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Engaging interaction part one

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Engaging interaction part one

  1. 1. Engaging Interaction, Part OneLeveraging Multichannel Communication ! " # # $!%&
  2. 2. Alumni and Parent Participation Rates and Solicitation Effectiveness, 2007–2009
  3. 3. Alumni Participation Trends• • ! • " #$• " $ • % & $ • & $ $ () * + ,
  4. 4. Alumni Participation Trends• + - • ) . . /$• 0 • " &• * $ $ . () * + ,
  5. 5. How are institutions improving alumnae/i participation and engagementthrough effective use of social media, email, and websites?• • 1 $ . • ! .• • • ( • 2• 3 $ • 0 • ) • * - • 4 $$
  6. 6. ENGAGING THROUGH SOCIAL MEDIA08/10/2011 6
  7. 7. SOCIAL NETWORKING STATISTICS • 0 () • *&& 1 $ . • %&& * • && ! . • )& 1 $ . • . 5 6 57 • +*, 8 $
  8. 8. AGE DEMOGRAPHICS - FACEBOOK <;= >: # 59 ;; # <6 9: : 5 # 6 55: 6; # ;6 <: ; # >6 6: >; # 66 :
  9. 9. AGE DEMOGRAPHICS - TWITTER <; = : #59 6: ;; # <6 : 5 # 6 55: 6; # ;6 5: ; #>6 <: >; #66 :
  10. 10. AGE DEMOGRAPHICS - LINKEDIN #59 5: 5 # 6 <;= 6: >: ;; # <6 ; # >6 5>: 59: 6; # ;6 : >; # 66 >6:
  11. 11. • Large percentage of nonprofits are attempting to fundraise using social media
  12. 12. • Few nonprofits are raising significant amounts using social media
  13. 13. ENGAGING THROUGH EMAIL08/10/2011 17
  14. 14. EMAIL VS SOCIAL MEDIA $), & $ !
  15. 15. KEYS TO A SUCCESSFUL EMAIL MARKETING PLAN• ? - & • 3 & @ • 3 $ . @ • 3 @• ? - • 2 @ • ) @• ? - • 3 @ • 3 . @• ? - • 3 @ • 3 $ @
  16. 16. .# / " / 1 0 0 .
  17. 17. USE WHAT YOU HAVE –GENERATIONAL SEGMENTATION 5 6; A 5 < ; A <; . 2 5 < A5 > A; . 3 5 A5 ; 5; A >
  18. 18. BABY BOOMERS (1945 – 1960)• 2 B••• 2 -• 2 A &$ C D
  19. 19. GENERATION X (1960 – 1980)• E /• 0 $• 2• ) A $ $
  20. 20. GENERATION Y (1980 – 1995)• !• 0 #• % -• 2 .• ( A
  21. 21. 4 5 - / 6 . 1 1 $ 55 55 ;> ) ( 9 $ . $ ( ) F. $ $ $ . ( 0 &, . $ G + +$ 1 $ 55 $ 7 88 ( ( 8 E ) H< I <#;>6 9 ( : !- ; - ( l
  22. 22. HEARTS ’N’ HOOPS NIGHT Warm up your Valentine’s weekend in the Alumni Gym with a basketball game followed by a Senior Pub Night!Rider Seniors will sit alongside Rider Alumni in a special section to cheer on our team! Men’s Basketball vs. Canisius Friday, February 11th 7 p.m. Alumni GymnasiumTickets for registered seniors will be available at the ticket box. Register now! Senior Pub Night immediately following the game! l
  23. 23. POWER SEGMENTS J ! $ (
  24. 24. TOP-LINE SEGMENTATION J ( J
