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Blackbaud net community for higher education institutions


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Hear firsthand from a customer how Clark University used the integrated online marketing and fundraising suite to: Automatically download online event registrations into a Raiser’s Edge batch, saving …

Hear firsthand from a customer how Clark University used the integrated online marketing and fundraising suite to: Automatically download online event registrations into a Raiser’s Edge batch, saving staff members thousands of hours previously spent manually importing data, grow online donations by segmenting emails and optimizing online giving forms, and use online gift entry forms to eliminate the need for phone-a-thon software and $60,000 in fees annually

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  • 31 day challenge; planned and implemented in just a few daysUniquefy timeframe; coincides with Reunion and Commencement, so activity level is intense!
  • Idea evolved to get 531 donors by 5-31 (end of FY), which became theme of the campaignKEYS to SUCCESS: Challenge; Strong Look; Multichannel; Engage Donors; UrgencyCollaboration with Marketing and Web Teams to create dynamic landing pageEmphasized importance of challenge, which is a huge driver in this kind of appealIncorporated active use of Facebook and twitter on Web pagesInnovative tie to Facebook functionality – click to access larger images designed to be used as a Facebook timeline photo
  • Since meeting participation numbers a primary goal, mail sent only to limited segments: alumni LYBUNT and SYBUNT (2 yr)Format did not require any personalization, which speeded production
  • Here’s our launch email for which the subject line was: note the focus on the challenge and the urgencyQUESTION:
  • Home Page for Clark ConnectNote:Special twitter feed just for the 531 campaign; we posted 31 reasons (one per day) for giving to Clark, Also, updates on the status of the challengeGoogle records up Every post to Twitter feed, so improves our position in Google’s Page Rank algorithmNow substituted the Clark U. main Twitter feed in that location based on positive reactionQUESTION:Is anyone else using or embedding social media on their page? What were the results of integrating your social media?
  • Transcript

