LIFETIME RELATIONSHIP MANAGEMENT IN HIGHER ED
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1) The document discusses the concept of lifetime engagement management in higher education, which aims to build lifelong relationships with students, alumni, donors and other constituents from inquiry through graduation and beyond. 2) It emphasizes viewing constituents holistically as people rather than labels and breaking down silos between departments like admissions, student affairs, and alumni relations. 3) The document recommends improving consistency of quality, customer service, messaging, and data across the constituent lifecycle through greater collaboration between departments and a shared philosophy of relationship building.
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LIFETIME RELATIONSHIP MANAGEMENT IN HIGHER ED
- 1. LIFETIME RELATIONSHIPS AND ENGAGEMENT MANAGEMENT IN HIGHER EDUCATION Fran Zablocki November 7, 2012 Strategist, mStoner Rob Zinkan Vice Chancellor, Indiana University East #LEMhighered Monday, May 20, 13
- 2. HI, IâM FRAN. Strategist & Project Manager, mStoner Alumni Relations, SUNY Geneseo Marketing and Communications, Nazareth College Undergraduate Admissions, University at Buffalo Residential Life and Athletics, Nazareth College Monday, May 20, 13
- 3. HI, IâM ROB. Vice Chancellor for External Affairs, Indiana University East (10 years at Indiana University - 2 campuses) Assistant Dean for Advancement, Indiana University-Purdue University Columbus UniversityAdvancement.net Monday, May 20, 13
- 5. LIFETIME Monday, May 20, 13
- 6. IT'S ALL ABOUT RELATIONSHIPS Monday, May 20, 13
- 7. LIFELONG RELATIONSHIPS You have my attention. I want to know more. We should see more of each other. Do I know you? I swear I'm only seeing you. No really, I'm yours. Inquiry Prospect Applicant I can't imagine being without you. Enrollee Matriculant Visitor Open Monday, May 20, 13
- 8. EMOTIONAL RELATIONSHIPS The world is hard. I need your help. We used to be so close. I laughed, I cried, you changed my life. Alum Graduate Recent alum You've done so much, I want to return the favor. Donor I want others to have this relationship. Bequest Monday, May 20, 13
- 9. THE MISSION OF INDIANA UNIVERSITY EAST Monday, May 20, 13
- 10. Advance the mission of the university by strengthening the universityâs REPUTATION RELATIONSHIPS RESOURCES Monday, May 20, 13
- 11. THESE ARE PEOPLE Not just labels. Monday, May 20, 13
- 12. WE'RE NOT SEEING EYETO EYE Monday, May 20, 13
- 13. PERSPECTIVE ON CONSTITUENTS Monday, May 20, 13
- 15. Me. Me. Graduate Alum Me. Donor Bequest OUTSIDE INSIDE Me. Monday, May 20, 13
- 16. PERSPECTIVE ON INSTITUTION Monday, May 20, 13
- 17. My University Bursar Admissions Advising Academics Alumni Financial aid Student LifeMy University My University OUTSIDE INSIDE My University My University My University My University Monday, May 20, 13
- 18. My University Me Monday, May 20, 13
- 19. One One Monday, May 20, 13
- 20. LIFELONG RELATIONSHIP LIFELONG REPUTATION Monday, May 20, 13
- 21. THE CYCLE REPEATS Monday, May 20, 13
- 23. MANY LIFETIMES Monday, May 20, 13
- 26. Phone conversation Word of Mouth Planned event COMMUNICATION Mail / Email Brochure Tour Website Me View book Monday, May 20, 13
- 27. Admissions counselor President Secretary COMMUNICATOR Area director Major gifts ofïŹcer Tour guide Web content manager Me Pretty much anyone Monday, May 20, 13
- 28. Monday, May 20, 13
- 29. THE WEAKEST LINK Monday, May 20, 13
- 30. SHARED REPUTATION Your audience doesnât know who made it. Monday, May 20, 13
- 31. It's everyone's job, but it's nobody's job. Monday, May 20, 13
- 32. NO MORE US vs.THEM Monday, May 20, 13
- 33. Never assume that something isn't your job. It is always your job. You are part of team âuniversityâ and you represent the entire university to everyone. Monday, May 20, 13
