This document discusses strategies for maintaining alumni data. It recommends establishing a data policy to educate alumni on how their data is used and maintained. It also suggests improving internal data workflows and systems to facilitate automatic data updates. Regular practices like birthday emails and event registrations should be leveraged to collect updated information. The key is creating a culture where all departments view data maintenance as a shared responsibility. Consistent procedures and a user-friendly experience will encourage alumni to validate and correct their information.
ICT role in 21st century education and it's challenges.
Data Maintenance in a Data Hoarding World
1. Data Maintenance in a
Data Hoarding World
Timothy State
Associate VP for Alumni Programs
Lake Forest College
state@lakeforest.edu @timstate
2. “In the future, it will be harder to
convince alumni to give us their
personal information than it will be
to convince them to
give us a gift.”
~Some random conference speaker
at Summer Sizzler years ago
4. The Data on Data
Data Education, Policy, and Transparency
Improving Internal Data Flow for Improved Data
Management
Making Data Updates Easy, Natural, and Non-Invasive
Creating a Culture of Data Maintenance
11. Developing a Data Policy
www.ForestersForever.com/DataPolicy
Define how data helps them, as an alum
Define how data helps us, as an institution
Define the data we collect
Define what we do with the data
Define what we will NOT do with the data
Define how we keep the data secure
Define the information we do not keep
Acknowledge volunteers
12. Linked our Data Policy
On the Profile Form
Saved content block for email marketing
On event registration forms
Added to sidebar navigation under “Alumni Services”
18. User-Oriented
Added birth date as an option for first-time log-in
In addition to Constituent ID
Improved, user-friendly profile search
Added search fields
Changing the default on “Hidden” fields for profiles not
built
Improved search return layout
23. Daily Practices
Confirming contact information any time we have an
alum on the phone
Simplified the data update form for internal use
Happy Birthday Emails
43% open rate
50+% click-through rate to update profile
31. New Data Update Systems
Initiated by someone other than our data team; make
sure your staff knows the importance of data
Alumni-centric: related to relevant and timely projects
Go beyond the Alumni Office
Create a sense of ownership by SHARING data
collected with other departments
Collaborate with existing initiatives
33. First-Class Data Maintenance
Publishing the data policy helps alumni understand why
you need their data
Improved, integrated data flow – easy for staff and easy
for alumni
Consistent data maintenance procedures
Pushing information to alumni; they‟ll update if its
incorrect
Data culture: data maintenance is everyone‟s
responsibility
34. Data Maintenance in a
Data Hoarding World
Timothy State
Associate VP for Alumni Programs
Lake Forest College
state@lakeforest.edu @timstate
Editor's Notes
About three years ago, we started looking at reprinting a directory. In the process of doing our due diligence, we got a lot of push-back for even entertaining the idea of going through the process of getting a significant update. The world has become extremely sensitive to the issue of identity theft, and protecting one’s personal information. Like it or not, that’s a world we have to operate in.If you have questions, feel free to ask as we go, rather than wait until the end.
I don’t know how much of this truly is a concern today, but if you Google “Facebook Data Mining” and you get 10 million, 400-thousand results.
About three years ago, I began doing my due-diligence to select a vendor to work on a directory update and reprint.I was really surprised that I got push-back from our gift officers. They said it was:InvasiveThat people didn’t want their evenings interrupted to be sold a directory.That people don’t want to give this information.On the flip side, they also kept saying:-Our emails are out-of-date-We have a lot of invalid phone numbersWe would collect the very information they wanted, yet our own fundraising team didn’t want us to launch the project to get it. During this time, I’ve been observing when people share data, when they don’t, and what they’re comfortable to give and what they are not. And I began to realize the print directory is just the byproduct. It’s really about the process.So for the next 40 minutes or so, we’re going to talk about this data discovery journey and some of the things that my team and I have learned along the way. And the ways that we’re integrating various aspects of the iModules system to help us improve not just the quality of our data, but the relationship we have with our alumni.
Today, we are completely transparent when it comes to the data we store and what we use it for, but we didn’t arrive at that point over night.We had a completely disjointed data maintenance system that relied entirely on our two-person data team to maintain and update. The idea of garbage-in, garbage out was taken so seriously, no one could touch the data base except for our data folks. Now the truth is, we actually have very good primary data. Our systems are working very well, as long as you keep in touch by U.S. Mail.It’s the secondary data – the company names, the business addresses, the work phones, the graduate degree programs, the spouse names. All of that data, not only was it not in the shape we hoped to have, we really had no systems to help us get that updated on a regular basis.But here is the thing: People actually want to share their information with you. They want you to know what they are up to.
So we tried to get an update of business information for our career mentors.We knew that when we emailed a pool of 500 career mentors, pushing their business information to them, we got a 50% response rate with new business information from company names and addresses, to industry codes and job titles.What was interesting was that this did not match up with the idea that people don’t want to share their information. And it didn’t match up with what we hear from our gift officers: that people don’t want to be bothered for their information.
We did something similar for holiday cards. We had a list of just over 200 alums who had U.S. snail mail returned to us, and thus by our standards at the time, they were coded as lost. But we had an email address for them. So we sent an email saying that we no longer had a mailing address for them, and we’d like to send them a Christmas card. We got 171 return emails, either confirming the mailing address we had, or providing a new mailing address.
The idea that alumni don’t want to share their information, just doesn’t match with these statistics.Alumni want their holiday cards.They want to be meaningful mentors.So the key is just telling them this is why we need it.
I believe where we are at today is that people want to have control over their information. But as we all probably have experienced, just because people have control doesn’t necessarily mean they take advantage of that control.
The directory became the catalyst for updating all of our data practices. From being open about educating our alumni on what it is we are collecting and why, to modifying the actual systems we use to update data.
People will share information with you if you tell them why you need it.We decided to start with our data policy, which actually had never been written before. We tried looking for policies from other institutions, but we couldn’t find anything.
With the data policy down, and the foundation for an education program in place, we turned toward our data flow.It’s important that all your systems match up, particularly if you are using them for the power that they bring to the table.
Mapped what we were doing.We realized the bulk of it was left over from days when you stayed in touch by mail and phones. That we weren’t taking full advantage of email and social networks. So we brainstormed what we could be doing and added that to the map.
We use the profile data information, and pull that into an event report to create this format, so all the data is in the correct spot.
When we were data mining class notes for birth information, we were not always getting the baby’s name, or gender, and hardly ever the actual birth day.But for us to really rely on that sort of information, we need to be able to know the baby’s birth date.You’ll see here on the bottom of the form that we explain we need this so that when the baby reaches the right age, we can send financial aid and college search information.
Some of our ongoing data practices help reinforce the culture of data maintenance because not all of our data updates are initiated by our data team.
We pull the bounce report and then have our data team append that with mailing addresses. It would be great if iModules would allow us to pull the report with profile information, but I guess that is not possible.
Creating a culture of data maintenance is not just about the alumni office. It’s really about the entire campus.One of the things that I firmly believe, and I say this on my campus, is that my role is to bring the resources of our alumni to our campus. And part of that resource is the data about where they are or what they are up to.So if I’m hording my alumni data, then I’m not going to build many partnerships on campus. And without building partnerships, then I won’t have many others on campus who are thinking about data maintenance.
As we launched our directory update, we’ve received more