NAIS Building School Websites Around Participation

BUILDING SCHOOL WEBSITES AROUND PARTICIPATION Thursday 1:30PM - 2:30PM Communications and Advancement Travis Warren President WhippleHill, Inc. Kim Hurlbutt Director of Stewardship Proctor Academy, NH 2010 NAIS Annual Conference | San Francisco, CA | Feb 24-26, 2010

BUILDING SCHOOL WEB STRATEGY AROUND PARTICIPATION

Session Outline What is web participation ? Who is participating online? Building online participation. WHIPPLEHILL

What does it look like ?

is this Participation?

annual monthly views sessions pages visits hits unique daily monthly impressions

is viewing your site participating? 12,000 Total 9,000 6,000 Unique 3,000 0 07 07 07 07 07 07 07 07 07 07 07 08 08 20 20 20 20 20 20 20 20 20 20 20 20 20 1 1 r1 1 1 l1 1 1 1 1 1 1 1 b ar ay n g p ct v c n b Ju Ap No De Ju Ja Au Fe Se Fe O M M Source: Eagle Hill School (August 2007 - February 2008) OMNITURE

The goal today is engagement

an inquiry is engagement. 70 60 50 40 30 20 10 0 Sept Oct Nov Dec Jan Feb 2006/07 2007/08

a log-in is engagement. St. Paul’s Mar 10

comment = engagement. = WHIPPLEHILL

comment = engagement. 50 38 25 13 0 8 08 08 08 08 09 9 09 09 9 9 00 00 00 00 20 20 20 20 20 20 20 r2 2 2 r2 n g ct c b ril ne st er Ap be De Ju Au Fe Ap gu O ob Ju m Au ct ce O De Source: Proctor Academy/Chuck’s Corner Commnets (April 2008 - December 2009)

Student Teacher Alum Parent Head of School Parent Candidate of Alum WHIPPLEHILL

Kim, how does this fit with Proctor’s advancement - stewardship model ? WHIPPLEHILL

Let’s switch gears and talk about the people we’re trying to engage WHIPPLEHILL

Alumni/ae Parent Parent of Alum WHIPPLEHILL

How to steward is who to steward. 20% Donors20% 80% Dollars Vilfredo Pareto, 1848-1923 Pareto principle applied to advancement 90% of your support comes from 10% of your donors.

How to steward $977,001 is who to steward. 2008/09 Annual Fund $60,811 356 Non-Leadership donors 6% 94% $916,190 221 Leadership donors 0% 94% of support comes from 38% of donors.

$916,190 top 221 donors + $1,000 Box 1

$916,190 top 221 donors Alumni Parents 71 Current 58 Parents 71 Alumni

221 Donors ALMOST 1/2

27 + $10,000 Box LEADERSHIP DONORS 1A Total Giving to Proctor = 16.8 MILLION Average Retention Rate = 10 Years!

ts Who are these 27 donors? 8 Current Parents 8 Past Parents 10 Alumni/ae 1 Friend

All 27 have e-mail, but how about ? 12

All 27 have e-mail, but how about ? 6

This gives us permission to play

because we know who is playing.

Building Online Participation More users Viral upside Cool factor Better tools Social Media Your Website Better ﬁlter Better privacy Better brand control Fewer passwords WHIPPLEHILL

Number of Users Factor 350,000,000 10.9 x 75,000,000 2.3 x 53,000,000 1.6 x 32,000,000 1.0 x source: http://en.wikipedia.org/wiki/List_of_social_networking_websites WHIPPLEHILL

1. BLOGGING 2. SOCIAL NETWORKING 3. BROADCASTING 4. PHOTO SH A R I NG

Blogging

2000-2010

Posts per year 200 180 160 140 120 100 80 60 40 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

