Untangling the Webs We Weave
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By creating a mission and vision for your Web Strategy, alumni relations professionals are more easily to take advantage of Web technologies for strategic purposes.
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Untangling the Webs We Weave
- 1. Timothy State ’93 Associate Vice President for Alumni Programs state@lakeforest.edu Will Pittinos ’06 Web Content Manager pittinos@lakeforest.edu
- 2. Creating a vision Adapting that vision for the Web Reviewing your site Strategic tactics
- 3. Private 4-year liberal arts college 1,400 students All 50 states; 48 countries 80% of students live on-campus 30 miles north of Chicago’s Loop 13,500 mailable alumni 65+% email addresses iModules Client since 2008 Alumni Parents Faculty/Staff Friends
- 4. They’re eating it up. 5,521 with username and valid email 136 roles 5 constituencies: current students, alumni, parents, faculty, and staff 1 community
- 5. Adapting Your Mission for the Web
- 6. Start with your institution’s Mission Statement Start with your Department’s Mission Define how your Mission plays out on the Web
- 7. We are dedicated to building life-long relationships with our alumni, students, parents, faculty, staff and friends to secure the ongoing success of the College. Through our commitment to quality service, communication, programs and advocacy, we instill a sense of pride and trust in the institution and engage our constituents as active participants in the life of the College.
- 8. Alumni & Parents Students Friends Fac/Staff Quality Service Comm. Programs Advocacy Active Participation in the Life of the College Roles Content Management Navigation Email Marketing Event Registration Donations Membership
- 9. The alumni Web presence should work to foster the feelings of community by conveying the sense of pride people feel toward Lake Forest College. The Web should inspire people, particularly those previously difficult to reach through traditional methods, to contemplate their emotional connection to the College, motivating them to actions of participation, sharing, and giving.
- 10. Convey Pride Inspire People Strike Emotional Cords Motivate People to Action Provide Opportunity for Action
- 11. Convey Pride (Data-Driven) Inspire People (User Experience) Strike Emotional Cords (Relevance) Motivate People to Action (Integration) Provide Opportunity for Action (Technology)
- 12. Adapting your mission for the Web
- 13. Is all of your content relevant? Enews is not sent over the summer – Vacation mode, Vacation emails Job posting board When to login and when to check out Users will take the time to login when they are emotionally engaged Integrate your program in the Web Burn all registration forms!
- 14. Adapting your mission for the Web
- 15. 352 users completed the form since it launched Must be logged in – role-based
- 16. 420 votes 39 photo submissions Gathered new emails We’ll repeat this summer Not only data, but a chance to think about Lake Forest College
- 18. 54 comments
- 20. 5,000 users – 2nd largest market International alumni, 33 members in 3 months, with no promotion Conversation
- 21. Each senior must register online for their tickets behind the login
- 22. #ForesterFriday hashtag – used by alumni, students, staff 30 – 40 tweets each Friday Creating online conversation and helping build community
- 24. eNews Event Blast 23% open rate 52% open rate
- 25. Role-driven Promotional codes F.A.N. Club discounts for other events Email marketing and RSS feed to manage regular communication and program support Cross-promote with all of our other programs
- 26. Annual Fund Ads generated three gifts in the first two newsletters
- 27. Giving form is just one click away from any page in our Web site.
- 28. Users begin making their gift from the main Giving page.
- 29. Reviewing data of our latest email campaign for end of fiscal year Raised $15,725 ($5,196 new) 103 donors (53 new) 31 unsubscribed 10-year giving: 6 donors gave$1,077
- 30. Younger Years Singles & Couples <45 No Children Y1 – Midlife Success Y2 – Young Achievers Y3 – Striving Singles Family Life With Children 25-54 F1 – Accumulated Wealth F2 – Young Accumulators F3 – Mainstream Families F4 – Sustaining Families Mature Years Singles & Couples >45 Childless M1 – Affluent Empty Nesters M2 – Conservative Classics M3 – Cautious Couples M4 – Sustaining Seniors
- 32. RDI is a percent divided by a percent to give you a ratio. 1.0 is even. Below 1.0 is under- drawing. Above 1.0 is over-drawing. Group of 100 at homecoming, 20% yellow Population of 1,000, 30% yellow Divide 20% by 30% = 0.66, or underdraw
- 33. 0 0.2 0.4 0.6 0.8 1 1.2 1.4 Y1 Y2 Y3 F1 F2 F3 F4 M1 M2 M3 M4
- 34. 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 Y1 Y2 Y3 F1 F2 F3 F4 M1 M2 M3 M4
- 35. Create a relevant vision Make data-driven decisions Integrate all of your program elements and marketing channels Focus on the user-experience Listen to your users
- 36. Timothy State ’93 Associate Vice President for Alumni Programs state@lakeforest.edu Will Pittinos ’06 Web Content Manager pittinos@lakeforest.edu
Notas del editor
- Is your iModules community just a fancy event calendar and e-mail marketing? Or is it truly an integral tool in helping you to implement your strategic alumni programming efforts? In this session, we'll explore the strategic planning side of managing your community, and how creating a vision for your website can help direct relevant content and features to your users, thus achieving higher levels of engagement – and showing the value of your website.