    • 1. BLACKBAUD NETCOMMUNITY Case Study: Clark University 1
    • 2. Clark University NetCommunity Case Study Integration in Action Question & Answer 2 Confidential and Proprietary Information
    • 3. CLARK UNIVERSITY • A small research university with a major impact - Founded in 1887 as the first all-graduate institution in the country - Renowned liberal arts-based research university addressing social and human imperatives on a global scale • Francine Roller, Director of Advancement Services • LaDona Fazio, Associate Director of Advancement Services • RE client since 2007 • NetCommunity user since June 2010 - Used Harris prior 3 Confidential and Proprietary Information
    • 4. CLARK UNIVERSITY – NETCOMMUNITY HISTORY • Evaluated many vendors and selected NetCommunity primarily for: - Significant resource savings from integration with The Raiser’s Edge - Major improvement for managing data, email activities, and reporting - Opportunities to increase engagement with personalized web messaging 4 Confidential and Proprietary Information
    • 5. CLARK UNIVERSITY – NETCOMMUNITY HISTORY • Implemented in 2010, with an accelerated project plan to go live in six weeks! • Have expanded use steadily over time to include: - Coordinated mail and highly-segmented email fundraising & event activities - Reunion Yearbook updates, surveys, Alumni Trustee voting, Phone Room support - Secure portal for group meeting activities (agenda, minutes, etc.) 5 Confidential and Proprietary Information
    • 6. CLARK UNIVERSITY BEFORE NOW - WITH NETCOMMUNITY Efficiency Getting online reunion registrations into The Raiser’s Edge was a summer long project Online event registrations download automatically into a Raiser’s Edge Batch Fundraising No easy way to segment emails and giving form not optimized for online donations 51% growth in online donations in year 1 with NetCommunity Majority of registrations mailed in 80% register online for alumni events (65% Reunion) BENEFIT Alumni Engagement 6 Confidential and Proprietary Information
    • 8. ONLINE FUNDRAISING GROWTH AT CLARK U 450K 200K 2010 2011 8 Confidential and Proprietary Information 2012
    • 9. GROWING GIVING: GROWTH CHALLENGE Performance of May Giving for Recent Years 1,500 • No growth in overall 1,250 # of Donors • Difficulty in reaching 1,000 target participation 750 rates and $ goals • Increase in yearly AF $ Goal 500 250 0 2009 2010 9 Confidential and Proprietary Information 2011 2012
    • 10. GROWING GIVING: KEYS TO SUCCESS • Use a strong graphic presence • Consider a challenge theme • Leverage Social Media links • Build momentum • Create urgency 10 Confidential and Proprietary Information
    • 11. GROWING GIVING: MAIL APPROACH • Strong message & graphics • Copy reinforces challenge & urgency • Simple link address adds to ease of giving 11 Confidential and Proprietary Information
    • 12. GROWING GIVING: EMAIL CAMPAIGN • Campaign consisted of 5 rounds of email messages: launch; 2nd round; post-Reunion; May 29 and May 31 • Sent a total of 12 emails in 31 days; typical prospect got 4 or 5; only sent to non-donors in FY13 • Highly segmented using RE queries: Reunion Classes, Senior Class, Alums with AF pledge balances, etc. • Added conditional content (targeted asks) and personalization for selected audiences • Carefully crafted Subject lines: Donor Challenge; The Challenge is on!; Clark’s Drive to 531; Almost there!; Last day for Donor Challenge • Each email appealed separately in RE, but all linked to same BBNC donation form • Average open rate: 23% 12 Confidential and Proprietary Information
    • 13. GROWING GIVING: EMAIL APPEAL • Simple message • & Graphics • Large Giving Button • Social Media Links 13 Confidential and Proprietary Information
    • 14. GROWING GIVING: SOCIAL MEDIA • Keep Content Fresh with Embedded Twitter Feed • Include Frequent Progress Reports 14 Confidential and Proprietary Information
    • 15. GROWING GIVING: DRAMATIC RESULTS • • • • May Giving FY09-FY13 Dramatic Increase in May Donors (54%) Unsolicited Repeat Gifts 96% of Gifts for Annual Fund Increase across all Constituencies 2,000 1,750 1,500 1,250 1,000 750 500 • Participation & Dollar Goals Exceeded!  250 0 2009 2010 2011 15 Confidential and Proprietary Information 2012 2013
    • 17. ENGAGEMENT THROUGH REUNION • Event Tracks • Give the user a personalized experience • Highlight class events and speakers • Eliminate event envy 17 Confidential and Proprietary Information
    • 18. ENGAGEMENT THROUGH REUNION • • • • The Raiser’s Edge event structure One master umbrella event Group events Multiple units on each event Master Reunion Event -Registration Fees Meals Class Dinners Symposia -Breakfast -Each class has -Friday Dinner own unit for dinner -Saturday Picnic Special Events Class Events Dancing Under the Stars -Classes can have more then one class event unit 18 Confidential and Proprietary Information Golf/ Athletics Camp Clark Housing
    • 19. ENGAGEMENT THROUGH REUNION • Highly integrated with The Raiser’s Edge • Ask constituents to login (but not required) • Collect background information • Include “Who’s Coming” list 19 Confidential and Proprietary Information
    • 20. ENGAGEMENT THROUGH REUNION • Stacking of multiple Raiser’s Edge events • Individual units used for each event • Great user experience with one event registration form 20 Confidential and Proprietary Information
    • 21. ENGAGEMENT THROUGH REUNION • Ability to automatically sell out Raiser’s Edge events/units • Easy to edit events • Flexibility in inserting, moving and formatting parts 21 Confidential and Proprietary Information
    • 22. ENGAGEMENT THROUGH REUNION • Ask for donation • Send user to a Donation Form • Shopping Cart for one user transaction; payment from three pages 22 Confidential and Proprietary Information
    • 23. CLARK’S SECRET SAUCE - Very easy to segment email appeals for each audience • Conditional email content and personalization based on data on constituent record - Better analysis • Gift pages linked to appeals to measure response - Trustee ballot moved online - Customized class track approach for Reunion registrations - Focus on Newsletter & Email Growth • Email increase of 18% since launch of BBNC • Maintained strong newsletter open rate 31% 23 Confidential and Proprietary Information
    • 24. WHAT’S NEXT AT CLARK WITH NETCOMMUNITY? • Allow users to view limited giving history and pay pledges online • Develop conditional content for @Clark enewsletter - School or Major, Athletics & Special interests • Create personalized prompts – based on RE queries – encouraging users to: - Register for upcoming event Make their Annual Fund gift Read the latest issue of @Clark Update their employment information 24 Confidential and Proprietary Information
    • 25. I N T E G R AT I O N I N A C T I O N 25