WHAT PEOPLE ARE SAYING ... 5/23/2003 at 1:26:46 PM - OLIN POTTER AS A MEMBER OF CLASS OF 43 I 12/3/2002 at 1:00:00 AM - TOO COMPLETED A ROW BOAT OF David Goodsell WHAT LOOKS TO BE THE SAME: I never knew this piece of history about my STEAM BENT OAK RIBS WITH father. I am so amazed that he did such a EDGE-NAILED PLANKS (TOUGH TO wonderful thing so many years ago. Wow TRIM TO SHAPE) IT HAD A LITTLE how exciting to see this happening. To all SKEG, FLOATED WELL BUT WAS A the students at Proctor I commend you on BIT TIPPY. COULD PROBABLY FIND your ﬁne work. You are true Gentlemen A PHOTO OF IT IN USE IF THERE IS and Ladies. Keep sailing!!!!!!! Ahoy There ANY INTEREST. OLIN POTTER Mates David E Goodsell Ft Worth, Texas 3/9/2003 at 1:00:00 AM - Nancy (Heywood) Boileau It was so nice to turn over the boat to where it was built by my cousin Fred Goodsell. It makes our hearts warm to know this was the right thing to do for our lost families. We hope to see the little boat on our swing through New England this coming Fall. Paul & Nancy Boileau Burlington, Vermont

WHAT PEOPLE ARE SAYING ... 5/24/2003 at 11:33:34 PM - Alfred Goodsell I received the invite from Lou and if it was 5/24/2003 at 8:43:45 PM - in my power to be there I would, however Ruth & Rex McVay my thoughts are with you at Proctor on How wonderful of all of you to restore the 14th, Olin I know that you will be Alfred Goodsells little boat and to honor there so you can speak for me . Those him by bringing the "Little Boat Home "on were some of the Happiest days of my your reunion. We all wish his health would life being a part of the student body at allow him to be there-his spirit will be I am Proctor with the teachers Roland {PETE} sure of that. We are very proud of him and Burbank and his wife Connie, Lee Henry, happy for him to be able to hear about this Bill Holts, Lyle Farrell , and Cap't. Rounds honor. Thank you Procter. Sincerely Alfed in the Shop. I wouldn't give the memories Goodsells sister and brother in-law. up for the world, and I am so happy to be a part of the Proctor History. 11/16/2007 at 7:40:36 PM - Connie Cauchon Thanks for making my father a real piece of history. He has always been a special person to me but this makes him more special than ever. Thanks again for restoring his Little Boat.

• Chuck’s Corners are written to speciﬁcally reinforce key nostalgic themes • Provide transparency and authenticity through frequency • Share the blog if the topic highlights an alum or their speciﬁc interest. Engage! • Learn alumni interests from comments and use for future stewardship

WHAT PEOPLE ARE SAYING ... 1/17/2010 at 5:02:22 PM - Alice Martin wonderful article, wonderful young man...from his completely unbiased grandparents! 1/17/2010 at 4:53:01 PM - Deborah Wessells Nice article about a wonderful young man (my great nephew).

Micro-Blogging

“Ambient Awareness” “Brave New World of Digital Intimacy”, Clive Thompson WHIPPLEHILL

Sociologists have long found that “weak ties” greatly expand your ability to solve problems. “Brave New World of Digital Intimacy”, Clive Thompson WHIPPLEHILL

3 ways your school can use Twitter : Single User Twitter List #Search Set up a twitter account Controlled number of Search for tweets either with the school’s name people to tweet on referring to your school, (i.e. @proctoracademy) or an behalf of your school, get display results on your identiﬁable ﬁgure within the constituents to follow website. Encourage the school (ie. Head of School) your “twitter list” conversation. WHIPPLEHILL

26 Box 1 Parents 26 of 51 Leadership Parents are on Twitter Students Current Parents Alumni Faculty/Staff Peers Unknown

Broadcasting

• Allows an auditory experience - almost like being there! • Embed podcast into customized stewardship push pages • Assembly, Musical Performances, Sports Awards and/or Student Speeches • Provide live stream of: Assembly, Music Performances, Athletic Games, Reunion, Graduation. • Include podcasts in other mediums: Chuck’s Corner, Facebook, Twitter and the website.

ﬂickr/chuckbwill

ﬂickr/daniel_manning

Social Networking

Number of Users Factor 350,000,000 6x 53,000,000 1x

Evolution 2008 - groups Proctor Group 2007- friends A Alex 828 members Public Proﬁles 2009 - ‘fan’ pages 1,533 friends Alumni/ae PAPA 935 fans 168 fans

ﬂickr/chuckbwill

ﬂickr/chuckbwill 935 Fans

Alumni Fans 89% facebook ﬂickr/chuckbwill

Interactions ﬂickr/chuckbwill

Photo Sharing

user Proctor Academy group member New Hampshire collection set photo

Homepage Proctor Archives members user Proctor Academy Proctor In Focus other members New 2008/09 Hampshire 2009/10 Hockey Theater

NAIS Building School Websites Around Participation

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