The	  Power	  of	  Words	  	  h-p://www.youtube.com/watch?v=Hzgzim5m7oU	  	  	  
Data-­‐Driven	  Alumni	          CommunicaIons:	  The	  Method	  to	  the	  Madness	  	   Ann Oleson, Founder Converge Con...
Our	  Time	  Together	  	  	  •  The	  top	  findings	  from	  the	  donor	       moIvaIon	  study	  	  •  A	  model	  for	...
Outbound	  MarkeIng	  
Outbound	  MarkeIng	  is	  Broken	                                     800-555-1234!                                   Ann...
Inbound	  MarkeIng	  Blog!      SEO!      Social Media!
Be	                                  Social	                        Content	  Strategy	                            Bloggin...
Alumni	  CommunicaIons	  
Alumni	  CommunicaIons	  Plan	  •  Strategize	     –  Research	     –  SegmentaIon/Personas	     –  Plan	  	  •  Execute	 ...
Research	  •  NaIonal	  benchmark	     research	     –  AFP,	  CASE,	  Wealth	  Engine	  •  Alumni	  research	     (quanIt...
What	  MoIvates	  Your	  Alumni?	  	     Who	  are	  your	  alumni?	  What	  do	  you	  know	  about	  them?	  	  	  	  	 ...
Meet	  Jennifer	  	  	  •    35	  years	  old	  	  •    VP	  of	  Sales	  for	  Company	  	  •    Student	  Government	  O...
Meet	  Jennifer	  	  	   Just	  because	  Jennifer	  is	   able	  to	  give	  does	  not	   mean	  she	  is	  moIvated	   ...
Research	  ObjecIves	  •    Develop a motivationally-based     segmentation model !•    Uncover the motivations that drive...
A	  MoIvaIonal	  SegmentaIon	  of	  College	  Alumni	  SegmentaIon	  Method	  and	  Analysis	  
Questionnaire DevelopmentSecondary	  Research	  Over 250 research articles concerning college donating and charitable givi...
•  Insert	  slide	  from	  page	  3	  of	  white	  paper	     segmentaIon	  measures	  	  
•  Insert	  slide	  from	  page	  4	  of	  white	  paper	  graph	  	  
Persona	  Development	  	  The	  naIonal	  study	  idenIfied	  three	  segments	  of	  alumni	  respondents	  that	  vary	 ...
!
Pull	  image	  from	  page	  5	  of	  the	  white	                       paper	  	  
Summary	  of	  Findings	  ImplicaIons	      –  Colleges	  are	  be-er	  at	  managing	  relaIonships	  with	  ___________	...
Brand	  Monitoring-­‐	  Top	  Tweeters	  
Influence,	  Themes,	  SenIment	  
Brand	  Monitoring-­‐Benchmarking	  
Execute	  
Findings	  from	  the	  Field:	  CommunicaIon	  Channel	  Preferences	  
Findings	  from	  the	  Field:	  Philanthropic	  Interests	  
The	  More	  You	  Know…	  I	  work	  for	  a	  non-­‐profit	  organizaIon	  in	  Cambodia	  and	  fundraising	  is	  also	...
GREAT	  EXAMPLES	  OF	  SEGMENTED/TARGETED	  COMMUNICATIONS	  
Strategy	  	  DISCUSSION	  
Champions are the most                            important segment for collegesTargeIng	  PrioriIes	     to target and ma...
Champion	  Comments	  	  	  	       SomeImes,	  I	  dont	  hear	  about	  all	  the	  events	  so	  post	  on	    	     Fa...
Messages	  to	  a	  Champion	  	  •    Pride!•    Loyalty!•    Tradition!•    Affinity !!!
Harvard	  Business	  School-­‐	  Thank	  you	  Video	  	  http://www.alumni.hbs.edu/giving/thankyou/thankyoudonors.html!
Blogs	                                                     	  Hopkins	  Interac4ve	  •  h-p://www.hopkins-­‐   interacIve....
!                            Friends are the second most important target                            for colleges. !TargeI...
