The document discusses four essential online strategies for alumni professionals: 1) Frequency is the new relevancy - organizations must constantly refresh and update their online content to stand out; 2) Reuse everything everywhere - content should be reused across various online platforms; 3) Talk to everyone - messages and content should be customized for different audiences; 4) Let go to grow - organizations should embrace user-generated content and social media where users are in control.

1. The Four Essential Online Strategies for Today’s Alumni Professionals

3. Ongoing Assault of Information Various sources: Technorati, Pew Internet Foundation, IDC, AOL-TimeWarner, Mobile Data Association, Boutell, Gartner, Wikipedia and others 95 billion E-mails last year 200 billion Text messages 110 million Websites & 30b pages

6. And frequency matters with e-mail source: iModules Client Study for 2007 7x More engaged

7. And frequency matters with e-mail source: iModules Client Study for 2007 2x More likely to donate

8. And frequency matters with e-mail source: iModules Client Study for 2007 8x More likely to attend an event

9. E-mail and event registration First Email Second Email Third Email Fourth Email “ Mention” Discount Deadline Campaign Week

13. Online Engagement Curve Engagement Visits Site Visits Frequently Subscribes to Feeds Subscribes to content (Email, Newsletters) Registers for Community Contributes Content Invites Friends Anonymous Authenticated Visitor Lifecycle Member-to-Member Volume Every visitor matters

14. Reuse increases your chances Various sources: Technorati, Pew Internet Foundation, iModules, Deacons and others 9 impressions Needed to take action 10 percent Read a news blog last week 25 percent Sent/rec’d news last week 24 percent Of youth market would …

16. Embrace RSS for content reuse Content from the web Content to the web

21. Customized messages get results Various sources: Jupiter, Pew Internet Foundation, iModules and others 4 x Click-through for targeted versus untargeted 35 percent Open rate versus 25% industry 4 percent Marketers customize their messages

23. Gender Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users 36% 36% 61% 41% 37% 39% 63% 63% 38% 59% 62% 60% Facebook MySpace LinkedIn Friendster Plaxo Hi5

24. Age Differences Source: http://blog.rapleaf.com/2007/11/13/statistics-on-googles-opensocial-platform-end-users-and-facebook-users

25. Donor Dilemma Source: iModules community research and others

26. Targeted Advertising Alumni Facebook Social Ad Actual Facebook LinkedIn Impressions Clicks University 1 160,200 13,300 500+ 58,605 28 University 2 159,000 10,280 500+ 57,811 46 College 1 49,500 4,300 241 21,748 21 College 2 69,175 2,280 500+ 11,370 35 College 3 31,500 2,060 324 9,656 10

27. Out-of-network and targeted e-mail May 2008 Activity Addresses Recipients Opens Clicks University 1 30,855 80,195 10,714 3,217 University 2 40,525 47,710 12,292 11,239 College 1 2,222 1,983 683 480 College 2 16,891 52,438 12,417 20,253 College 3 14,479 53,168 13,564 24,629

30. User-generated media Various sources: Jupiter, Pew Internet Foundation, iModules and others 50 percent Of the top 25 are user-generated 102,000 Events each month on Meetup 64 percent Teens create & post online content 65,000 Videos posted daily on YouTube

31. Emerging Model for Web Publishing Create Approve Post Promote Monitor Encourage

33. Facebook Strategy Institutional Page Be present where they search Facebook Connect Become part of the conversation

35. West Michael Skahan [email_address] Midwest Mike Novosel [email_address] Northeast Gail Palmer [email_address] Southeast Andrew Houts [email_address] For audio portion please call 1-866-212-0875 or +1-978-964-0049 Enter passcode 2935887#

36. Thanks