use Combination of
Vendor and Staff Resources
• Hire as Necessary to Support Project
Invest in Staff and Alumni Training• Invest in Expert
Training with Core Team
• Train New Chapter/Club Users
Provide Ongoing Support to Alumni• Train Alumni-facing
Staff on Technology• Offer On-call
Support for Chapter/Club Users
Execute and
Provide Support
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Periodically Measure• Create Set of
Recurring Report• Measure Key Stats
against Original Project Objectives
Report Results• Share Results with
Entire Team and across Institution
• Use Results to Prove ROI Case to Executives
Re-evaluate Needs and Technologies• Understand that
Technology Always Changes
• Re-evaluate Every 3-5 Years
Measure Results and Re-Evaluate
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CASE STUDY:UNIVERSITY OF CHICAGO
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University of Chicago Alumni Center Project
• The University of Chicago wanted to design a more engaging and modern online Alumni Center.
Challenge
• The University of Chicago launched the Alumni and Friends website including the alumni association pages and alumni directory. The sleek, roomy design is paired with robust Blackbaud functionality to create a break-through Alumni application.
Solution
http://alumniandfriends.uchicago.eduLaunched May 29, 2009
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Alumni Engagement Options
• Alumni Can Search for Upcoming Events and Submit New Events
Events
• Alumni Can Post Jobs and Exchange Career Advice
Career Resources
• Alumni Can Support the University and See How Their Donations are Being Used
Online Giving
• Alumni Can Give Back Their Time and Skills to the Alumni Community
Volunteer
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Different Club and Group Networks
• University Pre-Populated the Network with Each Graduating Class and Division/School
College Classes & Schools
• Staff Created Chapter Network Sites across Each Region in the US and Internationally
Regional and International
• Staff also Created a Catch-all Network Type for Special Interests for Specialty Clubs
Special Interest Groups
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Connecting Alumni to Networks
• Search Feature Allows Alumni to Look Up Networks by a Variety of Descriptors
Search Networks
• Enterprising Alumni can Create New Networks, such as New Region or Special Interest for Staff Approval
Create New Networks
• Individual Networks are Defined by a Variety of Characteristics which are Stored in the Database
Network Attributes
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Alumni Network Engagement
• Links Alum to Specific Networks within the Database
Network Membership
• Tools Allow Chapter/Club Volunteers to Present Events and Capture, if Requested, Online Registrations
Local Event Calendar
• Tools Allow for the Creation of Local News Articles and Feedback on Message Boards
Other Localized Content
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Data Maintenance and Integrity
• Authenticate Online Users between Alumni Websites and The University of Chicago’s CNET ID system
Single Sign On
• Migrated of Over 145,000 Profile Records from Alumni Database
Data Migration
• Future Project to Integrate Information Collected Online to University Databases
Data Integration
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CASE STUDY:UNIVERSITY OF VIRGINIA
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University of Virginia Project Timeline
2005Define The Right Project• Determine
Requirements through Extensive Research
2005Design the Right Online Solution • Procure New
System - Blackbaud Sphere
• Hired Staff
2006Execute and Provide Support• Launch First Phase
of Sites• Train Staff and
Volunteers
2007+Measure Results and Re-Evaluate• Track and Report
Progress of Solution
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Defining the Right Project
• The University suffered from a mish-mash of websites and technologies and needed to uniformly create a vibrant engagement operation with more event participation and alumni interactions.
Challenge
• The University of Virginia uses Blackbaud’s Sphere platform as a single solution to create a modern, attractive alumni website that enables a single online experience for all types of online interactions by alumni.
Solution
http://uvaclubs.virginia.eduhttp://hoosonline.virginia.edu
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Designing the Right Online Solution
• Website with online forms, engaging content and community-building tools
• Tools to manage event registrations and calendars
Websites to Connect Alumni
• Centralized login for all alumni to link to Career and Research Service, Affinity Circles, and Vmail
• This is a primary way for an alumni to update their contact information; data integration was key
Data Maintenance
• A strong email system with accurate addresses gives them the ability to reach alumni very quickly
• Provides the capabilities to ensure targeted and relevant messaging
Email Communications
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Execute and Provide Support
Primary Staff Users• Six Full-time Staff• Manager, Data Specialist, Email Marketer, Website Designer, Form
Manager, Advanced Programmer, and Trainer
Chapter and Club Alumni Users• Must Make it Easy for Volunteers to be Successful• Unsuccessful with Formal Training Program; Transitioned to
Consultative One-on-One Approach
Other Staff Users• Provided Training to Other Staff who Interact with Alumni• An Additional 190 Staff have Access to System• Two Additional Email Communication Specialists within Alumni Staff• Regional Engagement Officers
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Chapter/Club Online Tools
• Template Allows for the Creation of Forms, Photos, RSS News Feed and Event Calendars
Chapter/Club Website
• Sites can be Managed Either by Alumni Volunteers or Supported by Trained Staff with Controlled Access
Access Controls
• Staff Work with Alumni Volunteers to Send Periodic and Targeted eNewsletter Communications, while Updating Member Data Directly Online
Email Communications
http://uvaclubs.virginia.edu
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Measuring and Reporting Results
• 50% Workable Email Addresses: 200,000 Alumni, Started with 35K Email Addresses, Now Have 110K Email Addresses
• Increase Online Interactions: Launched Over 150 Club/Chapter Websites
• Increase Online Fundraising: 220 Active Donation Forms Raising $3.5M Annually
• More Targeted Communications: Sending 10M Targeted Emails Annually Using 130+ Campaigns
Summary of Results
2007 Statistics• 5,600 event
registrations• 6.3 million emails• 2,100 online donations
2008 Statistics• 14,000 event
registrations• 5.9 million emails• 4,500 online donations• 144% increase in funds
received
2009 Statistics • 18,500 event
registrations• 10.4 million emails• 11,200 online donations• 136% increase in funds
received
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Technology Re-Evaluation and Investment
HoosOnline, Campaign for the University, HoosNetwork,
Facebook/Linked In, and iPhone Applications
University Resources Now Concentrate on Creating New and More Modern
Online Services
Club Sites are Nearly 100% Volunteer Driven, Creating Deeply Engaging
Interactions with Alumni
Key Infrastructure is in Place and Now Very Usable
New Fundraising Campaign Site:http://campaign.virginia.edu
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Lessons Learned
•Include All Stakeholders from the Start
Do Not Design or Work in a Vacuum
•Create an Easy-to-Use System to Produce Forms, Websites and Email Yields Greater Adoption
Invest in Intelligent Design Up Front
•Ensure Volunteers and Staff have Access to Only What They Need
Control Access to Key Systems and
Data
•Build Strong Relationships between Trainers and Chapter/Club Alumni Volunteers
Invest in Training
•Breed an Environment of Success to Build Momentum and Ongoing Investment
Measure and Report on Success
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Next Steps… Answering the Question:“Is an Engaged Alum More Likely to Give Money?”
•Integrating Alumni Activities and Donor Information
•Online Activities with Profile Information Exchanged between University Databases
Data Integration is Important
•28 Foundations and 100’s of Online Giving Forms
•CRM Tracking and Segmentation is the Key
Data Collection Difficult in
Decentralized Environment
•Over $3.5 Online in CY09
•Beginning to Analyze Surveys in 2009 Correlating Event Registration to Online Activities
Early Results: Available Data
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QUESTIONS AND ANSWERS?
Mark DavisDirector, Technical [email protected]
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