imagine the possibilities
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Imagine the PossibilitiesHow Knowledge Management Builds Communications-Campaign Partnerships
Shelby Kloures RadcliffeExecutive Director of Campaign AdministrationBucknell University
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Christopher CullenDirector, Marketing, Government, Community & Public Affairs
Johns Hopkins Institutions
David J. GibsonDirector of Communications
Dartmouth College
Rebecca VogelDirector of Marketing and Communications
Stanford University
Christina WallaceDevelopment Writer
Bucknell University
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Goals
• What is Knowledge Management?
• Opportunities for Strategic Partnerships
• Understanding Your Constituents
• The Communications Plan
• Feasibility, Message Development, and Testing
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
What is Knowledge Management?
• Information Management – Acquisition, Storage, Retrieval
• Information Analysis
• Business Process & Technology Integration
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Biographic Information
Activity Information
Giving Information
Facts
Scores
Responses
Models
Analysis
Reports & Charts
AlertsDelivery
Systems and Technology
Strategic & Informed Decisions and Actions
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Opportunities for Strategic Partnerships• Data Acquisition
• Information Integrity
• Understanding the Constituents
• Strategic Communication
• Campaign Communications
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Acquisition
• Benchmarking (Naming, Performance)
• Prominent Graduates
• Interview Prep - Research
• Vocation Coding
• Data Acquisition– Contact Information– Employment Information
If you scratch my
back, I’ll scratch yours.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Information Integrity
• Common Definitions
• Transparent Reporting
• Milestone Reporting
• Presidential Remarks
•Annual Gift•Cost Per $ Raised•Silent Scholarship•Receipts•Commitments•Leadership Gift
Strong and Active Partnerships with Finance
are Important for Information Integrity
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
Young Alumni
Mature Alumni
Parents
Corporations
Foundations
Faculty/Staff
Reunion
Undergraduates
MBAs
PHDs
Accounting
Finance
Marketing
Full Time
Executive
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
Donors
Lapsed Donors
Never Donors
SYBUNTS
LYBUNTS
Donors
Leadership Donors
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
• Assumptions We Make– Young alumni behave differently than mature– Reunion matters to everyone– Major affiliation is more important – Graduate degree holders are different– Athletes/Greek/Men/Women/Married/Single
are different
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
• Assumptions We Make– Graphic messages resonate more than text– Glossy printing is important – Videos work best with younger audiences– Younger constituents aren’t estate planning
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
• Testing Assumptions Proves them….?– Right
• At one institution, young alumni are much more likely to respond to e-mail communications
– Wrong• At one institution, major is the least important
affiliation, extra curricular connections are most important
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
• Testing Assumptions Proves them….?– Right
• At one institution, alumni in reunion are more likely to open e-mails with reunion in the subject line
– Wrong• At one institution, constituents don’t want to see
images of current students
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
• Do you know which of your assumptions are true?
We’ll talk about testing assumptions in a little bit.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
• The Fundamental Questions
• Attitudinal Information
• Demographics, Scores, and Segmentation
• Predictive Modeling
• Personas
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
The Fundamental Questions
• Who are our constituents/donors?
• Why do they get involved/give?
• What formats/content will work best?
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
The Fundamental QuestionsWhy do they matter?• One size does not fit all
• Busy, savvy constituents
• L.L. Bean
• Budgets are tight.
• It’s the right thing to do.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
The Fundamental Questions:How do we answer them?• Attitudinal Information
• Data Mining
• Demographics & Market Segments
• Predictive Modeling
• Cluster Analysis
• Personas
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Attitudinal Information
• The Pre-Campaign Survey• Alumni Magazine Surveys• Online Surveys• Senior Surveys• Reunion Surveys• Responses and Participation• Anonymous or not?
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining
• Facts
• Percentages
• Scores
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining
• Facts
• Percentages
• Scores
•Our graduates earn an average of $100K/yr.
•Our graduates work primarily in major cities.
•Our most popular major is marketing.
•Our largest donation is $1.5M.
•Executive MBA program graduates have an average gift size of $250; Traditional MBA program graduates have an average gift size of $760.
•Most of our alumni (3,460) of our alumni live in California.
•Our undergraduate alumni participation is 47%. Our graduate alumni participation is 61%.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining
• Facts
• Percentages
• Scores
•82% of our alumni live in the tri-state area.
