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Engaging Alumni and Friends in the Electronic Era ©Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010 Cincinnati, Ohio

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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

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Major reason people go to a website… <ul><li>Complete a task </li></ul>

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The Golden Rule… <ul><li>5 seconds to connect </li></ul>

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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>

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Experience = your brand impression

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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>

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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>

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Risking a disconnect…

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You can’t scan this annual report… Bob Johnson Consulting, LLC

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You can’t scan this alumni magazine… Bob Johnson Consulting, LLC

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“ Flip” technology doesn’t help… http://matrix.scranton.edu/about/campaign/

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Online friendly web pages…

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Easy tasks from the Home Page… http://www.umanitoba.ca/

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Keep it simple… https://esc.affinitycircles.com/esc/auth/login

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Engage new grads immediately… http://offices.colgate.edu/SeniorProfiles/SeniorProfiles.asp

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Online friendly publications…

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Chicago gets it right for years… http://magazine.uchicago.edu/ Bob Johnson Consulting, LLC

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Carleton prompts action… http://magazine.carleton.ca/ Bob Johnson Consulting, LLC

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“ Blogazine” format works well… http://alfredmagazine.alfred.edu/... http://csumagazine.com/ Bob Johnson Consulting, LLC

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Easy to scan annual giving report… https://apps.carleton.edu/giving/report/2009/

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Integrating social media…

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Highlight social media… http://orangeconnection.org/s/860/index-blue.aspx?sid=860&gid=1&pgid=370

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Help people get started…

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Live in more than one space…

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“ Mobile” is happening now…

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“ Mobile” sites and apps… http://bit.ly/aCKBHM ... http://bit.ly/9KubBW

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Check outside agencies… http://www.alumnimobile.com/

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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>

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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>

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Mobile Giving Insider… http://mobilegivinginsider.com/

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Mobile Giving Foundation… http://www.mobilegiving.org/

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Don’t forget “old media”…

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Weekly fund raising email newsletters…

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Monthly email university news… http://magazine.uchicago.edu/uchicago/index.shtml

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End of the “walled garden”?…

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Facebook is changing the game… http://www.alumnifutures.com/2010/05/alumni-relations-facebook.html

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Building participation… http://www.facebook.com/tamu?v=wall&ref=ts

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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