Engaging Alumni and Friends in the Electronic Era


Published on

Second of two presentations for Xavier University. Emphasis on connecting and cultivating alumni relationships, with many screen shots from higher education. Social media, mobile, online publications and more.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Engaging Alumni and Friends in the Electronic Era

  1. 1. Engaging Alumni and Friends in the Electronic Era ©Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010 Cincinnati, Ohio
  2. 2. 8 key points about anything online… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul>Bob Johnson Consulting, LLC
  3. 3. Major reason people go to a website… <ul><li>Complete a task </li></ul>
  4. 4. The Golden Rule… <ul><li>5 seconds to connect </li></ul>
  5. 5. What people dislike about college and university websites… <ul><li>Confusing links and menus </li></ul><ul><li>“Search” that does not work </li></ul><ul><ul><li>From 15 college and university Customer Centric Index surveys of people using the website in 2009 and 2010 </li></ul></ul><ul><li>“Looks unattractive / unappealing” is seldom selected </li></ul>
  6. 6. Experience = your brand impression
  7. 7. Why people visit non-profit websites… <ul><li>Top 2 reasons </li></ul><ul><ul><li>40% for news and events info </li></ul></ul><ul><ul><li>40% to stay informed about “the cause” </li></ul></ul><ul><li>Will they give online? </li></ul><ul><ul><li>18% of visits are to donate </li></ul></ul><ul><ul><ul><li>ForeSee Results survey, 2009 </li></ul></ul></ul>
  8. 8. Online experience has impact… <ul><li>If people like your website experience… </li></ul><ul><ul><li>49% more likely to donate </li></ul></ul><ul><ul><ul><li>58% of donors made an online gift in 2008 </li></ul></ul></ul><ul><ul><li>38% more likely to volunteer </li></ul></ul><ul><ul><li>57% more likely to think well of you </li></ul></ul><ul><ul><li>65% more likely to recommend your site </li></ul></ul><ul><ul><li>55% more likely to return to the site </li></ul></ul><ul><ul><ul><li>ForeSee Results survey, April 2009 </li></ul></ul></ul><ul><ul><ul><li>http://bit.ly/aGUNP9 </li></ul></ul></ul>
  9. 9. Risking a disconnect…
  10. 10. You can’t scan this annual report… Bob Johnson Consulting, LLC
  11. 11. You can’t scan this alumni magazine… Bob Johnson Consulting, LLC
  12. 12. “ Flip” technology doesn’t help… http://matrix.scranton.edu/about/campaign/
  13. 13. Online friendly web pages…
  14. 14. Easy tasks from the Home Page… http://www.umanitoba.ca/
  15. 15. Keep it simple… https://esc.affinitycircles.com/esc/auth/login
  16. 16. Engage new grads immediately… http://offices.colgate.edu/SeniorProfiles/SeniorProfiles.asp
  17. 17. Online friendly publications…
  18. 18. Chicago gets it right for years… http://magazine.uchicago.edu/ Bob Johnson Consulting, LLC
  19. 19. Carleton prompts action… http://magazine.carleton.ca/ Bob Johnson Consulting, LLC
  20. 20. “ Blogazine” format works well… http://alfredmagazine.alfred.edu/... http://csumagazine.com/ Bob Johnson Consulting, LLC
  21. 21. Easy to scan annual giving report… https://apps.carleton.edu/giving/report/2009/
  22. 22. Integrating social media…
  23. 23. Highlight social media… http://orangeconnection.org/s/860/index-blue.aspx?sid=860&gid=1&pgid=370
  24. 24. Help people get started…
  25. 25. Live in more than one space…
  26. 26. “ Mobile” is happening now…
  27. 27. “ Mobile” sites and apps… http://bit.ly/aCKBHM ... http://bit.ly/9KubBW
  28. 28. Check outside agencies… http://www.alumnimobile.com/
  29. 29. Mobile giving… SMS or “text” giving http://twitter.com/HumaneSociety <ul><li>Easy to do… </li></ul><ul><li>High awareness </li></ul><ul><li>$10 donation cap </li></ul><ul><li>Boosts participation rate </li></ul><ul><li>Campaign specific? </li></ul><ul><li>Best for early acquisition? </li></ul><ul><li>Be personal </li></ul>
  30. 30. Mobile giving… online http://www.iloopmobile.com/ <ul><li>Growth of iPhones and more </li></ul><ul><li>Replacing PC access to websites </li></ul><ul><li>Adapt online giving forms for mobile access </li></ul><ul><li>No limit to donation size… $95 average </li></ul>
  31. 31. Mobile Giving Insider… http://mobilegivinginsider.com/
  32. 32. Mobile Giving Foundation… http://www.mobilegiving.org/
  33. 33. Don’t forget “old media”…
  34. 34. Weekly fund raising email newsletters…
  35. 35. Monthly email university news… http://magazine.uchicago.edu/uchicago/index.shtml
  36. 36. End of the “walled garden”?…
  37. 37. Facebook is changing the game… http://www.alumnifutures.com/2010/05/alumni-relations-facebook.html
  38. 38. Building participation… http://www.facebook.com/tamu?v=wall&ref=ts
  39. 39. 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