the presentation! - iModules Client Community

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

913.888.0772 | imodules.com

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? Wondered who reads your emails? Have a small staff and need to be more efficient? Getting the most out of Encompass?

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

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

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?

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

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

Findings: Email analysis Open rates - FY14 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

Findings: Email analysis Open rates by day of week 26% 25% 24% 23% 22% 21% 20%

19% Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

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

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 setup • Adopted recommendations for efficiencies and to improve constituent experience • Greater buy-in of Encompass and iModules across division

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

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!

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

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

Site usability Can constituents find what you want them to find?

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? • ...

Site usability • Have your site tested • • • • •

Current students Alumni Board Event attendees Recent graduates Older alumni

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

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

E-communications analysis Traffic (# of sessions) Direct traffic

2013 (April 1 – May 29) 13,668

2014 (April 1May 29) 9,261

% change (y-o-y)

Google

5,507

5,764

4.7%

Referral traffic

6,716

2,479

-63.1%

Bing

391

394

0.8%

Yahoo

275

305

10.9%

-32.2%

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

E-communications analysis Clicks/open by email category 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

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

E-communications analysis Newsletter data Member data Type of story Athletics Alumni Profile Alumni News University News Event Information Blog Alumni Center

% clicks 17.9% 16.5% 12.0% 11.7% 10.2% 5.9% 4.6%

Non-member data Type of story Alumni Profile Athletics University News Alumni News Event Information Alumni Center Pride (license plates…)

% clicks 22.0% 14.3% 12.4% 9.4% 9.4% 7.4% 5.7%

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

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

Questions? 913.888.0772 | imodules.com