Creating an online community for your college or university
•
0 recomendaciones•301 vistas
Recomendados
Recomendados
Más contenido relacionado
Similar a Creating an online community for your college or university
Similar a Creating an online community for your college or university (20)
Más de Amy Kellinger
Último
Último (20)
Creating an online community for your college or university
- 1. 6/14/2013 1 The audio for this webinar will be broadcast through your computer. Once you join the presentation, a small audio broadcast box will appear on your screen and you will hear the host through your computer speakers. To join an Audio broadcast in WebEx, click on the Communicate menu in your WebEx screen and select Join Audio Broadcast. If you are having problems connecting with the audio broadcast server you can still join using the teleconference. To join the teleconference follow the steps below: 1.Leave the audio broadcast by clicking on Communicate > Leave Audio Broadcast. 2.Get the teleconference number, click on Communicate > Join Teleconference. If you are unable to listen to the audio through your computer and wish to dial into the conference line, please use the information below: Teleconference information: Call-in toll-free number: 1-866-410-6539 (US) Conference Code #:
- 2. 6/14/2013 Footer 2 CREATING AN ONLINE COMMUNITY FOR YOUR COLLEGE OR UNIVERSITY
- 3. 6/14/2013 3 AGENDA Industry Trends Challenges Solution Success Next Steps Questions
- 4. 6/14/2013 4 INDUSTRY TRENDS 2012 was a stable year for higher education fundraising, which given the current economic conditions, isn’t a bad thing Donors are giving more and making more gifts, increasing overall revenue per donor among nearly every type of donor (retained, reactivated, and new) Alumni giving rose 9.9% nationally, and accounted for about 26% of the donations colleges received YOY online giving grew by 16.2% and the average online donation amount was ~$150 SOURCES: 2012 Philanthropy Journal Blackbaud Index of Higher Education Fundraising Performance
- 5. 6/14/2013 5 ONLINE MARKETING ISN’T JUST FOR ONLINE DONORS Offline-only donors who get emails from an organization give double over a lifetime SOURCES: 2012 Convio Online Giving Benchmark Study
- 6. 6/14/2013 6 DISTRIBUTION OF NEW ONLINE DONORS BY AGE 0% 5% 10% 15% 20% 25% 30% 18-24 25-34 35-44 45-54 55-64 65-74 75+
- 7. 6/14/2013 7 WE FEEL YOUR PAIN The inability to meet objectives for increasing alumni participation rates along with additional revenue pressures for the school Lack of a proper online strategy tools for alumni management, communication and engagement The inability to distribute information with personalized messaging and web content, which negatively impacts alumni/donor participation levels Inaccurate contact records resulting from poor online updating tools
- 8. 6/14/2013 8 SOLUTION THAT CAN HELP An online management system to quickly deploy content to different groups of Alumni based on their relationships with your school, levels of credentials, or other unique details Leverage multiple channels, in addition to email, such as mobile, social, events and full website content management system Have a 360º online/offline understanding of your relationship with each alumnus, resulting in a more targeted and effective fundraising initiative, leading to higher interaction rates and online donations Create a fun and engaging website that builds loyalty and acquires updated contact information from your alumni
- 9. 6/14/2013 9 BLACKBAUD NETCOMMUNITY Create an Online Community for Your Alumni
- 10. 6/14/2013 10 BLACKBAUD NETCOMMUNITY Branded and Personalized Online Donation Forms Simple 3-Step Event Registration
- 11. 6/14/2013 11 BRANDED DONATION PAGES Branded donation pages achieve, on average, SIX TIMES MORE donations than non-branded donation pages Network for Good Q3 2012 Digital Giving Index
- 12. 6/14/2013 12 MULTI CHANNEL ENGAGEMENT Social Integration Mobile Optimized Forms
- 13. 6/14/2013 13 LINKEDIN GROUP JOIN FEATURE - Over 75 million members on LinkedIn - Over 65,000 academic groups
- 14. 6/14/2013 14 CUSTOMER SUCCESS Blackbaud NetCommunity Customers Receive an average online donation amount of $177 Experience a 66% increase in total online donations YOY SOURCE: 2011 & 2012 NetCommunity Customer Data
- 15. 6/14/2013 15 NEXT STEPS Learn More at: https://www.blackbaud.com/online-marketing/netcommunity Or Contact Us solutions@blackbaud.com
Notas del editor
- In the 21st century, it’s pretty much a given that your visitors, and potential visitors are online, but this stat brings it home.A common misconception is that you are getting all the donations you can get through your offline efforts. That is false. You need to engage with your alumni regularly to stay top of mind and email is an easy way to do that.
