Avi Chai Academy Sharefest 1


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Avi Chai Academy Sharefest 1

  1. 1. Avi Chai Academy<br />Sharefest! #1 Featuring:<br />Westchester Hebrew High School<br />Solomon Schechter Westchester<br />SAR Academy<br />
  2. 2. Sharefest! Goals<br />A chance to reflect on your own work as you present, and to tell your story<br />Gain feedback from your peers and mentors<br />Learn about the thinking and strategy of others<br />See other perspectives and skills in action<br />Sharing, supporting, learning, inspiring, challenging!<br />
  3. 3. Westchester Hebrew High School:P.O.S.T plan<br />
  4. 4. P = People and Persona:<br />ALUMNI<br /> <br />A) Young Alum: <br /><ul><li>College and Just Starting Out – ages 18 – 25, M/F.
  5. 5. Graduated from WHHS in 2003-2010.
  6. 6. Most living and studying in the NE corridor (New York, Boston, DC), with very few in other locations. Some studying in Israel.
  7. 7. Still have relatively strong connection to school; come back to visit teachers; attend each others’ smachot, read email newsletters, etc.
  8. 8. Currently attending undergraduate and graduate programs; recently graduated, looking for or working at first job.
  9. 9. Highly tech savvy, with excellent computer and web skills; communicate via texting, extensive use of Facebook for personal communication and social media; communicate via email with professors, potential employers and current employers, networking via LinkedIn.</li></li></ul><li>P = People and Persona:<br />ALUMNI<br /> <br />B)Career Kicking Off Alum:<br /><ul><li>Career Launched and settling down – ages 26 – 32, M/F.
  10. 10. Graduated from WHHS in 1997-2002.
  11. 11. Many living in the NE corridor, with some venturing further afield for job opportunities or as a result of marriage.
  12. 12. Connection to school has waned; though some with younger relatives still keep in touch with mild interest. These alumni attend WHHS’ annual alumni basketball reunion and also stay in touch with their peers, perhaps via Facebook, LinkedIn or other social media.
  13. 13. These alumni have been working for 4-10 years; many have married and are starting families.
  14. 14. Tech savvy, with extensive computer and web skills; communicate via texting, use of Facebook (degree unknown) for personal communication and social engagements; use email and many have iPhones or blackberries</li></li></ul><li>P = People and Persona:<br />ALUMNI<br /> <br />C) Career & Family Alum:<br /><ul><li>More established in career and family – ages 33 plus, M/F.
  15. 15. Graduated from WHHS in 1996-1970.
  16. 16. Uncertain as to where these alumni live, though many are located in the Tri-State area.
  17. 17. Connection to school varies, but many have lost touch.
  18. 18. These alumni are mostly established in their careers and have 10+ years of work experience.
  19. 19. They are more likely to be involved in various volunteer capacities in their communities – i.e. synagogues, JCC, secular community organizations.
  20. 20. Tech knowledge varies with age, so there is a wide range of technical abilities within this group. Email seems to be common as is Facebook, though not nearly as prevalent as with the younger groups. </li></ul> <br />
  21. 21. P = People and Persona:<br />ALUMNI<br /> D)Alumni Parents <br /><ul><li>Ages 45- plus, M/F
  22. 22. Most alumni parents remain local, though some have relocated to Manhattan and Florida (some are snowbirds).
  23. 23. Connection to school varies; many have lost touch. A few staunch supporters remain, usually living in the area. A small number has become alumni grandparents with their grandchildren attending the high school.
  24. 24. Alumni parents are extremely established in their careers, or are retired. They are often involved in various volunteer capacities in community organizations.
  25. 25. Tech knowledge varies with age, so there is a wide range of technical abilities within this group. Email seems to be common as is Facebook, though not nearly as prevalent as with the younger groups. </li></ul> <br />
  26. 26. P = People and Persona:<br />ALUMNI<br />E)Alumni Grandparents<br /><ul><li>Ages 55- plus, M/F
  27. 27. Alumni grandparents live in the area, as well as Florida.
