engaging alumni and friends in the electronic era

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Engaging Alumni and Friends Engaging Alumni and Friends in the Electronic Erain the Electronic Era

©Robert E. Johnson, Ph.D. 2010©Robert E. Johnson, Ph.D. 2010 Xavier UniversityXavier University

May 19, 2010May 19, 2010Cincinnati, OhioCincinnati, Ohio

22Bob Johnson Consulting, LLCBob Johnson Consulting, LLC

22

8 key points about anything online…8 key points about anything online…

People are impatientPeople are impatient









Major reason people go to a website…Major reason people go to a website…

Complete a taskComplete a task


The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect


What people dislike about college and What people dislike about college and university websites…university websites…

Confusing links and menusConfusing links and menus

““Search” that does not workSearch” that does not work– From 15 college and university Customer From 15 college and university Customer

Centric Index surveys of people using the Centric Index surveys of people using the website in 2009 and 2010website in 2009 and 2010

““Looks unattractive / unappealing” is Looks unattractive / unappealing” is seldom selectedseldom selected


Experience = your brand Experience = your brand impressionimpression


Why people visit non-profit websites…Why people visit non-profit websites…

Top 2 reasonsTop 2 reasons– 40% for news and events info40% for news and events info

– 40% to stay informed about “the cause”40% to stay informed about “the cause”

Will they give online?Will they give online?– 18% of visits are to donate18% of visits are to donate

ForeSee Results survey, 2009ForeSee Results survey, 2009


Online experience has impact…Online experience has impact…

If people like your website experience…If people like your website experience…– 49% more likely to donate49% more likely to donate

58% of donors made an online gift in 200858% of donors made an online gift in 2008– 38% more likely to volunteer38% more likely to volunteer– 57% more likely to think well of you57% more likely to think well of you– 65% more likely to recommend your site65% more likely to recommend your site– 55% more likely to return to the site55% more likely to return to the site

ForeSee Results survey, April 2009ForeSee Results survey, April 2009http://bit.ly/aGUNP9http://bit.ly/aGUNP9


Risking a disconnect…Risking a disconnect…


1100

You can’t scan this annual report…You can’t scan this annual report…


1111

You can’t scan this alumni magazine…You can’t scan this alumni magazine…


““Flip” technology doesn’t help…Flip” technology doesn’t help…http://matrix.scranton.edu/about/campaign/http://matrix.scranton.edu/about/campaign/


Online friendly web pages…Online friendly web pages…


Easy tasks from the Home Page…Easy tasks from the Home Page…http://www.umanitoba.ca/http://www.umanitoba.ca/


Keep it simple…Keep it simple…https://esc.affinitycircles.com/esc/auth/loginhttps://esc.affinitycircles.com/esc/auth/login


Engage new grads immediately…Engage new grads immediately…http://offices.colgate.edu/SeniorProfiles/SeniorProfiles.asphttp://offices.colgate.edu/SeniorProfiles/SeniorProfiles.asp


Online friendly publications…Online friendly publications…


1188

Chicago gets it right for years…Chicago gets it right for years…http://magazine.uchicago.edu/http://magazine.uchicago.edu/


1199

Carleton prompts action…Carleton prompts action…http://magazine.carleton.ca/http://magazine.carleton.ca/


2200

““Blogazine” format works well…Blogazine” format works well…http://alfredmagazine.alfred.edu/... http://csumagazine.com/http://alfredmagazine.alfred.edu/... http://csumagazine.com/


Easy to scan annual giving report…Easy to scan annual giving report…https://apps.carleton.edu/giving/report/2009/https://apps.carleton.edu/giving/report/2009/


Integrating social media…Integrating social media…


Highlight social media…Highlight social media…http://orangeconnection.org/s/860/index-blue.aspx?http://orangeconnection.org/s/860/index-blue.aspx?

sid=860&gid=1&pgid=370sid=860&gid=1&pgid=370


Help people get started…Help people get started…


Live in more than one space…Live in more than one space…


““Mobile” is happening now…Mobile” is happening now…


““Mobile” sites and apps…Mobile” sites and apps…http://bit.ly/aCKBHMhttp://bit.ly/aCKBHM... http://bit.ly/9KubBW... http://bit.ly/9KubBW

http://bit.ly/aCKBHM


Check outside agencies…Check outside agencies…http://www.alumnimobile.com/http://www.alumnimobile.com/


Mobile giving… SMS or “text” givingMobile giving… SMS or “text” givinghttp://twitter.com/HumaneSocietyhttp://twitter.com/HumaneSociety

Easy to do…Easy to do…High awarenessHigh awareness$10 donation cap$10 donation capBoosts participation Boosts participation raterateCampaign specific?Campaign specific?Best for early Best for early acquisition?acquisition?Be personalBe personal


Mobile giving… onlineMobile giving… onlinehttp://www.iloopmobile.com/http://www.iloopmobile.com/

Growth of iPhones Growth of iPhones and moreand moreReplacing PC access Replacing PC access to websitesto websitesAdapt online giving Adapt online giving forms for mobile forms for mobile accessaccessNo limit to donation No limit to donation size… $95 averagesize… $95 average


Mobile Giving Insider…Mobile Giving Insider…http://mobilegivinginsider.com/http://mobilegivinginsider.com/


Mobile Giving Foundation…Mobile Giving Foundation…http://www.mobilegiving.org/http://www.mobilegiving.org/


Don’t forget “old media”…Don’t forget “old media”…


Weekly fund raising email Weekly fund raising email newsletters…newsletters…


Monthly email university news…Monthly email university news…http://magazine.uchicago.edu/uchicago/index.shtmlhttp://magazine.uchicago.edu/uchicago/index.shtml


End of the “walled garden”?…End of the “walled garden”?…


Facebook is changing the game…Facebook is changing the game…http://www.alumnifutures.com/2010/05/alumni-relations-http://www.alumnifutures.com/2010/05/alumni-relations-

facebook.htmlfacebook.html


Building participation…Building participation…http://www.facebook.com/tamu?v=wall&ref=tshttp://www.facebook.com/tamu?v=wall&ref=ts


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 248.766.6425 248.766.6425

[email protected]@bobjohnsonconsulting.comhttp://twitter.com/HighEdMarketinghttp://twitter.com/HighEdMarketing

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html

mailto:[email protected]

engaging alumni and friends in the electronic era

Business

htmlbob johnson

cabob johnson

bob johnson

carleton

http

scan

impatientpeople

magazine