•75% of our alumni who were Greek are donors, 48% of our alumni who were not Greek are donors.
•We have e-mail addresses on 73% of our alumni 1-15 years out and 42% of our alumni 16+ years out. We have e-mail addresses on 80% of our retired alumni.
•Of parents who give, 80% also have business degrees.
•60% of our varsity athlete graduates are donors. 48% of that group gives to athletics, and 52% gives outside of athletics.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining
• Facts
• Percentages
• Scores
•Prospect Scores
•Capacity•Inclination
•Giving Scores
•RFM (Recency, Frequency, Monetary)
•Engagement/Affinity Scores
•Student Activities, Volunteer Roles, Event Attendance, Online Community Activity, Communication Activity
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining: Scores/Prospect RatingsA $100M+
B $50M-$99M
C $25M-$49M
D $10M-$24M
E $5M-$10M
F $1M-$5M
G $500K-$999K
H $250K-$499K
I $100K-$249K
J $50K-$99K
K $25K-$49K
L $10K-$24K
M $5K-$9K
N $2.5K-$4K
O $1K-$2.4K
P $500-$999
U Unrated Capacity
0 Undetermined Inclination
1 Favorably Inclined
2 Somewhat Inclined
3 Distant or Less Inclined
4 Not Likely
5 Do Not Cultivate
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Data Mining: Scores/Prospect Ratings
Principal Prospects
$100M and Up 3
$50M to $100M 3
$25M to $50M 20
$10M to $25M 5
$5M to $10M 31
$1M to $5M 134
Total 196
Major Gift Prospects
$500K to $999K 164
$250K to $499K 315
$100K to $249K 853
Total 1332
Principal & Major Gift Prospects 1528
Suspects
Principal Gift Suspects 16
Major Gift Suspects 3216
Principal & Major Gift Suspects 3232
TOTAL PROSPECT POOL 4760
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining: Scores/RFM
– A numerical representation of giving
– Evaluates giving in past 15 fiscal years
– Ranges from 0-15
– 0-5 points for each area:• Recency: How recently have people given?• Frequency: How often do people give?• Monetary: How much do people give?
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining: Scores/RFM New RFM Score Distribution (11.21.06)
Degreed and Non-Degreed Alumni
0
500
1000
1500
2000
2500
3000
3500
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
RFM Score
Num
ber o
f Alu
mni
Combined Lifetime Giving of $129,543,090.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Data Mining: Scores: Engagement/Affinity
• Current & former volunteer roles (weighted)
• Event attendance
• Student activities (weighted)
• Online community activity
• E-Mail response rates
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market Segmentation
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market Segments
• Targeting by Generation
• Consumer Behavior Segmentation
• Financial Segmentation
• Communication Segmentation
• Wealth Segmentation
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market SegmentsExample: PRIZM Clusters
Urban Uptown Midtown Mix Urban Cores
Elite Suburbs The Affluentials Middleburbs
Inner Suburbs 2nd City Society Micro-City Blues
Landed Gentry Country Comfort Middle America
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market SegmentsExample: PRIZM Clusters
Urban Uptown Midtown Mix 2nd City Society
Elite Suburbs The Affluentials Middleburbs
Inner Suburbs Urban Cores Micro-City Blues
Landed Gentry Country Comfort Middle America
Second City Elite
Brite Lites Li’l City
Upward Bound
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market SegmentsExample: PRIZM Clusters
Urban Uptown Midtown Mix 2nd City Society
Elite Suburbs The Affluentials Middleburbs
Inner Suburbs Urban Cores Micro-City Blues
Landed Gentry Country Comfort Middle America
Second City Elite
There's money to be found in the nation's smaller cities, and you're most likely to find it in Second City Elite. The residents of these satellite cities tend to
be prosperous executives who decorate their $200,000 homes with multiple computers, large-screen TV sets and an impressive collection of
wines. With more than half holding college degrees, Second City Elite residents enjoy cultural activities–from reading books to attending theater and dance
productions.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market SegmentsExample: PRIZM Clusters
Urban Uptown Midtown Mix 2nd City Society
Elite Suburbs The Affluentials Middleburbs
Inner Suburbs Urban Cores Micro-City Blues
Landed Gentry Country Comfort Middle America
Brite Lites Li’l City
Not all of the America's chic sophisticates live in major metros. Brite Lights, Li'l City is a
group of well-off, middle-aged couples settled in the nation's satellite cities. Residents of
these typical DINK (double income, no kids) households have college educations, well-
paying business and professional careers and swank homes filled with the latest technology.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Demographics & Market SegmentsExample: PRIZM Clusters