Feedback	  from	  a	  Friend	                Friend	  	  From	  a	  Friend:	  I	  am	  a	  Head	  of	  School	  for	  an	 ...
Messaging	  for	  Friends	  Message:	  	  Friends	  	  •  Uncover their specific affinity !           •    Major/Program!   ...
Just	  Launched!	  Hail	  It	  Forward	  Give	  back	  to	  your	  Michigan	  community	  by	  sharing	  one-­‐to-­‐one	  ...
Community	  Building	               Stanford	  University	               •  h-ps://www.facebook.com/                stanfo...
Mobile	  Apps	           Ohio	  State	  Mobile	  App 	  	           •  h-p://osu.edu/osumobile/	           •  Connect	  wi...
Photo-­‐sharing	  Colgate	  University	  •  h-p://www.flickr.com/   photos/colgateuniversity/	  •  Pictures	  tell	  the	  ...
Volunteers	  needed	                            	  	  The	  University	  of	  Northern	  Iowa	  is	  looking	  for	  a	  f...
!!Messaging	  !!   –  Low cost ways in      which to keep updated      and a way in which to      engage!
Messaging	  for	  Acquaintances	  Message:	  Acquaintances	  	  •    Benefits/Value Proposition!!•    Recognition!!•    Wha...
Capturing Our Dreams Alexander Dawson School 2012
Examples	  from	  Audience	  	  How are you using information aboutyour alumni to segment thecommunications that they rece...
Analyze	  Add	  infographic	  strategize,	  implement,	  analyze	  
Sources
ApplicaIons	  and	  Analysis	  •      Not	  a	  staIc	  process	  	  •      SegmentaIon	  and	  personalizaIon	  	  •     ...
Take	  it	  Away…	  1.)	  Use	  all	  available	  research	  to	  develop	  strategy	  (especially	  research	  relaIng	  ...
QuesIons?	  
To	  ConInue	  the	  Discussion	  @AnnCOleson	  	  White	  Paper	  	  Webinars	  	  ann@convergeconsulIng.org	  	  	  
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
ACM Development Conference Presentation
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ACM Development Conference Presentation

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Higher education marketing conference presentation on alumni communications, alumni engagement, donor motivation research, and communications planning

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ACM Development Conference Presentation

  1. 1. The  Power  of  Words    h-p://www.youtube.com/watch?v=Hzgzim5m7oU      
  2. 2. Data-­‐Driven  Alumni   CommunicaIons:  The  Method  to  the  Madness     Ann Oleson, Founder Converge Consulting!            
  3. 3. Our  Time  Together      •  The  top  findings  from  the  donor   moIvaIon  study    •  A  model  for  craLing  effecIve   communicaIons    •  Examples  of  relevant   communicaIons    •  Discussion,  applicaIon  of  findings   to  your  alumni/donor   communicaIons        
  4. 4. Outbound  MarkeIng  
  5. 5. Outbound  MarkeIng  is  Broken   800-555-1234! Annoying! Salesperson!
  6. 6. Inbound  MarkeIng  Blog! SEO! Social Media!
  7. 7. Be   Social   Content  Strategy   Blogging   ArIcle  WriIng   Calls  to  AcIon   On-­‐Page  SEO   Landing  Pages   Keyword  Research    Site  Architecture   Measurement  Ability  to  Edit  Site   AnalyIcs  Installed      
  8. 8. Alumni  CommunicaIons  
  9. 9. Alumni  CommunicaIons  Plan  •  Strategize   –  Research   –  SegmentaIon/Personas   –  Plan    •  Execute   –  Right  message   –  Right  audience   –  Right  medium   –  Right  Ime  •  Analyze/Course  Correct     –  EvaluaIng  what  works  
  10. 10. Research  •  NaIonal  benchmark   research   –  AFP,  CASE,  Wealth  Engine  •  Alumni  research   (quanItaIve/qualitaIve)  •  Data  Mining/Modeling  •  Social  Media  Listening/ Monitoring  
  11. 11. What  MoIvates  Your  Alumni?     Who  are  your  alumni?  What  do  you  know  about  them?            