- A second misconception is that older alumni don’t care about online activity. This is also false. This chart shows the distribution of donors acquired through the internet. The high concentration from 45-64 is surprising to many people. According to this data, that argument is no longer valid. Of the people that were first time donors online, 64% were above the age of 45, with 36% coming from people 55-74. According the 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf
- We’ve been speaking with Higher Education institutions for over two decades. During this time, we’ve come to know and help some of the common challenges they face, especially when it comes to online alumni engagement.
- We’ve talked about some of the common challenges that institutions face when it comes to online, and now its time to provide solutions. In its simplest form, it all comes down to creating and maintaining alumni engagement. Being able to provide your alumni information regarding your mission in a personalized and preferred way.
- Engagement begins with establishing a central location where your alumni can go for all their information needs – a community. In today’s online world, there are numerous avenues to leverage for outbound marketing initiatives towards your alumni. However, you need somewhere to drive your alumni so they can get more information (there’s only so much you can say in a Tweet!). An online community serves as a central location where you can continuously engage your alumni and provide them with relevant, targeted and updated information regarding your mission and ways they can help.
- Once you’ve established an online community where you can provide your alumni with a personalized experience, your next challenge is to get them to visit and keep them coming back. The leadingemarketing tool used for alumni communication is email. And according to a recent study, offline-only donorswho get emails from an organization actually give doubleover a lifetime. So, while these supporters don’t necessarily prefer to make their donation online, they definitely prefer to receive their communication online. Being able to provide your alumni with personalized messaging, that’s branded with your organizations look and feel, allows your institution to stand out from other organizations and not be perceived as a “mass emailer” looking for money by alums. And personalization shouldn’t stop just at emails. In order to maintain alumni engagement, you need to ensure that all online tools provide they personal look and feel. In fact, branded and personalized donation pagesachieve, on average,SIX TIMES MOREdonations than non-branded donation pages. Additionally, personalization enhances your alum's user experience when they navigate through your site. For example, when registering for an event online, having the ability to pre-populate fields with your alum's profile information allows them to quickly and easily go through the process.
- Because branded donation pages achieve six times more donations than non-branded donation pages! That’s easy math, and easy money. Make sure your institution is taking advantage.
- I spoke earlier about the numerous ways to communicate to your alumni. From Facebook to Twitter to Mobile, instituions are faced with the challenge of providing relevant information through the right channel at the right time. These channels of communication should be intertwined into your website community, providing more ways to not only communicate, but to also receive donations. Smartphones are increasing in popularity and your organization has to be able to provide online content in a mobile optimized format.
- By leveraging new channels to capture alumni information, for example by featuring your LinkedIn group on your website, it provides your institution with a simple point of entry method to establish your relationship with these supporters. Once established, you can then use other emarketing tools to develop and maintain that relationship for years to come.
- As I mentioned, we’ve been working with Higher Education institutions for a long time. NetCommunity was actually created for Higher Education institutions and our customers have been successful using it. They’ve been able to increase not only the average online donation amount they receive, but also the total amount of online donations they receive. Just as important, they’ve been able to use NetCommunity to expand their communication efforts to their alumni, create a fun and engaging community for their alums, and establish long lasting relationships with these supporters.
- Let Blackbaud help you form lasting connections with your alumni