- 34. GOAL Consistency of Quality Monday, May 20, 13
- 35. GOAL Consistency of Customer Service Monday, May 20, 13
- 36. GOAL Consistency of Message Monday, May 20, 13
- 37. GOAL Consistency of Data Monday, May 20, 13
- 38. ULTIMATE GOAL Consistency of AfïŹnity Positive SpeciïŹc Actionable Monday, May 20, 13
- 39. ARETHERE TECHNOLOGY SOLUTIONS? Monday, May 20, 13
- 40. Most solutions still focus on one or two stages of the cycle. Monday, May 20, 13
- 41. Examples: Inigral - Enrollment & Retention Evertrue - Alumni iModules - Advancement & Fundraising Monday, May 20, 13
- 42. Systems focused on the entire cycle are emerging Talisma - âBuild Lifetime Relationshipsâ Monday, May 20, 13
- 43. SOLUTION: PEOPLE,THENTECH Monday, May 20, 13
- 44. PEOPLETOOLS Brand and Messaging Guides Training Open Communication and Collaboration Monday, May 20, 13
- 46. DISCONNECT ATTHE TRANSITIONS Monday, May 20, 13
- 47. ADMISSIONS STUDENT AFFAIRS ALUMNI & DEVELOPMENT Monday, May 20, 13
- 48. PROBLEM: SILOS OF AWARENESS Monday, May 20, 13
- 49. PROBLEM: SILOS OF DATA Monday, May 20, 13
- 50. SOLUTION: WE NEEDTO CHANGE Monday, May 20, 13
- 51. CHANGE FROM THETOP DOWN Monday, May 20, 13
- 52. Monday, May 20, 13
- 53. CHANGE FROM THETOP DOWN Chief Information OfïŹcer / Chief Web OfïŹcer Monday, May 20, 13
- 54. CHANGE FROM THE BOTTOM UP Starts With Each ofYou. Monday, May 20, 13
- 55. PROBLEM: SILOS OF AWARENESS Monday, May 20, 13
- 56. START SMALL Have Coffee. Monday, May 20, 13
- 57. START SMALL Tell Someone WhatYou Do. Monday, May 20, 13
- 58. START SMALL Have SomeoneTellYou WhatThey Do. Monday, May 20, 13
- 59. THINK BIG Internal Outreach and Knowledge Sharing Monday, May 20, 13
- 60. THINK BIG Shared Ownership and Success Monday, May 20, 13
- 61. THINK BIG Attend Another Departmentâs Meetings. Monday, May 20, 13
- 62. THINK REALLY BIG Hybrid Employees. Monday, May 20, 13
- 63. THINK REALLY BIG Holistic Management Philosophy HolisticTraining Monday, May 20, 13
- 64. PROBLEM: SILOS OF DATA Monday, May 20, 13
- 65. START SMALL Make a List. Monday, May 20, 13
- 66. START SMALL Identify What DataYou Can Offer and Who Needs It. Monday, May 20, 13
- 67. START SMALL Identify What DataYou Need and Who Could Offer It. Monday, May 20, 13
- 68. THINK BIG Institution - wide data deïŹnitions Monday, May 20, 13
- 69. THINK REALLY BIG Single Lifetime System Identity Monday, May 20, 13
- 70. THE POTENTIAL Monday, May 20, 13
- 71. THE POTENTIAL Better Reputation Monday, May 20, 13
- 72. THE POTENTIAL More strategic communications Monday, May 20, 13
- 73. THE POTENTIAL More involved alumni Monday, May 20, 13
- 74. THE POTENTIAL More successful fundraising Monday, May 20, 13
- 75. THETHREAT Not being ready for the coming higher ed apocalypse Monday, May 20, 13
- 76. THETHREAT Disconnected or Lost Relationships Monday, May 20, 13
- 77. THETHREAT Upset Alumni Monday, May 20, 13
- 78. THETHREAT Less Donors and Donations Monday, May 20, 13
- 79. THETHREAT Weakened Reputation Monday, May 20, 13
- 80. THETAKEAWAY Put yourself in your audienceâs shoes Monday, May 20, 13
- 81. THETAKEAWAY Your audience sees you as a single entity. Start acting like one! Monday, May 20, 13
- 82. THETAKEAWAY Work with admissions - every applicant is a future alumnus. Work with residential life - every sophomore is your next board member. Work with student affairs - every junior is your next major donor. Work with career services - every senior is your next alumni mentor. Monday, May 20, 13
- 84. FURTHER RESOURCES Rob Zinkan universityadvancement.net @robzinkan rzinkan@iue.edu Fran Zablocki www.mstoner.com www.eduniverse.org www.franzablocki.com @zablocki fran.zablocki@mstoner.com HigherEdLive.com - Lifecycle Marketing in Higher Ed emchat.net - #18 - Student Lifecycle Monday, May 20, 13