  25. 25. TIMING OF LAST ACTION ( J J J !J * " J ! " " = " 6= + 5>=
  26. 26. USING STATED PREFERENCES• • ) C D $ $ • • 2 * #• + • ( • +
  27. 27. YOUNGER DONORS ARE MORE LIKELY TO JOIN ONLINE ( " # $ % % & ! ! !
  28. 28. MULTIPLE CHANNELS = INCREASED VALUE ( " # $ % % & ! ! !
  29. 29. GETTING STARTED• • 3 . @ • 3 . $ . # # @ • % @• 8 • 0 @@@ • 0 $ 0 / F @@@ @@@ 7 • ) / @@@ $
  30. 30. :# " " / 1 0 / 81 :.
  31. 31. CK$ KD $
  32. 32. KEEP ‘EM ONCE YOU’VE GOT ‘EM! $&, . * . $ )&,
  33. 33. EMAIL PREFERENCE CENTERS• ( &• 2 $ & .• E• 7• $ . C # # # D• 0 . C $ $ D• ! .• + $ . #
  34. 34. ! " # $ %$ & "
  35. 35. # ." . 1 / .
  36. 36. CREATE COMPELLING MESSAGES B $ C1 D C D ( L $/ ( ( HI
  37. 37. MARKETING YOUR MISSION 101 M 3 M3 7 - @ @ M % M3 @ @
  38. 38. POSITIONING EXERCISE • 3 $ . @ • 3 . A / B A @ • % B @E @
  39. 39. USE LANDING PAGES TO BOOST RESPONSE• ?• ! $ .• .• ( .• B
  40. 40. SUPPORTING LANDING PAGES . - ; (
  41. 41. "/ . 01.
  42. 42. ESTABLISH A PLAN•• * . $•• % $ $ @• 3 @
  43. 43. ENSURE A HEALTHY MIX OF MESSAGES • • ) . •
  44. 44. * > C D $ & K @ ( ) * + % ( ) * + %
  45. 45. FIND YOUR VOICE 1 + % )
  46. 46. CHOOSE YOUR TONE 0 55 0 1 ! $ # #C D $ - C .D N . $ E # * # # # 6#< 7 5# 7
  47. 47. TIME TO DESIGN? THINGS TO KEEP IN MIND…• 2 O• ) # #• ) $ . - O . C # $ D• ! . $#$• * $ $ • - • 1 - •
  48. 48. NOT ALL ABOUT THE PICTURES • E 5 : • >;: / • <9: . - • ) ;5 , -. # % /&0 0 &( & - . % " ! 1 % ( ! ! 1 ( & -
  49. 49. DESIGN GUIDELINES ( B$ # L $/ ! . F . $ - # % .
  50. 50. DESIGN GUIDELINES TEMPLATE ,• * # . L $ + B 1 % 2 ! .• % L F L ! $ ( 1 P5 % 1 P• ( F L 1 P> $ (
  51. 51. ENGAGING THROUGH WEB CONTENT08/10/2011 60
  52. 52. 2010 ONLINE GIVING REPORT•5 = Q B 8• B•) Q•• / $ .$ 7
  53. 53. ONLINE GIVING BENCHMARKING • 9 <: R $ • ! B
  54. 54. ONLINE GIVING BENCHMARKING•
  55. 55. OVERALL ONLINE GIVING TRENDS • E - B B
  56. 56. OVERALL ONLINE GIVING TRENDS • E -
  57. 57. OVERALL ONLINE GIVING TRENDS•4 5•* $ % N .• >5: >
  58. 58. OVERALL ONLINE GIVING TRENDS• . #
  59. 59. OPTIMIZING FOR YEAR-END GIVING # E E B 2 ) $ (
  60. 60. WEB STRATEGY AND MARKETING• • 3 . • $ • • , • J• 2 ) • P5 H I F - 6 5: . P # 55 : P5 # >: • 8 $
  61. 61. • 77 $ 7 -@ S<;>
  62. 62. ONLINE COMMUNITIES • C3 10 D M • 2 ) M M 4 M M + • ( 0 M ( M 0 M , 2 + 8 J 1 M 0 .
  63. 63. THANK YOU! A L L I S O N . VA N D I E S T @ B L A C K B A U D . C O M @ AV D I E S T 843-625-326208/10/2011 77

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