blackbaud net community for higher education institutions
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BLACKBAUD NETCOMMUNITY
Case Study: Clark University
2Confidential and Proprietary Information
Clark University NetCommunity Case Study
Integration in Action
Question & Answer
3Confidential and Proprietary Information
• A small research university with a major impact- Founded in 1887 as the first all-graduate institution in the country- Renowned liberal arts-based research university addressing social
and human imperatives on a global scale
• Francine Roller, Director of Advancement Services
• LaDona Fazio, Associate Director of Advancement Services
• RE client since 2007
• NetCommunity user since June 2010- Used Harris prior
CLARK UNIVERSITY
4Confidential and Proprietary Information
• Evaluated many vendors and selected NetCommunity primarily for:
- Significant resource savings from integration with The Raiser’s Edge
- Major improvement for managing data, email activities, and reporting
- Opportunities to increase engagement with personalized web messaging
CLARK UNIVERSITY – NETCOMMUNITY HISTORY
5Confidential and Proprietary Information
• Implemented in 2010, with an accelerated project plan to go live in six weeks!
• Have expanded use steadily over time to include:- Coordinated mail and highly-segmented email fundraising & event
activities
- Reunion Yearbook updates, surveys, Alumni Trustee voting, Phone Room support
- Secure portal for group meeting activities (agenda, minutes, etc.)
CLARK UNIVERSITY – NETCOMMUNITY HISTORY
6Confidential and Proprietary Information
CLARK UNIVERSITY
BENEFIT BEFORENOW - WITH
NETCOMMUNITY
Efficiency
Getting online reunion registrations into The Raiser’s Edge was a summer long project
Online event registrations download automatically into a Raiser’s Edge Batch
Fundraising
No easy way to segment emails and giving form not optimized for online donations
51% growth in online donations in year 1 with NetCommunity
Alumni Engagement
Majority of registrations mailed in
80% register online for alumni events (65% Reunion)
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INCRE AS E D ONL INE F UNDRAIS ING
8Confidential and Proprietary Information
ONLINE FUNDRAISING GROWTH AT CLARK U
2010 2011 2012
200K
450K
9Confidential and Proprietary Information
Performance of May Giving for Recent Years
• No growth in overall # of Donors
• Difficulty in reaching target participation rates and $ goals
• Increase in yearly AF $ Goal
GROWING GIVING: GROWTH CHALLENGE
2009 2010 2011 20120
250
500
750
1,000
1,250
1,500
10Confidential and Proprietary Information
• Use a strong graphic presence
• Consider a challenge theme
• Leverage Social Media links
• Build momentum
• Create urgency
GROWING GIVING: KEYS TO SUCCESS
11Confidential and Proprietary Information
• Strong message & graphics
• Copy reinforces challenge & urgency
• Simple link address adds to ease of giving
GROWING GIVING: MAIL APPROACH
12Confidential and Proprietary Information
• Campaign consisted of 5 rounds of email messages: launch; 2nd round; post-Reunion; May 29 and May 31
• Sent a total of 12 emails in 31 days; typical prospect got 4 or 5; only sent to non-donors in FY13
• Highly segmented using RE queries: Reunion Classes, Senior Class, Alums with AF pledge balances, etc.
• Added conditional content (targeted asks) and personalization for selected audiences
• Carefully crafted Subject lines: Donor Challenge; The Challenge is on!; Clark’s Drive to 531; Almost there!; Last day for Donor Challenge
• Each email appealed separately in RE, but all linked to same BBNC donation form
• Average open rate: 23%
GROWING GIVING: EMAIL CAMPAIGN
13Confidential and Proprietary Information
• Simple message• & Graphics
• Large Giving Button
• Social Media Links
GROWING GIVING: EMAIL APPEAL
14Confidential and Proprietary Information
• Keep Content Fresh with Embedded Twitter Feed
• Include Frequent Progress Reports
GROWING GIVING: SOCIAL MEDIA
15Confidential and Proprietary Information
GROWING GIVING: DRAMATIC RESULTS
May Giving FY09-FY13• Dramatic Increase
in May Donors (54%)
• Unsolicited Repeat Gifts
• 96% of Gifts for Annual Fund
• Increase across all Constituencies
• Participation & Dollar Goals Exceeded!
2009 2010 2011 2012 20130
250
500
750
1,000
1,250
1,500
1,750
2,000
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E NGAGE ME NT T HROUGH RE UNION
17Confidential and Proprietary Information
• Event Tracks
• Give the user a personalized experience
• Highlight class events and speakers
• Eliminate event envy
ENGAGEMENT THROUGH REUNION
18Confidential and Proprietary Information
ENGAGEMENT THROUGH REUNION
Master Reunion Event
-Registration Fees
Meals Class Dinners
Symposia
Special Events
Class Events
Dancing Under the
Stars
Golf/Athletics
Camp Clark
Housing
• The Raiser’s Edge event structure• One master umbrella event• Group events• Multiple units on each event
-Breakfast-Friday Dinner-Saturday Picnic
-Each class has own unit for dinner
-Classes can have more then one class event unit
19Confidential and Proprietary Information
• Highly integrated with The Raiser’s Edge
• Ask constituents to login (but not required)
• Collect background information
• Include “Who’s Coming” list
ENGAGEMENT THROUGH REUNION
20Confidential and Proprietary Information
• Stacking of multiple Raiser’s Edge events
• Individual units used for each event
• Great user experience with one event registration form
ENGAGEMENT THROUGH REUNION
21Confidential and Proprietary Information
• Ability to automatically sell out Raiser’s Edge events/units
• Easy to edit events
• Flexibility in inserting, moving and formatting parts
ENGAGEMENT THROUGH REUNION
22Confidential and Proprietary Information
• Ask for donation
• Send user to a Donation Form
• Shopping Cart for one user transaction; payment from three pages
ENGAGEMENT THROUGH REUNION
23Confidential and Proprietary Information
- Very easy to segment email appeals for each audience• Conditional email content and personalization based on data on
constituent record
- Better analysis• Gift pages linked to appeals to measure response
- Trustee ballot moved online
- Customized class track approach for Reunion registrations
- Focus on Newsletter & Email Growth• Email increase of 18% since launch of BBNC• Maintained strong newsletter open rate 31%
CLARK’S SECRET SAUCE
24Confidential and Proprietary Information
• Allow users to view limited giving history and pay pledges online
• Develop conditional content for @Clark enewsletter- School or Major, Athletics & Special interests
• Create personalized prompts – based on RE queries – encouraging users to:- Register for upcoming event - Make their Annual Fund gift- Read the latest issue of @Clark- Update their employment information
WHAT’S NEXT AT CLARK WITH NETCOMMUNITY?
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INT E GRAT ION IN ACT ION
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