Alumni Relations: A Multi-Channel ApproachAntonio Viva - Head of SchoolBruce Smith - Chief Development OfficerMichele Levy ...
finish line is closer than we think
Staffing, OfficeStructures, Operations,       Logistics
A Changing Landscape
TraditionalCommunications
Integrated Marketing  Communications
1. Engage Alumni more deeply and broadly2. Break down silos3. Educate internally4. Adopt enrollment Management5. Re-purpos...
ENGAGEMENT STRATEGY IS    EVOLUTIONARY
Audience
FriendsParents              Alumni          Students
Pre-1973 Alums
Post-1973 AlumsPre-1973 Alums
First…who exactly are we trying toreach? Blackbaud Database Update                                   Blackbaud Addresses F...
$1,000+ Donors                             Alumni          24%                Survey                              Who Resp...
Channela route through which a message is sent
2001
2011
CLASS NOTES
18%CLASS NOTES
To view student art, please visit:                                     The moment                                         ...
jimwoodside.walnuthillarts.org            : 1990Tom Kates     Sharyn Peavey                                               ...
We hope youve read the letter from                                                     Michal Zeleny 11                   ...
Email Name: IA Sponsorship E-Appeal follow up 10.27.11                             Template: Events & Invitations - Were M...
What have we learned?
Commitresources
Measure, learn,adapt. Try again.
Blur the audience      lines
Evaluate, Adapt  and Change
Repurpose
Eliminate silos
www.walnuthillarts.org
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
Effective Alumni Engagement: A Multichannel Approach
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Effective Alumni Engagement: A Multichannel Approach

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Alumni are some of our most powerful brand ambassadors, and key to any successful advancement effort. However, they are also notoriously challenging to find and to engage. A head of school, chief development officer and chief marketing officer will discuss a case study in alumni engagement (still in process.) The team will provide an overview of the variety of tools available to development and marketing communications leaders, with a frank assessment of what's working, what's not, and why.

Learning objectives:
• Understand how to leverage the wide set of currently available marketing communications tools and channels to build alumni support and engagement.
• Walk away with practical, cost-effective tools you can implement within your own organization.

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  • Development team 2008-2009\n
  • Development team in 2011: 100% turnover in Development Office over the course of 2 years. New relationships had to be built, and the ground laid for stronger alumni engagement.\n
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  • With all new development staff, we needed to establish baseline expectations. \n
  • We used a volunteer group of alumni and parents past and present to brainstorm a survey instrument.\n
  • Non-donors respondents represent an opportunity for engagement, especially through social media as they trended younger.\n
  • Photo a Day\n Week in Photos\n vlog ?\n Podcast ?\n iTunesU\n Flickr\n USTREAM/Watershed\n Role of SEARCH & FILTERS\n Flash ? \n AIR ?\n Mobile ?\n Video\n Vanity URLS is. /1976 /antonioviva\n SEO\n
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  • Effective Alumni Engagement: A Multichannel Approach