- Tim
- WillTraditional-age students
- WillWe have had an online community since 1998Use roles to differentiate, no sub-communities, entire campus community is in the system
- Tim
- TimAt Lake Forest, really everything we do goes back to our mission. We’re really a mission-driven institution, so it’s not a far reach for us to then figure out how a department, or a campus committee, or what-have-you fits into the overall plan.When you start with that thought process, it really begins to drive your strategy.
- Tim
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- WillDeciding what to use on the WebJust because you have the technology doesn’t mean you have to use it.
- WillFor job board, we only have 13,000 alumni – we can’t compete with CareerBuilder or LinkedIn.
- Tim and Will
- TimStreamlined work from 3 offices
- Will
- WillEileen Walsh: '08: Location: Delta Lake, The Grand Tetons, Wyoming. This lake is a little known spot, as it is a difficult climb, located directly beneath the Grand Teton. In the picture from left to right: Disappointment Peak, Maggie Rezac '08, Eileen Walsh '08, the Grand Teton, the Teton Glacier, and Mt. Owen. Story behind the picture: I work in Grand Teton National Park and Maggie came out for a visit. The weekend turned out to be quite the epic adventure. It started out 80 degrees, we hiked through rain and hail, and camped in snow. Delta Lake was our favorite spot so we decided it was where our "where in the world picture" should be taken. We made the letters out of a poncho, dropped a camera in the lake, fell into the lake (which is glacier run off - so about 33 degrees), and took about 20 pictures of the sky before we finally managed this one!We took this picture while vacationing in Jackson Hole, WY, this August.
- Tim
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- WillWe’re not afraid of Facebook groups – they work. Reunions post photos, there’s discussion, and we always push users back to iModules.Sometimes we just need to create the path for alumni to connect and then get out of the way.
- Will
- WillTie-in with community’s Forester Friday – wearing red and black – and #followFriday
- TimDidn’t change much, but already hearing that it’s easier to use.Completely from the viewpoint of the user and not from our internal structure – Homecoming is the perfect example.We integrated designs on .edu site, intranet site, iModules, athletics site, planned giving site, and HEP. Result – an admitted student found out about and attended our Finance Network event.
- WillWe separated registered and non-registered users – in order to send them different messages about their username or Constituent ID. The open rate for registered users is 30%, with an 8% click-through rate.We’re also much more directed with subject lines now – e-news highlights two stories.
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- Will
- WillSent to ~5,000 non-donors for this fiscal year each email18% open rateCTR of 1%Conversion rate of 32% of those who clicked on an email
- TimF1 – Accumulated Wealth – The presence of children is the defining characteristic of the segments in the Family Life Class. Accumulated Wealth contain the wealthiest families, mostly college-educated, white-collar Baby Boomers living in sprawling homes beyond the nation’s beltways. These large family segments are filled with upscale professionals – the groups median income is nearly six figures – who have the disposable cash and sophisticated tastes to indulge their children with electronic toys, computer games, and top-of-the-line sporting equipment. These adults in households are also a prime audience for print media, expensive cars and frequent vacations – often to theme parks as well as European destinations.M1 – Affluent Empty Nesters. Americans in the mature crowd tend to be over 45 years old living in houses that have empty-nested. They feature upscale couples who are college educated, hold executive and professional positions and are over 45. While their neighborhoods are found across a variety of landscapes – from urban to small-town areas – they all share a propensity for living in large, older homes. With their children out of the house, these consumers have plenty of disposable cash to finance active lifestyles, rich in travel, cultural events, exercise equipment, and business media. These folks are also community activists who write politicians, volunteer for environmental groups and vote heavily in elections.Y3- Striving Singles – Make up the most downscale of the Younger Years class. Centered in exurban towns and satellite cities, these 20-something singles typically have low incomes – often under $25,000 a year – from service jobs or part-time work they take on while going to College. Housing for this groups consists of a mix of cheap apartment complexes, dormitories, and mobile homes. As consumers, the residents in these segments score high for outdoor sports, movies and music, fast food and inexpensive cars.So this might suggest that we should be planning high-end play dates; rather than exclusively upscale cocktail parties.
- TimWe have the greatest chance of donor conversion and upgrade in our primary market.F1 – Accumulated WealthM1 – Affluent Empty NestersThose two segments are the people who have the money to give and give it.
- TimSo in the same way we have fine-tuned our fundraising efforts, we have been focusing our alumni programs.Forced us to ask: what are we doing that we shouldn’t do?What are we NOT doing that we should be doing?So we know what segment we are now looking for. How do we know if they are turning out?
- TimOverdraw in Accumulated Wealth and Affluent Empty Nesters
- TimOverdraw in Accumulated Wealth and Affluent Empty Nesters