  12. 12. Meet  Jennifer      •  35  years  old    •  VP  of  Sales  for  Company    •  Student  Government  Officer    •  Honors  Student:  3.9  GPA  •  Not  engaged  with  her  college  •  No  home  phone  number  •  Gives  10%  of  income  to   philanthropy  •  Serves  on  a  number  of   boards  in  community    •  Has  great  feelings  toward  her   college  but  never  been  asked   to  engage  in  a  meaningful   way      
  13. 13. Meet  Jennifer       Just  because  Jennifer  is   able  to  give  does  not   mean  she  is  moIvated   to  give.     How  do  we  understand   who  Jennifer  is,  what   she  cares  about,  and   how  to  reach  her?    
  14. 14. Research  ObjecIves  •  Develop a motivationally-based segmentation model !•  Uncover the motivations that drive the different types of relationships!•  Prioritize which alumni segments provide the best opportunities for colleges!•  Provide recommendations regarding how these different alumni segments should be managed to optimize their individual likelihood of donating!•  Develop a predictive model and applied tool to classify alumni into segments based on a minimum number of questions!
  15. 15. A  MoIvaIonal  SegmentaIon  of  College  Alumni  SegmentaIon  Method  and  Analysis  
  16. 16. Questionnaire DevelopmentSecondary  Research  Over 250 research articles concerning college donating and charitable givingwere reviewed to identify current issues, trends, and alumni motivations.! –  The following variables were identified in the literature and provided guidance for the questionnaire design.! Demographics     College  Experience     College  Rela4onship   Charitable  Giving   •  Age   •  Type  of  college   •  Personal  idenIficaIon   •  Personal  values   •  College  presIge   •  Pride   •  Gender   •  Perceived  need   •  Religious  values   •  Professors   •  Income   •  Campus/faciliIes   •  Benefits  from  giving   •  PoliIcal  orientaIon   •  Marital  status   •  AcIviIes   •  Uniqueness  of  college   •  Tax  benefits   •  Employment   •  Grades   •  ObligaIon  or  duty   •  Networking   •  EducaIon  level   •  Time  to  graduaIon   •  Professional  benefits   •  Life  saIsfacIon   •  TuiIon   •  Current  involvement   •  Ethnicity   •  Trust   •  Perceived  need   •  Scholarships/grants   •  Religious  affiliaIon   •  Family  legacy   •  PrioriIzaIon   •  Academic  major   •  RecogniIon   •  Residence   •  GraItude   •  Placement   •  Student  loan  balance   •  Social  experience  
  17. 17. •  Insert  slide  from  page  3  of  white  paper   segmentaIon  measures    
  18. 18. •  Insert  slide  from  page  4  of  white  paper  graph    
  19. 19. Persona  Development    The  naIonal  study  idenIfied  three  segments  of  alumni  respondents  that  vary  significantly  in  terms  of  their  ajtudes  and  moIvaIons  associated  with  giving  to  their  alma  maters:  •  Champions  •  Friends  •  Acquaintances  
  20. 20. !
  21. 21. Pull  image  from  page  5  of  the  white   paper    
  22. 22. Summary  of  Findings  ImplicaIons   –  Colleges  are  be-er  at  managing  relaIonships  with  ___________  than   they  are  with  _____________.     –  Colleges  ineffecIvely  manage  the  _______________  segment.   –  Colleges  spend  as  much  money  contacIng  Acquaintances  as  they  do   either  Champions  or  Friends.    This  is  a  waste  of  scarce  resources  that   would  be  be>er  spent  enhancing  programs  targe4ng  other   segments.      
