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10/7/2013 #bbcon 1
Taking NetCommunity To The Next Level:
Clark University’s Advanced Use of BBNC
PRESENTED BY
SARAH GWALTNEY, FRANCINE ROLLER, LADONA FAZIO
10/7/2013 #bbcon 2
TWEET ABOUT YOUR SESSION
#BBCON
@LLLANPHERE
10/7/2013 #bbcon 3
• Enrollment:
- Undergraduate: 2,246
- Graduate: 1,120
• Total BA Alumni with contact information:
- 20,954
• Relationship with Blackbaud:
- Converted to The Raiser’s Edge in 2008
- Transitioned from Harris Internet Solutions to NetCommunity Grow in 2010
• University Advancement team:
- 32 staff (6 in Advancement Services)
ABOUT CLARK UNIVERSITY
10/7/2013 #bbcon 4
•Using BBNC to enhance Engagement
Opportunities for Clark audiences
•Harness BBNC to grow giving
•Q & A
TAKING NETCOMMUNITY TO THE NEXT
LEVEL:
10/7/2013 #bbcon 5
ENHANCING ENGAGEMENT OPPORTUNITIES
10/7/2013 #bbcon 6
• Landing Page
• Documents Page
• Discussion Board
• Use a Poll part to
poll volunteers
about best
meeting dates
ENGAGEMENT TOOL: SECURE PAGES
10/7/2013 #bbcon 7
• Reunion Survey
• Use a Profile
Form part
• On submit, select
the page with
your Form
Display part.
• Section form for
fewer questions
on page
• Data downloaded
and imported into
RE via Omatic
ENGAGEMENT TOOL: FORMS
10/7/2013 #bbcon 8
• Event Tracks
• Give the user a
personalized
experience
• Highlight class
events and
speakers
• Eliminate event
envy
ENGAGEMENT TOOL: REUNION
10/7/2013 #bbcon 9
ENGAGEMENT TOOL: 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
10/7/2013 #bbcon 10
• Force a Package
or registration fee
• Ask constituents to
login
• Collect background
information
• Include “Who’s
Coming” list
ENGAGEMENT TOOL: REUNION
10/7/2013 #bbcon 11
• Force a Package
or registration fee
• Link registration
fee and remaining
events with
Payment
Summary 2.0 part
ENGAGEMENT TOOL: REUNION
Registration
Fee
Remaining
Events?
PAYMENT SUMMARY 2.0
10/7/2013 #bbcon 12
• Force a Package
or registration fee
• Link registration
fee and remaining
events with
Payment
Summary 2.0 part
ENGAGEMENT: REUNION
10/7/2013 #bbcon 13
• Force a Package
or registration fee
• Connect two pages
with Payment
Summary 2.0 part
• Apply styling to
improve user
experience
ENGAGEMENT TOOL: REUNION
10/7/2013 #bbcon 14
• Package or
Required Fee
• Connect two pages
with Payment
Summary 2.0 part
• Apply styling to
eliminate unwanted
text
• Use Payment 2.0
part for customized
shopping cart
• Combine with a
Donation Form
ENGAGEMENT TOOL: REUNION
10/7/2013 #bbcon 15
• Embed social
media buttons
in your
template
• Deploy the new
LinkedIn
Group Join
part
• Ask for social
media in your
Profile Form
part
ENGAGEMENT TOOL: SOCIAL MEDIA
10/7/2013 #bbcon 16
SHARE IDEAS ABOUT ENGAGEMENT/
NETWORKING
10/7/2013 #bbcon 17
GROWING GIVING
10/7/2013 #bbcon 18
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
0
250
500
750
1,000
1,250
1,500
2009 2010 2011 2012
10/7/2013 #bbcon 19
• Use a strong graphic
presence
• Consider a challenge
theme
• Leverage Social
Media links
• Build momentum
• Create urgency
GROWING GIVING: KEYS TO SUCCESS
10/7/2013 #bbcon 20
• Strong message &
graphics
• Copy reinforces
challenge &
urgency
• Simple link
address adds to
ease of giving
GROWING GIVING: MAIL APPROACH
10/7/2013 #bbcon 21
• Use existing
BBNC resources
to build staff
calling program
• Donation Forms
• Forms
• Refusals
• Will Consider
• Staff Actions
• Use Crystal
Reports to
compile calling
sheet
• Omatic key to
move form data
into RE
GROWING GIVING: PHONE
10/7/2013 #bbcon 22
• Campaign included 5 rounds of email: 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??
• Open rate of 23%
GROWING GIVING: EMAIL CAMPAIGN
10/7/2013 #bbcon 23
• Simple message
& Graphics
• Large Giving
Button
• Social Media
Links
GROWING GIVING: EMAIL APPEAL
10/7/2013 #bbcon 24
• Keep Content
Fresh with
Embedded Twitter
Feed
• Include Frequent
Progress Reports
GROWING GIVING: SOCIAL MEDIA
10/7/2013 #bbcon 25
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! 
