Taking NetCommunity to the Next Level

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bbcon 2013

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  • Hi LaDona, I was in your presentation at BBCON2014 in Nashville and would like to get my hands on that presentation. Could you possibly e-mail it to me at David.R.Bennett@Dartmouth.edu?
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  • If anyone would like the presentation in Power Point to view all of the photos and moving parts, email me. My email is on the final slide.

    Thanks!
    LaDona
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Taking NetCommunity to the Next Level

  1. 1. 10/7/2013 #bbcon 1 Taking NetCommunity To The Next Level: Clark University’s Advanced Use of BBNC PRESENTED BY SARAH GWALTNEY, FRANCINE ROLLER, LADONA FAZIO
  2. 2. 10/7/2013 #bbcon 2 TWEET ABOUT YOUR SESSION #BBCON @LLLANPHERE
  3. 3. 10/7/2013 #bbcon 3 • Enrollment: - Undergraduate: 2,246 - Graduate: 1,120 • Total BA Alumni with contact information: - 20,954 • Relationship with Blackbaud: - Converted to The Raiser’s Edge in 2008 - Transitioned from Harris Internet Solutions to NetCommunity Grow in 2010 • University Advancement team: - 32 staff (6 in Advancement Services) ABOUT CLARK UNIVERSITY
  4. 4. 10/7/2013 #bbcon 4 •Using BBNC to enhance Engagement Opportunities for Clark audiences •Harness BBNC to grow giving •Q & A TAKING NETCOMMUNITY TO THE NEXT LEVEL:
  5. 5. 10/7/2013 #bbcon 5 ENHANCING ENGAGEMENT OPPORTUNITIES
  6. 6. 10/7/2013 #bbcon 6 • Landing Page • Documents Page • Discussion Board • Use a Poll part to poll volunteers about best meeting dates ENGAGEMENT TOOL: SECURE PAGES
  7. 7. 10/7/2013 #bbcon 7 • Reunion Survey • Use a Profile Form part • On submit, select the page with your Form Display part. • Section form for fewer questions on page • Data downloaded and imported into RE via Omatic ENGAGEMENT TOOL: FORMS
  8. 8. 10/7/2013 #bbcon 8 • Event Tracks • Give the user a personalized experience • Highlight class events and speakers • Eliminate event envy ENGAGEMENT TOOL: REUNION
  9. 9. 10/7/2013 #bbcon 9 ENGAGEMENT TOOL: REUNION Master Reunion Event -Registration Fees Meals Class Dinners Symposia Special Events Class Events Dancing Under the Stars Golf/ Athletics Camp Clark Housing • The Raiser’s Edge event structure • One master umbrella event • Group events • Multiple units on each event -Breakfast -Friday Dinner -Saturday Picnic -Each class has own unit for dinner -Classes can have more then one class event unit
  10. 10. 10/7/2013 #bbcon 10 • Force a Package or registration fee • Ask constituents to login • Collect background information • Include “Who’s Coming” list ENGAGEMENT TOOL: REUNION
  11. 11. 10/7/2013 #bbcon 11 • Force a Package or registration fee • Link registration fee and remaining events with Payment Summary 2.0 part ENGAGEMENT TOOL: REUNION Registration Fee Remaining Events? PAYMENT SUMMARY 2.0
  12. 12. 10/7/2013 #bbcon 12 • Force a Package or registration fee • Link registration fee and remaining events with Payment Summary 2.0 part ENGAGEMENT: REUNION
  13. 13. 10/7/2013 #bbcon 13 • Force a Package or registration fee • Connect two pages with Payment Summary 2.0 part • Apply styling to improve user experience ENGAGEMENT TOOL: REUNION
  14. 14. 10/7/2013 #bbcon 14 • Package or Required Fee • Connect two pages with Payment Summary 2.0 part • Apply styling to eliminate unwanted text • Use Payment 2.0 part for customized shopping cart • Combine with a Donation Form ENGAGEMENT TOOL: REUNION
  15. 15. 10/7/2013 #bbcon 15 • Embed social media buttons in your template • Deploy the new LinkedIn Group Join part • Ask for social media in your Profile Form part ENGAGEMENT TOOL: SOCIAL MEDIA
  16. 16. 10/7/2013 #bbcon 16 SHARE IDEAS ABOUT ENGAGEMENT/ NETWORKING
  17. 17. 10/7/2013 #bbcon 17 GROWING GIVING
  18. 18. 10/7/2013 #bbcon 18 Performance of May Giving for Recent Years • No growth in overall # of Donors • Difficulty in reaching target participation rates and $ goals • Increase in yearly AF $ Goal GROWING GIVING: GROWTH CHALLENGE 0 250 500 750 1,000 1,250 1,500 2009 2010 2011 2012
  19. 19. 10/7/2013 #bbcon 19 • Use a strong graphic presence • Consider a challenge theme • Leverage Social Media links • Build momentum • Create urgency GROWING GIVING: KEYS TO SUCCESS
  20. 20. 10/7/2013 #bbcon 20 • Strong message & graphics • Copy reinforces challenge & urgency • Simple link address adds to ease of giving GROWING GIVING: MAIL APPROACH
  21. 21. 10/7/2013 #bbcon 21 • Use existing BBNC resources to build staff calling program • Donation Forms • Forms • Refusals • Will Consider • Staff Actions • Use Crystal Reports to compile calling sheet • Omatic key to move form data into RE GROWING GIVING: PHONE
  22. 22. 10/7/2013 #bbcon 22 • Campaign included 5 rounds of email: 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?? • Open rate of 23% GROWING GIVING: EMAIL CAMPAIGN
  23. 23. 10/7/2013 #bbcon 23 • Simple message & Graphics • Large Giving Button • Social Media Links GROWING GIVING: EMAIL APPEAL
  24. 24. 10/7/2013 #bbcon 24 • Keep Content Fresh with Embedded Twitter Feed • Include Frequent Progress Reports GROWING GIVING: SOCIAL MEDIA
  25. 25. 10/7/2013 #bbcon 25 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 • Participation & Dollar Goals Exceeded!  0 250 500 750 1,000 1,250 1,500 1,750 2,000 2009 2010 2011 2012 2013 0 250 500 750 1,000 1,250 1,500 2009 2010 2011 2012
  26. 26. 10/7/2013 #bbcon 26 Q&A / NETWORKING
  27. 27. 10/7/2013 #bbcon 27 CONTACT INFO FRANCINE ROLLER DIRECTOR OF ADVANCEMENT SERVICES FROLLER@CLARU.EDU LADONA FAZIO ASSOCIATE DIRECTOR OF ADVANCMENT SERVICES LFAZIO@CLARKU.EDU

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