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5 DYSFUNCTIONS of Regional Alumni Engagement
DAVID HSU @hsudavidtDirector of Charities & Higher Education
Our mission is to build the infrastructure for a world of creators by helping leaders develop and organize thriving communities.
SOFTWARE FOR LEADERS
5 DYSFUNCTIONS
5 D
YS
FU
NC
TIO
NS
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
5 D
YS
FU
NC
TIO
NS
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
What is it?
Why does it happen?
What’s the consequence?
How to fix it?
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
Volunteers rely heavily on staff for simple tasks.
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
Volunteers rely heavily on staff for simple tasks.
Send email
Publish event
View RSVPs
The Bottleneck Volunteers rely heavily on staff for simple tasks.
Why does it happen? • “It’s our job” • “Volunteers prefer not to deal with the platform” • “We don’t want to lose control”
What’s the consequence? • Volunteers are frequently waiting on staff. • Staff is swamped with no time to tackle growth priorities. • Volunteer momentum gets lost.
The Bottleneck SOLUTION - DISTRIBUTE RESPONSIBILITY
• Do the math = what’s the value of local ownership?
• Set clear volunteer expectations.
• Your platform should empower volunteers but also enhance staff oversight.
Publish event
The Bottleneck
The Blackbox
The Fortress
The Distant Ruler
The Horror Show The roster is full of zombie and rogue chapters.
The Bottleneck
The Blackbox
The Fortress
The Distant Ruler
The Horror Show The roster is full of zombie and rogue chapters.
ZOMBIES
ROGUES
No events, no leadership
Out doing their own thing
The Horror Show The roster is full of zombie and rogue chapters.
Why does it happen? • “Leadership vacuum” • “We haven’t set expectations” • “They wanted to do their own thing”
What’s the consequence? • Alumni don’t know what to expect. • Inconsistency dilutes the brand. • University administrators sees chapters as liability instead of asset.
• Do a Community DNA to assess the situation.
• Bring leaders together to reset the vision.
• Communicate chapter standards.
• Equip chapters with a range of website/email templates that can be easily customized.
The Horror Show SOLUTION - RESET THE VISION
The Bottleneck
The Horror Show
The Fortress
The Distant Ruler
The Blackbox Regional engagement metrics are hard to come by.
The Bottleneck
The Horror Show
The Fortress
The Distant Ruler
The Blackbox Regional engagement metrics are hard to come by.
What proportion of your alumni are actively engaged
at the local level?
The Blackbox Regional engagement metrics are hard to come by.
Why does it happen? • “Events are organized on social media, and we have no clue” • “We have to hound volunteers” • “We have data all over, but it’s not easy to access”
What’s the consequence? • Don’t know what’s working and what’s not. • Hard to do targeted communications and volunteer recognition. • Can’t show success = can’t increase budget.
The Blackbox
• Incentivize reporting.
• Make it easy for volunteers (eg. onsite registration app).
• Your platform should seamlessly track key metrics.
SOLUTION - STREAMLINE REPORTING
Event attendees
New members
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler Email is almost always from “the institution” to masses.
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler Email is almost always from “the institution” to masses.
re: Register for Reunions!
Only 2 months until Reunions! Are you coming?
ps. If you already registered, please accept this email as a reminder to invite your friends!
The Distant Ruler Email is almost always from “the institution” to masses.
Why does it happen? • “It’s easier” • “It’s easier” • “It’s easier”
What’s the consequence? • Alumni feel anonymous = disengage. • Increased unsubscribe/spam rates. • Lower engagement rates.
The Distant Ruler
Sign upRSVP
Donate
Sign upRSVP
Donate
DonateRSVP
• Follows @YourUniversity
• Has 1000+ Followers
• Has RSVPed for Reunions
• Lives in New York
Sort All | Most Klout | Most Pc | Most Twitter
Mike Fisher NJ native now living in CA, co-founder of a stealth
122,58
Lauren Anderson Founder of Save the Ocean,
31638.21p
Emily BrownActivist, interested in communities and the
25
SOLUTION - TARGETED & PEER ENGAGEMENT
Top Ambassadors
The Bottleneck
The Horror Show
The Blackbox
The Distant Ruler
The Fortress New volunteers have a hard time breaking in.
The Bottleneck
The Horror Show
The Blackbox
The Distant Ruler
The Fortress New volunteers have a hard time breaking in.
“I would love to help start the LA chapter.”
“Great! Let me take your email.”
The Fortress New volunteers have a hard time breaking in.
Why does it happen? • “Oh great, you should talk to ______.” • “Oh great, you should join the Board.” • “Oh great, …………………………..(crickets).”
What’s the consequence? • Fresh volunteers lose interest. • You’re left with stagnant leadership and vision. • You’re not reaching key regions and demographics.
The Fortress
Mike Fisher
32 year old male
Facebook message • Tweet
Entrepreneur, coffee lover,
rock climber
id: 15 nb: @mikef
Mike Fisher signed up for local club 28 days ago
Mike Fisher wants to volunteer 28 days ago
Mike Fisher signed up for local club 28 days ago
Mike Fisher wants to volunteer 28 days ago
Mike Fisher’s history
• Make it simple and transparent.
• Define a clear engagement ladder.
• Delegate new volunteer workflow.
SOLUTION - ONBOARDING WORKFLOW
tMike Fisher’s Activity Feed
Mike Fisher signed up for local chapter 28 days ago
Mike Fisher wants to volunteer 28 days ago
5 D
YS
FU
NC
TIO
NS
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
Volunteers rely heavily on staff for simple tasks.
New volunteers have a hard time breaking in.
Email is almost always from “the institution” to masses.
The roster is full of zombie and rogue chapters.
Regional engagement metrics are hard to come by.
5 D
YS
FU
NC
TIO
NS
The Bottleneck
The Horror Show
The Blackbox
The Fortress
The Distant Ruler