  28. 28. Connection to school is weak. Alumni grandparents are mostly retired, though grandparents of recent alumni are still active in the workplace.
  29. 29. They are often involved in various volunteer capacities in community organizations.
  30. 30. The tech knowledge of this group varies significantly as well, with younger alumni grandparents savvier and older ones – less so. Some grandparents rely on facebook and certain photography sites (Snapfish, etc.) to remain in touch with grandchildren and great grandchildren, though their abilities with these functions is limited. </li></ul> <br />
  31. 31. O= OBJECTIVES<br />Alumni:<br />WHHS Goals:<br />Find and connect<br />Engage and involve via Facebook and alumni events<br />Become ambassadors and mentors<br />Become donors and leaders<br />Their Goals:<br />Reconnect with classmates and teachers<br />Forum to remember their days at WHHS<br />Keep posted about births, marriages, deaths and other life cycle events<br />Networking for career and employment opportunities<br /> <br /> <br />Alumni Parents and Grandparents:<br />WHHS Goals:<br />Connect<br />Cultivate and involve via Facebook and events<br />Ambassadors/loyalty<br />Become donors<br />Become leaders<br />Their Goals:<br />Pride in children and grandchildren’s achievements<br />Hearing about life cycle events<br />Keep families connected<br /> <br />
  32. 32. S=STRATEGY<br />Alumni:<br />Create opportunities for alumni to connect with each other and with WHHS teachers and staff.<br />Offer a variety of ways for alumni to share memories of high school days as well as news events in their lives (births, engagements, marriages, deaths, etc.).<br />Support the professional development of alumni though networking events online and in person.<br />Encourage alumni to get involved with WHHS as mentors, ambassadors and volunteers.<br />Raise funds from alumni to support WHHS.<br /> <br /> <br />Alumni Parents and Grandparents:<br />Create opportunities for alumni parents to connect with each other and with WHHS teachers and staff.<br />Offer a variety of ways for alumni parents and grandparents to share s news events in the lives of the alumni children and grandchildren (births, engagements, marriages, deaths, etc.).<br />Encourage alumni parents and grandparents to get involved with WHHS as mentors, ambassadors and volunteers.<br />Raise funds from alumni to support WHHS.<br />
  33. 33. T=TECHNOLOGY<br />Launch cause page and ask students to develop a supporting YouTube video.<br />Incorporate Facebook page and cause link on all communications and website<br />Consider overhaul of website & if not feasible, consider update of alumni pages.<br />Update website with alumni profiles<br />Import updated contact information once received from Avi Chai Foundation, into database <br />Set up e-mail and other communication templates and schedule for alumni communication.<br />Alumni spotlight in e-newsletter and post on website<br />Conduct picture contest to get alumni to tag themselves<br />Assign staff to post items and to review postings daily and respond with useful info when needed or facilitate getting info from other WHHS staff<br />
  34. 34. MEASUREMENT<br /><ul><li>Reach 80% of viable contact information.
  35. 35. Increase alumni participation/like of Facebook page by 20%
  36. 36. Recruit 10 key alumni who serve as gateway to other alumni
  37. 37. Increase “discussions” on our Facebook page to reach one per month.
