Travis Warren (WhippleHill) and Kim Hurlbutt (Proctor) at NAIS in San Francisco Feb 2010

1. BUILDING SCHOOL
WEBSITES AROUND
PARTICIPATION
Thursday 1:30PM - 2:30PM
Communications and Advancement
Travis Warren
President
WhippleHill, Inc.
Kim Hurlbutt
Director of Stewardship
Proctor Academy, NH
2010 NAIS Annual Conference | San Francisco, CA | Feb 24-26, 2010

2. BUILDING SCHOOL
WEB STRATEGY AROUND
PARTICIPATION

3. Session Outline
What is web participation ?
Who is participating online?
Building online participation.
WHIPPLEHILL

4. What does it look like ?

6. is this Participation?

7. annual monthly
views
sessions pages
visits
hits
unique
daily
monthly
impressions

8. is viewing your site participating?
12,000
Total
9,000
6,000
Unique
3,000
0
07
07
07
07
07
07
07
07
07
07
07
08
08
20
20
20
20
20
20
20
20
20
20
20
20
20
1
1
r1
1
1
l1
1
1
1
1
1
1
1
b
ar
ay
n
g
p
ct
v
c
n
b
Ju
Ap
No
De
Ju
Ja
Au
Fe
Se
Fe
O
M
M
Source: Eagle Hill School (August 2007 - February 2008) OMNITURE

9. The goal today is engagement

10. an inquiry is engagement.
70
60
50
40
30
20
10
0
Sept Oct Nov Dec Jan Feb
2006/07 2007/08

11. a log-in is engagement.
St. Paul’s
Mar 10

12. comment = engagement.
=
WHIPPLEHILL

13. comment = engagement.
50
38
25
13
0
8
08
08
08
08
09
9
09
09
9
9
00
00
00
00
20
20
20
20
20
20
20
r2
2
2
r2
n
g
ct
c
b
ril
ne
st
er
Ap
be
De
Ju
Au
Fe
Ap
gu
O
ob
Ju
m
Au
ct
ce
O
De
Source: Proctor Academy/Chuck’s Corner Commnets (April 2008 - December 2009)

14. Student
Teacher
Alum
Parent
Head of School
Parent
Candidate
of Alum
WHIPPLEHILL

15. Kim, how does this fit with
Proctor’s advancement -
stewardship model ?
WHIPPLEHILL

19. Let’s switch gears and talk about the
people we’re trying to
engage
WHIPPLEHILL

20. Alumni/ae
Parent
Parent
of Alum
WHIPPLEHILL

21. How to steward
is who to steward.
20% Donors20%
80%
Dollars
Vilfredo Pareto, 1848-1923
Pareto principle applied to advancement
90% of your support comes from 10% of your donors.

22. How to steward $977,001
is who to steward. 2008/09 Annual Fund
$60,811
356 Non-Leadership
donors
6% 94%
$916,190
221 Leadership
donors
0%
94% of support comes from 38% of donors.

23. $916,190
top 221 donors
+ $1,000
Box
1

24. $916,190
top 221 donors
Alumni
Parents
71
Current
58 Parents
71 Alumni

25. 221 Donors
ALMOST
1/2

26. 27
+ $10,000
Box
LEADERSHIP DONORS 1A
Total Giving to Proctor = 16.8 MILLION
Average Retention Rate = 10 Years!

27. ts
Who are these 27 donors?
8 Current Parents 8 Past Parents
10 Alumni/ae 1 Friend

28. All 27 have e-mail,
but how about ?
12

29. All 27 have e-mail,
but how about ?
6

30. This gives us
permission to
play

31. because we know
who is playing.

32. Building Online Participation
More users
Viral upside
Cool factor
Better tools
Social
Media Your
Website
Better filter
Better privacy
Better brand control
Fewer passwords
WHIPPLEHILL

33. Number of Users Factor
350,000,000 10.9 x
75,000,000 2.3 x
53,000,000 1.6 x
32,000,000 1.0 x
source: http://en.wikipedia.org/wiki/List_of_social_networking_websites
WHIPPLEHILL