    1. 1. Alumni Relations: A Multi-Channel ApproachAntonio Viva - Head of SchoolBruce Smith - Chief Development OfficerMichele Levy - Chief Marketing Officer
    2. 2. finish line is closer than we think
    3. 3. Staffing, OfficeStructures, Operations, Logistics
    4. 4. A Changing Landscape
    5. 5. TraditionalCommunications
    6. 6. Integrated Marketing Communications
    7. 7. 1. Engage Alumni more deeply and broadly2. Break down silos3. Educate internally4. Adopt enrollment Management5. Re-purpose content
    8. 8. ENGAGEMENT STRATEGY IS EVOLUTIONARY
    9. 9. Audience
    10. 10. FriendsParents Alumni Students
    11. 11. Pre-1973 Alums
    12. 12. Post-1973 AlumsPre-1973 Alums
    13. 13. First…who exactly are we trying toreach? Blackbaud Database Update Blackbaud Addresses Found 23% Addresses No Change * 38% Blackbaud Addresses Confirmed 39%
    14. 14. $1,000+ Donors Alumni 24% Survey Who Responded? $1-$999 Donors 46%Nondonors* 30% *Median Nondonor Graduation Year: 1999
    15. 15. Channela route through which a message is sent
    16. 16. 2001
    17. 17. 2011
    18. 18. CLASS NOTES
    19. 19. 18%CLASS NOTES
    20. 20. To view student art, please visit: The moment jimwoodside.walnuthillarts.org they engage.Photography by Tom Kates and Sharyn Peavey ’90 About helping young artists build their confidence, enabling them to develop their own artistic language. About cultivating a community of artists . . . teaching, as he puts it “individually to a group.” “You can’t make students learn or succeed—it comes from them. They need to be excited about the potential for their own growth. We want them to leave here with a higher level of engagement and understanding of themselves as artists and individuals. “It is extraordinary to see our Not only is this crucial to their future creative endeavors, but it grounds them for college . . . and for life.” students gradually develop a sense of Ask Jim Woodside about his role at Walnut Hill and he’ll talk about teaching the foundations of art. themselves as young artists. When they Help us foster artistic engagement accomplish something on their own—guided by their own with your gift to the Annual Fund. vision—it is so satisfying. Even after nearly 25 years, Gifts of all sizes help us improve the studio experience in a wide variety of ways. I continue to learn from their experiences.” — Jim Woodside, Director of Visual Art
    21. 21. jimwoodside.walnuthillarts.org : 1990Tom Kates Sharyn Peavey . “ “ Walnut Hill Jim Woodside . .” (Annual Fund) 25 ” — Jim Woodside
    22. 22. We hope youve read the letter from Michal Zeleny 11 describing the importance of a Walnut Hill education. Now hear more from Markelle Gay 14, Nami Miwa 12, and Rocco Chodat 12. A generous financial aid package is what enables extraordinary students like these to attend Walnut Hill, Markelle Gay, Theater 14 and grow as artists and people. You can support financial aid at Walnut Hill Development in three ways: Appeal for Scholarship1. Become a Student Sponsor.Donors of $1,000 or more are assigned a current student, and receive lettersand updates from their student throughout the year. Fund2. Make a gift to the Annual Fund.All unrestricted gifts help support our $2.8 million financial aid budget.3. Endow or contribute to a Scholarship Fund. Nami Miwa, Ballet 12Create a legacy of financial aid. Please make your gift today. Contributions can be made online or by calling 508.652.7806 or by returning the reply device you received via mail. Rocco Chodat, Visual Art 12
    23. 23. Email Name: IA Sponsorship E-Appeal follow up 10.27.11 Template: Events & Invitations - Were Moving Lists: IA Sponsorship Appeal recepientsEmail Run History Sending Type Sent Run Date StatusOriginal Send 363 10/31/2011 Successfully SentEmail Stats Sent Bounces Spam Reports Opt-outs Opens Clicks Forwards 363 4.4% 0 0.3% 49.0% 17.6% 0 (16) (1) (170) (30)Click-through Stats Email Link Unique Click-throughs Click-through Distributionhttp://www.walnuthillarts.org 3 7.3%http://www.walnuthillarts.org/ 0 0.0%http://www.youtube.com/user/walnuthillschool#- 7 17.1%p/u/0/mmJTd1Vt-Cwhttp://www.youtube.com/user/walnuthillschool#- 13 31.7%p/u/1/kOhGY1z97Qghttp://www.youtube.com/user/walnuthillschool#- 13 31.7%p/u/2/zomZomBzsgMhttps://my.walnuthillarts.org/podium/default.- 5 12.2%aspx?t=150711 Total Click-throughs 41 100%
    24. 24. What have we learned?
    25. 25. Commitresources
    26. 26. Measure, learn,adapt. Try again.
    27. 27. Blur the audience lines
    28. 28. Evaluate, Adapt and Change
    29. 29. Repurpose
    30. 30. Eliminate silos
    31. 31. www.walnuthillarts.org

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