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Strategic Consulting

Strategic Consulting. Presented by Lesley Thompson, University of Denver Mirko Widenhorn, iModules. What We’ll Cover. Strategic Consulting Overview University of Denver’s Consulting Project Tips to get you started. Strategic Consulting. Getting the web traffic that you want?

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Strategic Consulting

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  1. Strategic Consulting Presented by Lesley Thompson, University of Denver Mirko Widenhorn, iModules

  2. What We’ll Cover • Strategic Consulting Overview • University of Denver’s Consulting Project • Tips to get you started

  3. Strategic Consulting • Getting the web traffic that you want? • Wondered who reads your emails? • Have a small staff and need to be more efficient? • Getting the most out of Encompass?

  4. Denver’s Encompass set-up • 177,634 constituents • 120,000 alumni • 22 schools/units using Encompass • 279,000 non-member records • 6.2 million emails sent in FY14 • 24% open rate (FY14) • 207 administrators

  5. Changes made since April ’13 • Monthly reporting system • Info sheets for admins on email topics • Email segmentation requirement • Email scheduling system • Email analysis and subject line testing

  6. Consulting questions • How well are we using Encompass? • Can Encompass be used more efficiently? • How can the constituent experience be improved? • Are we sending too many emails? • Does our community structure make sense? • What data can we use to track progress?

  7. Consulting Process • Scoping call to identify priorities • Review every aspect of Encompass tools • Events, log-in process, campaigns, site usability… • Email analysis • Overall email marketing analysis • Detailed three-month analysis • Benchmark data for events, giving, email… • List of recommendations and action plan

  8. Findings: Encompass tools • Site usability • Integrate Encompass features into overall navigation • Events • Use attendee list option, Who’s coming link • Create event reminder emails • Log-in Process • Reduce length of first-time login process • Campaigns • Add Support button to navigation • Move Support buttons in email communications

  9. Findings: Email analysis

  10. Findings: Email analysis

  11. Findings: Who Denver is reaching • 61% of constituents opened at least one email during three months • 48% opened more than one email • 533 constituents opened 100% of all emails (min of 10) • Average number of emails: 19 • Breakout provided of how many emails received

  12. Impact of consulting project • Served as audit of online presence for upper-level administrators • School by school data reinforced good practices • Provided data to move forward with different community set-up • Adopted recommendations for efficiencies and to improve constituent experience • Greater buy-in of Encompass and iModules across division

  13. Implemented strategies • Include Constituent IDs in emails • Ease of access to events, giving pages, profile information and more • Utilizing Class Notes • Implemented donation category for all events

  14. Results • Reconciliation process is significantly easier and more streamlined • Online donations have increased by 20% • Donations are recognized in real-time rather than once a month • Non-member records have held steady • And, constituents and administrators are happier!

  15. To get you started • Set goals for your site • Tied to institutional or divisional priorities • Why goals are important: • Š Provide a way to focus your efforts • Know where to invest time and resources • Track and share progress internally and externally

  16. To get you started • Vision: Engage all alumni with the institution • Sample goals: • Increase the engagement of recent alumni with my institution • Increase tie to the institution • Increase financial support

  17. Site usability • Can constituents find what you want them to find?

  18. Site usability • What do you want people to do on your site? • Log in? • Register for an event? • Click on a news story? • Read a class note? • Make a gift? • Purchase a membership? • Search the directory? • ...

  19. Site usability • Have your site tested • Current students • Alumni Board • Event attendees • Recent graduates • Older alumni

  20. Site usability findings • Identify ways to focus on the key actions • Adjust navigation • Change images • Remove content • Add content

  21. E-communications analysis • Have a lot of information in Encompass • Review email data • General • Open rate compared to previous years • Clicks/open • Unsubscribe rate

  22. E-communications analysis

  23. E-communications analysis • Review email data • General • By category

  24. E-communications analysis

  25. E-communications analysis • Communications Planning • Review email data • General • By category • E-newsletter data • Identify types of information constituents respond to

  26. E-communications analysis Newsletter data

  27. E-communication analysis • Adjust messaging and content of communications • More targeted communication

  28. Consulting Services • Consulting projects are tailored to your needs • Projects are collaborative in nature • Recommendations to help you make progress toward your goals • Interested? Speak to your account manager

  29. Questions?

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