Urban Uptown Midtown Mix 2nd City Society
Elite Suburbs The Affluentials Middleburbs
Inner Suburbs Urban Cores Micro-City Blues
Landed Gentry Country Comfort Middle America
Upward Bound
More than any other segment, Upward Bound appears to be the home of those legendary Soccer
Moms and Dads. In these small satellite cities, upper-class families boast dual incomes, college
degrees and new split-levels and colonials. Residents of Upward Bound tend to be kid-
obsessed, with heavy purchases of computers, action figures, dolls, board games, bicycles and
camping equipment.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Cluster Analysis
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Philanthropic Motivations
• Loyalty
• Global Impact
• Personal Interest
• Duty
• Empathy
• Mixed Messages
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Loyalty
• Earned by the organization
• Population of Loyalty Donors is Declining
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Global Impact
• Motivation not organization, but objective
• Unlikely to give to make a non-profit better
• Need most strategic cultivation and stewardship
• Growing percentage of philanthropic population
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Personal Interest
• Similar to Global Impact
• 'Global Objective' blends with personal opportunity
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Duty
• Common in religious organizations
• Most effective to leave feelings of obligation to the donor.
• Successful strategies focus on making it easier to fulfill the obligation.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Empathy
• Typically low to mid-range donors
• Rarely give regularly - respond to a crisis or "heart-string" need
• Respond to emotional messages in direct marketing.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Mixed Messages
• NPR: If you listen to us every day, it is your duty to give to us. To the loyal donor, it sounds like a spoiled child saying "you owe me dessert after my meal" To the global and personal impact donors, you sound like a company saying "you shop in our stores, it is your obligation to buy our stock."
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Predictive Modeling
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Predictive Modeling
Focus Participation Efforts Here
Focus Major Gift Fund
Raising Here
Focus on Principal
Prospects Only
High Capacity
Hig
h P
rop
en
sity
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Predictive Modeling
$41,789 $210,022$956,914
$13,130,300
$-
$2,500,000
$5,000,000
$7,500,000
$10,000,000
$12,500,000
$15,000,000
-4 THRU 4 5 THRU 9 10 THRU 15 16 THRU 29Propensity Score Groups
`
Propensity Score is 84% Predictive
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding our Constituents:
Putting it All Together
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
Young Alumni
Mature Alumni
Parents
Corporations
Foundations
Faculty/Staff
Reunion
Undergraduates
MBAs
PHDs
Accounting
Finance
Marketing
Full Time
Executive
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Understanding the Constituents
Young Alumni
Mature Alumni
Parents
Corporations
Foundations
Faculty/Staff
Reunion
Alumni
Alumni Prospects
Alumni Donors
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Strategic Communication
• Constituent Patterns
• Constituent Preferences
• Communication Tracking
• Communication Coordination
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Campaign Communications
• Selection and Use of External Vendors
• Talking Points for Fund Raisers and Alumni Relations Professionals
• Foundation for Campaign Communications
• Tracking Effectiveness
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
A Word (or Two) on Testing
DO IT!
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Summary
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
If you remember nothing else…
• KNOW your audience.
• TEST your assumptions.
• BUILD a better segmentation system.
• MEET the audience where they are.
• PARTNERSHIP can make it happen.
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Questions
Shelby Kloures Radcliffe
Bucknell University
570-577-3514
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AACSB InternationalKnowledge Management & Campaign-Communication Partnerships
Bibliography
• Letting Go of the Words: Writing Web Content that Worksby Janice Redish
• 101 Ways to Make Meetings Active, by Mel Silberman• The One to One Fieldbook, by Don Peppers and Martha Rogers• Research Analytics, by Josh Birkholz• Interviews (referenced earlier)• Creating a Campaign Communications Plan (Presentation), by
Rebecca Smith Vogel, Stanford University – available on SlideShare.Com