34. 1. BLOGGING 2. SOCIAL NETWORKING
3. BROADCASTING 4. PHOTO SH A R I NG

37. 1. BLOGGING 2. SOCIAL NETWORKING
3. BROADCASTING 4. PHOTO SH A R I NG

38. Blogging

39. 2000-2010

40. Posts per year
200
180
160
140
120
100
80
60
40
20
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

42. =

43. WHAT PEOPLE ARE SAYING ... 5/23/2003 at 1:26:46 PM -
OLIN POTTER
AS A MEMBER OF CLASS OF 43 I
12/3/2002 at 1:00:00 AM - TOO COMPLETED A ROW BOAT OF
David Goodsell WHAT LOOKS TO BE THE SAME:
I never knew this piece of history about my STEAM BENT OAK RIBS WITH
father. I am so amazed that he did such a EDGE-NAILED PLANKS (TOUGH TO
wonderful thing so many years ago. Wow TRIM TO SHAPE) IT HAD A LITTLE
how exciting to see this happening. To all SKEG, FLOATED WELL BUT WAS A
the students at Proctor I commend you on BIT TIPPY. COULD PROBABLY FIND
your fine work. You are true Gentlemen A PHOTO OF IT IN USE IF THERE IS
and Ladies. Keep sailing!!!!!!! Ahoy There ANY INTEREST. OLIN POTTER
Mates David E Goodsell Ft Worth, Texas
3/9/2003 at 1:00:00 AM -
Nancy (Heywood) Boileau
It was so nice to turn over the boat to
where it was built by my cousin Fred
Goodsell. It makes our hearts warm to
know this was the right thing to do for
our lost families. We hope to see the little
boat on our swing through New England
this coming Fall. Paul & Nancy Boileau
Burlington, Vermont

44. WHAT PEOPLE ARE SAYING ...
5/24/2003 at 11:33:34 PM -
Alfred Goodsell
I received the invite from Lou and if it was
5/24/2003 at 8:43:45 PM - in my power to be there I would, however
Ruth & Rex McVay my thoughts are with you at Proctor on
How wonderful of all of you to restore the 14th, Olin I know that you will be
Alfred Goodsells little boat and to honor there so you can speak for me . Those
him by bringing the "Little Boat Home "on were some of the Happiest days of my
your reunion. We all wish his health would life being a part of the student body at
allow him to be there-his spirit will be I am Proctor with the teachers Roland {PETE}
sure of that. We are very proud of him and Burbank and his wife Connie, Lee Henry,
happy for him to be able to hear about this Bill Holts, Lyle Farrell , and Cap't. Rounds
honor. Thank you Procter. Sincerely Alfed in the Shop. I wouldn't give the memories
Goodsells sister and brother in-law. up for the world, and I am so happy to
be a part of the Proctor History.
11/16/2007 at 7:40:36 PM -
Connie Cauchon
Thanks for making my father a real piece of
history. He has always been a special person to
me but this makes him more special than ever.
Thanks again for restoring his Little Boat.

45. • Chuck’s Corners are written to specifically
reinforce key nostalgic themes
• Provide transparency and authenticity
through frequency
• Share the blog if the topic highlights an alum
or their specific interest. Engage!
• Learn alumni interests from comments and
use for future stewardship

48. WHAT PEOPLE ARE SAYING ...
1/17/2010 at 5:02:22 PM - Alice Martin
wonderful article, wonderful young man...from
his completely unbiased grandparents!
1/17/2010 at 4:53:01 PM - Deborah Wessells
Nice article about a wonderful young man
(my great nephew).

49. Micro-Blogging

51. “Ambient Awareness”
“Brave New World of Digital Intimacy”, Clive Thompson
WHIPPLEHILL

52. Sociologists have long found that “weak ties”
greatly expand your ability to solve problems.
“Brave New World of Digital Intimacy”, Clive Thompson
WHIPPLEHILL

54. 3 ways your school can use Twitter :
Single User Twitter List #Search
Set up a twitter account Controlled number of Search for tweets
either with the school’s name people to tweet on referring to your school,
(i.e. @proctoracademy) or an behalf of your school, get display results on your
identifiable figure within the constituents to follow website. Encourage the
school (ie. Head of School) your “twitter list” conversation.
WHIPPLEHILL

56. 440

57. 26 Box 1
Parents
26 of 51 Leadership
Parents
are on Twitter
Students
Current Parents
Alumni
Faculty/Staff
Peers
Unknown

58. Broadcasting

59. • Allows an auditory experience
- almost like being there!
• Embed podcast into customized
stewardship push pages
• Assembly, Musical Performances, Sports
Awards and/or Student Speeches
• Provide live stream of: Assembly, Music
Performances, Athletic Games, Reunion,
Graduation.
• Include podcasts in other mediums:
Chuck’s Corner, Facebook, Twitter
and the website.

60. flickr/chuckbwill

65. flickr/daniel_manning

67. Social Networking

68. Number of Users Factor
350,000,000 6x
53,000,000 1x

70. Evolution 2008 - groups
Proctor
Group
2007- friends A
Alex 828 members
Public Profiles
2009 - ‘fan’ pages
1,533 friends
Alumni/ae
PAPA
935 fans
168 fans

71. flickr/chuckbwill

72. flickr/chuckbwill
935 Fans

73. Alumni Fans
89%
facebook flickr/chuckbwill

74. Interactions
flickr/chuckbwill

80. Photo Sharing

81. user Proctor
Academy group
member
New
Hampshire
collection
set
photo

82. Homepage
Proctor
Archives
members
user Proctor
Academy
Proctor
In Focus
other
members
New
2008/09 Hampshire
2009/10
Hockey
Theater

88. Archives

89. Archives
flickr.com/proctorarchives

90. </presentation>

91. 04
20

97. </done>