Hear firsthand from a customer how Clark University used the integrated online marketing and fundraising suite to: Automatically download online event registrations into a Raiser’s Edge batch, saving staff members thousands of hours previously spent manually importing data, grow online donations by segmenting emails and optimizing online giving forms, and use online gift entry forms to eliminate the need for phone-a-thon software and $60,000 in fees annually
3. CLARK UNIVERSITY
• 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
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4. CLARK UNIVERSITY – NETCOMMUNITY HISTORY
• 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
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5. CLARK UNIVERSITY – NETCOMMUNITY HISTORY
• 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.)
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6. CLARK UNIVERSITY
BEFORE
NOW - 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
Majority of
registrations mailed in
80% register online for
alumni events (65%
Reunion)
BENEFIT
Alumni Engagement
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8. ONLINE FUNDRAISING GROWTH AT CLARK U
450K
200K
2010
2011
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2012
9. GROWING GIVING: GROWTH CHALLENGE
Performance of May Giving for Recent Years
1,500
• No growth in overall
1,250
# of Donors
• Difficulty in reaching 1,000
target participation
750
rates and $ goals
• Increase in yearly
AF $ Goal
500
250
0
2009
2010
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Confidential and Proprietary Information
2011
2012
10. GROWING GIVING: KEYS TO SUCCESS
• Use a strong graphic
presence
• Consider a challenge
theme
• Leverage Social
Media links
• Build momentum
• Create urgency
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11. GROWING GIVING: MAIL APPROACH
• Strong message &
graphics
• Copy reinforces
challenge &
urgency
• Simple link
address adds to
ease of giving
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12. GROWING GIVING: EMAIL CAMPAIGN
• 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%
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13. GROWING GIVING: EMAIL APPEAL
• Simple message
• & Graphics
• Large Giving
Button
• Social Media
Links
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14. GROWING GIVING: SOCIAL MEDIA
• Keep Content
Fresh with
Embedded Twitter
Feed
• Include Frequent
Progress Reports
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15. 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
2,000
1,750
1,500
1,250
1,000
750
500
•
Participation &
Dollar Goals
Exceeded!
250
0
2009
2010
2011
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Confidential and Proprietary Information
2012
2013
17. ENGAGEMENT THROUGH REUNION
• Event Tracks
• Give the user a
personalized
experience
• Highlight class
events and
speakers
• Eliminate event
envy
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18. ENGAGEMENT THROUGH REUNION
•
•
•
•
The Raiser’s Edge event structure
One master umbrella event
Group events
Multiple units on each event
Master Reunion
Event
-Registration Fees
Meals
Class
Dinners
Symposia
-Breakfast
-Each class has
-Friday Dinner own unit for dinner
-Saturday Picnic
Special
Events
Class
Events
Dancing
Under the
Stars
-Classes can have
more then one
class event unit
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Golf/
Athletics
Camp
Clark
Housing
19. ENGAGEMENT THROUGH REUNION
• Highly integrated
with The Raiser’s
Edge
• Ask constituents to
login (but not required)
• Collect background
information
• Include “Who’s
Coming” list
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20. ENGAGEMENT THROUGH REUNION
• Stacking of multiple
Raiser’s Edge
events
• Individual units
used for each
event
• Great user
experience with
one event
registration form
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21. ENGAGEMENT THROUGH REUNION
• Ability to
automatically sell
out Raiser’s Edge
events/units
• Easy to edit events
• Flexibility in
inserting, moving
and formatting
parts
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22. ENGAGEMENT THROUGH REUNION
• Ask for donation
• Send user to a
Donation Form
• Shopping Cart for
one user transaction;
payment from three
pages
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23. CLARK’S SECRET SAUCE
- 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%
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Confidential and Proprietary Information
24. WHAT’S NEXT AT CLARK WITH NETCOMMUNITY?
• 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
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Confidential and Proprietary Information
31 day challenge; planned and implemented in just a few daysUniquefy timeframe; coincides with Reunion and Commencement, so activity level is intense!
Idea evolved to get 531 donors by 5-31 (end of FY), which became theme of the campaignKEYS to SUCCESS: Challenge; Strong Look; Multichannel; Engage Donors; UrgencyCollaboration with Marketing and Web Teams to create dynamic landing pageEmphasized importance of challenge, which is a huge driver in this kind of appealIncorporated active use of Facebook and twitter on Web pagesInnovative tie to Facebook functionality – click to access larger images designed to be used as a Facebook timeline photo
Since meeting participation numbers a primary goal, mail sent only to limited segments: alumni LYBUNT and SYBUNT (2 yr)Format did not require any personalization, which speeded production
Here’s our launch email for which the subject line was: note the focus on the challenge and the urgencyQUESTION:
Home Page for Clark ConnectNote:Special twitter feed just for the 531 campaign; we posted 31 reasons (one per day) for giving to Clark, Also, updates on the status of the challengeGoogle records up Every post to Twitter feed, so improves our position in Google’s Page Rank algorithmNow substituted the Clark U. main Twitter feed in that location based on positive reactionQUESTION:Is anyone else using or embedding social media on their page? What were the results of integrating your social media?