Slice 'em & Dice 'em - Using Roles for Relevance

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  • AUDIENCESAlumniParentsFacultyStaffStudentsCommunityHOW ARE YOU DOING THATSub CommunitiesRolesCategories
  • What do we have to protect – “In the future, it will take more energy to convince your alumni to provide their personal information than it will be to convince them to give a dollar.”BENEFITS OF BLENDINGSynergy of bringing all our audiences togetherThrough roles and categories – pushing relevant information to interested audiencesImproved workflow for communicating to those audiences (elimination of so much redundancy)Increased communication with each audience because of our operation is more efficient
  • Slice 'em & Dice 'em - Using Roles for Relevance

    1. 1. Slice „em & Dice „emUsing Roles for RelevanceTimothy StateAssociate Vice President of Alumni ProgramsWill PittinosWeb Content Manager
    2. 2. Topics to Discuss Data segmentation through the use of roles andcategories Explore the philosophy behind to merge or not to merge Strategies we‟ve developed around using roles andcategories Tactics that are producing higher levels of interaction
    3. 3. Brainstorm What audiences do you communicate with? How are you doing that?
    4. 4. Make the technology work for you Campaigns that target … generate conversion rates thatoutperform untargeted broadcast campaigns by nearly4 to 1, according to a Dec. 2006 Jupiter Researchreport. “Its important to your marketing efforts to startsegmenting your customer list as soon as possible.” –Gail F. Goodman, CEO of Constant Contact
    5. 5. “Under no circumstances,should you mix yourdata.”-Alumni Professionals-Service Providers-People Afraid of Change
    6. 6. Instead – Segment with Buckets! Use Sub-Communities PROS It will keep your data completely separate CONS For every sub-community you have, you create more work Event registration would be completely segmented Our small community can‟t afford to have guest lists with onlya few people on them We confuse ourselves!
    7. 7. Arguments Against It will blend your data together Everyone will be able to see everything Students will come to your alumni events But above all, you can‟t protect privacy What other arguments do you have?
    8. 8. Examinedfrom a Different Perspective What do we have to make sure we protect? And how dowe go about doing that? What are the benefits from blending our communitiestogether?
    9. 9. Using technology at Lake Forest iModules is our central system About 30% of operating budget goes to iModules Pooled our constituents in iModules Created roles and categories for constituent pools andsub-pools
    10. 10. We Blew Away the Arguments It will blend your data together It‟s together in our main database Everyone will be able to see everything Well thought out roles and categories, and realistic marketing,people don‟t see things they‟re not supposed to. Students will come to your alumni events So? But above all, you can‟t protect privacy Is that really our role? The profile puts the control in thehands of our users. We only reveal name and class year.
    11. 11. Regional Groups
    12. 12. F.A.N. Club
    13. 13. Segmented Fundraising
    14. 14. Affinity Groups
    15. 15. Alumni Board Volunteers Alumni Board E-news Alumni Board Meetings Alumni Board Resource Website
    16. 16. Faculty/Staff Campus news Alumni Highlights Events
    17. 17. Parents What‟s happening oncampus (swine flu) Campus ServiceHighlights Events
    18. 18. Senior Class Alumni highlights Events Senior Class News,Events, Announcements
    19. 19. To Mix or Not to Mix?
    20. 20. How Beautiful Synergy Can Be

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