  38. 38. Secure 10 new alumni volunteers to serve on 40th Anniversary Dinner Committee
  39. 39. Secure 5 new alumni donors per month (exceeded this via our Cause Campaign)
  40. 40. Improve e-mail capture
  41. 41. Maintain at least a 30% e-mail open rate</li></li></ul><li>BENCHMARKS<br />Constant Contact E-Mail Newsletters – 30% Open Rate<br />Facebook Fans – 154<br />Total Records in database – 3243<br />Breakdown of Populations Targeted for the Avi Chai Experiment:<br />ALUMNI  <br />              <br /> 59 No Contact Information at all <br /> 388 No Phone Numbers <br /> 622 No E-Mail Addresses <br /> 821 No Facebook, Linked-in or Twitter Addresses <br /> 100-200 Missing Names <br />Of the Alumni listed with addresses, we know that some addresses are incorrect. The addresses belong to their parents and mail is not being forwarded. <br /> 400 We also have 400 e-mail addresses for alumni but without names and address contact information. We are unable to link them to a name in order to put them into the database. <br />ALUMNI PARENTS AND GRANDPARENTS             <br /> 3 No Contact Information at all <br /> 363 No Phone Numbers <br /> 547 No E-Mail Addresses <br /> 586 No Facebook, Linked-in or Twitter Addresses <br />
  42. 42. Solomon Schechter Schoolof Westchester<br />
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  49. 49. SAREntering the Twitter World One Tweet @ a Time<br />
  50. 50. Where is Tweeting Taking Place @ SAR?<br />SAR Academy – school gave it a try with little effort or promotion<br />@SARAcademyTrans<br />Not active, 92 Followers (about 50% parents, 50% lurkers)<br />@SARAcademyNews<br />Active for 50 tweets and 89 followers – then we questioned value<br />Was not publicized or pushed<br />Did not have clear ownership or purpose<br />Great first attempt<br />Next steps– Decisions: Purpose, Ownership, Promotion, Consistency, <br />SAR High School<br />Rabbi Jon Kroll, early adapter and popular HS Administrator<br />Followers primarily students<br />Tweets game scores in real time and then other items<br />Development Office (me) in my parent/professional capacity<br />Junior College trip <br />Junior two-day trip <br />
  51. 51. Where are we? Where are we going?<br />89 Followers<br />But who are they???<br />Next steps– Decide on: <br /><ul><li>Purpose
  52. 52. Ownership
  53. 53. Promotion
  54. 54. Consistency</li></li></ul><li>SAR High School<br />Posting & Ownership by Assoc Principal Judaic Studies<br />Began by delivering real-time sporting event scores<br />145 Followers, Mostly HS Students, Teachers and Alumni <br />
  55. 55. Enter Avi Chai Social Media Academy<br />Increased knowledge re SM tools<br />Increased interest<br />Desire to begin<br />
  56. 56. Parent / Professional Role<br />Understood that parents had a keen interest in school programs that their kids were involved in but had no direct access<br />Teens often non-communicative<br />My Relationship spectrum with parents ranges from personal to professional and everything inbetween<br />Opportunity for cultivation without any strings and recipients had high interest level<br />
  57. 57. Looking for the Right Opportunity<br />Wanted to start small<br />Test technology<br />Assess parent interest in controlled setting<br />Spark interest from Administration<br />Socialize concept and begin the discussions<br />
  58. 58. Moving Parents to the Twitter World<br />Challenges:<br />Changing behavior requires significant energy<br />People who don’t normally tweet and use a smart phone ↑challenge <br />Content needs to be relevant, compelling, in this case personal<br />
  59. 59. Making the Content Personal<br />
  60. 60. Results <br />Lots of buzz, in the office and with a circle of parents<br />Actual ‘followers’: small number- 4 from the trip but more lurkers who read posts but were not inclined to register<br />Thankful parents <br />More great cultivation<br />More to talk about with prospects<br />In line with the SAR brand, open lines of communication, transparency<br />
  61. 61. Results/Feedback<br />Fun<br />Loved the pics<br />Parents expressed interest and gratitude <br />College Counselor now on board<br />
  62. 62. Tweets Can Help Cultivate Relationships, Even after the Fact<br />
  63. 63. Resources<br />A few ideas: <br />The Twitter Guide Book <br />http://mashable.com/guidebook/twitter/ :<br />Twitter: I think I get it. Now what do I tweet? http://www.bigducknyc.com/blog/twitter-i-think-i-get-it-now-what-do-i-tweet :<br />Avi Chai Academy: Tools Workshop 2 http://www.slideshare.net/darimonline/avi-chai-academy-tools-workshop-2<br />Take a Twitter Audit http://www.chrisbrogan.com/take-a-twitter-audit/<br />
  64. 64. Journal DueToday!<br />SHIFTS IN MINDSET AND WORK PATTERNS.  <br />We're interested in knowing how your thinking, observations, engagement, planning, work patterns or creative problem solving is changing. <br />Email to lisa@darimonline.org<br />