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bbcon 2013
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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
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• 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
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• 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
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• 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
Group Join
part
• Ask for social
media in your
Profile Form
part
ENGAGEMENT TOOL: SOCIAL MEDIA
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SHARE IDEAS ABOUT ENGAGEMENT/
NETWORKING
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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
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• Strong message &
graphics
• Copy reinforces
challenge &
urgency
• Simple link
address adds to
ease of giving
GROWING GIVING: MAIL APPROACH
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• 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
LADONA FAZIO
ASSOCIATE DIRECTOR OF ADVANCMENT SERVICES
