Engaging Alumni and Friends in the Electronic Era

Engaging Alumni and Friends in the Electronic Era ©Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010 Cincinnati, Ohio

8 key points about anything online…
People are impatient
Bob Johnson Consulting, LLC

Major reason people go to a website…
Complete a task

The Golden Rule…
5 seconds to connect

What people dislike about college and university websites…
Confusing links and menus
“Search” that does not work
From 15 college and university Customer Centric Index surveys of people using the website in 2009 and 2010
“Looks unattractive / unappealing” is seldom selected

Experience = your brand impression

Why people visit non-profit websites…
Top 2 reasons
40% for news and events info
40% to stay informed about “the cause”
Will they give online?
18% of visits are to donate
ForeSee Results survey, 2009

Online experience has impact…
If people like your website experience…
49% more likely to donate
58% of donors made an online gift in 2008
38% more likely to volunteer
57% more likely to think well of you
65% more likely to recommend your site
55% more likely to return to the site
ForeSee Results survey, April 2009
http://bit.ly/aGUNP9

Risking a disconnect…

You can’t scan this annual report… Bob Johnson Consulting, LLC

You can’t scan this alumni magazine… Bob Johnson Consulting, LLC

“ Flip” technology doesn’t help… http://matrix.scranton.edu/about/campaign/

Online friendly web pages…

Easy tasks from the Home Page… http://www.umanitoba.ca/

Keep it simple… https://esc.affinitycircles.com/esc/auth/login

Engage new grads immediately… http://offices.colgate.edu/SeniorProfiles/SeniorProfiles.asp

Online friendly publications…

Chicago gets it right for years… http://magazine.uchicago.edu/ Bob Johnson Consulting, LLC

Carleton prompts action… http://magazine.carleton.ca/ Bob Johnson Consulting, LLC

“ Blogazine” format works well… http://alfredmagazine.alfred.edu/... http://csumagazine.com/ Bob Johnson Consulting, LLC

Easy to scan annual giving report… https://apps.carleton.edu/giving/report/2009/

Integrating social media…

Highlight social media… http://orangeconnection.org/s/860/index-blue.aspx?sid=860&gid=1&pgid=370

Help people get started…

Live in more than one space…

“ Mobile” is happening now…

“ Mobile” sites and apps… http://bit.ly/aCKBHM ... http://bit.ly/9KubBW

Check outside agencies… http://www.alumnimobile.com/

Mobile giving… SMS or “text” giving http://twitter.com/HumaneSociety
Easy to do…
High awareness
$10 donation cap
Boosts participation rate
Campaign specific?
Best for early acquisition?
Be personal

Mobile giving… online http://www.iloopmobile.com/
Growth of iPhones and more
Replacing PC access to websites
Adapt online giving forms for mobile access
No limit to donation size… $95 average

Mobile Giving Insider… http://mobilegivinginsider.com/

Mobile Giving Foundation… http://www.mobilegiving.org/

Don’t forget “old media”…

Weekly fund raising email newsletters…

Monthly email university news… http://magazine.uchicago.edu/uchicago/index.shtml

End of the “walled garden”?…

Facebook is changing the game… http://www.alumnifutures.com/2010/05/alumni-relations-facebook.html

Building participation… http://www.facebook.com/tamu?v=wall&ref=ts

Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

Engaging Alumni and Friends in the Electronic Era

by Bob Johnson on May 20, 2010

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Engaging Alumni and Friends in the Electronic Era — Presentation Transcript