  23. 23. Brand  Monitoring-­‐  Top  Tweeters  
  24. 24. Influence,  Themes,  SenIment  
  25. 25. Brand  Monitoring-­‐Benchmarking  
  26. 26. Execute  
  27. 27. Findings  from  the  Field:  CommunicaIon  Channel  Preferences  
  28. 28. Findings  from  the  Field:  Philanthropic  Interests  
  29. 29. The  More  You  Know…  I  work  for  a  non-­‐profit  organizaIon  in  Cambodia  and  fundraising  is  also  part  of  my  responsibility.    Ive  found  that  knowing  a  li>le  bit  about  my  donors  and  customizing  the  message  is  important  to  be  effec4ve  due  to  the  overwhelming  amount  of  requests  people  receive.    That  would  be  difficult  with  a  donor/alumni  base  as  large  as  XXXs  but  informa4on  gleaned  from  social  media  and  online  surveys  could  be  helpful.    Good  luck!  ChrisIna    
  30. 30. GREAT  EXAMPLES  OF  SEGMENTED/TARGETED  COMMUNICATIONS  
  31. 31. Strategy    DISCUSSION  
  32. 32. Champions are the most important segment for collegesTargeIng  PrioriIes   to target and manage. ! –  These alumni donate the most frequently and make the largest average donations. They are the foundation for alumni giving programs.! •  Although we did not focus on major gifts, financially able Champions have the passion to make major donations. ! –  Champions are the low hanging fruit for fundraising programs. Colleges who already have proactive alumni relations programs are likely enjoying at least some success with these alumni through self-selection.!
  33. 33. Champion  Comments         SomeImes,  I  dont  hear  about  all  the  events  so  post  on     Facebook  and  email  more  oLen!  I  really  enjoyed  the  Bowl   tour,  the  flight  was  great,  loved  the  football  buses,  all  the   events  were  amazing  including  the  paddleboat,  tour  and   best  of  all  the  fabulous  tailgate  party  and  big  win  at  the   Bowl.  I  plan  on  dona4ng  more  and  being  more  ac4ve  aSer   mee4ng  all  of  you.  Thank  you  so  much!  
  34. 34. Messages  to  a  Champion    •  Pride!•  Loyalty!•  Tradition!•  Affinity !!!
  35. 35. Harvard  Business  School-­‐  Thank  you  Video    http://www.alumni.hbs.edu/giving/thankyou/thankyoudonors.html!
  36. 36. Blogs    Hopkins  Interac4ve  •  h-p://www.hopkins-­‐ interacIve.com/   –  Student-­‐run   –  Unmediated  voice   –  Excellent  use  of  photos   –  Aggregates  blogs  into  one   place   –  Includes  Twi-er  feed   –  And  a  link  to  the  Facebook   page   48  
  37. 37. ! Friends are the second most important target for colleges. !TargeIng  PrioriIes   –  Like Champions, Friends donate frequently. But their average donation is much smaller.! Friends provide outstanding opportunities for revenue growth. ! –  Friends donate much more to charities than any other segment, but only devote7% of their charitable giving budget to their college . ! –  Even small increases in the proportion of Friends charitable budget being allocated to their alma mater would provide substantial rewards.! Friends are already in the habit of giving to their college and other charities. ! –  Colleges need to do a better job persuading Friends that their college deserves more of their support relative to other charities.!
  38. 38. Feedback  from  a  Friend   Friend    From  a  Friend:  I  am  a  Head  of  School  for  an  independent  school  in  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐,  -­‐-­‐,  and  therefore  have  quite  a  bit  of  experience  in  fundraising,  just  having  raised  $21  million  for  our  capital  campaign.    I  am  reIring  in  June  2012  and  will  be  returning  to  -­‐-­‐-­‐-­‐-­‐-­‐-­‐,  where  I  have  a  home  close  to.    ASer  taking  some  4me  off  I  intend  to  get  more  involved  with  the  ins4tu4ons  I  a>ended  in  the  area.    You  may  contact  me  aSer  June  2012  here  is  my  e-­‐mail  and  phone  number    
  39. 39. Messaging  for  Friends  Message:    Friends    •  Uncover their specific affinity ! •  Major/Program! •  Greek! •  Student organization! •  Alumni association! •  Athletics!•  Tailor the message accordingly!•  Emphasize the impact of “changing the world”!•  May require collection of demographic and/or psychographic variables!
