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Engaging Alumni and Friends in the Electronic Era   ©Robert E. Johnson, Ph.D. 2010   Xavier University May 19, 2010 Cincin...
8 key points about anything online… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>...
Major reason people go to a website… <ul><li>Complete a task </li></ul>
The Golden Rule… <ul><li>5 seconds to connect </li></ul>
What people dislike about college and university websites… <ul><li>Confusing links and menus </li></ul><ul><li>“Search” th...
Experience = your brand impression
Why people visit non-profit websites… <ul><li>Top 2 reasons </li></ul><ul><ul><li>40% for news and events info </li></ul><...
Online experience has impact… <ul><li>If people like your website experience… </li></ul><ul><ul><li>49% more likely to don...
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 <ul><li>Easy to do… </li></ul><ul><li>High awareness ...
Mobile giving… online http://www.iloopmobile.com/ <ul><li>Growth of iPhones and more </li></ul><ul><li>Replacing PC access...
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/High...
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Engaging Alumni and Friends in the Electronic Era

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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.

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Transcript of "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
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