0
250
500
750
1,000
1,250
1,500
1,750
2,000
2009 2010 2011 2012 2013
0
250
500
750
1,000
1,250
1,500
2009 2010 2011 2012
10/7/2013 #bbcon 26
Q&A / NETWORKING
10/7/2013 #bbcon 27
CONTACT INFO
FRANCINE ROLLER
DIRECTOR OF ADVANCEMENT SERVICES
FROLLER@CLARU.EDU
LADONA FAZIO
ASSOCIATE DIRECTOR OF ADVANCMENT SERVICES
LFAZIO@CLARKU.EDU

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Taking NetCommunity to the Next Level

  • 1. 10/7/2013 #bbcon 1 Taking NetCommunity To The Next Level: Clark University’s Advanced Use of BBNC PRESENTED BY SARAH GWALTNEY, FRANCINE ROLLER, LADONA FAZIO
  • 2. 10/7/2013 #bbcon 2 TWEET ABOUT YOUR SESSION #BBCON @LLLANPHERE
  • 3. 10/7/2013 #bbcon 3 • Enrollment: - Undergraduate: 2,246 - Graduate: 1,120 • Total BA Alumni with contact information: - 20,954 • Relationship with Blackbaud: - Converted to The Raiser’s Edge in 2008 - Transitioned from Harris Internet Solutions to NetCommunity Grow in 2010 • University Advancement team: - 32 staff (6 in Advancement Services) ABOUT CLARK UNIVERSITY
  • 4. 10/7/2013 #bbcon 4 •Using BBNC to enhance Engagement Opportunities for Clark audiences •Harness BBNC to grow giving •Q & A TAKING NETCOMMUNITY TO THE NEXT LEVEL:
  • 5. 10/7/2013 #bbcon 5 ENHANCING ENGAGEMENT OPPORTUNITIES
  • 6. 10/7/2013 #bbcon 6 • Landing Page • Documents Page • Discussion Board • Use a Poll part to poll volunteers about best meeting dates ENGAGEMENT TOOL: SECURE PAGES
  • 7. 10/7/2013 #bbcon 7 • Reunion Survey • Use a Profile Form part • On submit, select the page with your Form Display part. • Section form for fewer questions on page • Data downloaded and imported into RE via Omatic ENGAGEMENT TOOL: FORMS
  • 8. 10/7/2013 #bbcon 8 • Event Tracks • Give the user a personalized experience • Highlight class events and speakers • Eliminate event envy ENGAGEMENT TOOL: REUNION
  • 9. 10/7/2013 #bbcon 9 ENGAGEMENT TOOL: 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
  • 10. 10/7/2013 #bbcon 10 • Force a Package or registration fee • Ask constituents to login • Collect background information • Include “Who’s Coming” list ENGAGEMENT TOOL: REUNION
  • 11. 10/7/2013 #bbcon 11 • Force a Package or registration fee • Link registration fee and remaining events with Payment Summary 2.0 part ENGAGEMENT TOOL: REUNION Registration Fee Remaining Events? PAYMENT SUMMARY 2.0
  • 12. 10/7/2013 #bbcon 12 • Force a Package or registration fee • Link registration fee and remaining events with Payment Summary 2.0 part ENGAGEMENT: REUNION
  • 13. 10/7/2013 #bbcon 13 • Force a Package or registration fee • Connect two pages with Payment Summary 2.0 part • Apply styling to improve user experience ENGAGEMENT TOOL: REUNION
  • 14. 10/7/2013 #bbcon 14 • Package or Required Fee • Connect two pages with Payment Summary 2.0 part • Apply styling to eliminate unwanted text • Use Payment 2.0 part for customized shopping cart • Combine with a Donation Form ENGAGEMENT TOOL: REUNION
  • 15. 10/7/2013 #bbcon 15 • Embed social media buttons in your template • Deploy the new LinkedIn Group Join part • Ask for social media in your Profile Form part ENGAGEMENT TOOL: SOCIAL MEDIA
  • 16. 10/7/2013 #bbcon 16 SHARE IDEAS ABOUT ENGAGEMENT/ NETWORKING
  • 18. 10/7/2013 #bbcon 18 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 0 250 500 750 1,000 1,250 1,500 2009 2010 2011 2012
  • 19. 10/7/2013 #bbcon 19 • Use a strong graphic presence • Consider a challenge theme • Leverage Social Media links • Build momentum • Create urgency GROWING GIVING: KEYS TO SUCCESS
  • 20. 10/7/2013 #bbcon 20 • Strong message & graphics • Copy reinforces challenge & urgency • Simple link address adds to ease of giving GROWING GIVING: MAIL APPROACH
  • 21. 10/7/2013 #bbcon 21 • Use existing BBNC resources to build staff calling program • Donation Forms • Forms • Refusals • Will Consider • Staff Actions • Use Crystal Reports to compile calling sheet • Omatic key to move form data into RE GROWING GIVING: PHONE
  • 22. 10/7/2013 #bbcon 22 • Campaign included 5 rounds of email: 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?? • Open rate of 23% GROWING GIVING: EMAIL CAMPAIGN
  • 23. 10/7/2013 #bbcon 23 • Simple message & Graphics • Large Giving Button • Social Media Links GROWING GIVING: EMAIL APPEAL
  • 24. 10/7/2013 #bbcon 24 • Keep Content Fresh with Embedded Twitter Feed • Include Frequent Progress Reports GROWING GIVING: SOCIAL MEDIA
  • 25. 10/7/2013 #bbcon 25 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!  0 250 500 750 1,000 1,250 1,500 1,750 2,000 2009 2010 2011 2012 2013 0 250 500 750 1,000 1,250 1,500 2009 2010 2011 2012
  • 26. 10/7/2013 #bbcon 26 Q&A / NETWORKING
  • 27. 10/7/2013 #bbcon 27 CONTACT INFO FRANCINE ROLLER DIRECTOR OF ADVANCEMENT SERVICES FROLLER@CLARU.EDU LADONA FAZIO ASSOCIATE DIRECTOR OF ADVANCMENT SERVICES LFAZIO@CLARKU.EDU