  40. 40. Just  Launched!  Hail  It  Forward  Give  back  to  your  Michigan  community  by  sharing  one-­‐to-­‐one  career  guidance  with  U-­‐M  alumni  and  students,  including  assistance  with  mentoring,  professional  branding,  relocaIon,  and  employment  opportuniIes.  For  example,  Zachary  Rable,  10,  is  looking  for  an  internship/shadowing  opportunity  in  the  field  of  urban  planning.  It  takes  only  a  few  minutes  through  Facebook.  To  help  grow  your  Michigan  community  and  help  Zachary,  visit  facebook.com/Michiganalumni  and  click  on  the  Hail  It  Forward  applicaIon  tab.    
  41. 41. Community  Building   Stanford  University   •  h-ps://www.facebook.com/ stanford   •  They  host  Facebook  takeovers   with  faculty,  called  “ office  hours”   •  They  post  student  pictures  and   videos  made  by  students  and   faculty   •  Their  audience  is  engaged  and   acIve   •  Posts  ask  quesIons  and   prompt  for  engagement  
  42. 42. Mobile  Apps   Ohio  State  Mobile  App     •  h-p://osu.edu/osumobile/   •  Connect  with  alumni   •  Update  informaIon   •  Directory   •  www.evertruemobile.com    
  43. 43. Photo-­‐sharing  Colgate  University  •  h-p://www.flickr.com/ photos/colgateuniversity/  •  Pictures  tell  the  story  of   Colgate  •  Quality  photographs  •  Updated  regularly  •  Make  the  school  accessible   and  interesIng  
  44. 44. Volunteers  needed      The  University  of  Northern  Iowa  is  looking  for  a  few  volunteers  to  help  host  the  UNI  tent  at  the  Principal  Charity  Golf  Classic  at  Glen  Oaks  Country  Club  in  West  Des  Moines  on  Thursday,  May  31.  Please  email  Amy  Mohr  with  your  name  and  preference  of  morning  (9  a.m.-­‐  1  p.m.)  or  aLernoon  (1-­‐5  p.m.)  if  you  are  interested.      For  all  alumni,  wear  your  team  colors  on  Thursday,  May  31,  in  support  of  UNI  and  get  in  free  to  the  Principal  Charity  Golf  Classic  in  West  Des  Moines.              Dr.  Noel  M.  Tichy  to  speak  at  Educa4on  Lecture  Series        UNI  alumni  and  friends  are  invited  to  a-end  a  free  lecture  by  Dr.  Noel  Tichy  enItled,  “Empowering  Leaders  at  Every  Level:  Great  Leaders  Must  be  Great  Teachers,”  on  Wednesday,  April  11  at  7  p.m.  in  the  Maucker  Union  Ballroom.  
  45. 45. !!Messaging  !! –  Low cost ways in which to keep updated and a way in which to engage!
  46. 46. Messaging  for  Acquaintances  Message:  Acquaintances    •  Benefits/Value Proposition!!•  Recognition!!•  Whatʼs In It for Me?!!•  Value of your Degree!!
  47. 47. Capturing Our Dreams Alexander Dawson School 2012
  48. 48. Examples  from  Audience    How are you using information aboutyour alumni to segment thecommunications that they receive? !
  49. 49. Analyze  Add  infographic  strategize,  implement,  analyze  
  50. 50. Sources
  51. 51. ApplicaIons  and  Analysis  •  Not  a  staIc  process    •  SegmentaIon  and  personalizaIon    •  Campaign  codes    •  Run  A/B  tesIng    •  Test  different  messages    •  Constantly  be  tweaking  message  
  52. 52. Take  it  Away…  1.)  Use  all  available  research  to  develop  strategy  (especially  research  relaIng  to  your  alumni)  2.)  One  size  fits  all  approach  to  alumni  communicaIon  doesn’t  work.  SegmentaIon  and  personalizaIon  are  keys  to  effecIve  communicaIons  3.)  EvaluaIng  and  tesIng  is  a  conInuous  process    4.)  Things  Change      
  53. 53. QuesIons?  
  54. 54. To  ConInue  the  Discussion  @AnnCOleson    White  Paper    Webinars    ann@convergeconsulIng.org      

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